For heating & cooling
It is nineteen degrees inside and they are working down a list
A furnace that quits on the coldest night of the year does not wait for office hours. Formala answers the moment they land on your site, works out whether it is an emergency or a tune-up, 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?
No heat is a today problem
A cold house with a baby or an elderly parent in it is not a next-available job. If nobody answers, they are already dialing the next company on the list.
The season arrives all at once
The first hard freeze and the first real heat wave both produce a week of calls you cannot physically pick up, and the ones you miss do not call back.
Half of it is not yours to do
Home warranty work, a landlord who wants a second opinion, a unit under somebody else's contract. You usually learn that after the drive.
What Formala does about it
Sorts the emergency from the tune-up
You decide what counts as urgent, and it asks the questions that tell the two apart. No heat with a newborn in the house reaches you differently from a filter change in May.
Gets the make off the unit
They can send a photo of the data plate and it will read it. What make, what model, how old, and whether it is still under warranty are what turn a call into a truck stocked for the job.
Reaches you however you work
An email the second it lands, plus a webhook into your dispatch software if you run one.
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.
- Problem
- No heat, blowing cold
- Make
- Carrier
- Why urgent
- 82-year-old at home
- Phone
- 630-555-0172
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions HVAC contractors ask
- Can it tell a no-heat emergency from a maintenance call?
- That is the part worth setting up properly. You tell it what your company treats as an emergency, and it asks the questions that place a caller on one side or the other. It does not decide on its own what is urgent, it applies your rule.
- Will it quote a system replacement?
- No, and it is built not to. A replacement depends on the load, the ductwork and what you find when you get there. It is designed to say it does not know rather than invent a number you would then have to walk back.
- Can they send a photo of the unit?
- Yes, and it looks at it. A picture of the data plate gets you the make, the model and the age before you leave the shop. Some phones send a format it cannot open, and a PDF it never opens. In that case it says so plainly, saves the file for you, and asks in words instead.
- What about my maintenance plan members?
- Tell it who they are and what they get, and it will answer accordingly. It only knows what you have given it, so a plan you have not described is a plan it will not describe.
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 how it decides what counts as an emergency on your account.
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