Let's be honest—nobody likes being put on hold. That dead silence, or worse, the repetitive beep, is more than just an annoyance. It’s a missed opportunity. Every second a customer waits is a chance to turn what could be a frustrating moment into a genuinely positive brand interaction.
You can use that time to reinforce your brand, keep callers engaged, and even highlight offers they might not know about, all with professionally crafted on hold messages and music.
Turn Waiting Time Into a Marketing Opportunity
Think about it. Instead of leaving customers wondering if they’ve been disconnected, you can actively talk to them. Good on-hold messaging has been shown to reduce how long a wait feels, which in turn lowers hang-up rates. It also sends a clear signal that your business is professional and cares about the customer experience.
The Real Cost of Poor Call Handling in Australia
Here in Australia, we've all experienced painfully long wait times. It's become a serious issue. Just look at the stats for some major government services. Between July and August 2023, the average time to speak to a person ballooned to 32 minutes, a huge jump from 18 minutes the year before.
It got so bad that 2.8 million customers were met with a 'congestion' message, meaning they couldn't even join the queue. This isn't just an occasional inconvenience; it highlights a major problem with how calls are handled across the country.
This widespread frustration creates a massive opening for businesses that do things differently. When a caller, bracing for a long, silent wait, is instead greeted with helpful information and good music, the positive contrast is immediate.
Your on-hold time is essentially a private radio station where you have a captive audience of people who are already interested in what you do. What are you going to broadcast?
How Different Industries Can Capitalise on Hold Time
The trick is to tailor your on-hold content to what your callers actually want to hear and what your business wants to achieve. No matter your industry, there's a smart way to use this time.
Retail Businesses: A clothing boutique could announce a new collection, promote a weekend sale, or explain the perks of its loyalty program. Imagine a caller hearing, "While you wait, did you know our new winter collection just dropped? Ask us about our new season jackets when we're back." That can directly spark a sale.
Healthcare and Medical Clinics: A dental practice can share simple oral hygiene tips, talk about a new cosmetic service, or gently remind patients to book their next check-up. This not only educates but also builds trust and reinforces the clinic's expertise. In fact, smart messaging is a core part of effective medical call center strategies that aim to improve the entire patient journey.
Professional Services: During tax season, an accounting firm can offer tips or reminders about EOFY deadlines, explain a new business advisory service, or point callers to useful resources on its website. This adds real value before the conversation has even started.
In every case, you’re turning a passive wait into an active, valuable touchpoint. You're not just filling silence; you're communicating, marketing, and improving the customer experience all at once. This simple shift can turn a common frustration into a real strategic advantage for any Australian business.
Building Your On Hold Message Strategy
Many businesses treat their on-hold message as an afterthought—something you just set and forget. That’s a massive missed opportunity. Without a clear plan, you're just filling silence. With a smart strategy, you’re turning wait time into a valuable marketing channel.
Before you even think about writing a script, we need to zoom out. A great on-hold message starts with asking a simple question: What do we actually want this to do for our business? The answer will guide every decision, from the words you choose to the background music you play.
First Things First: What Are You Trying to Achieve?
Think of your hold time as a one-on-one conversation with a captive audience. What do you want to tell them? Your main goal might be to:
- Spotlight a new product or service. This is your chance to let callers know about your latest offerings. Someone calling for one reason might not realise you offer another service that's a perfect fit for them.
- Answer common questions. Do you get asked about your location or business hours all the time? Answering these FAQs on hold saves your team from repeating themselves and frees them up for more complex queries.
- Send callers to your website. A simple prompt like, "While you wait, check out our project gallery at ourwebsite.com.au," is incredibly effective at boosting online traffic from an already-engaged audience.
You don't have to pick just one. The best strategies usually weave a few of these goals together into a single, seamless audio loop.
Think Like Your Caller
Once you know your goals, the next step is to put yourself in your caller's shoes. They’ve already taken the initiative to contact you, so they have a specific need in mind. Your messages should meet them right where they are.
