Quick Summary
If you’ve ever skipped a restaurant because the menu had no prices, you get why putting prices on your website matters. It’s not about scaring people off—it’s about helping the right clients feel confident saying yes. Listing a starting price, a range, or package options filters out bad fits and attracts serious buyers. Plus, great clients don’t just pick the cheapest option; they pick the best value. So, does your website talk about money? If not, it should!
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Imagine you’re on vacation in Palm Springs.
After a long day exploring vintage shops and soaking up the desert sun, you’re hungry.
A cute farm-to-table bistro catches your eye. You walk up to the door and glance at the menu … but there’s no pricing.
Do you venture in and take the risk, hoping the meal doesn’t burn too much of a hole in your wallet? Or keep walking until you find another spot where you know what you’re getting into?
This dilemma brings us to this week’s question:
Question of the Week
“If we list our prices on our website, will we scare off potential clients before we can explain our value? And won’t it just help competitors undercut us?”
– Anonymous
I empathize with Anonymous’ concerns, but here’s my take: You absolutely *should* state your prices on your website.
And here’s why:
Transparency Matters
Many business owners in this industry—especially on the residential side—struggle to talk about money.
Like Anonymous, they fear that mentioning prices too soon will scare off prospects. But avoiding the conversation doesn’t help either.
Being upfront with your pricing reduces awkwardness later and filters out clients who aren’t the right fit.
It’s also one of your website’s most important jobs. A website is a sales tool, and talking about money is part of the sales process. If your website doesn’t help potential clients understand pricing, it’s not doing its job.
A Perspective Shift
I get it. Putting your pricing out there feels risky. But let’s dig into Anon’s questions a bit more.
“Will we lose potential clients before we can explain our value?”
Not the right ones. People want to self-qualify. Not everyone has the time (or patience) to hop on a call to find out if they can afford you. Being upfront about pricing actually makes it easier for the right clients to say yes.
Here are some ways to set expectations:
- A single starting price. “Projects start at $X.” Keeps things simple and filters out those who aren’t a fit.
- A range or tiered options. Gives flexibility while setting clear expectations. Plus, creating a higher and lower cost tier will make your middle tier appear more desirable by default.
“Won’t competitors just undercut us?”
Great clients don’t just choose the cheapest option. They choose based on trust, expertise, and the confidence that they’re making the right investment.
Instead of worrying about cheaper service providers, consider how you can differentiate yourself beyond pricing, such as through your approach, results, or client experience.
Where to State Your Prices
Clients skim. They don’t read every detail. Here’s some more pricing transparency ideas from our clients:
- List tiers, packages, or starting prices on your service pages. (Ex. Lorla)
- Add pricing examples or ranges to your case studies. (Ex. Sansa)
- Include project minimums in your contact form. (Ex: Moore House)
- Develop a downloadable investment guide. (Ex: Studio VAE)
- Write blog posts about pricing. (Ex: Atelier Roux)
- Create an interactive quote calculator. (Ex: Paint My Condo)
What’s your approach to pricing? Let me know.
Until next Thursday,
Daniela
CEO at Findable Digital Marketing
