Work / Home services, Switzerland
Pricing a niche installation service before anyone calls
A Swiss company that fits cat doors into glass, doors, panels and walls without replacing the customer's original pane. The service is unusual enough that people did not know whether it was possible for their home, so the website's job was to answer that before asking for anything.
At a glance
The problem they came with.
What was actually going wrong, before anything was built.
Nobody knew the service existed
People searching for this do not know the solution has a name. They search for the problem, so a cat, a glass door, a rented flat, which is a very different set of words from the ones a company uses about itself.
Three objections before any inquiry
Is it possible for my window, what will it cost, and can I do it in a rented flat? Any site that left one of those unanswered was going to lose the inquiry to a competitor or to doing nothing.
Four language regions, one country
Switzerland is not one market. A site in German alone is invisible to a large part of the country, and translation alone does not make a page findable in another language.
What we built.
Described by what it does for the business. How it is put together is a conversation we are happy to have, but it is not what this page is for.
A price before any contact
A calculator gives an estimate on the page, and the installation prices are published rather than hidden behind a form. Nobody has to speak to anyone to find out whether this is within reach.
A photo instead of a site visit
The first step is sending a photo, by WhatsApp or email. It costs the customer thirty seconds and gives the company enough to quote from, so the on-site measurement happens only when the job is real.
The renter's objection answered on the page
The original pane is removed, kept, and can go back when the tenancy ends. That is the sentence that unlocks a large part of this market, so it sits on the page rather than waiting for a phone call.
The results
What is different about the way this business runs now.
- A visitor can find out what the job costs without speaking to anybody.
- Inquiries arrive with a photo attached, so the first reply can be a real answer rather than a request for more information.
- The question that used to end the conversation, "I'm renting", is answered before it is asked.
- The site works in German, French, Italian and English, so the company is reachable across the whole country rather than one part of it.
The site does the qualifying. By the time somebody makes contact they know it is possible, roughly what it costs, and that renting is not a problem, which is a very different conversation to start from.
Other work like this
Is something in your business working like this?
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