Bellamy & Sons Construction Co is one company with two very different specialties.

One-half of the Scotia, N.Y.-based firm does general remodeling, insurance restoration, and custom building. The other half takes on excavation and boring, such as running pipes under driveways without disturbing the ground above. But in terms of administration and marketing, Bellamy is just one company and currently reaches its customers online via a single website. To avoid unnecessary clicks and confusion, that site’s “Contact Us” page immediately attempts to determine which side of the company is best suited to the prospect.

“When creating the Contact Us form, we tried to ask as many questions [as possible] without being annoying or turning a customer off,” business manager Tanya Bellamy says. “But at the same time, [we’re] screening as much as we can.” The goal is to provide the right info so that the right person with the right expertise can call the contact within 24 hours.

  1. In-Line Online: The subject listings on are organized according to the company’s two operating divisions.
  2. The Foundation: Information from this form gets rolled into a custom report that shows all the contact information as well as dates contacted, records of client meetings, source of referrrals, type of work, and who the lead was assigned to.
  3. Less Guessing: “The greatest advantage to pre-coding on the contact forms is being user-friendly,” business manager Tanya Bellamy says. “We want as much information as possible while still making it easy for our potential customer without the annoyance or necessity of them trying to guess what exactly we are asking or exactly how much information they have to provide for us to understand. Also, when we return the call, we already have some background information.”
  4. One-Way Traffic: All information collected when the visitor hits the “submit” button is sent to the account.