Should Your Pricing Be on Your Website?
Last month we talked about custom pricing and package pricing. When I’m working with my clients to determine the pricing for their services, they always ask, “Should my pricing be on my website?”
Some of my clients choose to post their pricing, some don’t, and some settle in the middle by posting, “packages starting at XYZ.” There’s no correct answer for everyone. Your pricing strategy has to be built to accommodate your business - your clients, your industry, and your financial goals.
Let’s review the pros and cons of showing your prices on your website.
The Pros
Transparency builds trust and posting prices is transparent
Although you can’t put a price on trust it’s an integral part of your perceived value. Potential clients will be clear on what the investment will be to work with you. There will be no surprise increases or a different price for them than for someone else based on the perception that they can pay more.
It’s a passive vetting system
No one wants to say, “I’d love to work with you but I can’t afford it right now.” If and when they’re ready, they can reach out to you.
This has been successful for many of my clients on the higher end of the pricing spectrum. It eliminates unnecessary discovery calls and emails with clients who can’t afford your services. When potential clients can see that you’re not in their budget, they will look for someone else who is.
It’s a more efficient sales process
If someone has been to your site, seen your prices, and can afford to work with you, they are a very warm prospect. The discovery call will mostly be a matter of deciding if you’re a good fit. There are no price negotiations, and your discussion can focus on your process, not your price.
Get into position
If you’re clear on your ideal client, know where they hang out, and have a killer strategy to draw them in, then making your pricing public will help you attract them even more so.
Prevent website visitors from making assumptions
You know that feeling you get when you see a menu with no prices? Some people will automatically assume that your services are expensive. If you list your prices, they could be pleasantly surprised.
And the Cons…..
Some services are always custom
If you offer custom solutions, and pricing varies based on your client’s needs, goals, and other requests, you don’t want to get locked into a set price. It’s wiser to charge by the scope of each individual project.
However, if you have a base level - packages start at $XYZ - you can use that as a starting point. I’ve worked with photographers, web designers, copywriters, even consultants who have adopted this strategy so potential clients can either opt-out or honor their budget with a custom quote.
You can avoid comparison
Many people might make reactive, price-driven choices about working with you. This means you won’t have a chance to sell yourself and communicate nuances and distinctions that add unmatched value to your services.
Your pricing fluctuates
Or your services do. There are lots of landscapers who plow in the off-season and the pricing is different. You might be in an industry that has pricing that changes based on demand, industry conditions, or even seasonality.
You like to have sales conversations
When you haven’t posted your pricing, you leave room for negotiations. Your conversations with potential clients will allow you to prove the value of your service and process.
You’re a new business owner
I encourage my clients to network, meet people, and get a few clients before they establish a website or pricing. You need to lock your process down before you decide on set pricing. You don’t want to post your pricing and then change it all the time.
There are many factors that help determine the best pricing strategy for you. If you need help making these decisions, schedule a time on my calendar to talk further.