The morning after a hailstorm, nobody is waiting for your homepage animation to finish.
Nobody in this situation is browsing
Hail put holes through the roof overnight. The air conditioning quit and the house is climbing. A February freeze split a pipe on an outside wall.
They are not assessing your workmanship. Three things, fast: you handle composition roofs, you come to Fairmount, this is the number.
Assume everything is against you
Everyone rings at once after a storm, brick and steel buildings swallow reception, and a phone that has been baking in a truck slows itself down. Those three arrive together.
Build for the customer out on a Stockyards back alley and the comfortable one takes care of itself. Words first, images after, and nothing from another company between the caller and your number.
Put the after-hours terms at the top
Overnight cover belongs in the first screenful, above anything about hail and wind season of the service page. Buried behind a footer link it may as well not be offered.
Then define it. Someone answers until ten. Ring-back inside the hour. Storm weeks run worst-first and the rate is higher. Left fuzzy, people read it as no.
Buttons a hurried thumb can hit
Standing in a driveway in the wind, one hand on the phone, screen washed out by the sun. Small links crowded together do not get pressed.
Make the call button genuinely large, keep it on screen as the page scrolls, and leave empty space around it so nothing else takes the tap from a hand that has been dealing with a composition roof for an hour.
Put a stopwatch on it
Next job out on a Stockyards back alley, try to book yourself through your own form and time it.
The number usually lands badly. What you approved on a monitor indoors is not what a customer meets in a driveway.
