Windows and Doors · Custom Tools (Calculator)

The Challenge

Buyers wanted instant pricing, and this site would not give it to them. The only option was a we-will-call-you form, so the price-shoppers who make up most window and door research bounced straight to competitors who showed numbers. The sales team also burned hours writing quotes for people who were never going to buy at that budget.

We looked at how high-intent visitors moved through the site, and the leak was clear before anyone even reached the form:

• No self-serve pricing anywhere, so price-first visitors left without engaging
• The only call to action was a generic we-will-call-you form
• Prospects who did fill it out were unqualified on budget
• Sales wasted time quoting people who never intended to buy
• Nothing on the page set a price expectation before the call

Answer the price question on the spot

Every window and door buyer starts with the same question: roughly what will this cost. The old site made them call to find out, so most of them called someone else instead. The estimator answers that question the moment they ask it.

• Self-serve planning range: visitors choose window type, size, and installation options to see an estimate with stated assumptions before deciding whether to request a detailed quote.
• Educates while it prices: as people configure, the tool explains the choices, so they arrive at the range understanding what drives it and feeling more confident.
• Budget context: prospects see a planning range before the form, helping sales distinguish basic price research from buyers whose expectations fit the available options.
• Keeps them on the page: playing with the configurator is engaging, and that is a big reason time on site climbed about 90 percent.

Turn the estimate into a captured, qualified lead

A price range on its own is just a number. We wired the estimator to capture contact details and push each lead, with its exact configuration, straight into the CRM so sales could pick it up warm. It doubles as a lead-capture engine, not just a calculator.

• One-step capture: after seeing the range, visitors leave their details to receive a detailed quote, so interest converts into a real lead in a single move.
• Config travels with the lead: the window type, size, and options a prospect chose land in the CRM, so the sales team already knows what they want before the first call.
• CRM integration: every lead flows automatically into the pipeline with no manual re-entry, so nothing gets lost between the tool and follow-up.
• Measured path: GA4 events recorded estimator steps and lead submissions by available source data, while CRM outcomes were used to evaluate later lead quality.