Ductly

Ductly

Ductly

Ductly

Ad traffic landing page for contractors searching “hvac dispatch software”

Ad traffic landing page for contractors searching “hvac dispatch software”

Ad traffic landing page for contractors searching “hvac dispatch software”

Ad traffic landing page for contractors searching “hvac dispatch software”

A Google Ads landing page for an HVAC dispatch app that schedules jobs, quotes on site and takes payment, in one login. Designed and developed from a single brief in 48 hours, for one job: turning a paid click from the owner of a 2–15 tech HVAC shop into a 14-day free trial (no card).

A Google Ads landing page for an HVAC dispatch app that schedules jobs, quotes on site and takes payment, in one login. Built from a single brief in 48 hours, for one job: turning a paid click from the owner of a 2–15 tech HVAC shop into a 14-day free trial (no card).

A Google Ads landing page for an HVAC dispatch app that schedules jobs, quotes on site and takes payment, in one login. Built from a single brief in 48 hours, for one job: turning a paid click from the owner of a 2–15 tech HVAC shop into a 14-day free trial (no card).

A Google Ads landing page for an HVAC dispatch app that schedules jobs, quotes on site and takes payment, in one login. Built from a single brief in 48 hours, for one job: turning a paid click from the owner of a 2–15 tech HVAC shop into a 14-day free trial (no card).

This is a concept project. Ductly is a fictional brand I built to show how I’d design for a real field service software category. No traffic has run through it yet, so you won’t see invented results here. You’ll see the decisions, and how I’d measure them.

This is a concept project. Ductly is a fictional brand I built to show how I’d design for a real field service software category. No traffic has run through it yet, so you won’t see invented results here. You’ll see the decisions, and how I’d measure them.

This is a concept project. Ductly is a fictional brand I built to show how I’d design for a real field service software category. No traffic has run through it yet, so you won’t see invented results here. You’ll see the decisions, and how I’d measure them.

CATEGORY

HVAC dispatch & field service

CATEGORY

HVAC dispatch & field service

GOAL

14-day free trial (no card)

GOAL

14-day free trial (no card)

TURNAROUND

48 hours, design + build

TURNAROUND

48 hours, design + build

BUILT IN

Framer

BUILT IN

Framer

In 30 seconds

The buyer

The owner of a 2–15 tech HVAC shop, searching “hvac dispatch software”.

The key decision

Price the pain first: a missed-call calculator that shows the owner his own lost revenue.

What I’d measure

Visitor → free trial in the first 30 days, held to the 11.8% top-quartile benchmark for no-card trials.

THE SEARCH

It starts with one search.

It starts with one search.

It starts with one search.

It starts with one search.

You paid real money for that click. What they see next decides whether it was worth it.

You paid real money for that click. What they see next decides whether it was worth it.

You paid real money for that click. What they see next decides whether it was worth it.

You paid real money for that click. What they see next decides whether it was worth it.

The owner of a 2–15 tech HVAC shop types “hvac dispatch software”. They’re not browsing. Usually it’s after a July week of missed calls, two techs sent to the same address and a whiteboard nobody can read. They’ve got three ads in front of them and maybe eight seconds of patience for each.

The owner of a 2–15 tech HVAC shop types “hvac dispatch software”. They’re not browsing. Usually it’s after a July week of missed calls, two techs sent to the same address and a whiteboard nobody can read. They’ve got three ads in front of them and maybe eight seconds of patience for each.

The owner of a 2–15 tech HVAC shop types “hvac dispatch software”. They’re not browsing. Usually it’s after a July week of missed calls, two techs sent to the same address and a whiteboard nobody can read. They’ve got three ads in front of them and maybe eight seconds of patience for each.

The owner of a 2–15 tech HVAC shop types “hvac dispatch software”. They’re not browsing. Usually it’s after a July week of missed calls, two techs sent to the same address and a whiteboard nobody can read. They’ve got three ads in front of them and maybe eight seconds of patience for each.

What they want to know in the first screen:

01

Will it book more jobs, or just organize them?

