Routing website calls by page: a setup for a firm with five desks
A worked example of page-based call routing for a brokerage: URL rules, topic questions, market hours, overflow and callbacks, and the mistakes to avoid.
· 7 min read · By the CallCeptor team
An IVR asks callers to sort themselves: press 1 for this, 2 for that. A website already knows a lot about the caller before they click anything, starting with the page they are reading. This guide walks through a routing setup for a mid-sized broking firm with five teams.
The teams
- Account opening: new clients, KYC questions.
- Client support: existing clients, logins, statements, fund transfers.
- Dealing desk: existing clients with trading questions, during market hours.
- Primary markets: IPOs and NCDs.
- Research sales: people reading research who want to talk to an adviser.
Step 1: route by page first
Match URL patterns to teams. These rules fire before any question is asked, so the visitor on an IPO note gets one fewer decision to make.
| Page pattern | Team |
|---|---|
/ipo/*, /ncd/* | Primary markets |
/research/* | Research sales |
/open-account/*, /pricing/* | Account opening |
| Everything else | Decided by the questions in step 2 |
Step 2: ask two questions, not five
The pre-call form should take under ten seconds. Two questions cover almost every case for a broker:
- Are you a new or existing client? This splits sales from service better than any topic list.
- What is it about? Keep the list to four or five items, written in the visitor's words: "Open an account", "Help with my account", "A trade or order", "IPO or NCD", "Something else".
Name and mobile are worth asking for, since they let you call back if the line drops. An OTP on the mobile number cuts spam if you get it; skip it until you do.
Step 3: respect market hours
The dealing desk should ring only during trading sessions and be closed on exchange holidays. Outside those hours, route "A trade or order" to a message pointing to your official order channels and offer a callback from client support. Decide with compliance whether calls to the dealing desk are always recorded; many firms say yes.
Step 4: plan the overflow
For each team, set a ring timeout and a next step. A reasonable default:
- Ring all available agents in the team for 25 seconds.
- Overflow to a backup team (for example, research sales to account opening).
- If still unanswered, offer a callback slot and create a task with a one-hour SLA.
- Escalate unclaimed callbacks to a supervisor.
Mistakes we see
- Copying the IVR menu into the form. Eight options on a web form is worse than eight on a phone, because visitors can see how many there are.
- Routing careers and vendor calls to people. Send them to a form.
- No owner for callbacks. A callback queue that belongs to everyone is answered by nobody.
CallCeptor supports all of the above out of the box. See the setup for stock brokers or compare plans.
Written by the CallCeptor team, who build browser calling and call routing for Indian financial firms. Product details reflect what CallCeptor does today; anything on the roadmap is marked as such. This guide is general information, not legal or regulatory advice. Spotted a mistake? Tell us. See how we write.