Moving company landing page: a quote questionnaire that filters out the wrong enquiries
Moving company landing page: what quote questions to ask and in what order, how the page reacts to answers, and what the law says on licences and insurance.
A moving company landing page that asks only for a name and a phone number mostly brings you phone work. You call back every enquiry, ask the same questions, and only then discover that the date is taken, that the destination is outside your area, or that it's a single sofa. In our view, the heart of a moving company landing page is a short quote questionnaire that filters out those enquiries before the call. In this article we set out which questions to ask and in what order, what the page answers to each response, what else needs to sit around the questionnaire, and what the Haulage Services Law says about licences and insurance.
Why a name and a phone number aren't enough for a moving company
A move is priced on details: from where to where, how much is being moved, which floor, and when. A name-and-phone form gives you none of them. As a result, every enquiry needs a fact-finding call, and some of those calls end in "not a fit".
A short questionnaire reverses the order. The customer answers the questions you would ask anyway, and you get an enquiry you can price. True, some visitors won't finish a questionnaire. That's why there is always a call button and WhatsApp next to it, for people who would rather talk.
The way you measure follows from this too. Don't count how many enquiries came in; count how many quotes you sent, and how many of them turned into a move. A questionnaire can lower the number of enquiries and raise the number of moves, and only the second number pays salaries.
And if you're weighing a lead form inside Facebook instead of a page, the full comparison is in our article Facebook lead form or landing page.
The quote questionnaire: the questions, in this order
Order matters. The first question splits the route, and the next two filter: if the date or the area doesn't fit, there's no point asking about floors.
| Question | Why you ask it | Required? |
|---|---|---|
| Type of move: apartment, office or individual items | Individual items go to a short route | Required |
| Date, and whether it's flexible | A booked date is spotted at once | Required |
| City and neighbourhood at origin and destination | An area you don't serve is spotted at once | Required |
| Number of rooms, or a list of the large items | Size of the crew and the truck | Required |
| Floor and elevator at both ends, and whether a crane is needed | Carrying time and equipment | Required, with "Don't know" |
| Distance from the parking spot to the entrance | Carrying time | Optional |
| Dismantling and reassembly, and packing | Services that change the quote | Optional |
| Special items, such as a piano, a safe or a large fridge | Manpower and equipment | Optional |
| Name and phone | So you can come back with a quote | Required, at the end |
Three rules for building it:
- One question per screen, with the answers as buttons. On mobile, tapping a button is easier than typing.
- "Don't know" is a legitimate answer. A customer doesn't always know whether a crane is needed. Better that they answer "Don't know" than leave.
- City and neighbourhood, not a full address. That's enough for an initial price, and that way you don't collect personal information you have no need for yet. What you should know about personal information in forms is covered in our guide to Amendment 13 to the Privacy Protection Law.
The technical side matters too. According to Google's web.dev, a field with type="tel" opens a keyboard on the phone that shows only the characters of a phone number. A single-column form is better, and the recommended tap target size for a button is at least 48px.
What the page does with each answer
A questionnaire that only collects answers is a long form. A questionnaire that filters reacts to the answers while the customer is still filling it in:
- The date is booked: show the nearest free dates, or offer to join a waiting list. A customer who only finds this out on the call has already taken up your time.
- The area is outside your service: say politely that you don't go there. That's better than a lead you'll have to turn down.
- Individual items: a short route of three questions, and a WhatsApp button with a ready-made message such as "Hi, I have a sofa to move, attaching a photo". How to build a link like that is covered in our guide to a WhatsApp button for your website.
- A large apartment or an office: after the questionnaire, offer a short video call or a visit before a final price.
At the end, all the answers reach you in one organised message, on WhatsApp or in your lead system, so you can price the job without calling first. Write on the page how soon you'll come back with a quote, and stick to it. Why response time decides whether a lead is lost is explained in our guide to lead sources.
What else a moving company landing page needs, around the questionnaire
The questionnaire is the heart of the page, but the customer needs a reason to start it. This is what goes around it:
- A headline with the service and the area, for example "Apartment moves in Jerusalem and the surrounding area", and a button that opens the questionnaire. Wordings for a button like that are in 40 call-to-action button wordings.
