Should I Show Prices on my Website?
Do you want the short answer or the long answer?
Okay, short first. To put it simply, yes!
In this blog, I’m going to walk you through the why behind putting prices on your website. But I know there are a few concerns you might have about it. So let me share a little story with you…
Story Time
One day not too long ago I was wandering down the high street of a town in northern England.
After a mooch around the town, I stopped for coffee and cake (lemon drizzle if you’re interested). With a belly full of cake, I gathered my bag and umbrella (it is the UK after all) and made my way back to the high street I’d spotted earlier filled with gorgeous boutique shops. I’d got a friends birthday coming up in a month and knew it was the perfect chance to grab her something unique for her new home.
I headed in the first little shop I came across on the cobbled street. It was lovely. Everything was laid out beautifully, products set out on stunning wooden tables, coloured candles filled the walls in rainbow order and even the smell was glorious. I was like a kid in a sweet shop.
Then my eyes settled on a blue vase resting on a cabinet. It was stunning and I knew my friend would love it. I picked it up to check the price was in budget… There was no label.
I picked up an identical vase but no price either. I glanced over to the till to see the shopkeeper serving customers and another behind waiting. I checked the clock. Uh oh. Not long until the next train. I head back out into the rain. Probably would have been out of the birthday budget anyway.
A couple of weeks later I was visiting another city and I stumbled into another cute interiors shop. Low and behold the same vase was sitting pride of place on a table. I picked up and do you know, it was well within budget. AND it came as a three-part set. It was the deal of the century.
I bet you have a similar story too. Maybe it was that velvet office chair from a few months back?
A Lesson learnt
Unfortunately, that first shop missed out. I didn’t know the price and in the moment of uncertainty, I got distracted. Rather than being able to quickly make a decision, I was faced with a long wait in a queue before possibly finding out it was too expensive anyway. I had a train to catch too. Time is precious, right?
Do you see where I’m coming from?
The more obstacles we place in front of the customer, the more effort they have to put in. And we sure like people making it easy for us.
What’s more, not knowing the price, I instantly assumed it was out of budget.
Imagine this is your website.
A potential customer stumbles across your site and eyes up your portfolio. You’re a wedding calligrapher and they are after some bespoke sets for their upcoming nuptials.
But there are no prices on your site.
Sending an email is an option, but they need to make a decision this weekend and a reply might take a while.
They think about it again, your portfolio is drop-dead gorgeous. They reach the conclusion it’s going to be out of budget.
And off they go back to Google to find someone who they know is within budget.
Without knowing it, you’ve just lost a dream client.
So here’s the moral of the story. Don’t leave them guessing. Because 9/10 they’ll assume you’re outta their league and not bother reaching out to you.
Save time
Not only are you potentially losing those dreamy customers by not displaying your prices, I bet you’re receiving enquiries from people who think you’re too expensive anyway?
You’ve spent precious time crafting them an email or getting on a call with them only to be told:
“Sorry, we can’t afford you”.
By putting prices on your website you can focus your time on only speaking to those potential clients who are willing to pay the price you deserve.
Yes, yes. That means less enquiries. But quality over quantity, right?
Besides, you can spend that time you would have spent in your inbox on marketing your business.
Skip the awkward convos
I don’t know if I’ve ever met someone who says their favourite part of business is chatting about money with potential clients. It can feel awkward and clumsy when we first start out, can’t it?
Even as we settle into our business and gain confidence, it’s much easier to have that box checked before we jump on a consultation call. When you hop on that call, wouldn’t it be nice to know they are fully aware of your pricing AND still want to chat to you?
Worried to include them?
I know because I’ve been there myself. And I’ve also had conversations with dozens of clients and followers unsure of what to do.
Here are some common concerns about putting your prices on your site - and some ways to regain confidence in adding them.
I’m worried they will scare people off.
That’s right, we want it to!
But if you’re still worried about this, try focusing your sales pages on the value you can add. What will your customers get from the experience? How will they feel? How will it improve their lives?
I’m worried I’ll be committed to my price(s)
Try adding a ‘starting from £X’ or ‘Packages between £X and £X’. This will give your audience enough info to know whether you are in their budget or not.
You could also create different packages of for a series of services that you know are popular bundled together.
Why you should include your prices on your site:
If you don’t, chances are your audience will think you’re too expensive.
People like things to be easy. If they have to enquire, they might be heading to your competitor.
You can save time and effort as people who get in touch are aware of your pricing and know they can afford you.
This means that when people do enquire, there is a good chance they will want to work with you. Amazing!
So, what are you waiting for? Open up your website and drop in your prices and stop scarring potential dream clients away with uncertainty. Adding your prices onto our website is going to be seriously beneficial to your business.
