Yes you should include pricing on your website. Here’s why.
Last week my friend, who is an awesome newborn and family photographer messaged me to ask about her website pricing page and it got me thinking that this is a hot topic for us service businesses.
The million dollar question is should you include pricing on your website or not?
My answer is a rock solid 100 % yes.
For two reasons:
Your price point demonstrates your level of expertise. Remember potential clients are not just looking to see how cheap you are. They’re looking to see how expensive you are too.
People are at different stages in their business journey and may be looking to pay for someone with more years of experience and the skills to match.
2. It stops wasting everyone’s time. I know you’re thinking But if I don’t include my pricing they’ll have to contact me, then when I get them on the phone I’ll win them over...
If someone really can’t afford you, a phone call won’t change their bank balance. If someone is fence-sitting, yes a phone call might tip them over, but we can address that in the copy on your pricing page anyway.
OK so now we’ve established that you should include a pricing page. What do you put on the page?
💥 People like easy.
It can help to create ‘packages’ and not just price a list of services. Can you bundle some popular services together and present them as a package? This helps negate confusion and overwhelm - i.e conversion-killers.
Bonus tip: If you do create packages, displaying them low to high price-point might not be the best idea.
The ‘anchoring’ effect means people compare to the first thing they see. So if you put the highest price first - this becomes the price anchor. Therefore seeing a lower price next to it, will make that option seem more appealing.
Another common tactic is to put ‘Most popular’ with the package you’d most like people to buy - this uses the Bandwagon Effect. People are much more likely to buy something if they think others want it, or jump on the bandwagon.
💥 Include a testimonial.
Your pricing page will become one of the most visited pages on your site. So use that real estate.
Use a testimonial that overcomes an obstacle people may have about price.
If you’re a Business to Business (B2B) business your aim is to use your testimonial to talk about how you’ve made someone money. For Business to Consumer (B2C) talk about saving people money.
For example my photographer friend might use a testimonial that talks about how “having the photos from the shoot have saved my $$$$ in grandparents birthday and christmas presents this year!” The service saved them money.
For my business, which is B2B, I might use a testimonial about how 'investing in website copy with Elena has increased our conversion rate by 347% meaning we’ve tripled our annual income”. My service made them money.
💥 Offer payment options.
You might enable people to split the payment, offer afterpay or payment via invoice, credit card or paypal.
People like to feel in control and that they have a choice. You can make the total of splitting the payments slightly higher than paying in full (I think 20% is the standard). But I say make both payment options the same amount - a bit of good will goes a long way.
👍 Oh and make sure you have a few ways people can get burning questions answered. Could be a few FAQs on the page, or link to a form/email.
As a final note: Present your pricing with pride!
You’re offering value in exchange for something your clients want. Make the content on your pricing page confident and bold. Own it. Don’t hide it, or apologise for it.
While you’re here…here’s some ways we can work together (it’ll be so much fun!)
😍 Let me write high-converting, psychology-backed words for your website. Book a time to chat
😍 Let me write your launch copy, from ad to sales page to email sequence. Book a time to chat
