For hardscape contractors
“About this big” is not a measurement
Pavers, a retaining wall, a fire pit, an outdoor kitchen. Every inquiry starts with a size nobody measured. Formala asks for a photo of the space and a rough size, finds out what material they have in mind and where the job is, and sends it to you written up before you spend an evening driving out to look.
Free plan, no card, no clock. One line of script on the site you already have.
Sound familiar?
Every inquiry is a site visit
Without seeing the space you cannot even say whether it is your kind of job, so you drive out for one that turns out to be a single cracked step.
The big jobs arrive looking like the small ones
A full backyard of travertine and a loose paver both come in as “can you give me a quote”, and they deserve very different answers.
You are on the saw when they write
Cutting block is not something you stop to answer a phone for, and the person asking for a quote has sent the same message to a few other companies.
What Formala does about it
Asks for the space, not just a name
A photo, a rough size, what they want built and what material they like. You get enough to know whether it is worth the drive.
Answers from your list
Which materials you install, which cities you cover, whether you pull permits. It does not invent anything you have not given it.
Lands in your inbox, written up
Every lead is emailed to you, written up, with what they want built, where, and how to reach them.
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.
- Job
- Paver patio, fire pit
- Size
- About 20 by 15 ft
- Where
- Scottsdale, 85251
- Phone
- 480-555-0164
A scripted example, not a real inquiry. Your fields are yours to choose.
Phoenix and the Valley
Valley backyards are built in stone
Pavers, travertine, block walls, shade structures and outdoor kitchens are what people here spend their backyard money on, and the inquiries pile up when the weather turns in the fall and everybody decides this is the year.
Tell Formala which cities you cover and which jobs you take, and it answers from that list, asks for the photo and the rough size, and hands you a lead you can price from the truck.
Cities you might cover
- Phoenix
- Scottsdale
- Tempe
- Mesa
- Chandler
- Gilbert
- Glendale
- Peoria
- Surprise
- Goodyear
- Queen Creek
- Cave Creek
Questions hardscape contractors ask
- Will it ask what material they want?
- If you tell it which materials you work with, it asks which they have in mind and answers from your list. Pavers, travertine, flagstone, block: whatever you actually install.
- They want a price per square foot. Then what?
- It gives one only if you have given it one. Otherwise it says the price depends on seeing the space and takes their details for you.
- What does it do with the photo?
- It looks at it. A slope, an old slab, a narrow side yard: it asks about what it can see, so the lead describes the space and not just “the backyard”. You decide from that whether it is worth a visit.
- Homeowners ask about HOA approval. Can it answer?
- If you tell it how you handle HOA approval, yes. If you have not, it says it does not know and passes the question to you, which beats a guess about somebody's HOA.
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 per square foot you have not 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.
Also worth reading
Stop losing the visitors who almost reached out.
Set Formala up in the time it takes to read this page.
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