For pool service & spa pros
You're two stops away when they call someone else
A green pool on a Saturday gets three calls made in ten minutes, and whoever could answer is at the next house with their hands wet. Formala answers on your website, asks where they are and what kind of pool it is, and emails the job written up to whoever handles it.
30-day trial, no card. One line of script on the site you already have.
Why the good ones get away
Route density is the whole business.
One Tuesday. Eight stops that pay at route pricing, and one that does not, which you found out on the phone with your hands wet.
- 7:40Ahwatukee
- 8:25Ahwatukee
- 9:10Chandler
- 10:05Chandler
- 11:00Gilbert
- 11:45Gilbert
- 1:15Gilbert
- 2:00Mesa
Somewhere off the line
Twenty minutes the wrong way. It does not work at route pricing, and the call is how you found out.
01
Everyone who could answer is on a route
One truck or five, the people who know the answer have wet hands and a phone in the cab. The message that comes in at ten gets read at seven, and by then somebody else has already been out.
02
Where they are decides whether it's a job
Route density is the whole business. A house twenty minutes the wrong way does not work at route pricing, and you usually find that out on the call.
03
A season and an afternoon look the same
Weekly service is worth months. A one-time green pool clean is worth an afternoon. Both arrive as the same three-line message asking what you charge.
What Formala does about it
It answers with wet hands nowhere near it.
Answers what's actually stopping them
Do you cover my area. Do you do saltwater. Can you fix a green pool. Are you licensed and insured. It answers from what you've told it and nothing else, so it will not promise a service you don't offer.
Asks where, and what kind of pool
The address, roughly how many gallons, chlorine or salt, and whether they want weekly service or a one-time clean. You can tell a route customer from an afternoon before you pick up the phone.
Reaches whoever is covering
An email the second it lands, plus a webhook into your route or billing software if you run one. With a crew you can name the people a customer can reach, service or repairs or billing, and whoever is at a desk can step into the conversation and answer in their own words.
Two inquiries, same widget
A season and an afternoon stop looking the same.
Both of these arrive as three lines asking what you charge. Watch the same widget take them apart, and see which one is worth a truck today.
- Saturday, after the storm
- Tuesday, new owner
Weekly service on a salt pool she has never run before.
- Service
- Weekly, recurring
- Pool
- Salt, about 20,000 gal
- Where
- Gilbert, 85234
- Name
- Dana Muller
Scripted examples, not real inquiries. The fields are the ones you ask for.
Questions pool pros ask
- Will it quote a monthly price?
- Only what you give it. Pool pricing turns on size, type, and how far off your route they are, so a number it made up is one you would have to take back. Give it a starting rate you're happy to publish and it will use that.
- Can it tell someone whether they're in my service area?
- If you tell it your area, yes. It answers from what you've given it, and when somebody is outside it, it says so plainly and still takes their details, so the decision stays yours rather than being lost.
- What about the green pool calls?
- They come in the same way, and because it asks how the pool looks and how long it has been like that, you can see which ones need a truck today without opening every message.
- Does it work on a Saturday?
- That's most of the point. It doesn't have opening hours, and neither does algae.
- Do I need a new website?
- No. One line of script on the site you already have, wherever it was built. It sits in the corner, or right inside your contact page if you'd rather.
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 happens when someone wants a monthly 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.
Start with 30 free conversations over 30 days, no card. Every plan has every core feature. Bigger plans add volume, and Growth and up learn from real chats, Pro adds the AI follow-up engine, and Business adds auto-sent replies plus seats for your team. How billing works →
Growth
$39/mo
400 conversations / month
about 10¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
Pro
$79/mo
1,000 conversations / month
about 8¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
Business
$149/mo
2,500 conversations / month
about 6¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
- Auto-sent AI replies
And it never switches off
$0 a monthNo card to start. Your first 30 conversations are answered by the AI, over 30 days. After that the AI stops answering and the rest of it keeps working, for nothing, for as long as you like, carrying a small “Powered by Formala” line that any paid plan removes.
- The contact formThe widget falls back to your own form, so a visitor who wants to reach you still can, and the lead still lands in your inbox.
- Direct messagesVisitors can still leave a message for you or for a named person on your team, and reply to yours from the same thread.
- BookingYour booking page keeps taking appointments, with the reminders and the calendar sync that go with them.
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 with a free 30-day trial: 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 free for 30 daysNo card required · cancel anytime · your data stays yours