Google · 2018–2019
Price context before the first call
Turning detailed local pricing data into useful context before a customer calls.
Explore the graphic - My role
- UX Writer & Content Strategist
- Period
- 2018–2019
- Project focus
- UX writing · Content strategy
At a glance
The work in context.
The challenge
Small businesses were receiving calls from people who needed price context before choosing a provider.
My contribution
Created a content template and style guide for job- and location-specific pricing information.
The takeaway
Put the location where people will notice it, and make detailed data useful at a glance.
Consumer education driven by third-party data that we structured to work in hundreds of scenarios.
The challenge
Local Services charges businesses per lead for calls placed through our site. Small businesses were complaining that many of the leads were customers just price shopping, frustrating everyone.
The work
We worked directly with our partner Homewyse to create price cards specific to the job type and zip code. We needed to reformat their extensive data into condensed, common language. I created the content template and style guide. We met with them in person and reviewed content in batches.
We moved the zip code to the title after study participants missed it, and adjusted the details and headings to make customers feel confident enough to call and start a conversation with the business of their choice.
The location sits in the title after research showed that people had missed it.
Outcome
This shipped on mobile and received positive press. This design also became a framework for additional educational content.