It is late on a weeknight and someone in Livingston County is on the couch scrolling your website on their phone. They have one question before they reach out, whether you cover their neighborhood, how soon you could start or what a first visit looks like, and there is nobody to ask.
With live chat staffed by real people, a small window opens and someone answers in a friendly, plain way. They answer the question, collect a name and number and either book a time or pass the lead to you with the whole conversation attached.
The visitors who used to bounce now leave their details. Your website stops being a brochure and becomes another door into the business, open at the hours your customers actually browse.