Should I Create a Pricing Page Detailing the Pricing, or a Pricing Estimator/Calculator?

You’re a business owner, and you’ve likely faced this question: How should I present my pricing? On one hand, you could go the simple route—a straightforward pricing page listing your services or products. On the other hand, there’s the option of an interactive pricing estimator or calculator that gives visitors a custom quote. So, which one is the right move?

Here’s the honest answer: you need both. Let me explain why.

Let’s use a real-world example: Gillies and Mackay, a business known for high-quality timber sheds, garages, and garden rooms. They needed to connect better with their customers and improve lead quality, and they found the ideal balance by offering both a pricing page and a pricing calculator. Here’s how it transformed their sales approach and why having both is the way to go.

Why Have a Pricing Page?

The pricing page is simple and direct. It’s your opportunity to give a clear snapshot of what your offerings cost. Here’s why this matters:

1. Immediate Transparency – People want answers now, especially when it comes to pricing. A simple pricing page means they get instant information, no barriers, no waiting.
2. Educates and Builds Trust – When you show your pricing upfront, you’re saying, “We’re not hiding anything. Here’s what we charge.” That level of transparency builds trust, and trust is everything in business.
3. Sets Clear Expectations – A pricing page can establish starting prices, helping potential customers gauge if your product or service is within their budget.

For a business like Gillies and Mackay, which offers a range of custom products, a basic pricing page provides a solid foundation. For instance, they could show starting prices for their sheds and garages, giving customers a rough idea of what they might expect.

A pricing page also creates the initial “Yes” or “No” moment. If customers are put off by even the starting price, they won’t continue down the path, which saves your team from spending time with leads who aren’t ready or aren’t in the budget range.

But here’s the thing: A pricing page alone isn’t enough, especially for complex or high-ticket products. This is where a pricing calculator comes into play.

Why Have a Pricing Estimator or Calculator?

A pricing estimator or calculator takes that basic information from the pricing page and goes much deeper. It allows customers to interact with your pricing, inputting specific details to get a customized quote.

When Gillies and Mackay implemented PriceGuide.ai’s pricing calculator, they found it brought in better-quality leads. Here’s why a pricing calculator works so well, especially for businesses with customized products or variable options:

1. Personalization and Engagement – A pricing calculator makes the process interactive. The customer isn’t just passively reading; they’re actively participating, entering their project details to see a tailored price estimate. This approach makes the process feel more personal, helping customers feel understood and catered to.
2. Self-Qualification – With a pricing calculator, potential customers get an estimate based on their unique needs. Those who aren’t ready for that level of investment will naturally filter out, leaving you with high-quality leads who are seriously considering your product.

Gillies and Mackay saw this firsthand. Their calculator helped customers see the costs associated with specific features, like custom sheds or high-end garden rooms. This meant that by the time they contacted the sales team, customers were already educated and had realistic expectations.

3. Less Time on Price Objections – Because the pricing calculator provides a custom quote, the customer already knows what to expect. This eliminates that initial price-haggling phase and lets your sales team focus on meaningful conversations about the product itself, rather than defending or justifying the price.

Why Having Both Works Best

Now, let’s talk about why having both a pricing page and a pricing calculator is the sweet spot for businesses, especially those offering customized or high-value items.

1. The Pricing Page Sets the Stage – Think of your pricing page as the foundation. It lays out your starting prices, giving customers a quick sense of your pricing range. If they’re looking for something specific, they can then explore the pricing calculator to customize their estimate.
2. The Calculator Personalizes the Experience – Once they’ve decided your pricing aligns with their budget, the calculator lets them tailor their quote. At Gillies and Mackay, customers can specify what they need—whether it’s a basic shed or a full-featured garden room—and see the impact of those choices in real time.
3. Creates Trust and Eases Decision-Making – This dual approach reassures customers. A pricing page lets them know you’re upfront about costs, while a calculator demonstrates you’re willing to adapt to their needs. This combination of transparency and personalization makes them feel comfortable moving forward.

How Gillies and Mackay Benefited from Both

Let’s revisit Gillies and Mackay to see how this approach played out in real life. When they implemented both a pricing page and PriceGuide.ai’s pricing calculator, the results were powerful:

• Increased Quality of Leads – With the calculator, Gillies and Mackay started receiving high-ticket leads who already understood their pricing range and were ready to discuss details. They saw leads come through for premium garden rooms, priced between £40,000 and £100,000, which was a significant improvement over previous lead quality.
• More Efficient Sales Process – The sales team noticed an immediate difference. Instead of dealing with basic pricing questions, they were able to discuss specific project details. By the time customers reached out, they were already informed, meaning the sales process was quicker and more focused on closing.
• Better Customer Experience – For customers, the process was simple, clear, and helpful. They could see if Gillies and Mackay’s offerings were within their budget, then customize their project and feel confident about moving forward. The pricing calculator wasn’t just a sales tool; it was an educational resource that made customers feel understood and well-informed.

When Should You Consider Both?

The dual approach is especially effective for businesses with high-ticket, customizable products or services. If you’re selling something complex or with multiple options—like Gillies and Mackay’s garden rooms—both a pricing page and calculator can ease the decision-making process.

1. Transparency for Quick Answers – Use the pricing page to give quick answers. Starting prices or ranges are a great way to give visitors an overview of costs without overwhelming them.
2. Customization for Better Fit – Use the calculator for customization, helping potential customers understand how specific choices affect the final cost. For Gillies and Mackay, this approach meant customers could see what they’d pay for sheds, garages, or garden rooms based on the features they needed most.
3. Improving Lead Quality – By combining both tools, you’ll attract high-intent leads. The pricing page provides initial insight, while the calculator filters and qualifies those who are genuinely ready to buy.

Conclusion: Maximize the Power of Pricing Transparency

The takeaway? Don’t limit your business to one or the other. A pricing page and a calculator serve different functions but work together to create a seamless experience. Customers get transparency from the start, followed by the customization they crave.

Gillies and Mackay saw incredible results from this approach, including higher-quality leads, a more efficient sales process, and a better customer experience. By combining both a pricing page and a calculator, you can create a path that guides customers naturally from initial curiosity to purchase-ready, without overwhelming them along the way.

In today’s market, transparency and personalization aren’t just nice-to-haves—they’re essential. So, give your customers the answers they’re looking for with a pricing page and a calculator. The results will speak for themselves.