I get asked this questions so much when building a website for my clients. And the truth is, it’s more of a personal choice than anything else, but I do lean on the side of adding your prices, and here’s why.
Showing your pricing up front is going to prove you don’t have anything to hide and your a straight shooter. Even if you can’t add your pricing because what you do is custom for everyone, you can add a price range or starting at price.
I have seen a trend that instead of adding prices right into the site some will say enter your email address to see the investment guide or pricing. I think the fear of letting a competitor see your pricing makes some feel at risk and they are afraid that someone might copy it. A real competitor will not copy it but use it for market research. Because everyone’s cost of doing business is different, and any competitor that is on the same level as you will know that.
The biggest takeaway to not adding your prices is that for many people they will feel like they can’t afford it if they don’t see a price.
Your client’s time is valuable, and if they have to reach out to you to get a price, that is taking more time away from them. And they are taking a risk that you might come back with a price they can’t afford, which can create a feeling of embarrassment.
The truth is if people can’t afford you, they arn’t going to hop on a call and let you convince them they can afford you. If you really feel that you need to talk to your customers first to show them how valuable your servies is before giving them a price then I would recommend evaluating your website copy because the job of your website content is to educate and sell.
Potential clients will see your pricing and be able to tell if you are on par with the rest of the market. They will place you into their own category of okay, they aren’t too cheap (because too cheap means you get what you pay for). If your are more expensive, they might potentially not mind if they think your services or products are worth it. And or they feel a better connection with you or your work.
Sometimes money is not the driving force for someone to hire you. I personally have had people save up money to work with me.
In conclusion, whether you decide to add your pricing or not, it’s important to understand the benefits that outweigh what you think are risks to adding your prices. I know that alot of times, small business owners fear that if they are priced too high that will stop someone from hiring them. However, not adding your prices, in my option, could prevent even more people from not hiring you.
February 1, 2023