For garage door companies
The door came off its track with the car still behind it
A broken spring at seven in the morning is somebody who cannot get to work. Formala answers the moment they find your site, works out whether it is a spring, an opener or a panel, and emails you the job written up.
Free plan, no card, no clock. One line of script on the site you already have.
Sound familiar?
It is always the wrong hour
Doors fail on the way out in the morning and on the way in at night. Neither is a time anyone is sitting by the phone.
They cannot tell you what broke
A spring, a cable, an opener, a panel, or the sensor being knocked out of line all sound the same when described by the person standing in the driveway.
The truck is stocked wrong
Turning up to a torsion spring job with the wrong length, or to an opener with a brand you do not carry parts for, is a wasted drive and a second visit.
What Formala does about it
Works out what actually broke
It asks the questions you would ask. Did it come down hard, is there a gap in the spring, does the opener hum without moving. You read a diagnosis rather than the word broken.
Gets the brand off the opener
They can photograph the label on the motor and it will read it. Knowing the brand and the door size before you load the truck is the difference between one visit and two.
Flags the car that cannot get out
Somebody whose vehicle is shut in is a different job from somebody whose second door is noisy, and it reaches you that way.
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.
- Fault
- Broken spring, door crooked
- Opener
- LiftMaster
- Urgency
- Car shut in
- Phone
- 630-555-0119
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions garage door pros ask
- Can it tell a spring from an opener problem?
- It asks what you would ask, and most callers can answer it. A gap in the spring, a motor that hums without moving, a door that is crooked on one side. It is not a diagnosis you have to honor, it is enough detail to load the truck properly.
- Can they send a photo of the opener?
- Yes, and it reads it. The brand on the motor label and the state of the door are two things a photo settles faster than a description. Some phone formats and any PDF arrive as a file it cannot open, and it says so rather than guessing.
- Will it quote a new door?
- Not unless you have given it prices, and a full door rarely should be. Size, material, insulation and whether the opening is square all move the number. It is built to say it does not know rather than name a figure you would have to take back.
- Can it tell somebody how to fix it themselves?
- It will not talk anybody through a torsion spring, and that is deliberate. It is the one part of the job that seriously injures people, and an assistant that offers a workaround there is a liability rather than a feature.
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 does with a question about a brand you do not carry.
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