Landscaping and paving companies often make every prospect wait days for a ballpark price. A web calculator scopes the project from a few inputs, emails an instant estimate range and creates a CRM lead with line items, typically tripling estimate requests.
Typical results
3x
Estimate requests per month
60 sec
From inputs to priced estimate
34%
Estimates that book a site visit
100%
Leads arriving with line items
Figures reflect typical results for this kind of automation.
The challenge
Homeowners wanted one thing before committing to a call: a rough number. The company couldn't give one without a site visit, so the contact form asked for a phone number and promised someone would call. Most visitors bounced, and the fifteen leads a month that did arrive often ghosted once they finally heard the price two days later.
Before and after
Estimate requests per month
3×Time to a first price
−99%Estimates booking a site visit
+55%The automation
We built a web calculator on top of the company's real price book. Visitors pick the surface type, enter approximate area, and toggle extras like drainage or lighting; the engine scopes the job and emails an estimate range within sixty seconds. Behind the scenes, a CRM lead is created with the full line-item breakdown, and the rep gets a confirmation-call task for the next morning — the conversation starts from a number the prospect already accepted.
How it works
- 01
Visitor scopes the job
Surface type, approximate area, and extras like drainage or lighting — a few clicks, no phone number gate.
- 02
Engine prices it
The company's real price book computes a realistic estimate range for the exact configuration.
- 03
Instant estimate email
The prospect receives the range within sixty seconds, while interest is at its peak.
- 04
CRM lead with line items
A lead is created automatically with the full line-item breakdown attached.
- 05
Rep confirms
A confirmation-call task lands for the next morning — the conversation starts from a number the prospect accepted.
Starts from
- Website calculator
- Area & surface inputs
Delivers
- Estimate range in 60 seconds
- CRM lead with line items
- Rep confirmation-call task
The impact
Estimate requests tripled from fifteen to forty-five a month on unchanged traffic — the calculator converts visitors the old form scared away. Reps open every call with scoped line items instead of twenty questions, and the share of estimates that book a site visit rose from 22% to 34%.
Questions about this automation
Where do the calculator's prices come from?
The calculator runs on the company's own price book: an area rate for each surface type, plus line items for extras such as drainage or lighting. The visitor's inputs are priced against those rates to produce a realistic range. When prices change, the team updates the price book and the calculator follows.
Why show a range instead of an exact quote?
Site conditions such as slope, soil and access can't be judged from a web form, so the calculator gives an honest range for the configuration the visitor chose. The range is enough for a homeowner to decide whether to talk, and the exact quote still follows the site visit.
What does the sales rep get when a visitor uses the calculator?
A CRM lead is created automatically with the visitor's contact details and the full line-item breakdown they configured. The rep also gets a confirmation-call task for the next morning, so the call starts from a number the prospect has already seen. Simple automations like this are usually live within days.