5 Reasons Why You Should Put Your Prices On Your Website

Have you ever researched online how much a service or product costs?

Absolutely, you have.

When you’re on a company’s website, and there is nothing about the costs of their product or services, what is the first emotion that you feel?

Frustration, right?

Now if you put yourself in the shoes of your customers, you know how they would be feeling if they can’t find the prices of your services too.

Why most businesses don’t put prices on their website?

Regardless of company or industry, there are three main reasons businesses justify not discussing pricing on their website:

Our solution is different. Our Prices vary

Yes, this is true. But look at it this way: When was the last time you were on a website, couldn’t find their pricing, and said to yourself: “They can’t display their pricing, because there are too many variables involved”

If you’re like most customers, you don’t care that their prices vary. You just think that it’s my money and as a customer, it’s my right to know.

You feel that at least they could give you a sense of what to expect in terms of some price ranges and what factors are involved in coming up with the final estimate.

As a business, you must ask yourself how it’s possible to discuss the pricing and variable costs. Think to yourself how you can:

  • Explain the factors that keep the costs down
  • Outline the elements that may raise the costs
  • Mention all the factors that determine the cost within your business and industry

We’re not telling you to put an exact pricing table on your website, but just give your customers a feel for how pricing works within your industry and your company.

Our competitors will know what we charge

This one is the most common but arguably the most invalid point.

No matter what industry you’re in, most companies already know exactly or an idea of what their competitors charge.

So, it’s not a BIG secret. Everyone knows what everyone else might be charging.

Think about this further, ask yourself why you shouldn’t educate your ideal customers and gain their trust, by just thinking all the time that your competition may cut their costs to take your business away. Even if they do, they’re on the losing side, not you.

You win by all means – by educating your customers.

We may scare customers away

It’s like saying: “If I’m being honest, people won’t do business with me.”

To validate this point, imagine you’re taking your family to dinner tonight and you’ve decided to go to a new restaurant you’ve never been to.

Before going, if you’re like most people, you’re going to research two key things: their online reviews and the restaurant’s website.

The main reason you go to their website is just to look at their menu. But what if you just see the list of items but can’t find the prices? What will you do?

Obviously, you’ll not go to that restaurant, not because you didn’t like the restaurant food (which you have not even tasted yet), but rather because they didn’t want to show their prices which got some doubts crept in your mind and that prevented you from making the buying decision.

Here’s Why You Should Put Prices on Your Website

For e-commerce websites, putting your prices is obviously a no-brainer.

But if you are a service-based business and you’re currently not displaying your prices on your website, here are the reasons why you should:

1) It builds trust

The biggest benefit of displaying your prices on your website is that it builds a sense of trust with your prospects.

Your potential customers will feel comfortable buying from you once they see what your prices are upfront. They will not feel ripped off and being charged more.

Your prices are your prices and if you display them along with variables that dictate the price, it shows you’re transparent and honest in your business.

2) It Attracts Your Ideal Customers

By listing your prices on your website, you’ll attract customers that are willing to pay the price, because they’re getting the value for it.

Obviously, that’s the type of customer you want to attract. By displaying your prices, you’re making it clear who you want to work with and who can’t be able to afford your services.

3) It Speeds Up Your Sales Cycle

Most businesses have this common conversation with the prospects around pricing:

Customer: So…what does it cost actually?

You: Well, that depends. What’s your budget?

Customer: Well. I’m not really sure. What do you normally charge for this?

You: Well, hmm….it all depends really.

We hate this type of conversation, you hate that conversation, and your customers hate it too and it makes them want to run.

By having your prices or at least some price ranges on the website, you’re eliminating that whole process of trying to figure out if they can afford your services or not.

This speeds up their decision-making process and helps them make an educated purchase without feeling any pressure.

4) It Could Save You Hours Every Week

Before we started displaying our prices on our own website, we used to spend around 2-3 hours every week talking to people or replying to emails to people who were not the right fit for our business.

Some had a budget of five hundred bucks. We used to spend time getting to know exactly what they wanted, while in the end, we were either too expensive or not the right fit for them. We wasted our time and theirs too.

Putting your prices upfront saves you time because you’re only talking about your business with people who can afford to buy from you based on value – not with people who’re looking for the lower bid.

It Helps in Search Engine Optimization

Do you know what’s likely to be one of the top questions about your industry? How much does it cost?

Do you know what’s likely to be one of the top questions searched on Google about your industry and services? – How much does it cost?

How much does it cost to build a new home?

How much does it cost to build a website?

How much does it cost for business coaching?

Cost-related keywords and phrases are highly popular search terms.

If you discuss your prices on your website, especially when many of your competitors hiding away from it, then you could be potentially gaining a competitive advantage in getting more traffic.

Even to take it further, you can write articles about it. Yes, entire articles on pricing. We do it often. Have a look at this one – How much does a website cost in 2021?

These types of articles not only can get you a good amount of traffic from Google, but they also explain what makes you different, attracts your target audience, and builds more trust.

Where we get the idea of displaying prices?

We’d love to tell you this is all ours idea, but it’s not.

This book called They Ask, You Answer by Marcus Sheridan is the reason why we started displaying our prices on our website and started educating our customers on factors that decide the costs.

This book has been super helpful for us and has transformed our business for the better. You must read this once to get more insights on this topic with some more action steps.

I hope this article has provided you with more helpful tips on why to put prices on your website.

If there’s anything that’s holding you back on talking about your prices on your website, feel free to book a call and I’d love to know your thoughts.