Be sure that you add dialing to any phone number in text and a hotspot on any image that references in display ads a phone number. Many smartphones will convert text automatically – but you have to add this explicitly by adding an href “tel:xxxxxxxxxx” to any text or spot someone may tap. Very similar to a mailto:

Customers looking at web content on their phones now have come to expect to tap a phone number and then tap CALL. You can insure that this will function across all mobile platforms by adding the above code.