Should you list your prices on your website?

This is a question we often get asked.  Of course, if you want to sell a product online, the answer is easy – YES!!

But what about if you provide a service and you want customers to call you to book?  Well, why wouldn’t you?

1. I don’t want my competitors to know my pricing

Do you know what your competitors charge?  if you don’t, you should.

How?  Well, the easiest way is to ask someone who has used or uses them.  Or ask a friend to call them to find out.

If you don’t, how do you know what the “market” price is for those services.  You must have done some research to come up with your prices???

Why is this relevant?  Well, chances are your competitors know your prices already (and if they don’t they could easily find out even if you don’t put your prices on your website).  And if they don’t, well what are you frightened of?  A price war?  You need to demonstrate why you are worth your prices – whatever your competitors charge.

1. I don’t want my competitors to know my pricing

Do you know what your competitors charge?  if you don’t, you should.

How?  Well, the easiest way is to ask someone who has used or uses them.  Or ask a friend to call them to find out.

If you don’t, how do you know what the “market” price is for those services.  You must have done some research to come up with your prices???

Why is this relevant?  Well, chances are your competitors know your prices already (and if they don’t they could easily find out even if you don’t put your prices on your website).  And if they don’t, well what are you frightened of?  A price war?  You need to demonstrate why you are worth your prices – whatever your competitors charge.

2.  It might put customers off – I want to talk to them first

The reality is that 78% of people who want to buy from you won’t contact you to find out your price if it isn’t displayed (*completely made up statistic – I have no idea how many people won’t bother to contact you, except it will be greater than 0%….).  I often surf the internet in the evenings.  If I am searching for a particular service offered by a few local businesses, I can rarely be bothered to spend the time emailing my requirements and I certainly don’t want to spend time listening to their sales spiel when all I want to know is whether they are in the price range I have budgeted (I will never recover the 2 hours of my life spent with the wardrobe sales person who, after meticulously going through my requirements and giving me the speech about the quality of their goods, told me it would be circa £8,000 – when my budget was more like £1,000…)

Your website is the place to hook people in.  Good content will convince people they want to purchase your services (or not).  They may need to speak to you (or meet you) but they (and you) need to know you are on a similar page.

What’s more, listing your prices will stop you from wasting your time with people who don’t have the budget for your services…

3. My pricing/services are complicated

They often are.  We struggle a bit with displaying prices for our services because each customer has a slightly different requirement.

You can put a range, price for a particular specification (you can state prices “from” – although most potential customers will assume the actual price for them will be considerably higher) or an indicative price.  Think about the best way to demonstrate the kind of price they will end up paying.

3. My pricing/services are complicated

They often are.  We struggle a bit with displaying prices for our services because each customer has a slightly different requirement.

You can put a range, price for a particular specification (you can state prices “from” – although most potential customers will assume the actual price for them will be considerably higher) or an indicative price.  Think about the best way to demonstrate the kind of price they will end up paying.

4.  I charge different people different rates

Really?  Why?

Well, it depends on their budget/whether they are a friend/what the colour of their hair is/what day of the week it is…

Stop!  This is not good business practice.  Work out the value of your services and that is your price – for everyone.  Yes, you may occasionally run promotions (but these shouldn’t be normal practice), or discount bundled services or even give a cheaper deal to your brother, cousin, friend.  But, by setting out your prices it stops you from making them up as you go along, and if you do provide a “deal” it is clear to the recipient that they are getting something better than you normally charge…

Have we convinced you yet?

No?

Well you will find the price of our services on our pages here.  Yes, all websites are a bit different but we hope you will get an idea of the cost of working with us (it’s worth it we can assure you!)

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