That golden question: Do I list my business's pricing on the website or not?
The big controversial question...... and a question we get asked by our clients so much that we knew we absolutely needed to write a blog post about it.
Here's what we think about pricing: There is no black and white approach and no cut and dry formula when it comes to whether or not to display pricing on your website.
It's different for each industry, business and even the brand itself.
Bu-bu-but, no matter what you decide... First and foremost, you DO need to be able to prove your value before pricing even comes into the picture.
So if you want to stand out and remain the forefront for your audience?
Make sure you get crystal clear on who you are, what you do, and the “why you” on your website copy.
After that, grab a cuppa’, sit down and take a read of the 3 options below, and see where you feel your brand may fit in:
Option 1 - No prices, zilch
This one is calling out for YOU if you are wanting to take full control of who you work with. You have a clear idea of who your dream clients are. You want to make sure that not only will your brand be the right fit for them, but that you are the right fit for them.
This one is also highly recommended if what you offer is highly customised and bespoke, and dependent on a job brief. Because let’s be honest. The last thing you want to do is list your price then find out it would take you x 38299.289 more hours than you thought, and go back and tell your prospect: “Ahhh, about that estimate…”
If you are a brand that would like to have full control over who you work with.
Brands who want to get to know their prospective customers on a human to human level first and establish rapport before the sale.
Brands who need to talk, assess or meet with their clients to ensure they are the right fit.
Not so much for:
Courses, e-learning, e-resource or Sales Pages - if they just read through + 1,500 words on your website, the last thing they want to do is fill another form just to get a pricing guide.
Option 2 - Yes, give em’ what they want
Hands down a definite yes if you sell products. And a yes for sales pages. As mentioned briefly, when you’ve spent 372993849 words trying to convince your audience who you are, what you do, why you - don’t be mean by dragging them along...make the decision easy for them.
This is also recommended for those who charge a flat fee for their service. No surprises. With clear deliverables outlined to maintain transparency.
Oh. And if you’re reading this option being like: “But what if my competitors see my price?!” - to that we say - so be it. If they really wanted to lurk at how much you're charging they've probably already emailed you as ‘Ms Jane Doe’ to suss out your price. Trust us.
Brands who want to be transparent with their clients and set out pricing expectations from the get-go. Which in turn, saves time back and forth, and optimises conversion.
Not so much for:
Brands who deliver highly bespoke, custom packages and price their offering based on client project briefs.
Option 3 - Kind of, sort of.
Ahhh, the perfect balance between the two.
This is for you if you offer bespoke, custom solutions to your service BUT want to be as transparent as you can to your clients from the get-go and let them know a ballpark figure of how much your services will be so no time is wasted.
Clients who feel they can meet your “from” price will then be filtered organically and be in touch if they’re interested to learn more. This option also allows you to get to know your clients, see if both of you are the right fit for each other, and ensure that you are able to meet their expectations.
You can then understand what your clients want, whether you're a good fit, and come back with a specific offer suited to their needs, instead of the back and forth of negotiating around a specifically quoted price. ‘Around prices’ will also give them an idea of how much it is... so they can self-select and contact you if you're in the vicinity of their price bracket. This weeds out a lot of ‘dead’ leads who underestimate your pricing or are looking for something on the cheap.
For all options, it is important to be able to prove your value before you list your price/give them your pricing, but for options 2 and 3, where you are relying on the customers to make the first move, it’s absolutely vital.
Brands with service offerings that are bespoke and tailored to the needs of their client (e.g. Majority of the time, the client themselves are unsure of what they need, they just know they need assistance).
Brands who would like to be transparent with pricing, and allow their potential clients to assess their budget requirements before getting in touch.
Not so much for:
So, there you go fam. We do not believe it is a straight up yes or no. Each business and their consumer journey is different.
In the end what it comes down to is your VALUE. If the client can see it, and previous clients can vouch for it, then the pricing debate will quickly transform into a simple discretionary choice on your part. If people see value for themselves in what you do - the money will come!
When it comes down to it, your customer experience is the ultimate kicker here, you need to make sure the sales process is as seamless possible and that it works for you.