Work / Pod konac
Pod konac: a page with one job
A first website for a tile installer in Niš who existed only as a number on a map, with no photos or description. He's on job sites all day and can't keep up with messages, so he doesn't need a form. The goal: the phone rings, and the caller has already seen his work and knows the ballpark price.
CONCEPTNot made for a client. The business, prices and reviews are made up.
What's wrong and how I think about it
The numbers on the image mark four decisions that turn a number on a map into a call that books an estimate right away. For each one: what's wrong, what I decided and why.
The phone number as the main element
What's wrong
The map showed just a number, with no photos, description or hours.
Decision
The number is the biggest thing on the first screen, on a terracotta tile with a “Call now” button. On phones it stays pinned in a bar at the bottom.
My thinking
A tradesman doesn't read emails or answer forms. One clear action works better than five.
Photos of the space by Viber
What's wrong
On the job, he can't pick up, and a missed call often means a lost job.
Decision
Under the number, a link: “Or send a photo of the space on Viber”, with a ready-made message and a note on which three photos to send.
My thinking
He looks at the photos on a break and calls back with a rough price. The job doesn't have to wait for him to pick up.
Next available date
What's wrong
The first question on every call is “when can you start?”. People with a move-in deadline don't call if they think he's booked for months.
Decision
Next to the number, a tile: “Available from November 3”. He only ever changes that date.
My thinking
One date answers the question before anyone calls. It takes ten seconds to change, so it stays accurate.
Work and prices before the call
What's wrong
People called without seeing a single job, and half the calls were “how much per square meter?”.
Decision
A mosaic of jobs with the location, square meters and number of days. Below it, a price-per-square-meter table and an estimator: the type of job and area give a price range.
My thinking
Whoever calls after seeing the work and prices calls to book an estimate. He explains less and works more.
Before and after
Drag the slider across the phone: the tradesman on a map with just a number, and the same phone with the new page.
The map and page were made up for this example and don't show any real business.
How I'd measure success
This is a concept, so there are no results yet. With a real client, I'd track this:
Calls and Viber
How many people call or send photos from the page each week.
Price questions
How many calls still start with “how much per square meter”. There should be fewer.
Calls from the map
Google profile stats for searches like “tile installer Niš”.
System
Light tiles and grout lines across the whole page, terracotta only for the number and main buttons. One font, Schibsted Grotesk: heavy for the number and name, calm for text.
Zidne pločice 1.800 din/m²