If you are in a service and trades industry, the biggest question I get is, “should I list pricing for my services and products on my website?” This idea brings up many varying opinions about this practice.
Some people believe it’s just stupid to list your prices on your website before you are able to show the value of your products or services compared to others in your industry to potential clients. Some are afraid consumers will get sticker shock, turn away, and not come back. You want the ability to demonstrate higher quality and WHY you are better than your competitors.
In some ways, I agree with this assessment. There are some businesses that need to demonstrate their value before scaring potential clients away.
We can assume two things about this business, though:
- Their website doesn’t demonstrate their value, which requires a personal sales interaction to prove their worth, and
- They are looking for any consumer, including those who are price shopping.
They are right in both of these cases - pricing should not go on the website.
However, if you are distinct and stand out from your competition, adding a pricing page on your service-based website can be a great key to success for your small business.
Here are five reasons why putting pricing on your website can be a game-changer:
1. Price Range
Clients who know a ballpark price range will have a better understanding of what goes into your pricing model. It will be less likely to be surprised at an estimate. If you are concerned about your competition getting access to your pricing, know they already have it. Showing a starting price or price range is an effective marketing tool.
2. Trust
Many clients will not do business with a company that doesn’t put prices on your site. They simply don’t want to waste their time speaking with a sales representative only to discover that the price is too expensive (or too low, which may feel cheap or low quality to them). Some clients believe, perhaps incorrectly, that if the price isn’t shown, it must be too high. They think that if they are not shown the price, they cannot possibly pay it.
3. Save Time
Upfront pricing automatically weeds out bargain shoppers, which are typically clients that you don’t want to work with. People who can’t afford your product or services won’t call. Hear me out - would you rather spend your time trying to convince someone to use you or focus on clients who can afford your experience, quality work, and reputation? If you spend time visiting clients for estimates, think of the time saved not scheduling an estimate for someone who won’t be able to afford the product in the first place?
4. Avoiding the Uncomfortable Budget Question
The hardest question to answer when talking to a client in sales is, “what is your budget?” Most clients will have no idea what something costs, let alone what they should tell you for a budget. If they tell you too low, you may write them off as not a good fit, and if they tell you too high, they may feel like they don’t get what they paid for after the job is complete. I know when I get asked this question, I feel it’s my fault if I guess a wrong number and I have insulted the salesperson or offered to pay more than it’s worth.
If people believe they can’t afford you but want to work with you, they now have a pricing range from which to start saving for your solutions.
5. Demonstrate Your Success
If you raise your prices as your success gets greater. The better your process gets and the better results you provide for your current clients, your demand increases, and your value increases. Increased prices also urges current leads to jump on board before prices increase.
Of course, all of these reasons for listing your pricing only work on your website shows your unique brand and value.
Your brand and all the content on your website should support your pricing structure. Even if someone lands on your pricing page first, they will look around to see what justifies your pricing. Suppose they see value in what you offer versus competitors. In that case, it will be an easier and shorter sales process with a client that is more on board with your company’s way of doing business.
And Isn’t That the End Goal in Digital Marketing?
Listing prices should depend on your business and marketing strategy. Make sure the choice is based on what’s helpful to your client and right for your marketing plan, not based on your fears about what “might” happen.
If you choose not to list pricing on your website, it would be helpful to explain to visitors why you didn’t include them and explain what the next step is in the process. Prospective clients will be curious to understand why they need to speak with you first.
6 Reasons You Shouldn't Be Listing Pricing on Your Website:
- Custom Services. Suppose you have custom services or products that don’t work well with a price range.
- Value. If you are not able to demonstrate your high quality, value, or worth through your website, social media, or reviews (social proof) and need to talk to someone to convince them to use your business.
- Rapport. If you offer a personal business that relies on personal relationships with the client, not the product you sell.
- Price Fixing. If you are concerned this will hurt your business in relation to other similar businesses, consult your business attorney about whether or not this is a good move.
- Copy Cats. If you are concerned, competitors will raise or lower their rates to compete with you, and you can’t let your high quality, responsiveness, and better way of doing business shine.
- Uniqueness. If you feel you are a commodity and do not have a unique selling proposition, find one to let you stand out above the crowd.
Final Thoughts
If you need someone to talk to about a digital marketing strategy and what may be most effective for you, contact me today. It doesn't cost anything to talk, and I’m upfront about our pricing and success strategies.
