Yep. It’s one of the most uncomfortable and controversial topics of all…pricing.
Even though things are slowly changing, a majority of business owners still shy away from displaying their prices online. It’s a debate we get into often. So, we’re here to put forward our view on why you SHOULD display your prices on your website.
You Don’t Need a Pricing Table
Before you run and hide, hear me out. I’m not saying you should have a pricing table on your website that clearly defines what you charge. That would be bold. However, the least you can do is talk about your prices.
If you take a look at our pricing page, you’ll see we don’t tell you exactly how much a new website will cost. Not because we’re sneaky, but because it depends on a number of factors.
We say our prices start from £3497, and we tell you what that includes. We also describe what will add to that cost, for example, an e-commerce shop or a booking system.
You don’t HAVE to be too specific, although the more detail you give, the better. The least you should do is open up the conversation and give your reader an idea of your prices.
What About E-commerce Websites?
It’s worth noting that I’m not talking about B2C e-commerce websites here. Hell, if you’re wondering whether to display your prices in this instance, the answer is absolutely and unequivocally, YES!
If you run a service-based business and you’re currently not displaying your prices on your website, here’s why you should:
1. It Builds Trust
The biggest benefit to displaying your prices on your website is it builds trust with your audience.
Your potential audience will feel comfortable dealing with you if they know what you’re likely to charge. They won’t have those thoughts. You know the ones I mean: ‘Will this guy rip me off?’ or ‘Will they charge me more than someone else?’
By displaying your prices, you smash your potential customers’ protective barrier, and they’ll feel more comfortable in dealing with you over your competition.
2. It Avoids the Awkward Conversation
Customer: So…er…what are we talking?
You: Well, that depends. I mean, what’s your budget?
Customer: Well. I’m not really sure. What do you normally charge?
You: Well, erm….it all depends really.
I hate that conversation. You hate that conversation. And most importantly, your customer hates that conversation. So why the hell are you having it?
Since we started displaying our prices on our website, it’s so easy to talk money. Nine times out of ten, the potential client already knows how much we charge. We don’t have to ask them how much money they’ve got (it’s none of our business), and we get to delve right into the good stuff of learning more about them and their business. No awkward conversations. It’s a win/win for both.
3. It attracts the customers you want
Displaying your prices on your website helps attract the kind of customers you want. You may think that your potential audience will go to a cheaper competitor, but often that’s not the case.
By displaying your prices, you’re making it clear who you’re targeting.
We’re not cheap by any means, but we also don’t charge ‘high-end’ agency prices upwards of 10k. This makes it clear that we work well with established small-business owners and personal brands. We’re not the right fit for new business owners or huge corporations.
We find that our target market responds well to our prices, and you can do the same. If you’re cheap as chips and wanting to attract the very price conscious, then fine, say it! If you’re more expensive and want a different kind of client, no problem, but explain what makes you different, and why they should choose you.
4. It Could Save Hours of Admin Time Per Week
Before we started displaying our prices on our website, we spent approximately two-three hours per week having calls or replying to emails to people who were completely wrong for our business.
Some had a budget of five hundred quid, and some had a budget of twenty grand. We spent time getting to the bottom of what they wanted, when in the end we were either too expensive or not the right fit. We wasted our time, and there’s too.
5. It Will Make You Stand Out
One of the most common concerns business owners have when it comes to displaying their prices on their website is this: It’s not the done thing in our industry.
Well, that’s bloody fantastic.
Imagine being the first in your industry to say, hey! You know all these guys (this is where point to your competitors), they’re not going to tell you their prices. But guess what? I am. I have nothing to hide. I want to be upfront, open and honest with you.
Do you know how powerful that is? It’s huge! We’ve seen countless examples of this working, and your potential customers will respond positively. It makes you stand out from the competition and positions you as a leader in your industry.
6. Search Engine Optimisation
How on earth does displaying my prices help search engine optimisation?
Good question. Do you know what’s likely to be one of the top questions about your industry? How much does it cost?
How much does it cost for a website?
How much does it cost for an editor?
How much does it cost for a business coach?
Cost-related keywords and phrases are highly popular search terms. If you discuss your prices on your website, especially when much of your industry shies away from it, then you could be looking at so much more traffic to your site from Google.
But more than that, you can write articles about it. Yes, entire articles just about your pricing. We do it all the time. Look at…
Not only do these articles get huge amounts of traffic from Google, but they also explain what makes us different, attracts our target audience AND builds trust.
Where did we get the idea?
We’d love to tell you that this is all our idea, but it’s not.
If you want to know more about why we started displaying our prices on our website, then check out Marcus Sheridan’s book, They Ask, You Answer. This book has been hugely influential in our lives and has transformed our business for the better. We couldn’t recommend it enough.
I hope this article has shown you the benefits of displaying your prices on your website. Are you still considering it? Is there anything holding you back?
I’d love to know your thoughts. Let me know in the comments below.