Garden firms lose hours on requests that never fit, like “what does 10 m² of paving cost?”. LAPAS replaces their contact form with six easy questions, so the firm knows the budget, the garden and the wishes before the first call.
Homeowner sees · 3 of 6
Welk ambitieniveau past bij uw droomtuin?
Complete herontwerp · €15.000–50.000
Garden firm gets · now
Nieuwe aanvraag: Jan Jansen
€15–50k · 100–250 m² · 3 foto’s
01 · Context
Most garden firms use the form that came with their website: name, email, message. Homeowners don’t know what to write, so they ask things like “what does 10 m² of paving cost?”. That tells the firm nothing it can use.
So the firm writes back, asks for the budget and the size, or explains it only does complete gardens. Good requests get the same slow start as bad ones.
Left: the standard form (“kills the enthusiasm”, “feels like homework”, “unfiltered noise”). Right: the reply the firm then has to send (“wasted time”, “little context”).
02 · Process
Assessment
I look at the firm’s current form, the requests it gets and the jobs it wants more of.
Prototype
A clickable flow with the firm’s own photos, ambition levels and garden sizes.
Approval
The firm checks the questions and the price ranges in the prototype.
Build
I build the flow in Webflow, in the firm’s own look.
Live
The flow replaces the old contact form on the firm’s website.
03 · Insight
I used SUE’s Influence Framework to map what pushes and holds back both sides: the homeowner who fills in the request, and the garden firm that has to answer it. The red labels on the old form were my starting point.
Fills in the request
Pains
An empty message box feels like homework.
Gains
A garden I’m proud of, and a firm that gets my idea.
Comforts
A quick message is easy and commits me to nothing.
Anxieties
If I name a budget, will they charge more? Is mine too small?
Answers the request
Pains
Unfiltered noise: requests that never fit.
Gains
Budget, size and photos before the first call.
Comforts
The default form came with the website. It costs no effort.
Anxieties
More questions might scare good customers off.
Behavioural statement
How might I help homeowners with a real garden plan share their budget, size and photos in under three minutes, by making each question feel like the first step of their design instead of homework?
04 · Try it
Left: the form most garden firms use. Right: LAPAS, in the firm’s own look. Click through it here. Under each one: what lands in the firm’s inbox.
Lands in the inbox as ↓
janjansen@gmail.com
Contactformulier · zojuist
"wat kost een 10 vierkante meter bestrating?"
Eerst terugmailen om te vragen wat ze zoeken.
Om er zeker van te zijn dat onze eerste consult productief en zo op maat gemaakt als mogelijk is, vragen wij u om wat details over uw tuin.
IMG_14255.PNG Bezig met uploaden 0% IMG_14256.PNG Bezig met uploaden 0% IMG_14257.PNG Bezig met uploaden 0% Wij nemen binnen 24 uur contact met u op.
Click the blue buttons to go through all six questions, like the real flow. The request below fills in as you answer. Nothing you type is sent or saved.
Lands in the inbox as ↓
Jan Jansen
Nieuwe aanvraag via LAPAS · zojuist
Budget, tuin en foto’s bekend. Klaar voor het eerste gesprek.
What the firm knows before it calls
The standard form gives one line of text.
05 · Design
Each screen answers one of the doubts above. These are the live screens, with the principle behind each choice.
Start screen
“Korter dan 3 minuten” and “Aanvraag is gratis” answer the first two doubts: how long, and what does it cost? The promise holds: 2:55 on average, measured 282 times on several sites.
Screens 1–2 · Name and contact
The name costs nothing, so it goes first. The contact fields only light up after “Ok”: one small yes at a time.
Screen 3 · Ambition
“What’s your budget?” feels like a trap. Four named levels with a photo let people pick a dream, and the firm still gets the price range.
Screen 4 · Photos
Photos help the firm most, but not everyone has them. “Ik heb geen foto’s van mijn tuin” keeps people going instead of stuck.
Screen 5 · Size
Few people know their m². Everyone knows if they have a city garden or a villa garden. The m² are there for the firm.
Screen 6 · Notes
The only open question comes when people are almost done, and it’s optional. Then a clear promise: contact within 24 hours.
06 · Iterations
The flow changed four times before it went live. Most changes were about words and effort, not looks.
One question, “Wat is uw budget?”, with four empty boxes from 10–25k to 100k+.
Six questions with “Vraag 3/6”, three investment levels and sizes in English (Mid-Size, Expansive, Estate).
Numbered questions, a progress bar and arrow keys, like the form tools people know. Still asking about “investering”.
The question became “ambitieniveau”, with four named levels. Sizes got Dutch names with m², and the photo step got a way out.
07 · Learnings
A longer form can feel shorter when every question is easy to answer.
Words are design too: “ambition” asks for the same price range as “budget”, without the pressure.
Measure the outcome, not only the flow. I knew it took 2:55, not how many requests became a job.
Result
Clients said it helped on all three goals: fewer bad fits, more context, smoother sales. I measured how long the flow takes (2:55 on average, 282 times), but not the effect on sales. The next version tracks that too.
To measure
Finish rate per question
Where people stop, from the start screen to “Afronden en verzenden”.
To measure
Requests in the right level
Share of requests in the ambition levels the firm wants.
To measure
Time to first call
Hours from the request to the first real conversation.
To measure
Requests that become a quote
Compared with the old form, over the same season.
More work
A free job-ad checker that marks problems while you type. Testing showed free AI does the same job, so I stopped it on day 3.
Nobody signed up after 200,000+ ad views. I found out why and redesigned the page: from 0 to 20 sign-ups.
Available for freelance work now. Remote, or on-site anywhere in the Netherlands.