For example, a mechanic's workshop could offer quick car maintenance tips. This provides genuine value and instantly positions them as a trusted expert. A real estate agency might highlight new listings in a particular suburb, tapping directly into what a potential buyer is looking for.
By matching your on-hold content to what your caller likely wants to know, you turn a passive wait into a helpful, active brand experience. You’re not just killing time; you're starting the conversation before your team even picks up.
Relevance is everything. The context of a message has a huge impact on how it’s received. For example, marketing data shows 55% of Australians are less likely to act on SMS messages they feel are poorly timed. While that’s about texts, the same logic applies here—your caller is actively seeking information right now, making it the perfect time to deliver something useful. You can see more insights into Australian consumer behaviour on attentive.com.
Use a Content Calendar to Keep It Fresh
Nothing says "we're not paying attention" like hearing a Christmas promo in February. When callers are forced to listen to the same outdated loop every time they call, they just tune it out completely.
The fix is simple: create a basic content calendar. It doesn't need to be fancy; a spreadsheet that tracks your message topics and when they need updating is perfect.
- Quarterly Reviews: At a minimum, check your core messages every three months. Are your hours correct? Are the services you’re promoting still a priority?
- Seasonal Campaigns: Plan ahead for holidays, different seasons, or key business dates like the end of the financial year (EOFY). A timely message always feels more personal and relevant.
- Promotional Swaps: If you run monthly specials, make sure your on-hold messaging keeps pace. A quick update can turn that hold time into a direct path to a sale.
A simple content plan ensures your brand always sounds current and organised. It's a small bit of admin that makes a huge difference to how callers perceive your business.
Writing Scripts That Genuinely Connect With Callers
Once you’ve nailed down your strategy, it’s time for the fun part: writing the scripts. This is where you get to translate your goals into actual words that callers will hear. The line between a message that genuinely engages and one that just annoys is all in the writing—it comes down to getting the tone, clarity, and authenticity just right.
Think of your script less like a corporate broadcast and more like a short, helpful chat. Your brand has a unique personality—is it friendly and casual, professional and reassuring, or upbeat and modern? Your on-hold script needs to sound like it’s coming from the same place.
Find Your Voice: Keeping It Natural and Conversational
One of the biggest mistakes I see businesses make is writing scripts loaded with robotic corporate jargon. Phrases like "synergising solutions" or "optimising outcomes" are an instant turn-off. Nobody talks like that in real life, so your business shouldn't either.
The solution is simple: write like you speak. Use direct, easy-to-understand language. It makes your brand feel far more approachable and trustworthy.
Just look at the difference it makes:
- The Old Way: "We are currently experiencing high call volumes. Your patronage is valued, and an associate will be available momentarily to address your query."
- A Better Way: "Thanks for calling! We’re a bit busy at the moment, but we promise we’ll be with you as soon as we can. Thanks for your patience."
The second one is warmer and feels real. It acknowledges the wait without sounding like a legal disclaimer.
Your on-hold message is a direct line to your customer's ear. Ditch the jargon and speak to them like a person. A genuine, conversational tone builds rapport long before a team member even picks up the phone.
How to Structure Your Message Loop
Your on-hold audio isn't one long speech; it's a loop of short, distinct messages playing between music. The sweet spot for each message segment is around 25 to 50 words. That’s short enough for someone to absorb easily but long enough to share something useful.
A full on-hold program typically runs for about three to five minutes before it repeats. This gives you enough runway to provide variety, so callers with a slightly longer wait aren't stuck hearing the same thing over and over.
Think of your script as a playlist of these short segments. A great loop might include:
- A quick welcome and thank you for calling.
- A useful tip or an answer to a common question.
- Info on a current promotion or special offer.
- A reminder to check out your website or social media.
- A quick, friendly reassurance that their call will be answered soon.
This approach keeps the content fresh and offers little bits of value while they wait.
What to Say and What to Avoid
Some on-hold phrases have been so overused they've become triggers for frustration. Your script will be a whole lot more effective if you steer clear of these clichés and focus on being helpful instead.
