The decision to put pricing on your website can feel tricky. It’s not just about listing a number; it can impact how potential customers see your business, whether they reach out, and even how your competition reacts.
If you’re debating whether to add pricing to your website, here’s a straightforward look at the pros and cons to help you decide.
The Upside of Showing Prices on Your Website
It Builds Trust
Customers like transparency. When you put your pricing out there, it shows you’re open and honest, which can make people more comfortable working with you. Being upfront about costs can remove a lot of the mystery and anxiety potential clients feel when considering your services.
It Saves You Time
Listing your prices helps filter out people who aren’t ready or able to pay for your services. This way, the inquiries you get are more likely from serious customers who know what to expect. You’ll spend less time explaining pricing to people who ultimately can’t afford your services.
Clear Expectations Lead to Better Conversations
When people know your prices, they come to you informed. This means the conversation is less about sticker shock and more about how you can help them. It can also speed up the process of closing a deal because there’s less back-and-forth about pricing.
It Gives You a Competitive Edge
People shop around. If your competitors don’t list their prices but you do, potential customers may be drawn to you just because you’re more transparent. If your pricing is competitive or reflects the value you provide, it can be an effective selling point.
The Downside of Showing Your Prices
You Lose the Chance to Explain Your Value
Sometimes, customers don’t fully understand what goes into your pricing. Without a conversation to explain the benefits or value of your services, they might see a number and think it’s too high without understanding why it’s worth it.
It Could Give Competitors an Advantage
Putting your pricing online can give your competition a chance to undercut you or copy your strategy. This can lead to a race to the bottom on pricing, which can hurt your business, especially if you focus on quality over low costs.
It’s Hard to List Prices for Custom Work
If your services are highly customized, putting a standard price on your website may not make sense. Many businesses offer personalized solutions that vary greatly in price, and listing just one number might confuse or mislead potential clients.
Potential for Sticker Shock
If your prices are on the higher side, putting them upfront without context might scare some people off. When customers only see a number, they might leave before you have a chance to explain why your services are worth the investment.
Finding a Middle Ground
If you’re leaning towards showing pricing but still want some flexibility, here are a few ways to do it:
Use Price Ranges
Instead of listing exact prices, show a range so potential customers know roughly what to expect. This keeps things transparent while giving you room to adjust based on the project.
Create Service Packages or Tiers
Break your services into packages with different price points. This helps customers see what they’re getting at each level and makes it easier to explain the value.
“Starting At” Prices
List a “starting at” price to set a baseline without locking yourself into a set figure. This way, you still have flexibility to adjust depending on the client’s needs.
Add a Pricing FAQ
If your pricing is complex or varies depending on the project, you can include a FAQ section that explains what factors impact your prices. This helps customers understand the pricing process while leaving room for customization.
So, What’s Best for Your Business?
There’s no right or wrong answer regarding displaying pricing on your website. It depends on your business model, your target audience, and how you prefer to sell your services. If you want to be transparent and save time with lead qualification, showing prices could be a smart move.
But if you offer highly tailored services or want to explain the value behind your costs, it might be better to keep pricing off the site and focus on conversations.
Do we offer pricing on our website? Yes, we do. We offer starting prices on our core services pages, and this article about our pricing philosophy.
If you’re unsure, try testing both approaches. Start with pricing on your site, see how it affects your inquiries, and adjust if necessary. Ultimately, the decision should support your business goals and how you want to connect with potential customers.