Will it book more jobs, or just organize them?

02

Can I switch without losing a month?

Can I switch without losing a month?

03

Is it built for HVAC, or for everyone?

Is it built for HVAC, or for everyone?

THE PAGE

The finished page

The finished page

The finished page

The finished page

Desktop and mobile, top to bottom. Most owners of 2–15 tech HVAC shops will see the mobile version first, so it was designed first.

Desktop and mobile, top to bottom. Most owners of 2–15 tech HVAC shops will see the mobile version first, so it was designed first.

Desktop and mobile, top to bottom. Most owners of 2–15 tech HVAC shops will see the mobile version first, so it was designed first.

Desktop and mobile, top to bottom. Most owners of 2–15 tech HVAC shops will see the mobile version first, so it was designed first.

9:41

9:41

9:41

View the live page →

Pin 1 · Decision 1

Promise the outcome, not the software

Pin 2 · Decision 2

Price the pain before the pitch

Pin 3 · Decision 3

Name the switch, and how long it takes

Ratings and quotes on this concept are placeholders written to show where your real proof would go. On a client page, they’re your customers’ words, or they’re not there.

Ratings and quotes on this concept are placeholders written to show where your real proof would go. On a client page, they’re your customers’ words, or they’re not there.

Ratings and quotes on this concept are placeholders written to show where your real proof would go. On a client page, they’re your customers’ words, or they’re not there.

THE PROBLEM

Where most pages in this category lose them

Where most pages in this category lose them

Where most pages in this category lose them

Where most pages in this category lose them

Most HVAC dispatch & field service sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

Most HVAC dispatch & field service sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

Most HVAC dispatch & field service sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

Most HVAC dispatch & field service sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

The usual leaks:

01

The ad says “hvac dispatch software” and the page opens with a broad platform pitch. The contractor wonders if they clicked the wrong thing.

The ad says “hvac dispatch software” and the page opens with a broad platform pitch. The contractor wonders if they clicked the wrong thing.

The ad says “hvac dispatch software” and the page opens with a broad platform pitch. The contractor wonders if they clicked the wrong thing.

02

The page sells features (GPS, scheduling, invoicing) instead of the outcome: more booked jobs.

The page sells features (GPS, scheduling, invoicing) instead of the outcome: more booked jobs.

The page sells features (GPS, scheduling, invoicing) instead of the outcome: more booked jobs.

05

The objection that actually stops them, “Switching from ServiceTitan or Jobber will cost us a month”, is answered on page four of the docs, if at all.

The objection that actually stops them, “Switching from ServiceTitan or Jobber will cost us a month”, is answered on page four of the docs, if at all.

The objection that actually stops them, “Switching from ServiceTitan or Jobber will cost us a month”, is answered on page four of the docs, if at all.

The objection that actually stops them, “Switching from ServiceTitan or Jobber will cost us a month”, is answered on page four of the docs, if at all.

03

The nav offers twelve ways out and one way forward.

The nav offers twelve ways out and one way forward.

The nav offers twelve ways out and one way forward.

04

Proof is a logo wall of companies the contractor has never heard of.

Proof is a logo wall of companies the contractor has never heard of.

Proof is a logo wall of companies the contractor has never heard of.

None of this is a traffic problem. It’s the page.

None of this is a traffic problem. It’s the page.

None of this is a traffic problem. It’s the page.

None of this is a traffic problem. It’s the page.

THE BRIEF

One brief. No calls.

One brief. No calls.

One brief. No calls.

One brief. No calls.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Product

One HVAC dispatch app for scheduling, live GPS, on-site quotes and tap-to-pay

Buyer

Owner of a 2–15 tech HVAC shop

Search term

“hvac dispatch software”

Conversion

14-day free trial (no card)

Biggest objection

“Switching from ServiceTitan or Jobber will cost us a month”

THE DECISIONS

Five decisions, and why each one

Five decisions, and why each one

Five decisions, and why each one

Five decisions, and why each one

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Decision 1

Promise the outcome, not the software

Promise the outcome, not the software

What the contractor is thinking

“I don’t need software. I need more booked jobs.”