What Your Script Should Do:
- Be Specific: Don't just say, "ask about our new services." Instead, try, "Ask our team about our new fixed-fee accounting packages for startups."
- Offer Real Value: Share a quick tip they can use, a surprising industry fact, or answer a question you get all the time.
- Use a Clear Call-to-Action (CTA): Tell callers exactly what to do next. For example, "Visit our website to see our project gallery," or "Mention this message for 10% off your first order."
Phrases to Avoid at All Costs:
- "Your call is important to us." This is the biggest cliché of them all. A helpful message shows them they're important—you don't need to say it.
- "All our agents are currently busy." This just states the obvious and can make the wait feel even longer.
- Long, complex sentences. Keep it short and snappy. Remember, people are multitasking and only half-listening.
If you’re looking for more ideas on tone and phrasing, checking out examples of well-crafted customer service scripts can provide some excellent inspiration.
On Hold Message Script Templates for Australian Businesses
Here are a few ready-to-adapt script templates to get you started. Notice how the tone shifts depending on the business type and the message's goal. These examples are designed to feel natural and specific to an Australian audience.
| Business Type | Message Goal | Script Example (Tone: Friendly & Casual) | Script Example (Tone: Professional & Authoritative) |
|---|---|---|---|
| Local Retail Shop | Promote a sale & drive foot traffic | "Thanks for calling! Just a heads-up, our mid-season sale is on now, with up to 30% off storewide. Pop in this weekend—we’re at 123 Main Street!" | "Thank you for your call. We're currently holding our seasonal clearance event, featuring discounts of up to 30% on selected items. Please visit our showroom to view the collection." |
| IT Support Company | Answer an FAQ & build trust | "Waiting for a tech expert? While you hold, here's a quick tip: restarting your computer really does solve about 70% of common issues! We’ll be with you in just a moment." | "Thank you for contacting us. Did you know that a simple system reboot can resolve many common performance issues? An engineer will be with you shortly to provide further assistance." |
| Real Estate Agency | Drive website traffic | "Hi, thanks for your patience! While you wait, why not check out our latest listings? You can take a virtual tour of our top properties right now at YourAgency.com.au." | "Thank you for calling. To view our current portfolio of properties for sale and lease, including comprehensive photo galleries, please visit our website at YourAgency.com.au." |
| Dental Clinic | Educate patients & promote a service | "Thanks for holding! Did you know we offer interest-free payment plans for major treatments like Invisalign? Ask us for more details when we connect. We’ll be right with you!" | "Thank you for your call. For information on our cosmetic dental services, including Invisalign and teeth whitening, please visit our website. A member of our patient care team will be with you shortly." |
These are just a starting point, of course. The best script is one that perfectly captures your brand's voice and speaks directly to your customers' needs. By customising your messages, you can create an on-hold experience that’s not just tolerable but genuinely helpful.
For a deeper dive into what works for different industries, feel free to browse more script templates and real-world examples here: https://thevoiceoverguy.com.au/examples-of-scripts.
Selecting the Right Voice and Music for Your Brand
Even the most brilliant script can fall completely flat if the delivery is wrong. The voice that speaks your words and the music playing underneath are what really shape the caller's experience. It’s the difference between a forgettable wait and a positive brand touchpoint.
Think of it as casting the main character for your company's audio presence. You need a voice that doesn't just read the lines but brings your brand’s personality to life. This is your audio handshake, and getting it right is non-negotiable.
Finding a Voice That Is Your Brand
The voice you choose has a huge, almost subconscious, impact. Does it align with the image you've carefully built? Ask yourself: do you want to sound like a trusted local expert or an innovative industry leader?
Your choice will either reinforce or undermine everything else you do.
- Warm and Friendly: A relaxed, conversational tone is perfect for building instant rapport. For many Australian businesses, from the local mechanic to a family-run café, this feels genuine and puts callers at ease straight away.
- Energetic and Upbeat: If you're a gym, a marketing agency, or any business that thrives on momentum, an enthusiastic voice creates a sense of excitement and positivity.
