Should I put prices on my website?
This is a question I get asked all the time, like every web design project...'Should I put my prices on my website?', 'Is it a good idea to put prices on my site?'.
Pricing boils downdown to sales strategy and what feels right for you and your business.
For me, its a resounding YES!
Talking about pricing can feel awkward & uncomfortable
I solely work with female business owners and over the years I've seen in my clients (myself included!) how uncomfortable talking about money and pricing can be.
People get embarrassed, worried they can't afford it and so is something that is left to the very end of the conversation. We basically already know we want to work with this person, but how much is it going to cost? Having your pricing on your website takes the 'ick' out of talking about money.
No one wants to be offered/get excited about something to find out it's not within their budget
There are a number of reasons to put your pricing on your website or a least an idea of pricing, to main one is the time you have with a visitor on your website. These days a growing number of buyers, especially younger ones, will not make an enquiry if they can't 'self-serve' the basic information.
Buying decisions often happen in a moment of motivation, someone is ready to act right now. If they hit a wall where they can't find a price, that momentum dies. No price, no sale.
5 reasons why putting prices on your website is a GOOD idea
Trust & transparency
I strongly believe that transparency signals that you believe your pricing is fair and your value is clear. In an era where buyers are savvy and do their research, transparency can make you look more credible and confident in your service. It helps build trust from the outset.
The ready-to-buy crowd
Some buyers have done their research, know what they want, and just need to confirm the price before pulling the trigger. Automations can be set up so you can book a client and have them pay while you sleep! No price means no trigger and can stall the sales process. They may even move on to someone else 🙁
No assuming you are too expensive
Ironically, not showing your prices can often make people assume the worst and out of their price range. Think restaurant with no prices on the menu, fashion boutique with no prices on the tags. If someone can't find a price, their brain fills in the gap and usually with a higher figure.
No awkward conversation
"How much does it cost?" puts everyone in an uncomfortable position. Price becomes the opening topic rather than the value and outcome of the investment in your services. If the price is known upfront you can get straight into how your service will solve your clients problems etc...
More SEO opportunities
Pricing pages and "how much does X cost" content can rank really well in search engines because they are terms that people search for it constantly - whether through Google, Chatgpt, even on social channels.
Reasons why some businesses DON'T put prices on their website
There are lots of reasons why people don't put prices on on their websites for example it might be a completely custom offer that is quoted differently for every single a person or business that they they work with and so it will be way too confusing to have all the different pricing structures on the website.
They sell bespoke services
When every project is scoped differently, and so they'd rather have a conversation first to understand the brief before quoting.
The competition
I have clients who work in very competitive markets and they don't want rivals to know exactly what they charge, as undercutting is common place.
Regulation or industry norms
Some businesses/industries have rules around how pricing can be advertised, which dictates how they show pricing online.
They don't want to scare people off
A price without context may look expensive. A sales call lets them build perceived value before they know the price. The client is already sold on the outcome before they hear the cost.
Start by putting a 'from' price
Being transparent in your pricing is relationship building. I'm not saying you need to put the price of every single thing your offer but I would I really encourage you to put a 'from' price.
For someone coming to look at your site and services and if they really connect with you a from price helps make a cost decision before either of you hop on a call.
That said, it's important to have offers at different price points that they can see, so they see what works for their budget. It opens the door, rather than, door is closed you can't afford it, off you go.
I feel that's not a good experience for anybody. I want people to feel comfortable and spend the free consultation or discovery call having honest conversations about their business and website needs.
For me as a business owner and web designer, having my pricing visible and easy to find is really important. I want visitors to my website to feel I am being open and honest with them.
Go put your prices on your website!
Sarah x