Air Landline / Telecoms
A phone company that sounds like a human
We designed the VoIP website, Control Panel app and brand for a small-business landline.
Website design
Product design
Brand & tone of voice
- 62%
- more organic traffic
- 3
- clicks to trial
- 4.6
- Trustpilot score
Overview
Air Landline
SaaS and telecoms
A virtual landline number that rings on your mobile, for UK small businesses
Website design and build, Control Panel app, brand identity, illustration, tone of voice
A phone company that talks to one person
Air Landline gives small businesses a proper landline number that rings on the mobile they already carry, for £9.99 a month plus VAT with no contract. Customers rate it 4.6 out of 5 from 922 reviews on Trustpilot.
The product was simple and cheap. The category it sat in was neither, and the brand had borrowed that category’s voice. We designed and built the website, designed the app customers use every day, and gave both a brand that talks to a sole trader.
01 The challenge
Everyone in telecoms sounds the same
Telecoms brands sell to procurement teams: stock photos of boardrooms, acronyms, and prices hidden behind a contact form. Air Landline’s buyer is one person, often running the business alone, deciding on a phone in a few minutes. They want to know what it costs, whether it works with the mobile in their pocket and whether they can stop. The old brand answered none of that quickly.
02 The idea
A VoIP website with the price first and a trial in three clicks
Pricing moved to the top of the page, and the route from landing to free trial was cut to three clicks, with no contact form in the way. We designed mobile first, because that is where the decision gets made. Pick a local or national number, add the mobile it should ring, and the number is live straight away, with a welcome email already in the inbox.
03 The app
A Control Panel app as simple as the ad
Most customers meet a brand once. Air Landline customers meet it every day, in the Control Panel where they manage calls, voicemail, opening hours and routing. Every task sits one tap from the dashboard. Business calls are announced before you answer, voicemails arrive with a word-by-word transcript, and Saturday hours are set in a single sheet. The same yellow and the same voice run through it all.
I’d be creating new projects with you guys all year if I had the time!
Ash Miri
Founder, Air Landline & TSRGD
04 The brand
A brand identity you can read on a phone screen
The wordmark is drawn from the segments of a digital display, the language of the handset. It sits on one confident yellow and a soft charcoal. The voice is written for one buyer deciding alone: what the product does, what it costs and how to stop, with enough wit to be remembered. Business phone holding you down? The same voice runs from the social ads to the checkout.
05 Illustration
Characters instead of stock photography
An illustrated cast shows the people who actually buy: a plumber, a florist, a two-person studio. It gives the site warmth where honest photos of real customers were never affordable. One character floats away on a balloon, held back by his desk phone cord, which says what the product does without a word of copy.
06 Proof
A small business website that lifted organic traffic by 62%
Organic traffic is up 62%. More small businesses now find Air Landline on their own, and the price is the first thing they see. Plans, comparisons, FAQs, resources and the podcast all run on one set of parts and sell the same way. One brand carries from the social ad to the checkout, the app and the missed-call email.
One senior team, from the first page to the product in the customer's hand
- Website
- Interface designCheckoutCopywritingBuild
- Product
- Control Panel appMobile UIEmail templatesDesign system
- Brand
- StrategyIdentityIllustrationTone of voice
FAQs
Questions about VoIP website and app design
We designed and built the Air Landline website, designed the Control Panel app customers use every day, and created the brand identity, illustration, copywriting and tone of voice. Organic traffic is up 62%. The aim was one brand that talks to a sole trader, from the social ad to the missed-call email.
A proper landline number that rings on the mobile you already carry. Air Landline lets a plumber, letting agent or small studio choose a local or national number, add the mobile it should ring, and go live straight away, so they look established without a desk phone or a contract.
Show the price first and remove the gates. Air Landline's pricing sits at the top of the page, the route from landing to free trial takes three clicks, and there is no contact form in the way. The site is designed mobile first because that is where a sole trader decides.
Manage calls, voicemail, opening hours and routing from one dashboard. Every task is one tap away: call history with details in a sheet, add-ons such as an AI receptionist switched on in place, voicemails transcribed word by word, and business calls announced before you answer.
Telecoms brands lean on boardroom stock photography that no small business recognises. An illustrated cast of more than fifteen characters, such as a plumber, a florist and a small studio, shows the real customers with warmth, at a price point where honest photography of real customers was never practical.