- Professional and Authoritative: A clear, steady, and confident voice builds immediate trust. This is the go-to for medical clinics, financial advisors, and IT support firms where credibility is everything.
Don't forget to think about who's on the other end of the line. A trendy, fast-paced voice might work for a youth-focused brand, but it could alienate a service catering to retirees, who would likely prefer someone calm and clear.
Why Your Background Music Matters More Than You Think
We've all been there: stuck on hold with either dead silence or, even worse, a terrible, tinny tune. Background music isn't just filler; it’s a tool for managing your caller’s mood. The right track can genuinely make the wait feel shorter and reduce the chances of them hanging up.
Silence on the line is a killer. It makes every second feel longer and amplifies any frustration. Good music, on the other hand, creates a much more pleasant atmosphere that reflects your brand.
The music you choose is the soundtrack to your customer experience. It should complement your brand, not compete with it. A calm, ambient track creates a spa-like feel for a wellness clinic, while an upbeat, modern tune suits a creative agency.
When you're choosing a backing track, there's one golden rule: it must be royalty-free. Playing popular chart music without paying for the correct, very expensive licence can land you in serious legal trouble with hefty fines. Stick with professional services that provide vast libraries of fully licenced tracks. You can find a huge range of quality, on-hold music options that are guaranteed to be legally safe and match your brand's vibe.
Ultimately, you’re looking for music that sets the right mood without drowning out the main message. It needs to be pleasant enough to notice but subtle enough to let your voiceover remain the star of the show.
You've got your script perfected and the audio sounds fantastic. Now for the final piece of the puzzle: getting it onto your phone system. This is where many people start to worry about the technical side of things, but I promise it's usually much simpler than it sounds.
Whether you're running a modern cloud-based setup or a trusty old PABX in the office, a few key details are all you need to get your new on-hold message live and sounding professional.
Getting the File Format Right
When you work with a professional voice-over artist or audio production service, they’ll send you the finished product as a digital audio file. Most of the time, it will be one of two types, and knowing the difference helps.
- MP3: This is the format you’re probably most familiar with. MP3s are compressed, which keeps the file size small. This makes them perfect for most modern VoIP (Voice over Internet Protocol) systems that load audio quickly over your internet connection.
- WAV: Think of a WAV file as the uncompressed, master-quality version. The files are much larger, but they deliver the absolute best audio fidelity. Some older office PABX systems—and even a few high-end cloud platforms—insist on this format to maintain crystal-clear sound.
Honestly, you shouldn't have to worry too much about this. A good audio provider will always ask what phone system you use and deliver the file in the exact specifications required. They handle the technical stuff so you don't have to.
How to Upload Your New Messages
The exact steps for uploading will change depending on your specific phone system, but the general idea is the same.
For Cloud and VoIP Phone Systems
If you're using a modern business phone service like those from Telstra, Optus, or RingCentral, you're in luck. These systems almost always have a simple web portal. You just log into your account, find the section for 'Music on Hold' or 'Audio Settings', and upload your new file. It's often as easy as dragging and dropping it from your desktop.
For On-Premise PABX Systems
For older, physical PABX systems that live in your office, the process can be a little more hands-on. Depending on the age and model, you might need to load the audio file using a USB stick or an SD card. Some require connecting a laptop with special software. If you're not sure, the best bet is to call your phone system technician or IT support person—they can usually get it done in minutes.
This decision tree helps visualise the strategy behind your message. Are you aiming to brand, inform, or direct? Every choice flows from that core goal.
It’s a great way to double-check that your plan aligns with what your callers will actually hear before you go live.
