Deciding whether or not to display prices on your website can be a difficult decision as a business as it can directly impact your bottom line…
So how do you go about making such a decision? By weighing up the pros and cons.
After over 15 years of running a successful online business and helping others achieve the same, I have personally experienced the pros and cons of displaying and not displaying prices.
That is why in the following article, we will go over exactly what you should consider before deciding whether or not you should display your prices on your website!
Let’s dive right in.
For your convenience, here are the reasons why I recommend you should put prices on your website:
- It builds that valuable trust
- It shows your prospect that they can afford your services
- It saves your time
- It shows confidence and professionalism
- You increase your chances of generating leads
- It can help potential clients budget for your services
- It can help boost your SEO and get you in front of the right audience
For more on how you can generate high-quality leads for your business, be sure to check out my free masterclass where you can learn how to do exactly that!
Curious about how much we charge? Here are how much our lead gen services cost.
Why should I put prices on my website?
1. It builds that valuable trust
With many businesses competing for attention online, consumers are looking for every chance possible to trust your business before engaging any further with what you have to offer. By displaying a list of prices on your website you get the chance to build that trust instantly.
If your business has caught the attention of your dream clients, and they are interested in your services, one of the first things they will do is start to look for prices on your website.
If your prospect is unable to find clear or precise information about price ranges you will instantly be deemed untrustworthy in their eyes and it is going to take more work to win back that trust.
2. It shows your prospect that they can afford your services
When prices are not shown on your website, it makes your services seem unaffordable. This can scare away potential clients that are within the budget to actually afford your services!
Think about when you have been on a website yourself, and you have been interested in a service that you believe may help you.
What was your first impression?
It may have been like this: “Oh they have not displayed any prices, this must mean that they are too high to show. I’m scared to find out”.
Okay maybe it did not go exactly like that but I think you get where I am coming from. If a price isn’t displayed, your prospect may be too scared to find out, out of fear of having to admit that they can not afford it.
3. It saves your time
If your prices are shown on your website, people who can not afford your services will be able to see that and will not need to organise a call with you.
By simply putting prices on your website you will save you countless calls and conversations with prospects that can not afford your services, leaving you that precious time for talking with qualified prospects that have the budget to work with you.
Instead of spending your time on unqualified sales calls justifying your prices, you should be convincing qualified prospects that you know how to solve a big problem for them.
4. It shows confidence and professionalism
When you show prices on your website you are showing your target audience that you know what you are talking about and that you stand by how much your services are worth.
Even if your prices are higher, this can build trust. Maybe, even more so. If your target audience believes that they are paying for quality services they will be okay with paying for a little extra.
Think about this; you are looking to buy a phone where the branding is of high quality, but the price is unusually low. The phone next has the same level of high quality and is also rated and reviewed, which one will you trust?
You would likely pick the higher-costing phone in the belief that you are getting what you are paying for right?
Putting prices on your website even when they are a bit higher gives the impression of quality and confidence in your services.
5. You increase your chances of generating leads
This might seem counterintuitive. You are probably thinking that if you withhold information such as pricing that this might entice prospects to hand over their contact details in a bid to get such information.
This could not be any further from the reality of it.
We live in a time where most people are busy, and when doing research, they expect to have all the information right then and there. And, the truth is that when they do their research, they are sifting through a list of your direct competitors. So, if your sales process or price listing is absent or difficult to navigate they will just move on to the next one on the list in search of someone who offers pricing information.
By displaying prices on your website you’re not making your potential customers play a game of Twister just to get important information. You instead lay it out in an easily absorbable format, which they will respect. This in turn can generate leads and paying clients.
6. It can help potential clients budget for your services
Not all potential customers will be able to afford your services straight away.
Does this mean that they are a lost lead?
If potential customer feels as if you know how to solve a big pain point of theirs, and they trust your brand, they will go out of their way to budget and save for your services.
However, they will not do this if they do not know what your set price is on your website and this may impact their buying decision.
7. It can help boost your SEO and get you in front of the right audience
Pricing is a really important aspect of your branding. And, by displaying it on your website, you can boost your overall marketing.
Simply add pricing on your website to show your target market where you position yourself within the market and whether or not you are in the market to help serve them.
The good news is technology such as Google Search and alike have gotten pretty good at understanding their users. So by having your prices listed, you give search engines such as Google a chance to connect you with people to whom they and your business may be a good fit.
Why shouldn’t I put prices on my website?
1. If you have customized services
As a service, you work with people that have many different needs. And, this can be very difficult to price. I know first-hand.
However, this doesn’t mean that you need to neglect giving people a feel of what they may be expected to pay for your valuable time.
Instead, you can display packages that have a rough estimate, or a “Starting from” price. This means that they can still get a feel of how much they may need to budget, and are more inclined to reach out for further information as they feel confident that they will be able to afford your service.
2. You are worried about your competitors
This is one of the biggest motivating factors I see when my clients have decided not to display their prices on their websites.
I understand the logic, however, it is illogical and may be more of an emotional decision rather than a strategic one.
Competitors are going to find out how much you charge and that is just how business works. Eventually, you will expose how much you charge to the clientele that may eventually end up working with a competitor.
Comparing prices with the competition is healthy for business and is a contributing factor when it comes to the determination of value.
Instead, keep in mind that if a client is seeking your service they are looking for a solution to a big problem they have, aim to solve that better than your competitors instead of entering a pricing competition. People will pay more for more, not less for less, provided they see the value in your business.
Deciding whether or not to display prices on your website completely relies on whether or not you see that it aligns with your overall marketing strategy.
However, in my personal experience, I have seen only benefits come from displaying prices. This does not always mean that you have to display prices directly on your website, but at least having them visible somewhere will help you stand out from your competitors.
If you are still unsure, you can always try displaying prices to see for yourself.
Having a business that predominantly sells a service means that you may not have a one size fits all approach to your prices, so, in this case, you should aim to give your potential clients a roundabout price so that they can get a feel for your business and whether or not you are within their budget.
Finding new clients for your business can seem daunting, especially at the start. The good news is you can watch my free masterclass where I show you golden tips for generating high-quality leads so that you can focus less on speaking to people that are not suited to your business and more on solving key problems for clients that you are best suited for!
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.