For landscapers
One photo of the yard beats ten minutes on the phone
“Can you give me a price for my backyard?” tells you nothing. A picture of it tells you whether it is a weekend cleanup or a full redo. Formala picks up while your crew is running equipment, asks for a photo and looks at what is actually in it, gets the address and what they want done, and sends you the lead written up.
Free plan, no card, no clock. One line of script on the site you already have.
Sound familiar?
You cannot hear a phone over a mower
The inquiry comes in while you are running equipment. By the time you check, they have booked whoever called back first.
Everyone wants a price sight unseen
A quote for “the backyard” could be an afternoon or a month. Without seeing it you either guess or burn an evening driving out to look.
Weekly work and big jobs arrive mixed
A weekly mow, a broken sprinkler line and a full redesign all land in the same inbox, and the one worth the most is not always the one you answer first.
What Formala does about it
Answers from what you have told it
Which neighborhoods you cover, whether you take on weekly maintenance, whether you install irrigation. It answers from your details and says so when it does not know.
Gets the yard in a picture
They can send a photo of the space, and it looks at what is in it and asks about that, so the lead describes the actual yard instead of “the backyard”.
An email the moment it is done
Every lead is emailed to you, written up, with a link straight to the conversation. A webhook can send it on to your scheduling software too, if you use 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.
- Job
- Backyard redo, desert plants
- Where
- Phoenix, 85006
- Space
- Mostly bare dirt
- Phone
- 602-555-0139
A scripted example, not a real inquiry. Your fields are yours to choose.
Phoenix and the Valley
Desert yards, dawn starts and monsoon season
Valley crews start at first light in summer and are off the tools by early afternoon, which is exactly when homeowners get home and start sending inquiries. Then monsoon season lands a week of downed trees, washed-out gravel and flooded beds all at once.
Tell Formala which cities you cover and what you actually do, whether that is desert landscaping, drip irrigation repair, gravel and rock or storm cleanup, and it answers from that list and looks at the photo while you are still on the last job of the day.
Cities you might cover
- Phoenix
- Scottsdale
- Tempe
- Mesa
- Chandler
- Gilbert
- Glendale
- Peoria
- Surprise
- Goodyear
- Queen Creek
- Cave Creek
Questions landscapers ask
- Can people send a photo of their yard?
- Yes. It asks for one when it helps, looks at what is in it, and asks about that, so the lead you get describes the actual space. If a phone sends a format it cannot open, it says so plainly and asks them to describe the space in words instead.
- Will it put a number on a cleanup?
- Only numbers you have given it. A yard you have not seen is a price it will not invent, and it is built to say it does not know rather than guess.
- What about my weekly maintenance customers?
- Describe your maintenance plans and it will answer questions about them. It only knows what you have told it, so a plan you have not described is one it will not describe.
- How do I hear about a new lead?
- By email, written up, as soon as the conversation wraps up. High-priority leads are marked as such, so you can see which to answer first.
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 when somebody wants a price for a yard you have not seen.
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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