Should you put your prices on your website?

This is one of the most common questions I’m asked as a web designer. Should I put my prices on my website?

I feel so strongly about this and love having this conversation. And while there’s some variables and strategy to consider (as always) basically…

It’s a big fat ‘yes’ from me.

Whether you have set packages listed, or a ‘starting from’ price, or an ‘average spend’ price. You should have something on your website to indicate your prices.

But let’s dive into why you should out your prices on your website, and best practise for placement.

There are two main reasons why I believe you should have your prices on your website.

1. You might be worried that if people see your prices before they get on a call with you, they’ll think you’re too expensive. You know that once you speak to them person-to-person you can help them understand the value of the investment with you. I get it.
   
   BUT
   
   I’m here to tell you, if you don’t have your prices listed, most people are going to assume you’re too expensive and are not even going to bother reaching out. They’ll find someone else, who has their prices showing, that are in their price range, and they’ll book a call with them.
   
   Unless you’re incredibly sought-after and budget isn’t an issue for your target audience, I highly recommend listing your prices.
   
   However, there is strategy you can use for where you place your pricing, so read on to find out more…
   
2. Reason number 2, is that you don’t want to waste your time talking to people who just do not have the budget for your services. If you’re running a business, your to-do list is probably 1,000 tasks long. Don’t spend half an hour talking to someone to find out when you reach the topic of price, that they just don’t have the money and they’re not going to hire you. Use that half an hour to work on something that’s going to move the needle in your business instead.

So now we know WHY you should have your prices on your website, let’s talk about WHERE to place them.

The price placement strategy

Low cost products/services – If your product/service has a low cost, so the pricing is one of the selling points (ie. a $37 digital product), you want to put the pricing nice and high on the page. The browser will know immediately it’s affordable and continue reading to learn more.

High cost products/services – If your product/service is more on the expensive side, you want to put your prices towards the bottom of the page. Why? So that your copy can do its job, explaining the value of the offer and positioning it for browsers to realise they need this, before they see the price. By the time they do see the price, they’re already convinced and understand what value it will bring to them and will pay to get it. If you put a four or five figure price tag at the start of the page, browsers will most often click straight out of your website before ever giving you the chance to demonstrate why it’s worth every penny.

The opt-in method

The is the only alternative I like to having your prices listed on your service page. (I’m about to do this method myself, so I’ll do a blog in the future to share if this has any major impact!) The opt-in method is having a sign-up form on your services page, where browsers need to enter their name/email address to access your pricelist.

While there may be some people who don’t take this extra step to find out your prices, most people who are serious about hiring your services will, and you now have an ever growing list of serious potential clients, and a way to reach out to them again.

Statistics say 97% of people will not be ready to buy the first time they land on your website. So to eliminate the chances of them checking you out, liking you, but never finding you again once they’re ready to purchase – you capture their details, add them to your email list or an email sequence and service them with valuable information, positioning yourself as the authority (and the only good option for them!) until they’re ready to work with you.

The whole picture

So there you have it, why I believe you should have your prices listed on your website, and where you should put them – but that’s not the whole picture.

You can’t just put a 4 figure price tag at the bottom of your web page and expect visitors to book. Your copy needs to strategically sell your service before they even reach the price. Your images and design need to align with and represent the quality of the service you are offering. But most importantly, your whole website needs to represent YOU. People want to buy from people. People they relate to, and you (and your team) are the reason clients will want to work with you. So make sure your website represents you, demonstrates your value, and is going to attract the kinds of clients that you actually want to work with.

Need a hand figuring out who that dream client is? Head over to this blog about defining your Target Audience. Or if you need a hand creating a website that’s going to attract and convert those dream clients – get in touch!