For appliance repair
The dishwasher stopped with a full load still in it
Nobody schedules an appliance failure. Formala answers the moment they land on your site, gets the make and model off the plate, and emails you a job you can bring the right part to.
Free plan, no card, no clock. One line of script on the site you already have.
Sound familiar?
Without the model number it is two visits
You cannot bring the right part to a machine nobody has identified, and asking for it by phone after you arrive is how a Tuesday becomes two Tuesdays.
You are elbows deep in the last one
The calls come while you are under a machine with your hands full, and they go to whoever is free to answer.
Some of it is not worth the drive
A fourteen-year-old machine, a brand you do not service, a tenant who cannot authorize the work. You would rather find that out before the callout.
What Formala does about it
Asks what it is and what it is doing
Which appliance, what make, and the actual symptom rather than the word broken. Not draining is a different visit from not starting.
Gets the model number off the plate
They can photograph the sticker inside the door and it will read the model straight off it. That one field is the difference between arriving with the part and arriving to look.
Says no to the ones you do not take
Brands you do not service and areas you do not cover are yours to define, and it holds that line politely rather than booking you a wasted morning.
What lands in your inbox
Not a name and a phone number.
Formala pulls the conversation apart into the fields you asked for, so the thing that reaches you is something you can act on without reading a transcript.
- Appliance
- Dishwasher, not draining
- Model
- Bosch SHPM88Z75N
- Where
- Berwyn, 60402
- Phone
- 708-555-0164
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions appliance techs ask
- Can it actually get the model number?
- Yes. It asks for a photo of the plate inside the door or behind the drawer, and it reads the model straight off the picture. That is the single field that decides whether you arrive with the part or arrive to look at it.
- What if the photo will not open?
- Some phones send a format it cannot read, and it never opens a PDF. When that happens it says so rather than pretending, saves the file so you can open it yourself, and asks them to type the model instead.
- Will it tell somebody the repair is not worth it?
- Only if you have told it where that line is. Plenty of shops have a rule about age against the cost of a part, and if you give it yours it will apply it. What it will not do is invent one, because that is your judgment and your reputation.
- Can it turn away brands we do not service?
- Yes, and politely. You list what you work on and where you go, and it holds to it. A wasted callout costs more than a booking you never took.
The chat in the corner is live, not a screenshot. It is Formala's own assistant answering questions about Formala, which is the same software your visitors would be talking to about you. Ask it whether it will tell somebody a repair is not worth doing.
How it works
From nothing to live in three steps.
No IT department required. Formala is built for contractors, studios, clinics, agencies, and realtors. Every small team whose next customer starts as a website visitor.
Build it in two minutes
A guided wizard drafts your greeting, the openers visitors can tap, your questions and your FAQs, tuned to your business. You pick a persona and a voice, then tweak anything you like.
Paste one line
Drop a single script tag on your site. That's the whole install. WordPress, Webflow, Shopify, or hand-written HTML.
<script data-form-id="frm_a1b2c3d4" />Get real leads
Formala greets visitors, presses for specifics, and hands you a structured lead in your dashboard and inbox.
…and this is what you wake up to.
Not transcripts to read. Leads to call. Every conversation arrives named, categorized, prioritized, and summarized.
Dashboard
Leads
2 new leads waiting · 1 marked high priority
- 2m ago
Wedding for 120 guests in June, budget around $8k. Wants a call this week.
Priya ShahEventsHigh priority
- 1h ago
Website redesign with a Q3 launch, budget around $30k. Ready to scope.
Marcus LeeSales
- 3h ago
Asked for a balayage on Saturday morning and left a number to confirm on.
AnonymousBooking
- Yesterday
Bathroom remodel, roughly $15k, hoping to start next month.
Sam RiveraSales
Pricing
Simple pricing. Every core feature included.
10 conversations a month free, no card. The free plan keeps a small “Powered by Formala” line on the widget, and any paid plan removes it. Every plan has every core feature. Bigger plans add volume, and then Starter adds your own help center and learning from real chats; Growth adds team seats; Pro adds the AI follow-up engine and sending from your own domain; Business adds auto-sent AI replies. How billing works →
Free
$0/mo
10 conversations / month
no card, ever
- Every core feature
- Formala badge stays on the widget
Starter
$19/mo
150 conversations / month
about 13¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
Growth
$39/mo
400 conversations / month
about 10¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
Pro
$79/mo
1,000 conversations / month
about 8¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
Add voice: let visitors talk to it out loud
A microphone in the chat. Visitors speak instead of typing and hear the answer back, and you get the same transcript and the same lead as any other conversation. Works with any plan, on as many forms as you like.
$59/mo200 spoken minutes a month
Not sure what something does? Every feature, explained in plain English →
Every plan starts on the free one: no card required, cancel anytime. If Formala catches one job you'd have missed, it's paid for itself.
Priced for small businesses, not enterprises.
You get the qualifying, structuring, and follow-up you'd expect from tools that cost far more, at pennies per conversation.
| Formala | A plain contact form | Chat / chatbot suites | |
|---|---|---|---|
| Turns vague visitors into qualified leads | — | Limited | |
| Clean, structured leads, no transcripts to read | Limited | — | |
| Answers 24/7 and follows up on its own | — | Limited | |
| Live in minutes. One line, no code or setup fees | Limited | — | |
| Your brand, no “powered by” badge (any paid plan) | Limited | — | |
| Typical cost | From $19/mo · ~6–13¢ a chat | Free, but converts like a form | ~$30–130/seat + ~$1 per AI chat |
You pay less at every size
| Chats / mo | A comparable AI form tool | Formala |
|---|---|---|
| 250 | $59/mo | $39/moGrowth · 400 included |
| 500 | $98/mo | $79/moPro · 1,000 included |
| 2,000 | $330/mo | $149/moBusiness · 2,500 included |
Up to ~2.5× cheaper per conversation, and it does more.
Other tools' prices reflect major providers' publicly listed rates (AI form tools by conversation tier; live-chat suites per seat plus a per-AI-answer fee) and may change, so compare current plans before deciding.
Stop losing the visitors who almost reached out.
Set Formala up in the time it takes to read this page.
Start freeNo card required · cancel anytime · your data stays yours