For electricians
The job goes to whoever answers first
Half the house went dark and they're on your website at 9pm with a phone flashlight. Formala answers your website chat right then, gets what you need to price the job, and emails you a written-up job.
Free plan, no card, no clock. One line of script on the site you already have.
- Problem
- Half the outlets dead, kitchen and living room
- From the photo
- Main panel, no breaker tripped
- Urgency
- Today
- Phone
- 602-555-0193
A scripted example, not a real inquiry.
Sound familiar?
They message the next electrician
Someone with a dead circuit isn't going to wait until Monday for a form reply. A website that answers is still in the running.
You're in a panel
You can't stop mid-job to answer a website inquiry, and by the time you check, they've moved on.
Half of them aren't jobs
Outside your area, work you don't do, or someone pricing a DIY project. You usually find out after you've called them back.
What Formala does about it
Answers the thing that's stopping them
Do you cover my area. Do you do panel upgrades. Are you licensed. It answers from what you've told it and nothing else. A price you haven't given it is a price it won't invent.
Gets what you need to price it
What's happening, where, how urgent, and the age of the house or panel if they know. Visitors can attach a photo of the panel or the problem, and Formala can ask about what it sees.
Reaches you by email
An email as soon as the chat wraps up, with the full transcript, plus an optional webhook into your job system if you have one. The customer gets a confirmation email so they know you received it.
Books the visit if you want it to
Connect Google Calendar or Outlook and Formala offers real free times for an estimate inside the chat.
Lets you step in
If you're at your desk, see who is chatting and take over. Formala goes quiet until you hand it back.
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.
New lead captured
- Problem
- Half the outlets dead, kitchen and living room
- From the photo
- Main panel, no breaker tripped
- Urgency
- Today
- Phone
- 602-555-0193
- Urgent
- In your area
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions electricians ask
- Will it quote a price?
- Only if you've given it prices. It's built to say it doesn't know rather than guess.
- Will it give electrical safety advice?
- It answers from what you've told it. If you want it to tell people to shut off a breaker or call the utility in an emergency, put that in its information; otherwise it collects the details and passes them to you.
- Does it answer my phone?
- No. Formala is a website receptionist. It answers the chat on your website 24/7 and emails you the lead.
- Does it work at night and on weekends?
- Yes. It answers your website chat at any hour.
- Will I have to rebuild my website?
- No. One line of script on the site you already have.
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 what it says when somebody wants a price you haven't given it.
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 a month |
| 500 | $98/mo | $79/moPro · 1,000 a month |
| 2,000 | $330/mo | $149/moBusiness · 2,500 a month |
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