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.
Results
- •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
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 I Built
A Heritage Almanac funnel built as a fictional print publication — 'Summit Herald' — for a 40-year-old Boise HVAC company. The landing page uses editorial volume numbers, a pull-quote testimonial section, and a services directory to build trust while still giving visitors an immediate hero CTA for estimates or emergency help. From there, two intent paths split: emergency visitors get a 24/7 call-first flow with a mobile sticky bar (emergency red, permanent bottom dock on mobile); scheduled visitors get a 3-step estimate form with progressive property details. Typography is Newsreader italic for headlines (editorial authority) and Work Sans for body. Cloudinary serves three images: hero kitchen, technician at work, living room interior.
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