Lead form or calculator? Pick by what your visitor already knows

The question comes up on every pricing page: should the call to action be a form ("Request a demo") or a calculator ("Estimate your price")? The answer depends on what the visitor knows when they arrive.

If they know what they need, use a form

A visitor who has already decided your category is right and is comparing vendors wants a short path to a human. Give them a form with the minimum you need to qualify them: name, work email, company, team size, and one open question. Then sort the responses by intent so sales calls the hot ones first.

If they are still sizing it up, use a calculator

A visitor who is not sure whether your product is worth it wants a number. A calculator lets them arrive at that number themselves, with their own inputs, which is far more convincing than your claim. Put the email capture after the result, framed as "send me this quote".

Use both, in order

The strongest pricing pages do both: a calculator above the fold, and a demo request below it for people who already know. The calculator's quote requests and the form's demo requests can land in the same inbox, sorted, so you see one list of leads ranked by how ready they are.

A note on qualifying

Whichever you choose, do not make the visitor do your qualification for you with ten dropdowns. Ask for little, then sort on your side using what they wrote. A one-line "what are you trying to solve?" tells you more than a budget dropdown people lie in.

Start with the lead capture form or the pricing calculator. Both take a sentence.