Spec WorkFunnels
Designed a heritage almanac HVAC funnel that routes emergency and estimate visitors differently
A print-editorial landing page for a fictional Boise HVAC company — two intent paths, one visual identity. Emergency gets speed. Estimates get qualification. Both get 40 years of trust.
Opens in a new tab. Click through it like a visitor would, nothing is a screenshot.
- 2
- intent paths from the first scroll
- 3
- steps in the estimate form
- 1
- tap to the phone, on every scroll
- 2
- typefaces carrying the publication
The problem
HVAC companies get two types of website visitors with completely different needs: emergency callers (AC broke at 2 AM, need someone NOW) and scheduled shoppers (comparing three companies for a furnace tune-up). Most HVAC websites treat both the same — one homepage, one contact form. Emergency visitors can't find the phone number fast enough. Scheduled visitors don't see enough trust signals to pick this company over the next. A generic 'modern' design reads as startup, not decades-in-business local authority.
What shipped
- Split-path architecture — emergency and scheduled visitors get a different UX from the first scroll
- Emergency path is call-first: mobile sticky bar keeps the phone number permanently visible on mobile
- 3-step estimate form with progressive disclosure to reduce abandonment
- Heritage Almanac visual identity — editorial typography and publication structure build trust before any CTA
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