With a low-slope roof letting go in February, nobody is waiting for your homepage animation.
Nobody in this situation is browsing
The roof let go and it is coming through the third floor. The heat quit and it is twenty degrees. A pipe on an outside party wall split overnight.
They are not assessing your workmanship. Three things, fast: you handle flat roofs, you come to Hampden, this is the number.
Assume everything is against you
Everyone rings at once in a storm, brick and basements swallow reception, and a phone near empty starts slowing itself down. Those three arrive together.
Build for the customer out on a rowhouse roof and the comfortable one takes care of itself. Words first, images after, nothing standing between the caller and your number.
Put the after-hours terms at the top
Overnight cover belongs in the first screenful, above anything about freeze-thaw of the service page. Parked 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. A vague answer near whether you work outside the Beltway is read as no. Left vague, people read it as no.
Buttons that work with gloves on
February, three storeys up or down in a cellar, phone in one gloved hand. Links the size of a pencil eraser packed together do not get hit.
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 flat roof for an hour.
Put a stopwatch on it
Next job out on a rowhouse roof, try to book yourself through your own form and time it properly.
The number usually lands badly. What you approved on a monitor is not what a customer meets standing on a roof.
