With the boiler out and snow coming off the lake, nobody is waiting for your homepage animation.
Nobody in this situation is browsing
The boiler will not fire and the house is going down. An ice dam is pushing water into a bedroom ceiling. A section of chimney came off in the wind overnight.
They are not assessing your workmanship. Three things, fast: you handle failing chimneys, you come to Bay View, this is the number.
No heat in February is a real emergency
A house losing heat in a lake-effect winter becomes dangerous fast, and pipes start splitting soon after. The people searching are worried, not curious.
Put the response time high on the page in plain words. That one line wins more calls than any design decision on the site, first lake-effect snow or not.
Assume everything is against you
Everyone rings at once in a cold snap, thick brick swallows reception, and a cold phone throttles itself. Those three arrive together every winter.
Build for the customer out on a Polish flat basement and the comfortable one takes care of itself. Words first, images after, nothing standing between the caller and your number.
Buttons that work with gloves on
February, snow underfoot, 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 failing chimney for an hour.
Put a stopwatch on it
Next call out on a Polish flat basement, try to book yourself through your own form and time it.
The number usually lands badly. What you approved on a monitor is not what a customer meets standing in an unheated house.
