For roofing companies
The storm passes at dawn and the whole street calls at nine
A hail line or a night of wind produces a month of work in a morning, and it goes to whoever picks up. Formala answers every one of them at once, gets the address and what they can see from the ground, and emails you the job.
Free plan, no card, no clock. One line of script on the site you already have.
Sound familiar?
The work arrives in one morning
A storm does not spread its calls out over the quarter. Everything comes at once, and you are up a ladder for most of it.
Most of them are asking about insurance
Whether it is a claim, what the deductible does, whether you will meet the adjuster. Answering it for the fifth time that day is not what you should be doing at the top of a ladder.
Some of it is a repair you do not want
A patch on a roof with four years left, out of your area, a rental where nobody can approve anything. You would rather know before you drive out.
What Formala does about it
Answers the insurance question the same way every time
You write down how you handle claims once, and it says it the way you would, at nine at night, to the twentieth person that day.
Gets what you can only get from them
The address, what they can see from the ground, whether there is water inside right now, and how old the roof is. They can send a photo of the ceiling stain and it will look at it.
Sorts today from this quarter
Water coming through a ceiling tonight reaches you differently from a roof somebody is thinking about replacing next spring.
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.
- Damage
- Hail, shingles down
- Water inside
- None yet
- Roof age
- About 12 years
- Where
- Naperville, 60540
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions roofers ask
- Can it handle the insurance questions?
- It can answer the ones you have answered for it: how you work with adjusters, what you do about deductibles, whether you inspect for free. What it will not do is tell somebody whether their claim will be approved, because that is not yours to promise and not its to guess.
- Can it read the adjuster's scope or an estimate?
- No. A PDF is saved to the conversation and you can open it, but the assistant never opens it and will not pretend to have read it. It says a document arrived and asks about it in words.
- What happens the morning after a storm?
- It answers all of them at once, which is the only part of that morning that scales. Each one arrives written up, so you can triage the emergencies from the estimates from your truck.
- Will it promise a free inspection?
- Only if you tell it that is what you offer. It works from what you have given it, and it is built to decline rather than improvise a commitment you would have to honor.
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 asks a question you never gave it an answer to.
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