Audio File Specifications for Common Phone Systems
Getting the file format right is the most common roadblock. Your phone system has very specific requirements for the audio files it will play. To save you some time, here's a quick reference for some of the most popular systems used by Australian businesses.
| Phone System Type | Recommended File Format | Bitrate/Sample Rate | File Naming Convention |
|---|---|---|---|
| Cloud VoIP (General) | MP3 | 128kbps / 44.1kHz, mono | Simple names, e.g., OnHoldMessage.mp3 |
| Cisco Systems | WAV | u-Law or a-Law, 8kHz, 8-bit, mono | Varies by model, often numeric |
| Avaya IP Office | WAV | PCM, 16-bit, mono, 8kHz or 16kHz | Specific naming, e.g., LVM_HoldMusic.wav |
| 3CX | WAV | PCM, 8kHz, 16-bit, mono | Can be customised, e.g., MyHoldMusic.wav |
| Traditional PABX | Varies (often WAV) | Check manual (e.g., u-Law, 8kHz, 8-bit) | Varies widely, often requires specific names |
Always try to check your system's manual or support page first. If you give these specs to your audio producer upfront, you'll get a file that works perfectly the first time.
Given that Australia now has 34.1 million mobile connections and 83% of us use apps for calls, our tolerance for poor-quality audio is lower than ever. As the ACMA's communications report shows, customers expect a slick, professional experience every time they interact with your business—and that absolutely includes when they're on hold.
Ultimately, this is another great reason to partner with an expert. A professional voice-over service has seen all these systems before and knows exactly how to format your audio so it’s ready to upload without any technical headaches. To see how this seamless process applies to other phone audio, check out these tips on using a professional IVR and messages on hold recording.
Your Questions About On Hold Messages Answered
So, we've walked through the strategy, the scripting, and even the technical side of things. But from my experience, a few final questions always seem to pop up for business owners right before they're ready to commit.
Let's tackle those common queries head-on. These are the top questions we hear from Australian businesses, and getting them answered should give you the last bit of confidence you need.
How Often Should I Update My Messages?
This is a big one, and there's no single right answer—it really hinges on your business. As a solid baseline, I recommend you review your messages quarterly and give them a full refresh at least twice a year. This ensures your fundamental details, like opening hours and services, are always spot on.
However, if your business runs on seasonal promotions, special offers, or you have regular company news, you’ll want to update them more often. Think of it this way: fresh content stops regular callers from mentally tuning out and makes sure the time they spend on hold is actually valuable.
Treat your on-hold message like your website's homepage—it should never feel outdated. Keeping it current shows you're organised and on the ball.
What Is the Real Benefit of a Professional Voice Artist?
You might be tempted to record the messages yourself to save a few dollars, but a professional voice artist brings a level of polish that's impossible to replicate. It's not just about reading a script; they have the training to nail the perfect tone and pacing to keep your callers actually listening.
What’s more, they record in a sound-treated studio with broadcast-quality gear. The final audio is then professionally engineered to remove distracting breaths and background noise, leaving you with a crystal-clear, clean sound. That level of quality says a lot about your brand's credibility before your team even picks up the phone.
Can On Hold Messages Actually Generate Sales?
Absolutely. In fact, it’s one of the most overlooked marketing opportunities. You have a captive audience that has already shown an interest in your business—it's the perfect moment to tell them about things they might not know.
The trick is to use it to talk about new products, exclusive promotions, or other high-value services. Crafting a message with a clear call-to-action is key. A simple prompt like, "Be sure to ask our team about the 20% off special this month," can directly spark a sales conversation. It’s a simple way to turn a routine enquiry into a real revenue opportunity.
Are Professional Messages Worth It for a Small Business?
Yes, and I'd argue they're even more valuable for a small business. A professional on-hold system instantly makes you sound like a larger, more established, and well-organised company. It's a shortcut to building credibility with new customers.
Instead of subjecting callers to silence or jarring beeps, you can use that time to tell them what makes your business great. Share a glowing customer review, highlight what you do differently, or point them to your website to see examples of your work. It puts every single second of your customer's wait time to work for you.
Wondering about the right script length? We have a handy resource that breaks down how many words you can fit into a minute of audio. You can check it out to help with your words to minutes calculation.
Ready to transform your caller experience from a frustrating wait into a powerful marketing tool? At The Voice Over Guy, we make it simple to get professional, broadcast-quality on hold messages recorded for your Australian business. Get an instant quote and have your audio ready in as little as 24 hours. https://thevoiceoverguy.com.au