- Real photos of the crew and the truck. The customer is letting strangers into their home, and a stock photo of someone else's truck doesn't convince them.
- What's included and what costs extra. Dismantling and reassembly, packing, crane, storage and waiting time. When the extras are written up front, there's no argument on moving day.
- Licence and insurance in plain words. More on that in the next section.
- Google reviews, with a link to the profile, so people can check.
- Call and WhatsApp for people who don't want to fill in a questionnaire.
If you also advertise office moves or individual items, give each one a page of its own, because the headline and the first question change. And if you have especially busy dates, for example the end of the month, say next to the questionnaire that it's worth booking early. That way, people who plan ahead know not to wait.
Carrier's licence and insurance: what the law says, and what to write on the page
A question almost every customer asks is what happens if something breaks. The Haulage Services Law, 1997 (חוק שירותי הובלה) gives a few anchors here, but only for a certain type of vehicle. Section 2 defines a "commercial vehicle" as a vehicle "whose permitted total weight is 10,000 kg or more", and a "haulage service" as "the carriage of cargo in a commercial vehicle" (here and throughout, quotes from Israeli legislation are our own translation of the Hebrew). A "bill of lading" is defined there as "a written haulage agreement between the person ordering the haulage service and the carrier". For that service:
- Section 4: "No person shall provide a haulage service, personally or through another, unless they hold a carrier's licence".
- Section 14(c): "The bill of lading shall set out the scope of the carrier's liability for the cargo and the scope of the insurance against damage to or loss of the cargo".
- Section 14(d): "The bill of lading shall not include a general exemption from liability for loss of or damage to the cargo".
What does this mean for a moving company landing page? If your trucks are in this category, say that you hold a carrier's licence, and explain in plain words what the written agreement includes: what you are liable for, and what the insurance covers. If your trucks are smaller, they fall outside this definition, and that doesn't mean there are no other obligations. Check that with a lawyer. Either way, mention only insurance that actually exists, with what it covers and what it doesn't. "Insured" without details doesn't answer the question. We are not lawyers, so have the wording reviewed before launch.
Who it suits, and who it doesn't
Suits:
- A moving company that advertises on Google or Meta and gets more enquiries than it can price over the phone.
- A company that can come back with a quote the same day. A questionnaire creates an expectation of a quick answer.
- A company with a defined service area and dates that fill up, because that's where filtering saves the most calls.
Less suitable:
- An independent mover whose work comes mostly from referrals. There, a good Google Business Profile and a WhatsApp button are enough.
- A company that doesn't advertise and doesn't send traffic to the page. A landing page only works when someone lands on it.
- A company that prices only after a home visit, for every move. There, the questionnaire is a way to book a visit, and it's better built around a calendar.
What Simple Web does about it
Simple Web is an AI-first marketing agency from Bnei Brak, certified Meta partners and Google advertising experts, working with 200+ businesses and holding 35 five-star Google reviews. We build landing pages around one message and one action, mobile-first, with pixels and conversion tracking, heatmaps and A/B testing. On most pages, the action is a short form with name and phone. For a moving company, as we've explained here, the one action is the questionnaire, and A/B tests help compare the order of the questions or the wording. A landing page goes live within 7 business days, and the price is a custom quote by scope, after a free diagnostic call.
Summary
A moving company landing page works when it gives you back an enquiry you can price, not just a phone number. A short questionnaire, in the right order, filters out booked dates and areas you don't serve, and sends individual items down a short route. Around it you need real photos, what's included and what costs extra, reviews, and a licence and insurance explained in plain words. And you measure quotes sent and moves closed, not enquiries. Want to build a questionnaire like this for your company? Book a free diagnostic call with us.
Sources
- Haulage Services Law, 1997 (Wikisource, Hebrew): the definitions of "commercial vehicle", "haulage service" and "bill of lading" in section 2, the carrier's licence in section 4, and liability and insurance in the bill of lading in section 14
- web.dev: Design basics (Learn Forms): the phone keyboard for a type="tel" field, a single-column form, and a tap target of at least 48px for a button
Tags:
Growth
