When customers call your business, being placed on hold doesn’t have to mean listening to silence or generic music.
Hold time can be used to answer common questions, introduce services, reinforce your brand, promote products, and give callers useful information while they wait. But an effective on-hold message shouldn’t sound like a nonstop commercial.
The best programs balance useful information with concise marketing messages and professional music.
A professional on-hold message should welcome and reassure callers, provide useful information about the business, highlight important products or services, answer common questions, and include occasional calls to action. The content should be short, conversational, easy to understand, and updated regularly so callers aren’t hearing outdated information.
Done well, on-hold messaging turns time callers are already spending with your business into another customer communication opportunity.
Why Does Your On-Hold Message Matter?
Think about what happens when someone calls your business.
That person has already taken an important step: they’ve chosen to contact you.
They may be ready to schedule an appointment, ask about a service, request pricing, place an order, or speak with someone about a problem.
Then they’re placed on hold.
Silence can make the wait feel longer, while generic music does little to help the caller.
Professional on-hold messaging gives businesses an opportunity to keep callers engaged while providing information they may actually find useful.
What Should an Effective On-Hold Message Say?
A strong on-hold program usually contains several short messages rather than one long announcement.
Each message should have a purpose.
One might explain a service. Another could answer a frequently asked question. Another could direct callers to the company’s website.
The goal is to create a natural rotation of information.
Instead of:
“Please continue to hold. Your call is important to us.”
You could use that time to tell callers something they may not already know about your business.
Should You Introduce Your Products and Services?
Yes, but keep it relevant and concise.
Customers sometimes know a business for only one service.
A caller may contact you for one reason without realizing you provide several related services.
On-hold messaging can introduce those additional services.
For example:
“Did you know we also offer…”
That simple message can create awareness of a service the caller may need now or in the future.
The key is not overwhelming them with every product or service your company offers.
Choose the ones that are most valuable to your customers.
Should On-Hold Messages Answer Frequently Asked Questions?
Absolutely.
Some of the most effective on-hold content isn’t promotional at all.
It’s helpful.
Think about the questions your employees answer repeatedly:
What are your business hours?
Where are you located?
Do I need an appointment?
What areas do you serve?
Can I request service online?
Where can I find additional information?
If many callers ask the same question, it may make sense to address it in your on-hold program.
You may answer their question before an employee even returns to the line.
Should You Include Your Website?
Yes, when the website gives callers something useful to do.
Don’t repeatedly announce a web address simply because you have one.
Give the caller a reason to visit.
For example:
“Want to learn more about our services? Visit our website to see our complete service list and request additional information.”
Businesses can also direct callers to online appointment requests, product information, FAQs, special offers, or other helpful resources.
What Makes a Good Call to Action?
Not every on-hold message needs a call to action.
But some should.
A call to action tells the listener what to do next.
Depending on the business, that could be:
Ask our representative about this service.
Schedule an appointment.
Visit our website.
Request a quote.
Ask about our current promotion.
Follow us on social media.
Keep it simple.
A caller shouldn’t need to remember five steps while waiting for someone to return to the phone.
Should On-Hold Messages Include Promotions?
They can.
On-hold messaging can be particularly useful for communicating current offers to people who are already interested enough in your business to call.
Promotional messages might feature a seasonal service, new product, limited-time offer, upcoming event, or another timely opportunity.
But this creates an important responsibility:
Remove the promotion when it ends.
Nothing makes an on-hold program sound outdated faster than hearing about a sale that expired three months ago.
How Long Should Each On-Hold Message Be?
Generally, shorter is better.
Remember that callers may come off hold at any point.
A long message with the important information buried at the end may never be heard completely.
Shorter individual messages make it easier to communicate one clear idea at a time.
A useful approach is:
One message. One idea. One takeaway.
Then transition back to music before introducing the next message.
This can make the program feel less like an advertisement and more like useful information presented throughout the hold experience.
How Important Is Professional Script Writing?
Very.
Information that works well on a website doesn’t necessarily work well when read aloud.
On-hold copy needs to be written for the ear rather than the eye.
Sentences should be relatively short.
The language should sound conversational.
Complicated industry terminology should be minimized unless callers are likely to understand it.
Phone numbers, web addresses, and other information should also be presented in a way that’s easy to follow.
A professional script writer can take the important points about your business and turn them into messages designed specifically for callers.
Should a Professional Voice Be Used?
The voice becomes part of how callers experience your company.
A professional voice talent can provide consistency in pacing, pronunciation, tone, and delivery.
The appropriate voice depends on the business.
A medical office may want a calm, reassuring presentation.
A retailer might prefer something more upbeat.
A financial or professional-services company may want an authoritative but approachable tone.
The objective isn’t to sound like a radio commercial.
It’s to sound like your business at its best.
What Role Does Music Play?
Music helps create the overall feel of the on-hold experience and provides a natural transition between messages.
The style should complement the company’s brand and customer base.
Some businesses may prefer contemporary or upbeat music, while others may be better suited to easy listening, jazz, classical, country, rock, or another style.
The important thing is that the music and voice work together rather than competing with one another.
Audio levels matter too.
Callers shouldn’t struggle to understand the voice because the music is too loud.
Should You Mention Awards, Experience, or Credentials?
When they’re relevant and accurate, yes.
On-hold messaging can help reinforce why customers chose your business.
That might include years of experience, professional credentials, certifications, awards, special capabilities, or other meaningful differentiators.
But avoid turning every message into self-praise.
Customers are usually more interested in what that experience means for them.
Instead of simply stating that you’ve been in business for 30 years, connect that experience to the service or expertise customers receive.
How Often Should On-Hold Messages Be Updated?
