Why You Should Definitely Put Your Pricing Information on Your Website
For decades, “experts” in marketing have touted the idea of hiding your pricing and highly discouraged clearly publishing prices online. The thought behind this— you want to be able to engage with as many potential customers as possible and by getting them to reach out and ask for your pricing, you have more potential leads.
Seems logical, right? Who doesn’t want more calls? But in 2021, we believe there are other more important factors to consider.
The Death of the Phone Call
In short, most people simply don’t want to have to call and ask questions in 2021. We’re sure you’ve seen plenty of memes about how much people hate talking on the phone. This alone can tell you the current climate of our society, which bleeds over into business as well.
According to research conducted in 2017, 88% of consumers will price shop and compare products online before engaging directly with a business or making a purchase. People want to visit a website and get all the information they need in one place to make an informed decision. No one wants to experience the awkwardness of admitting they can’t afford a service after asking for the price over the phone.
The bottom line is, if your website says “Call for Price,” you are immediately losing out on a ton of potential customers who will just hop over to a competitor’s website that offers more information.
Not to mention, today’s consumer has a very short attention span… so even if they are willing to call for price, there’s a high chance that they’ll get distracted by an incoming text or email before they ever get to the actual phone part of their phone. Needless to say, the chances that they’ll remember to call after that are even slimmer.
The “Unaffordability” Assumption
You may be nervous to put your pricing on the website for fear of losing potential leads, but we happen to think you may lose a lot of potential customers by NOT adding it.
Did you know that when you don’t publish your price/range on your website, that will automatically cause many potential customers to believe that you’re out of their budget? Yep. It’s a real thing— fear of the unknown.
When people can’t find the price, they often assume the worst. They often think your services must be targeting wealthier people who don’t consider price as highly in the purchasing process. Hiding your prices may be scaring away more potential buyers than providing it upfront.
Don’t Waste Your Time
A new lead comes in! After going back and forth over several emails, coordinating a time, holding a discovery call, and preparing a proposal… you find out they were never going to be a potential client for you. You were always going to be way out of their budget. Sound familiar?
The truth is, not everyone is in your target market. Some people will want the service cheaper than you offer, while others need something more complex and expensive.
So instead of spending time filtering through incoming “leads” that will never fit in your range of services, spend your time more productively. There’s not a single business owner that doesn’t need more time!
Putting a price (or at least a price range) right on your website saves you the hassle of hours of work that only ends up frustrating you in the long run.
When people see your prices and know they can’t afford your services or products, they will likely never request a meeting or discovery call. You didn’t lose a good lead, you saved yourself a lot of hours and frustration.
Build Trust with Your Audience
Upfront pricing also builds brand trust, so be confident in your pricing! Learn your target market like the back of your hand so you can more easily find them, or better yet, help them find you.
Who are they? What do they do? What’s their budget range? If you’re the cheapest around, the complex high-end client may not be in your target audience. Or if you’re the most expensive, budget shoppers won’t bite. Remember— not everyone is going to be your target audience, and that is okay.
But by giving a price range upfront, you build trust with your target audience because they can self-qualify that they are in your target market before they ever contact you the first time.
How to Handle Custom Services or Products
Sometimes you can’t list your prices, because your services are fully custom and each person gets a customized quote based on what they need from you. We totally get that, because that is how our agency works, too. In this case, we recommend providing a price range or a “Starting at…” on your website.
You don’t have to put all your price customizations, but just give a general range or starting point. You can even include the caveat that the prices are subject to change based on the amount of customizations/work/client allowing yourself room to negotiate a fair price for each service or product.
For example, on our site, we state that our fully custom and SEO optimized websites start at $4500. However, depending on the client’s needs and customizations, it could get much higher than that. That said, if someone is just starting a business and is looking for a $500 Squarespace site or the equivalent, they already know that we would not be a good fit. And that’s okay!
That saves us time and energy to put into the businesses who do want and need what we have to offer.
The bottom line is most potential customers want to know your pricing up front, or to at least get a ballpark figure, by visiting your website.
You don’t really want to spend time convincing people on the phone to work with you when they really can’t afford to or don’t see the value in what you offer! Trying to convince anyone to become a client is something you can choose to avoid by being open with our price range on your website.
Here’s our advice— Own your value and add your price or price range to your website. The right clients will come along.