---
title: Cordwainer CallRail Evaluation
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-18-cordwainer-website-conversation-102490309.md
tags:
- client:cordwainer
- callrail
- call-tracking
- website
- lead-generation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Cordwainer CallRail Evaluation

## Overview

During the November 2025 website strategy review, the team identified that the phone number displayed in the Cordwainer site header is a CallRail tracking number rather than the facility's direct line. A decision on whether to retain CallRail or replace it with the direct number was flagged as pending, with Mark Hope assigned to weigh in.

## Current State

- The header phone number is a **CallRail tracking number**, not Cordwainer's direct facility number.
- This was noticed during a live walkthrough of the site; Bodo Liesenfeld confirmed the displayed number is not their actual phone number.
- CallRail was presumably implemented by a prior agency (likely Sixth City or an earlier vendor) to track inbound call volume from the website.

## Decision Criteria

The team acknowledged there are "good and bad things about CallRail." Key considerations for the evaluation:

**Reasons to keep CallRail:**
- Provides call attribution data — useful for understanding which traffic sources drive phone inquiries.
- Useful if pay-per-click (PPC) campaigns are active or planned, as it enables campaign-level call tracking.

**Reasons to remove CallRail:**
- Cordwainer's stated preference is **form fills over phone calls** — Maria and Bodo confirmed this explicitly during the meeting. If calls are a secondary conversion goal, the overhead of maintaining a tracking number may not be justified.
- Displaying a tracking number rather than the real number can feel impersonal or create confusion if the number changes.
- If PPC activity is winding down or paused, the tracking value diminishes.

## Current Lead Generation Preference

> "You said you do prefer a form fill versus a call, correct?" — Melissa Cusumano
> "Yes. Correct." — Maria Lastoria

The primary CTA on the homepage is **"Schedule a Visit"** (form fill). Phone calls are secondary. This preference weakens the case for maintaining a dedicated call-tracking number unless PPC campaigns are actively running.

## Status

**Decision pending.** Melissa Cusumano noted she would consult Mark Hope and provide a recommendation within a day or two of the meeting.

- [ ] Mark Hope to assess CallRail value and advise on retention vs. removal
- [ ] If removed: replace header number with Cordwainer's direct facility phone number
- [ ] If retained: confirm CallRail account ownership and ensure Asymmetric has access

## Related Context

- The homepage CTA audit also removed "RSVP for an Event" and "Apply for a Job" to reduce distraction from the primary lead-gen goal — consistent with the preference for focused, form-based conversions.
- Unbounce landing pages (used for PPC) were also under review at the same time; the fate of CallRail may be linked to whether PPC campaigns continue. See [[clients/cordwainer/_index]] for broader project context.

## Related Docs

- [[clients/cordwainer/_index]]
- [[knowledge/website-strategy/cordwainer-website-refresh-nov-2025]]