An interactive employer tax calculator that showed prospects the real cost of managing HR in-house vs. outsourcing — while quietly feeding qualified leads into Salesforce.
For a PEO division partner, the core sales argument is straightforward: companies spend more managing payroll taxes and HR compliance on their own than they would outsourcing it. But telling prospects that isn't enough — showing them their actual number is what converts.
The challenge was building a calculator that could do this accurately. Employer tax obligations vary significantly by state — FUTA, SUTA, state income tax withholding, and other contributions differ across all 50 states, and the rates change. A static calculation wouldn't hold up. Neither would a generic one.
On top of the calculation logic, the business needed a way to capture every prospect who used the tool — and connect them directly to the sales pipeline.
The plugin was designed from the start to serve two audiences simultaneously — the prospect using it, and the sales team behind the scenes.
Embedded as a shortcode in the landing page, the calculator kept the UX simple: a few fields, an email, and an instant side-by-side comparison.
[tax_calculator] — so the marketing team could embed it on any page, landing page, or post without developer involvement for placement changes.Every interaction with the calculator was automatically wired into the sales workflow — zero manual work required from the team.
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