Two concept builds, and what I measured.

Brief. A two-chair family practice in a town of 18,000. The old site was a template with a contact form going to a shared inbox, no online booking, and an insurance page written by a lawyer. Goal: more new-patient calls and booked first visits without adding work at the front desk.

Built. A one-page concept with three service summaries, an insurance section in plain language, a three-step first-visit sequence, and a four-field appointment request. The phone number would be tappable; the form would go to the practice inbox, not a third-party scheduler.

What it tests. Whether insurance objections can be answered above the fold, and whether a four-field form is enough to start a booking conversation.

Brief. A six-truck HVAC company doing emergency repair and replacement. The old site had three pages and put the phone number in an image, so it could not be tapped. Goal: after-hours calls and replacement quotes from homeowners who are deciding whether to repair.

Built. A one-page concept with a repair-or-replace comparison, a four-step service-call sequence, a maintenance plan description, and a four-field service request. Emergency guidance sits above the form instead of behind a menu.

What it tests. Whether putting the repair-versus-replace criteria on the page reduces price-only calls, and whether a ZIP field is enough to route a request.