Quick Answer: GoodMove Moving and Storage deployed the AI Sales Conversion chat assistant on their website in 2024. By January 2026, they recorded a 114% year-on-year increase in enquiries compared to January 2025. The primary driver was 24/7 availability, ensuring no out-of-hours enquiry went unanswered.
The Problem
Most removals companies lose a significant number of leads every week without ever knowing it. A potential customer visits the website at 9pm, cannot get a quote, and books with a competitor by morning. It happens silently, and it happens constantly.
This is the problem GoodMove Moving and Storage set out to solve. The result of deploying an AI sales assistant on their website was a 114% increase in enquiries year on year — one of the most significant lead generation improvements we have seen in the removals industry.
This case study breaks down exactly what happened, why it worked, and what it means for other removals companies still relying on contact forms and office hours to capture leads.
The Challenge:
Leads Lost After Hours
GoodMove Moving and Storage is an established UK removals and storage company with a strong reputation and consistent demand. Like most businesses in the sector, the majority of their website traffic arrived outside of conventional office hours — evenings, weekends, and bank holidays — precisely when no one was available to respond.
The existing website had a contact form, but form completion rates in the removals industry are notoriously low. Customers who are ready to move want answers quickly. A form with a 24 to 48 hour response promise is no longer competitive when other options are a click away.
The core problems were:
Out-of-hours enquiries going unanswered — the peak browsing window for removals (evenings and weekends) was a dead zone for the sales team
Low contact form conversion — visitors were landing on the site but not completing enquiries
No lead qualification before human contact — when enquiries did come in, the team had to start from scratch gathering information
The Solution:
AI Sales Conversion Smart Website Assistant
In 2024, GoodMove deployed the AI Sales Conversion chat assistant — a bespoke AI sales assistant trained specifically on their business, their services, their survey process, and their frequently asked questions.
The assistant was not a generic chatbot. It was built to handle the full removals sales conversation: engaging visitors warmly, capturing contact details early, asking structured questions about property size, move date, access requirements, packing needs, and preferred survey method, then passing a fully qualified lead to the sales team.
24/7 availability — active on evenings, weekends, and bank holidays without any additional staff cost
Instant response — every visitor received an immediate, professional reply regardless of time of day
Lead qualification — the assistant gathered move details, property information, and contact data before any human involvement
Video survey integration — the assistant guided relevant customers toward booking a remote video survey directly within the conversation
FAQ handling — common questions about cost, process, insurance, and timelines were answered conversationally, reducing the barrier to enquiry
(January 2025 vs January 2026)
365 days a year
The Results
The numbers speak clearly. Comparing January 2025 with January 2026, GoodMove recorded the following:
The 114% figure is not a monthly anomaly. It reflects a sustained increase in enquiry volume built on a simple principle: when every visitor gets an immediate, helpful response at any hour, more of them convert into leads.
The out-of-hours window — previously a dead zone — became the assistant’s most productive period. Enquiries that would previously have gone nowhere were now being captured, qualified, and waiting in the sales team’s inbox each morning.
The key insight: most removals website traffic arrives outside office hours. A business that only responds during the working day is invisible to the majority of its potential customers at the moment those customers are most ready to act.
Why This Works:
The Science Behind After-Hours Lead Loss
Research from Harvard Business Review found that companies which respond to leads within one hour are seven times more likely to qualify that lead than those who respond even an hour later. In the removals industry, where customers are often making decisions under time pressure, this window is even shorter.
The average UK removals customer visits multiple websites before making contact. The first company to respond with relevant, helpful information wins a disproportionate share of the business. An AI assistant that responds in seconds, at any time of day, fundamentally changes that competitive equation.
What This Means for Other Removals Companies
GoodMove’s results are not unique to their business. They reflect a structural advantage that any removals company can deploy: converting existing website traffic more effectively, without spending more on advertising.
For context, acquiring new website traffic through paid search or SEO takes months and significant budget. Converting more of the traffic already arriving at your website is the fastest and most cost-efficient way to grow enquiries. An AI sales assistant addresses exactly this lever.
The businesses most likely to see similar results are those where:
A significant proportion of website traffic arrives outside office hours
The current contact form conversion rate is low (industry average is typically under 3%)
The sales team spends time gathering basic information that could be collected automatically
Out-of-hours calls go to voicemail with no follow-up system in place
Try the AI Sales Assistant for Your Removals Business
AI Sales Conversion has built the only AI sales assistant designed specifically for the UK removals industry. Every deployment is trained on your business, your services, and your sales process — not a generic template.
You can try a live removals demo at aisalesconversion.com/free-removals-demo/ or speak to our team directly to understand what a deployment would look like for your company
FAQ
How did GoodMove increase enquiries by 114%?
GoodMove deployed an AI sales assistant on their website that responded to every visitor instantly, 24 hours a day, 7 days a week. By capturing out-of-hours enquiries that previously went unanswered, and qualifying leads automatically before human contact, they more than doubled their enquiry volume year on year.
What is an AI sales assistant for removals companies?
An AI sales assistant is a conversational chat tool embedded on a removals company website. Unlike a generic chatbot, it is trained specifically on the removals sales process, asking structured questions about property size, move date, access, packing requirements, and survey preference. It operates continuously and passes fully qualified leads to the sales team.
How quickly can an AI sales assistant be deployed for a removals company?
Deployment through AI Sales Conversion typically takes a matter of days. The assistant is trained on your specific business, services, and FAQs before going live, ensuring it represents your brand accurately from day one.
Does an AI sales assistant replace my sales team?
No. The assistant handles the initial conversation, captures contact details, qualifies the enquiry, and gathers move information. It then passes a complete, qualified lead to your sales team to follow up, survey, and close. It removes the repetitive information-gathering stage so your team can focus on converting.
What results can removals companies expect from an AI sales assistant?
Results vary by business, but the primary gains come from capturing out-of-hours enquiries, reducing the time between first contact and qualification, and increasing the proportion of website visitors who become leads. GoodMove's 114% enquiry increase is our headline result, with a 15% first-month increase in enquiry rate being typical across our removals client base.
Is AI chat suitable for a small removals company?
Yes. An AI sales assistant is particularly valuable for smaller removals businesses where the owner or a small team handles sales alongside operations. The assistant provides coverage during moves, weekends, and evenings without requiring an additional member of staff.