WHAT I DID

“HVAC dispatch that books more jobs”, with the live dispatch board beside it

WHY IT SHOULD WORK

It repeats the search, then names the result the owner actually pays for.

Decision 2

Price the pain before the pitch

Price the pain before the pitch

What the contractor is thinking

“Missed calls are just part of the job.”

WHAT I DID

A missed-call calculator: calls missed per week × average job value = lost revenue per month

WHY IT SHOULD WORK

The owner sees his own number, not our claim.

Decision 3

Name the switch, and how long it takes

Name the switch, and how long it takes

What the contractor is thinking

“Switching will cost us a month.”

WHAT I DID

“Switch from ServiceTitan, Jobber or Housecall Pro in 24 hours” in the hero, then three steps with free overnight migration

WHY IT SHOULD WORK

It answers the migration fear where it first comes up, and again when they’re ready to commit.

Decision 4

Results before features

Results before features

What the contractor is thinking

“Every app says it does dispatch.”

WHAT I DID

Three outcomes with a number on each (more jobs, less drive time, faster payment), each beside the screen that produces it

WHY IT SHOULD WORK

Each claim sits next to the screen that delivers it.

Decision 5

Show the price on the page

Show the price on the page

What the contractor is thinking

“If they hide the price, it’s expensive.”

WHAT I DID

Three plans by team size, $39 to $199 a month, with free migration in every plan

WHY IT SHOULD WORK

A visible price removes the reason to leave and go compare.

WHAT TO MEASURE

How I’d know it’s working

How I’d know it’s working

How I’d know it’s working

How I’d know it’s working

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

Metric

Benchmark

Target to test

Visitor → free trial (no card)

Visitor → free trial (no card)

No-card trial pages: 7.2% median, 11.8% top quartile

No-card trial pages: 7.2% median, 11.8% top quartile

Top quartile

Top quartile

Mobile load (LCP)

Mobile load (LCP)

Under 2.5s (Core Web Vitals)

Under 2.5s (Core Web Vitals)

Under 1.5s

Under 1.5s

Hero scroll-past rate

Hero scroll-past rate

Set from week-one data

Set from week-one data

Lower than your current page

Lower than your current page

Calculator use → trial

Calculator use → trial

Set from week-one data

Set from week-one data

Higher than visitors who skip it

Higher than visitors who skip it

Then the first A/B test

Calculator above the fold vs. below the problem section.

One variable, at least 1,000 sessions per variant, run until it’s called.

Benchmarks: trial rates from SaaS Hero; load target from Google’s Core Web Vitals.

WHAT THIS MEANS FOR YOU

If you sell HVAC dispatch & field service software

If you sell HVAC dispatch & field service software

If you sell HVAC dispatch & field service software

If you sell HVAC dispatch & field service software

You already know your product is better for the owner of a 2–15 tech HVAC shop than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

You already know your product is better for the owner of a 2–15 tech HVAC shop than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

You already know your product is better for the owner of a 2–15 tech HVAC shop than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

You already know your product is better for the owner of a 2–15 tech HVAC shop than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

If you’re running ads on “hvac dispatch software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

If you’re running ads on “hvac dispatch software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

If you’re running ads on “hvac dispatch software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

If you’re running ads on “hvac dispatch software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

Who built this · Kibriya Sabbir

5+

5+

years designing landing pages

350+

350+

projects delivered

6+

6+

marketing agencies worked with

Want this for your product?

Want this for your product?

Want this for your product?

Want this for your product?

Send me the brief: your product, your buyer, the search term you’re paying for. You’ll get a landing page designed and developed in 48 hours. No calls, no meetings.

Send me the brief: your product, your buyer, the search term you’re paying for. You’ll get a finished landing page in 48 hours. No calls, no meetings.

Send me the brief: your product, your buyer, the search term you’re paying for. You’ll get a finished landing page in 48 hours. No calls, no meetings.

Send your brief

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