Businesses should review their on-hold content several times throughout the year, with quarterly reviews being a practical schedule for many organizations.
However, content should also be updated whenever important information changes.
That can include:
- New products or services
- Seasonal services
- Special promotions
- Holiday schedules
- Business hours
- Staff or provider changes
- New locations
- Events
- Website changes
- Outdated offers
Your on-hold program shouldn’t become something you create once and forget.
We recently covered this subject in more detail in our article, How Often Should a Business Update Its On-Hold Messages?
Regular updates keep the content useful for both new and repeat callers.
How Do You Know When Your On-Hold Content Is Outdated?
Listen to it.
It sounds obvious, but business owners and managers don’t always hear what their own customers hear.
Periodically call your main business number and ask to be placed on hold.
Listen from the customer’s perspective.
Does the information still apply?
Are you promoting services that remain important?
Does the program mention old employees, outdated hours, expired promotions, or services you no longer offer?
Does it accurately represent the business today?
If not, it’s time for an update.
Can On-Hold Messaging Help Reduce Caller Hang-Ups?
A professional hold experience can give callers information and something relevant to listen to while they wait.
That can be preferable to silence or repetitive generic audio.
But businesses should also look at the bigger caller experience.
If callers are routinely waiting an excessive amount of time, on-hold messaging isn’t a substitute for addressing the underlying wait.
On-hold content should improve the hold experience—not justify unnecessarily long hold times.
Can On-Hold Messaging Generate Sales?
It can create opportunities.
A caller may discover a product or service they didn’t know you offered and ask the employee about it when the call resumes.
That’s one of the advantages of communicating with someone who’s already engaged with the business.
Unlike many forms of advertising, the audience isn’t being interrupted.
They called you.
The message simply uses the waiting period to make them aware of something relevant.
How Can Businesses Measure Whether On-Hold Messaging Is Working?
On-hold messaging isn’t always measured like digital advertising because there’s no click-through rate attached to a telephone hold.
But businesses can still look for indicators of engagement.
One of the easiest methods is to give callers a specific reason to respond.
For example, a message might say:
“Ask your representative about our maintenance program when we return to the line.”
Employees can then track how often callers mention it.
Businesses can also compare inquiries about services being promoted, ask customer-service staff which messages generate questions, and track responses to on-hold-only promotions.
The objective is to learn which messages create conversations.
Should Employees Know What’s Playing On Hold?
Yes.
If your on-hold program promotes a service, your employees should know about it.
Few things are more frustrating for a caller than hearing about an offer and then having the employee say:
“I’m not sure what you’re talking about.”
When on-hold content changes, let the staff know.
That makes the messaging part of the overall customer communication strategy rather than an isolated recording running through the phone system.
What About Auto-Attendant and Voicemail Greetings?
The caller experience doesn’t begin only when someone is placed on hold.
Your auto-attendant greetings, voicemail greetings, and on-hold messages should sound like they belong to the same organization.
The business name, tone, terminology, hours, departments, and other information should remain consistent.
Professional voicemail greetings can be particularly important when customers call after hours or reach an employee who isn’t available.
That caller should still receive clear instructions about what to do next.
A consistent professional voice across the phone system helps create a more unified customer experience.
What Should Businesses Avoid Saying On Hold?
Avoid unnecessary jargon, extremely long lists, complicated instructions, outdated information, excessive repetition, and exaggerated marketing claims.
Also be careful with information that changes frequently.
If pricing changes often, for example, it may be better to encourage callers to ask about current pricing rather than record a specific amount that could quickly become outdated.
The strongest content tends to be clear, useful, conversational, and easy to maintain.
Frequently Asked Questions About Professional On-Hold Messages
What should an on-hold message include?
An effective program can include information about products and services, answers to common questions, website resources, seasonal information, promotions, company differentiators, and simple calls to action.
How long should an on-hold message be?
Individual messages should generally be brief enough to communicate one primary idea clearly. Short messages separated by music can work better than one long continuous announcement.
How often should on-hold messages be changed?
Review the program several times per year and update it whenever important information changes. Quarterly reviews are a practical approach for many businesses.
Should on-hold messages include music?
Music can provide a more polished listening experience and create natural separation between spoken messages. The music should complement the company’s brand and not overpower the voice.
Can I use the same recording for voicemail and on-hold messaging?
They’re different parts of the caller experience and usually require different scripts. However, the voice, tone, branding, and information should be consistent across both.
How can I tell whether my on-hold messages are effective?
Track caller questions, employee feedback, inquiries about promoted services, and responses to specific offers or calls to action mentioned in the program.
Make Every Message Useful to the Caller
A professional on-hold program doesn’t need to say everything about your company.
It needs to say the right things.
Start with what callers want to know. Add services they may not realize you offer. Give them useful information. Include a clear call to action when appropriate. Support the messages with professional voice talent and music that fits your brand.
Then keep the program current.
When those elements work together, being placed on hold becomes more than dead time. It becomes another opportunity to communicate with a customer who has already chosen to call your business.
Create Professional On-Hold Messages With AD-Hold
AD-Hold helps businesses create professional on-hold messaging programs designed to inform callers, promote services, strengthen branding, and improve the overall caller experience.
From professional script writing and voice talent to music selection, custom on-hold messages, auto-attendant greetings, and professional voicemail recordings, AD-Hold can help create a consistent voice throughout your business phone system.
Whether you’re replacing an outdated recording or developing a professional phone messaging program for the first time, AD-Hold can help turn your ideas into polished messages your customers actually hear.
Contact AD-Hold to discuss your on-hold messaging needs and start making better use of the time your customers already spend on the phone with your business.