I’ll never forget the feeling of panic as the waitress approached our table.
I was 23 and out to dinner with colleagues from one of my first office jobs.
We were at a restaurant that didn't publish prices on their website, and upon opening my menu, I realized that the prices were wayyy out of my early-20s price range.
As I sat there, I felt stuck between two bad options. I could either feign a headache to make an awkward exit or stick it out and use my trusty Visa card to pay way more than I could really afford.
Ultimately, I found a middle path and ended up going for a salad and pretending I wasn't all that hungry.
Either way, I didn’t head back to that restaurant again. It had felt so embarrassing to realize I was at the wrong table.
Even now, as a mom in my 40s, I always want to know what to expect, whether I'm ordering a meal or preparing for medical testing. When that information is hard to get, it's definitely a source of frustration.
People like to know what they are getting into. Clarifying pricing can help clients determine whether your services are within their budget. If you are hesitant to list prices outright, offering insights into your starting rate or the amount most clients invest can make visitors feel more confident about contacting you.
Pricing Strategy 1: Publish Set Package Pricing
If you have established package pricing, sharing it up front is a smart way to build trust with your audience.
People are busy, and the easier you make it for them to get the information they need, the better! Trust me, if they have three tabs open and two coaches list their pricing and you don’t, they will contact the two with pricing. Why? First of all, they may assume that you're too expensive. Second, they want to use their time efficiently, so it makes sense to reach out to brands that have already respected them by making info readily available.
When you publish package pricing on your website, you need to make sure that your copy does an excellent job demonstrating your value. Consider including a table of different packages if you have multiple options, offering indicators to help people decide which is right for their situation.
Why it’s beneficial:
You’ll immediately appear more confident and get more qualified leads where price won't be an objection to overcome.
Pricing Strategy 2: Publish Price Indicators
You may not be ready to commit to your package pricing, either because your pricing is very variable or because you are early in your business journey.
If this is the case, consider offering price indicators instead. You'll still give web visitors some sense of whether or not they can afford your services, but you won't lock yourself into anything.
Here are a few ways to hint at pricing:
“Most clients invest between $x and $y. Reach out for a custom quote!”
“Projects begin at $x.”
“Packages start at $x.”
Why it’s beneficial:
You’re still giving some information while indicating that you have a thoughtful custom pricing process.
Pricing Strategy 3: Publish Sample Prices
If your pricing varies wildly based on the project, this strategy may be for you. It's an opportunity to give web visitors a sense of what a project might cost without committing yourself to a specific price for their project.
Instead of publishing set prices or even price indicators, include three to seven examples of actual projects on your website. You can create a standalone portfolio page or include this information as a section of your service page. For each project, use copy and media to demonstrate the value of your service. As part of each project's description, include the total cost.
This strategy is often a good bet for home organizers, landscapers, muralists, other creatives who take commissions—anyone with an especially wide range of project pricing.
Why it’s beneficial:
You're showing the transformation people get for their money very directly. You can also show a wide range of projects from lower to higher costs to demonstrate that the investment varies based on multiple factors.
To recap, pricing on your website is an overall win-win.
If your website copy has done its job to demonstrate your value, your pricing should make complete sense to any potential customer. Not only that, price transparency has so many benefits, including:
Attracting the right customers who can afford you and want to invest.
Helping customers feel confident about your professionalism and value.
Preparing you for better sales conversations with higher conversion rates.
Avoiding awkward attempts at price haggling.
And if you’re anxious about competitors trying to undersell you, try to put those worries to bed. Sure, price comparison may be a factor when buying a new appliance, but for most service-based businesses, the unique value is harder to compare. Most people with the capacity are willing to pay a little more to achieve the desired transformation.
Inspired to find other opportunities to build trust with your web copy?
Check out this post with more tips for using your copy to connect human-to-human with the people you hope to serve.
