- +27,4%booked visitsProblem headline and a four-option booking picker
- −21,5%cost per bookingSame ad spend, more bookings
- +34,7%tune-up bookingsOffers as coupons right under the hero
A brochure where an emergency should be met
In Phoenix, a lot of visitors arrive with a broken AC on a 110-degree day. They look for three things: can you come, can I trust you, and how do I book. The page led with a claim anyone can make, then services, a team section, blog posts and a list of 15 towns.
I replaced "Phoenix's Best" with the visitor's problem and a four-option booking picker
The headline now talks to the person with the problem: "AC out? Fast help. From a local crew, 24/7." Beside it, a booking card asks what they need, in four big options: AC repair, a new AC system, the $69.95 tune-up, or plumbing. Then today, tomorrow or this week. A visitor books the right kind of visit instead of filling in a generic form.
The 4.69 rating from 117 reviews moved from the footer into the top bar, next to "Technicians on call 24/7", and the phone number sits in the header on every screen.
Conversion principleName the visitor's problem, then let them self-select (relevance + choice architecture). Four clear options beat one generic "Schedule now".
A/B test result: +27,4% booked visits and −21,5% cost per booking from this change, tested against the original page
I moved the offers right under the hero, as coupons
The $69.95 safety check and tune-up and the free in-home estimate were printed inside images far down the page, with a different phone number from the header. They're now three coupons right under the hero: the tune-up, the free estimate on a new system, and a free second opinion on another company's quote. Each one links straight to the booking card.
Conversion principleMake the offer visible where the decision happens (salience). A price a visitor can see is a reason to book today; a price in an image 2,800 pixels down is not.
A/B test result: +34,7% tune-up bookings from this change, tested against the original page
I replaced recruiting and blog posts with proof a homeowner can use
The recruiting section and three blog posts left the homepage. In their place: a checklist that tells a homeowner whether their problem is an emergency, the technicians and their certifications (Trane Comfort Specialist, NATE, APS and SRP qualified), the rating with two customer reviews, repair-or-replace advice, the service area, a closing call to action and a full footer.
Conversion principleEvery section should answer a buyer question (relevance). A job ad answers a job seeker's question, not a homeowner's.
Why these changes worked
A visitor with a dead AC in July has one question: can you come, and how do I book? The old page answered with "Phoenix's Best" and a generic booking window. Naming the problem and offering four clear visit types lifted booked visits 27,4%, and cost per booking fell 21,5%.
The $69.95 tune-up was the easiest yes on the page, but it sat in an image 2,800 pixels down. As a coupon under the hero, with a direct booking link, tune-up bookings rose 34,7%.