Why this page is built this way
What we found
The quote page had 227 visits from Sept 7 to Oct 1. Most came from Facebook test ads. About 25 of them did anything at all. 14 started the form and 3 sent it, and one of those was our own test. Most visits were on a phone. These are small numbers, so they point a direction. They do not prove anything.
Two places lose people. Most leave in the first few seconds. And of the people who start the form, about three in four stop before sending it.
Reading the old page against our method showed why that might be:
- The ad said "Cracked driveway? Free written quote. No pitch." The page said "New asphalt, done right." A person who clicked one promise landed on a different one.
- The form asked for nine things. The labels disappeared as you typed.
- It showed a star rating that changes over time and that no one has been named to check.
- It never said what happens after you press the button.
Why the offer is built this way
The offer is the one W&S already makes: a free estimate, Gary measures the job himself, and the quote comes in writing with no pitch. We did not invent a new offer. We stated the real one in plain words, and we checked every line against what Gary and Susan have told us.
The weakest part of the offer is trust. There is no photo of Gary yet and only one customer review we can quote. So the page shows real W&S job photos, names Gary and Susan, quotes that one review word for word, and answers the questions a careful homeowner would ask.
The promise under every button is about time and pressure, not money: "No pitch, no pressure. If you do not go ahead, you keep the quote."
Why the page is built this way
- The headline repeats the ad word for word, so the person knows they are in the right place.
- The form asks for four things: first name, phone, ZIP, and what you need. Email is optional. Anything else can come up on the call.
- Labels stay visible, errors say what to fix, and the page says what happens next.
- There are two versions. The short one is for people who clicked an offer, like the current ad. The long one starts with "Seal it or repave it?" and is for people who have not decided they want a quote yet.
Which ad goes where: the current Facebook ad (N2) is an offer ad, so it goes to the short page, even though our method normally sends paid social to the long one. The ad's link stays the same, so Meta does not have to review it again.
One reviewer asked for "Susan sends" in place of "Susan emails". Tim confirmed on 2026-09-13 that the bid goes out by email, so "emails" stays, matching the Google ads.
What would prove this wrong
If, after the new page has had about the same number of visits, form starts per visitor and sends per start are no better than the numbers above, then the page was not the problem and the traffic or the offer is. That is a before and after reading, not a controlled test. W&S traffic is too small for a fair A/B test on anything on this page.
What it does not do yet, and why
- No booking calendar. Letting people pick a time for Gary is the step with the best proof behind it in our method, but only Gary can say whether he will take booked slots.
- No photo of Gary until he says yes.
- No sample quote yet, because the one on file has wording we keep off this page.
Open items for Gary and Susan
- A photo of Gary, with his OK.
- Would Gary take booked estimate times? Which days?
- A sample residential quote we can show.
- Susan: jot down why the next five callers called.
- Is the price Gary says on site the same as the written quote?
- How far will Gary drive for a full driveway?
- Does a residential quote use the same 20-day terms as the contract?
- Is the price based on square footage and the surface condition?