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