Should you put your prices on your website?

A question people often ask me is ‘Should I put my prices on my website?’

This is a question that definitely divides people. There are some marketing experts that will tell you yes, and there are some marketing experts that will tell you no.

I personally believe that you should put your prices on your website and here are my 5 reasons why.

 

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1. HAVING YOUR PRICES ON YOUR WEBSITE SHOULD HELP YOU ATTRACT HIGH-QUALITY LEADS

One of the reasons why I am for having your prices on your website is because I believe it ensures the people who get in touch with you (a lead) already know your prices and therefore are more likely to convert. It can be easy to feel like attracting more leads is better. To see an inbox full of enquiries or have a diary full of calls may feel good, but it makes more business sense to have fewer leads, as long as they are high-quality leads.

Following up with leads is time-consuming. If you are a service provider, then you may, like me, offer a free call of some sort. I call mine discovery calls (you can book one here) and they are an opportunity to jump on a call with me and ask any questions that you may have about the service and for us both to ensure they are a good fit before signing up.

Obviously these calls take up time so in an ideal world, I want to have calls with people who will sign up. Personally, I don’t want to have my day filled with discovery calls and then when I say my prices I’m met with responses such as “that wasn’t what I was expecting” or “I can’t afford that”. By having your prices on your website prospects know before ringing you what your services costs and therefore price shouldn’t be an obstacle that stops people buying.

 

2. PRICES ON YOUR WEBSITE REINFORCES YOUR BRAND POSITIONING

Pricing should be a strategic marketing decision. Your prices should directly align with your brand. If your brand is premium and your prices reinforce that premium message then it is important to make that clear. Some people believe that by not having their prices on a website it reinforces their exclusivity. It’s similar to the ‘if you have to ask the price then you can’t afford it’ mentality that designer shops have.

 

3. PUTTING YOUR PRICES ON YOUR WEBSITE WILL HELP REDUCE AWKWARD MONEY CONVERSATIONS

Now hopefully you don’t get awkward about having money conversations, but if you do then putting your prices on your website will make your life so much easier. I’m sure you can imagine the situation. You’ve been talking about your service and you are leading up to the moment where you share the price and ask if they want to sign up. Your palms are getting sweaty, your speech is speeding up and you wish it could all be over.

Now imagine how it would feel if you know the person already knows how much you cost? You know you are coming to the end of the pitch, but there is no stress around it. Instead, you ask them if they would like to sign up with ease and confidence.

 

4. WHEN YOUR PRICES ARE ON YOUR WEBSITE YOU CAN RUN CLEAR DISCOUNTS

Do you plan on running discounts in the future? Discounting can be a highly effective strategy to increase sales, however, in order for a discount to work your original price would need to be clear. You can’t say 50% off if no one knew what the original price was. Having your prices on your websites during normal times allows you to make discounts clear during promotions.

 

5. PRICES ARE ON YOUR WEBSITE ALLOWS PEOPLE TO SAVE UP TO WORK WITH YOU

Sometimes there will be people who really want to work with. They love what you offer but right now you are out of their price range. Having your prices on your website means that people can be fully aware of what it costs to work with you. You can then become someone they plan to work with in the future and they save up accordingly.

WHAT TO DO IF YOU DON’T OFFER YOUR SERVICES AT A STANDARD RATE OR PACKAGE

 

Now I can already hear people saying “I can’t put prices on my website because I don’t have fixed prices”.

I absolutely understand that some work requires bespoke pricing. Your service will be different depending on the client and you can only price up the service once having a conversation with them and working out the scope of work.

In that situation, I would recommend having a Prices from X message.

When you use a Prices from… message it will still enable people to feel comfortable that you are in their price range, reinforce your brand positioning and allow you to run discounts.

 

There you have it. Hopefully, by now, you can see the advantage of putting your prices clearly on your website… but there is one catch.

If you’re going to put your prices on your website, you need to be confident about your pricing strategy.

Not confident about your prices? Don’t worry I can help with that too!

 

Do-It-Yourself: You can find out more about the most common pricing strategies, and some tips to work out what is best for your business here.

 

Done-With-You: Whether you are launching a new service or want to adjust your current prices to maximise your revenue I will work with you to go through different pricing strategies, put forecast together and make recommendations for your future prices. Find out how you can work with me here