Do you have your prices listed on your website?
The issue of whether to display your prices on your website is a bit marmite. It tends to divide the world into those who believe it is a necessity and those who think it is the worst thing you can do.
There are many reasons we hear why you wouldn’t. Here are the top 4
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
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.
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
Your website is the place to hook people in. Good content will convince people they want to purchase your services (or not). 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. They may need to speak to you (or meet you) but they (and you) know you are on a similar page so you don’t waste your time, or theirs.
Listing your prices will stop you from wasting your time with people who don’t have the budget for your services…
3. My prices are complicated
They often are. We have struggled a bit with displaying prices for our services because each customer has a slightly different requirement. But actually streamlining what you offer has many benefits, one of which is being clear on price. Ever been to one of those restaurants where the menu runs to pages and pages?
Too much choice is not necessarily a good thing. You can always make it clear to customers that you can make changes, or have more. 80% of your customers will want something relatively “standard”.
4. I charge different people different rates
Well, it depends on their budget/whether they are a friend/what the
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…
We display our prices on our website (see our services page). Why? Well, we don’t want to waste your time or ours. We think our website sets out very clearly what we do, the value we give and therefore why we are worth those prices.
The reality is this your website should be your hardest working sales person. It should not only set out your prices, but also why you are worth those prices – the value you give. Yes, some people may decide you are too expensive but it is better to know that before you spend your valuable time with them.
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