After-hours calls: what counts as urgent and who answers

Decide what counts as urgent

Not every night call is an emergency. Write a short list for your trade of the calls that can't wait until morning. For example:

• Roofing: water coming in right now, or a tree on the roof.
• Plumbing: a burst pipe, a sewer backup, or no water at all.
• HVAC: no heat in freezing weather, especially with kids or older people in the home.
• Snow removal: a commercial lot or walkway that has to be clear before opening.

Everything else, like a quote for a new patio or a question about scheduling, can wait for the next business day. If someone describes a gas smell, a fire or a downed power line, the right answer is to tell them to call 911 or the utility first.

Ways to cover nights and weekends

An honest after-hours greeting

The simplest option. Your voicemail says your hours and when you'll call back. It costs nothing and it's fine for trades where little is truly urgent. See what to say on your voicemail for a script.

An on-call rotation

You and your crew leads take turns carrying the phone. It works if the rotation is written down, everyone knows what counts as urgent, and the person on call is paid fairly for it. Check your state's wage rules for on-call time.

An answering service

A person takes the message and can reach you for the urgent ones. Give them your urgent list in writing so they aren't guessing.

An AI receptionist

An AI assistant answers, asks your questions and sends you the details. Ava, ours, tells callers she is an AI at the start and sends you a summary. On Pro, Premium, or the Custom add-on, urgent calls can be transferred to your phone.

Set honest expectations

It's easier for a caller to wait when they know what to expect. Say it plainly on your greeting, your website and your Google Business Profile:

• Your real office hours
• When after-hours messages get a callback
• What you treat as an emergency
• Any after-hours or emergency fee, before you roll a truck

About the words 24/7 emergency service

Only advertise 24/7 emergency service if a call at 2 AM on a holiday really gets answered and someone can really respond. If you cover some nights but not all, say that instead. "After-hours calls returned by 7 AM" is honest and still useful. Advertising a service you don't deliver can be treated as deceptive advertising, and it's a quick way to earn a bad review.

The same goes for your Google profile hours. List the hours you really answer, not the hours you wish you did.

Review it once a season

Look at your after-hours calls every few months. How many were truly urgent? How many could have waited? If almost nothing is urgent, a clear greeting may be all you need. If urgent calls are slipping through, add coverage. Our guide on missed calls shows how to count them.