"Every buyer has to call us just to understand what they're actually buying."
Your products have real complexity — configurations, options, tiers, application-specific specs. That complexity is a feature, not a problem. But when your website forces buyers to call a rep just to compare options or understand pricing, the complexity becomes friction — and friction kills deals.
Does any of this sound familiar?
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"Call for pricing" is the primary CTA on product pages — and it's filtering out buyers who won't make the call
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Sales reps spend significant time in early conversations explaining product differences the website should be explaining
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Buyers from competing vendors arrive to conversations better informed than your own prospects
Ready to move things forward?
B2B buyers are doing more independent research than ever. Your website needs to meet them there.
A generation of B2B buyers now expects to research, compare, and configure before they ever engage with a rep. Your sales team stays essential; the conversations simply start further along. Buyers who arrive informed are better buyers: shorter sales cycles, higher close rates, fewer mismatched expectations.
The "call for pricing" model made sense when information was a competitive advantage. Today, withholding it mostly just creates friction.
'Call for pricing' sends buyers straight to the competitor who made the answer easier to find. Your competitive positioning goes with them.
How we approach this.
The first step is an honest look at what's actually happening on your site. The configurator build comes later.
Start by auditing the buyer's research journey on your current site
What questions are buyers asking? Where does the site fail to answer them? Where do they drop off, and where do they call? The diagnosis shapes the solution.
Product experiences that guide comparison
Side-by-side comparison tools, application selectors, and guided product finders help buyers navigate complexity without requiring a rep — and make the right option obvious.
Configurators and quoting tools built around your actual product logic
Not every product needs a full CPQ integration. Sometimes a well-designed interactive configurator gets a buyer to a qualified conversation. We build the right tool for the complexity you actually have.
Product content written for the buyer, not the internal catalog
Product descriptions written in internal language confuse buyers who don't already know your taxonomy. We rewrite for the application, the use case, and the decision the buyer is actually trying to make.
You see which products buyers explore and where they get stuck
Product page behavior — what's being compared, where buyers exit, which specs prompt the most engagement — is intelligence your sales team can use. We build the reporting that surfaces it.
Our web app allows clients to configure their name badges very easily. Because of this, we’ve gone from 10 orders per month to close to 300.
A situation like yours.
G&W Electric makes power grid equipment with legitimately complex specs — switchgear and sensors configured to voltage, application, and installation. Their six product configurators handled that complexity, but they lived outside the CMS on a separate server, disconnected from the site and the sales process.
We rebuilt all six configurators inside WordPress, matched to the real logic of each product line, with submissions flowing into Salesforce as ready-to-work leads. Buyers spec complex products themselves, and sales starts every conversation already knowing what the buyer needs.