The question of whether you should display prices on your website is as divisive as pineapple on pizza. Some people insist it’s absolutely essential; others think it’s the worst possible idea. In case you’re wondering, I’m firmly in the ‘pineapple does not belong on a pizza’ camp.
For small service-based businesses, this isn’t just a theoretical debate. It directly affects your bottom line. How and whether you display prices on your website can shape who gets in touch and how seriously you’re taken.
If you sell products online, it’s a no-brainer: no one can buy unless they know the price. It’s more complicated for those of us who provide a service.
There are many reasons we hear why you wouldn’t include prices. Here are the top few (plus some new ones we’ve heard whispered in Facebook groups and muttered at networking events).
1. I don’t want my competitors to know my pricing
Do you know what your competitors charge? If you don’t, you should.
It’s not difficult to find out (even if they don’t display prices on their website). Just ask someone who has used them. Or ask a friend to call them to find out. Yes, it might feel a bit sneaky, but it’s not like it’s the formula for Coca-Cola.
How did you come up with your pricing in the first place? Did you consider what others charged? What the “market” is for your kind of service (for your kind of customer)?
Why is this relevant? 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, 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.
This is the biggie. The fear that people will run away screaming (or more realistically, just click away quietly).
Some business coaches swear blind that service-based businesses should get potential clients on a call first. That way, you can explain the value of what you offer before revealing the price. Because without that context, people will make a decision just based on price.
Let’s be honest: most people won’t contact you just to ask your prices. They’ll quietly click away, never to be seen again – like socks in the laundry.
We asked on social media (always the arbiter of truth) and most people said they hate having to contact a business just to find out if it’s within their budget. People don’t like being embarrassed. Or wasting their time. And they definitely don’t like being sold to when they just want to know if you’re affordable.
What do you do when you’re interested in something but there’s no price? I can hear my mother’s voice “if you have to ask the price you can’t afford it”. But seriously, I will rarely get in touch about working with someone if I have no idea what it is going to cost me. My time is valuable. I made the mistake of falling for it once (for some fitted furniture), spending 2 hours with a sales person in my home only to find the wardrobes I was interested in were £11,000 when my budget was more like £2,000. That was a waste of her time as well as mine.
Your website is the place to hook people in. Good content will convince people they want to purchase your services (or not). Pricing filters out those who can’t afford you, so you’re not spending your time on calls that were never going anywhere.
And yes, people absolutely need to see the value. But you can show the value and the price. On your website. There really is a way to write your content so that your website “sells” your product or services to those potential clients who are right for you – just as you would do on a “discovery call”. Use testimonials, case studies, and clear explanations of how your services benefit clients. Regular blogging can also establish your expertise and provide valuable information to your audience. Highlight your experience and relevant qualifications to build trust and demonstrate the value you provide. Price is just one part of the picture.
Including prices on your website is also a good trust indicator. People associate transparency with professionalism. In fact, 84% of people expect to see pricing info on a business website. Hiding it can make potential clients wonder what else you’re hiding.
3. My prices are complicated
Of course they are. It’s not like selling socks.
We struggled with this too. Every client wants something slightly different. But offering streamlined packages can be a revelation. It’s easier for clients to understand, and much quicker to quote.
Ever been to one of those restaurants where the menu runs to pages and pages? Personally I like to go somewhere where the menu is long enough that I can find something I want to eat, but not too long that I spend half the evening making a decision, and the other half wondering whether I have made the right one…
Too much choice is not necessarily a good thing. In fact it can lead to decision paralysis. You can always make it clear to customers that you can still tailor services. But you’ll likely find 80% of your clients fall into relatively standard needs.
We use packages for bespoke websites, with a list of “extras”. Most websites we build are within 10% of the listed price. It’s made quoting so much quicker.
If you’re still struggling, you can say “from £X” or “prices typically range between Y and Z”.
4. I charge different people different rates
Really? Why?
Well, it depends on their budget/whether they’re a friend/what colour 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 run occasional promotions or give a deal to your brother. But a public price list helps you stay consistent. And if you offer someone a “deal” it’s clear they’re getting something special.
5. My prices might change and I don’t want to keep updating my website
Totally fair. If you’re changing prices more often than your socks. But I would question why that is. Most businesses update prices once or twice a year.
Editing your website isn’t (or shouldn’t be) a faff. It takes minutes if you have a user-friendly system (or a lovely web designer who makes it easy).
And if they really do change frequently you can say “prices correct as of [Month]” and set a calendar reminder to check it twice a year.
6. I’m just starting out and don’t know what to charge
We’ve all been there. But not putting any price at all can make you look indecisive or unprofessional.
You still need to have something to anchor your value against. A simple package or a “from £X” figure gives potential clients an idea of what to expect and helps you appear more credible. And no, it doesn’t have to be your forever pricing. You’re allowed to change your mind as your confidence, skills and client base grow. In fact you should increase your prices as that happens.
There’s something to be said for starting with your ideal pricing and offering a discounted rate to your first few clients in return for feedback or a testimonial. It shows where you’re aiming, while still acknowledging that you’re building experience. Just make sure to be clear that it’s an introductory offer, so it doesn’t devalue your service long-term.
You’ll also find it makes conversations with potential clients far easier. You’re not scrabbling to come up with a price on the spot, or (worse) undercharging because you didn’t want to scare them off.
In short: price something. You can always refine it later.
Why we display our prices on our website
We proudly display our prices on our website (see our web design services page).
Why?
We do it because we don’t want to waste your time or ours. We think our website clearly sets out what we do, the value we give, and why we’re worth what we charge.
Yes, some others charge less. Plenty charge more. But we believe our prices represent great value. For our ideal clients, our websites deliver a high Return on Investment. A website isn’t just another business expense. It’s an investment in your business. One that should help you attract more of the right clients, communicate your value, and grow your revenue. If you’re not sure what goes into that investment, we’ve written a blog post on exactly that – What does a new website cost (and is it worth it)?
Your website should be your hardest working salesperson. It should show what it’s like to work with you, the value you provide, and yes, your prices. Yes, some people may decide you are too expensive but it is better to know that before you spend your valuable time with them.
People rarely buy based purely on price. Starbucks does pretty well despite being considerably more expensive than a jar of instant coffee. My husband could technically cut my hair cheaper than my hairdresser. But I doubt our marriage would survive it…
It’s about showing the value you provide.
Conclusion
So, should you display prices on your website? Ultimately, it’s a personal decision. But we’re firm believers in having confidence in your prices.
Don’t worry about what others (competitors, your mother-in-law, that friend who has an opinion on everything) think. If your value is clear, your prices will make sense. And if someone decides not to work with you because of them? That’s a good thing. It saves you time, energy, and awkward conversations.
Putting your prices out there also sets the tone for the kind of business you run: open, professional, and confident in the value you provide. It helps attract the right kind of clients – those who understand what you offer and are ready to invest.
And no, it doesn’t have to be perfect. A starting price or price range can still do a lot of the heavy lifting. It’s about reducing friction and helping people make decisions more easily.
Ultimately, your website is there to help your business grow. Transparency is a big part of that. So whether you’re just starting out or refining your established offering, pricing should be part of the conversation.
If you’re planning a new website and want one that works as hard as your best pair of socks, we’d love to help. We won’t subject you to a 2 hour sales pitch to find out our prices – you can find them on our services page
