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Designing a pricing page can be a big decision for an entrepreneur. You might weigh the benefits of having a public pricing page on your website against the potential downfalls of putting your services and rates out there for all to see.
If designing a pricing page for your website is a business consideration, here’s how to evaluate the advantages and disadvantages of sharing rate information publicly. Then, consider pricing strategies and design features that can help you make more sales.
Advantages of having a pricing page on your website
It’s valuable to tell potential clients how to get pricing somewhere on your website, as potential customers will likely be seeking that information. But professionals differ when it comes to whether they share detailed pricing on a pricing page. Here are common reasons to have a pricing page.
Saves time: Instead of answering “How much do you charge?” or “How much is [this] service?” via email and waiting for a response, the potential client knows price estimates immediately. It also saves you time from responding to individual emails and remembering to follow up on quotes after sending them.
Builds trust: Some customers want to know upfront what they’re getting at each price point. Recent research from Statista says that up to 83% of consumers admit to price shopping at a few websites before committing to a purchase. Removing the barrier of a price inquiry request helps customers make an informed decision and book right away.
Shows confidence in your pricing structure: By publishing rates for services when you design a pricing page, it shows the world this is what your services cost and are worth. That confidence can be attractive to a potential customer who associates a higher rate with a better end result. This can motivate clients to get in contact with you if they like your rates.
Drives SEO traffic: Some potential clients will discover your page if they type in search queries that are cost-based. One example might be “How much does social media marketing cost in [X]?” If you have an optimized pricing page that answers that question, you could draw in new potential clients looking in your price range.
Common concerns for pricing pages
While listing pricing works for some service providers, others prefer to keep the details to direct communications. There are a few common reasons some professionals choose to avoid building a pricing page.
Potential to turn clients away
When a potential client is choosing a service based on rates and isn’t considering the value, testimonials, and expertise you deliver, a pricing page could result in lost business. If someone quickly decides you’re out of their budget, you could miss out on a client that might have been won with a one-on-one discussion.
To counteract this, you can use language on the page that includes price ranges for projects and encourages the visitor to reach out for specific price information.
Can anchor your rates lower
Some business owners lower their rates during a slow season and increase rates when they’re busy. But some entrepreneurs worry that they’ll lose out on money if a flat fee is posted on the website pricing page and they realize they should be charging more.
Again, this is where website copy can help all parties involved. For example, the page copy for a web designer’s pricing page might say that a basic four-page website project for a client often costs around $3,500, but each project is evaluated for individual cost estimates. If a prospect wants that type of website for a fraction of the cost, they move on to someone else. If the price seems around what the prospect estimated it would be, this number can facilitate a project discussion without the business owner being locked into a rate.
Increased competition
There’s also a concern that competitors could see your rates and lower their prices or offer discounts to compete for your clients. If someone is searching for a personal trainer for one hour a week at less than $50 per hour, and your rates start at $75 per hour, you might lose out to another local trainer who lowered their rates in response to yours.
Ultimately, some potential clients won’t fit your target market on budget or service priorities. But, if your ideal client wants to hire a personal trainer who’s worked with professional athletes, who has specific professional certifications, who shows transformation photos on their website, and who has great reviews, your pricing page shouldn’t deter them.
Using website copy and design elements on your pricing page to focus on what sets your business apart from the competition will motivate the right customers to book. Learning how to price a product or service will also help you close more business and drive revenue.
Pricing strategies to consider for your business
How you display rates on your pricing page can impact whether someone decides to get in touch or work with you. Here are a few common ways to present your pricing.
Tiered pricing: Offer packages for different budget levels and post “starting at” ranges or estimates, so customers have a sense of how much they’ll spend.
Subscription models: These are common when someone wants ongoing services, like website maintenance, social media management, or consulting. Subscription prices could be a flat fee per month for specific services provided or steady fees for a certain number of hours each month.
Hourly rates: If you’re offering one-on-one coaching services or consulting, you might want to charge by timing, like requiring 30-minute minimum sessions; charging in 15-minute increments, or offering discounts if a customer books a few sessions at once. The good thing about this model is that your rate is clear. The downside is you could limit your earning potential with the number of hours available in a given week or month.
Project rates: A project rate is a good way to quickly inform a customer of how much they’ll need to spend. A content marketing agency might share a flat project rate for developing a three-month content calendar for a business blog, for example.
Value-based pricing: This pricing model is a way to emphasize the value your skills bring to the table. While it’s a smart pricing strategy, it can be a difficult one to communicate via a pricing page with a cold prospect. It might be best to include language on your pricing page that says “Book a call to discuss pricing options.”
Flat rates: This is another form of project-based pricing. A flat rate pricing model can be beneficial since it doesn’t require a certain number of hours dedicated to the service. But this could be another area where using language around “subject to inspection” or “starting at” can give you wiggle room on the cost. That could be a mobile pet groomer’s starting price for bathing a small dog beginning at $50 or a graphic designer creating a brand’s logo design with two rounds of edits for $200.
Urgency pricing: Some service providers tack on an additional fee for quick-turnaround projects. Don’t be afraid to charge more for “emergency” pricing and use website copy that says “quick-turnaround rates” may be applied.
To choose the right pricing method for your business, consider your target customer. If your clients tend to be more price-sensitive, or people who want all of the details before making a decision, tiered, hourly, or value-based pricing might work well. If your rates are largely in line with competitors or you serve a less price-sensitive client base, flat rates, project rates, or tiered and subscription pricing could appeal to them.
What to include on a pricing page
Once you’ve decided how to price your services, you’re ready to create your pricing page. Copy should be clean, scannable, with ample white space and broken up with varying modules to keep the eye moving and interested.
The rest of the content on your pricing page should help a visitor evaluate whether they want to work with you.
Links to work examples: A web designer selling website packages can link to an example of a client’s website that costs about $5,000 and one that costs $30,000. This can help the customer quickly view your portfolio as well as how an outcome looks different at various pricing tiers.
Testimonials: Ask a few satisfied clients if you can include their full names, locations, and any relevant photos on your website. Testimonials help with search traffic and can drive sales when potential customers see happy clients.
Charts: If your business has a few prices that could easily help someone estimate their rate, consider creating a chart to guide them. For example, a lawncare business might include the prices of different services for a 1,000-square-foot yard. A social media marketer’s pricing page design could feature their package rates for a certain number of posts on three platforms a month.
Contact details: Include a few CTA buttons throughout your pricing page driving customers to reach out, whether by email, contact form, or direct booking.
Graphics: Squarespace templates help break up the page with image modules, sliders, hero images, and other image blocks. Consider featuring a customer quote as a graphic, project images, or other images that highlight your value. These can help sell the potential client on elements other than price.
Consistent branding elements: Make sure the pricing page design copy is done in your brand’s fonts, the tone and voice are consistent with the rest of the website, your logo is present, and all branding elements are cohesive.
If you attach any commitments to your pricing, like a minimum spend or deposit, make sure to include those details on your pricing page, too.