Should you put prices on your website?

Should I put my prices on my website?

This was a question I once asked a business coach, around a year into starting my business. His recommendation at the time was:

‘No, use ‘value based pricing’ instead.

Value based pricing involves jumping on a sales call with a potential client, getting a good idea of their needs, their budget, and most importantly, how much value you can bring them.

How much of a return will they get on their investment in you?

My coach recommended steering away from conversations around cost during the sales call, and to instead ask probing questions to gently encourage the potential client to think about the value you can bring them.

Only after the call, you’d decide on your quote, and send across a proposal, outlining how much it would cost them to work with you.

I have to be honest with you… This approach wasn’t for me.

You’ve got to be pretty ballsy to be comfortable with the value based pricing method, especially when you’re having that initial call with the client and all they want is an indication of cost.

I understand that this approach can potentially allow you to charge a lot more, based on the needs and budget of each individual client. But the stress of that initial sales call, avoiding the questions about cost, and pushing the boundaries of what I believed each client would accept, just wasn’t worth it for me, personally.

Since then, I’ve had a lot of conversations with a lot of people about whether (and how) to display your pricing on your website.

It’s worth thinking about, because it’s something that can definitely influence the amount of enquiries you receive.

But it also plays a part in the way you interact with potential clients, and the way you run your business in general.

There is no one-size-fits-all approach.

I’d encourage you to think this through carefully, and possibly experiment with a few different options to see which gets the best results.

Reasons for and against:

I hear two main arguments for not putting prices on your website:

1️⃣ “I have no fixed prices – every piece of work I carry out for a client is different and I have to quote accordingly.”

2️⃣ “I’m worried that showing the prices of our services will scare people away before they’ve had a chance to talk to us and understand the value we can bring them.”

And here are the main arguments for including your pricing on your website:

1️⃣ “If I don’t put any prices at all, people will assume that my services are really expensive, and won’t bother getting in touch.”

2️⃣ “I would prefer people to have an idea of my pricing before I have an initial call with them. This defers time-wasters and people who can’t afford my services.”

All the points above are perfectly valid. But whatever your stance is, here’s some advice:

Consider both sides of the argument, and think carefully about the approach that might work best for you.

If you’re a confident salesperson then a ‘value based pricing’ approach could be better for you. If you’re showing fixed prices on your website, you might be limiting your earning potential.

If you’re not displaying your pricing, but then you’re spending a lot of time on calls with potential clients, only to discover they can’t afford you, it might be time to get those prices clearly marked on your website.

The general consensus

I ran a poll on LinkedIn, asking my network whether they put their pricing on their website or not.

Out of the 99 people that voted, 66% of them were in favour of putting their prices on their website.

Only 7% of people who voted were against pricing on their websites, but 27% of them answered ‘It’s complicated’.

The discussion in the comments was pretty illuminating.

Emma Cossey, coach and mentor for freelancers, shared this opinion:

“Having your prices on your website creates a transparent, trusting basis for a working relationship, saves you both time, and means that on discovery calls, you can focus on connecting, not both fearing the money conversation.”

There were quite a few more comments suggesting that transparent pricing builds trust and makes potential clients more comfortable with getting in touch.

But many of the people who voted ‘It’s complicated’, suggested that there are more factors involved, mainly coming down to whether you have a low ticket, lower value offer, or a high value service, where potential clients will be expecting to make a large financial investment.

Ant Gritton, email marketer, wrote:

“It comes down to who you’re targeting with your marketing. Low ticket, get prices up. High ticket/more bespoke, hide away.”

He then went on to suggest:

“Some people will be put off by prices not being there, but if your marketing has done its job, the reader should know YOU are the solution to their pain. So money becomes less of a barrier.

This raises a very important point:

Are your ideal clients the ones who make their decisions based on price? Or are they only concerned about working with the best fit for them?

Let’s take my pricing as an example:

I have a ‘website starter package‘. It’s specifically designed for freelancers or solo entrepreneurs just starting out in business, who probably don’t have a lot of clients yet and currently aren’t earning much from their business.

My target audience for this service are absolutely going to be considering price, and that’s ok.

I’ve made this package as affordable as I can possibly make it, and I want them to know it. Price is a big factor in their decision making here, and the affordability of my package will be a big draw.

On the other end of the scale, I have a higher ticket offer – my ‘website redesign package‘.

This is for businesses who are focusing on levelling up their existing website, and need everything taking care of – high converting website copyrighting, a brand revamp, and ultimately, a new website that will attract more clients and grow their business.

For this second option, I’m targeting those who are ready to make an investment in their business.

They’re not looking for the cheapest price, they’re looking for the solution that’s going to work really, really well for them.

I’ve made the decision to display my pricing for this package as well, but, to be fair to my old business coach, this is the kind of offer where value based pricing could work in my favour.

Displaying prices for bespoke projects

So far, the only reasons I can see to hide the pricing on your website is if you want to try the value based pricing approach.

We’ve discussed the fact that showing your pricing builds trust and transparency, and avoids wasted time during discovery calls with people who can’t afford you.

If you’re marketing yourself well, and attracting the correct target audience, then even a high number shouldn’t put them off.

At this point you might be thinking ‘That’s all fine, but I don’t have fixed pricing – every piece of work I do requires a custom quote’.

Well, there are ways to get around this if you want to put your prices on your website.

Jess Sutton, copywriter, suggests having a price range:

“I’ve started saying “people tend to pay xx to xx” so it doesn’t shoehorn me into that bracket in case a client needs a bespoke package, but it still gives people an idea.”

Others opt for a ‘starting from’ price. This is my current approach for showing the pricing for my custom website builds, but I have noticed a worrying trend whilst doing this:

When I’m on an introductory call with a potential client, we’ll often open up my pricing page and take a look at the options together. They see a ‘starting from’ price, which corresponds to the lowest end of a sliding scale, and that number tends to stick in their head.

In actual fact, the quote I end up sending them could be quite a lot higher than the ‘starting from’ price, because they need more than the absolute minimum for that service.

This is a great reason for adding a price range, as Jess suggested, so that people clearly see the lowest and the highest they could be expecting to pay.

Should you put prices on your website?

Probably… but:

It depends on whether you have a high ticket or low ticket offer

It depends on whether your marketing is positioning you as high value or low budget

It depends on whether you want to try the value based pricing approach

Consider these three things, and you should have your answer.

More resources for website owners:

The 3 bucket method: How to streamline your services for Clarity and Impact

Blogging for SEO: A beginner’s guide

How to choose keywords for blog posts

What’s so great about WordPress anyway? (Let’s bust some myths)

Things to consider before working with a website copywriter

Creating a Website Growth Strategy

The core pillars of a lead-generating website: Visibility and Credibility.

How to make case studies your secret marketing weapon

Got problems with your business? Let’s tackle them today!

Understanding the buyer journey when designing your website

Make your website work smarter, not harder

New website launch roadmap to maximise results

How to use Yoast to improve your SEO

Why are analytics important for your website?

Top 5 advantages of blogging (and why it’s great for your website)

How to create a blog post in WordPress

How to elevate your website with professional brand design

How to write copy for your website

How to optimise website images

How to choose a Web Hosting Provider

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