Instant fixed prices and online booking for a 27-year-old air conditioning specialist

AAC Air Conditioning has installed and maintained air conditioning across London and the Home Counties since 1999. It’s a REFCOM Elite and NICEIC-registered business covering air conditioning, ventilation and electrical work for homes and businesses.

Webshape has run AAC’s website on a monthly retainer, with a long-running focus on SEO and content to bring in enquiries all year in a seasonal market. In 2026 we went further: a new design, an online catalogue of AC units with fixed installed prices, and a booking form that takes a homeowner from “how many rooms?” to a priced, deposit-backed order without a survey visit.

The domestic AC market changed. Companies using an “answer a few questions, get a price, pay a deposit” model were winning the small residential jobs, and one-man bands were installing cheaply and disappearing when problems came up. AAC’s service and aftercare are far better, but its quoting process couldn’t compete on speed or price for simple installations.

Every residential quote needed a site survey and a written report. A surveyor would visit four homes a day and write four reports, winning around one in four. Each small job carried the full cost of a visit and a quote before the customer committed to anything.

AAC asked us whether we could build an instant-quote form around its own installation process, so customers could do most of the journey online and AAC would step in only to confirm details and an install date.

• A new design. Built around trust (27 years, REFCOM and NICEIC, Google reviews) and one clear action, “Get a fixed price”, on every page.
• AC units with real prices. 56 units from Daikin, Fujitsu, Haier, Panasonic and Samsung, each with its own page: a fixed installed price, colour options, installation distance pricing, warranty, Wi-Fi and energy ratings. Filters by manufacturer, colour, power, warranty and price help homeowners compare.
• An instant-quote booking form. Eleven quick questions about the property, the room, the walls and where the outdoor unit goes. The answers filter the range to units that suit the room, in three price bands (Essentials, Premium, Bespoke). Jobs that need a survey, such as five or more rooms or a long pipe run, are routed to a callback instead.
• Customise and pay online. After choosing a unit, customers choose a colour, a dedicated electrical supply and pipe trunking, and see the price update. They can pay a 50% deposit by card (Stripe, with Apple Pay and Google Pay), pay in three with Klarna, or pay a 10% deposit with interest-free finance through Novuna.
• Picks up where you left off. The form remembers progress, so a customer who leaves to measure a room can carry on later.
• A booking manager. A login-only mini-CRM where the AAC team follow every enquiry, callback and booking through to installation.
• Every step measured. Each answer and stage (form started, quote created, callback requested, payment started, booking complete) is tracked in GA4 and Umami, so AAC can see where customers drop out.

From January to August 2026, 544 enquiries came in through the booking form. 21 were paid online in full flow, and many more converted offline after starting on the form. The same surveyor still visits four homes a day, but those homes have now often paid a deposit or are close to it, rather than being cold quotes won one time in four.

The booking form is now AAC’s main enquiry route. In September 2026 it brought in 39 submissions, against 18 through the contact form. Every enquiry is tracked in one place instead of across phone and email.

Next: the results of the booking form led AAC to commission a bespoke surveying and quoting app for larger jobs, which is in development. We’ll add it here once it’s live and AAC has approved naming it.