“Why Won’t You Tell Me What It Costs?”

The before

Here’s a site I see about ten times a week. Doesn’t matter the trade — windows, roofing, med spa, wedding photography. It’s always the same page.

Nice hero photo. A services list written like a brochure: Premium Installation. Expert Craftsmanship. Quality You Can Trust. A gallery. A testimonial from Karen M. And then, where a number should be, two words in a tasteful little button:

Call for pricing.

Now picture the person on the other end. It’s 9:40 on a Tuesday night. She’s on the couch with a laptop, and she has decided this is the year they finally replace the windows. She has four tabs open, all of them yours and your competitors’. She is not shopping for craftsmanship. She is trying to figure out one thing: is this a four-thousand-dollar project or a twenty-thousand-dollar project? Because that answer determines whether she talks to her husband tonight or closes the tab.

Your page doesn’t tell her. So she closes the tab.

She doesn’t call. She was never going to call — calling means a salesperson, a pitch, a follow-up, and a name on a list. All that friction to answer a question you could have answered in one line. And here’s the cruel part: you never find out. A bounce is silent. You will never see the eleven people who wanted to hire you this month and left because you made price a phone call. You’ll just conclude the website “doesn’t really do much.”

Let me take the objections seriously, because they’re real. Every job is different. True — and a range handles it. I don’t want to scare people off. The people a range scares off were never going to buy; you just got that discovered in three seconds instead of after a forty-minute in-home consult you drove to. My competitors will undercut me. They can call you and find out in about ninety seconds. The only person your silence works on is the customer.

And there’s a second thing a range does that nobody mentions: it makes you the honest one. When four sites all say “call for pricing” and one says “most full-house window replacements we do run $9,000 to $18,000 depending on count and frame material” — that fifth company just became the grown-up in the room. That’s worth more than the number itself.

The after

You replace the tasteful little button with a pricing section that actually says something. Not a fixed price list. A range, what moves it, and one worked example — then the call is a real conversation instead of an interrogation.

Designer Talk is an AI page builder that lets you build WordPress pages by describing them in plain English — no drag-and-drop, no design skills. So this rebuild is a sentence, not a project. Get started with Designer Talk today and fix it tonight. Set your colors and font once in Brand Settings, then talk to the section. Here’s the flow, for a fictional window company in Richmond:

Notice what that section does. It answers the question, it explains the variables so the range doesn’t look arbitrary, and it still ends at a quote request — you haven’t given away anything, you’ve just stopped making people work for the basics. Now the photo — photos never go in the section prompt. Hit the + button in the section chat, choose Generate Image, and describe the shot:

It saves straight to your Media Library. Click Insert, tell the section “use this next to the pricing cards,” then keep talking until the numbers read the way you’d say them at a kitchen table:

Swap in a photo of your own finished work when you have one — a job you actually did always beats a generated stand-in. Then go look at your site the way that woman on the couch does at 9:40 on a Tuesday, and ask whether it answers her question or just admires itself. If it doesn’t answer her, that’s not marketing — that’s a tax you’re paying in bounces you’ll never see.

Common questions