How to put pricing on your website
If you’ve ever debated whether to display pricing on your website, you’re not alone. Many business owners hesitate for the same reasons:
- “If we show pricing, customers might leave before talking to us.”
- “It depends on too many factors—we can’t just put a number out there.”
- “We don’t want competitors seeing our prices.”
These concerns make sense. Pricing often feels like a conversation best had in person—where you can explain value, customize details, and handle objections.
But here’s the reality: Customers are researching long before they ever reach out. When they don’t see pricing, they don’t assume it’s flexible or custom. Instead, they think:
- “This company is probably too expensive.”
- “This is going to take too much effort.”
- “I’ll check somewhere else first.”
If you’ve ever had a lead disappear after asking about price, chances are it wasn’t the number that scared them off—it was the lack of clarity.
So how do you address pricing in a way that builds trust and sets the right expectations, even if your costs vary? Let’s break it down.
Let’s First Deal With “It Depends”
One of the biggest reasons businesses avoid listing pricing is because it’s not always simple. Maybe your services are custom, your pricing depends on materials or time, or there are too many factors to give a one-size-fits-all number.
That’s completely understandable—but it doesn’t mean you can’t talk about pricing at all. Customers don’t necessarily need an exact price before they reach out. What they’re really looking for is clarity and a general sense of what to expect.
Here are a few ways to provide that clarity without locking yourself into fixed numbers:
- Use a Pricing Range – If costs vary, give customers a starting point. Saying “Our projects typically range from $5,000 to $15,000” is much better than saying nothing at all.
- Explain What Affects Cost – Outline the key factors that impact pricing, like size, materials, or project complexity. This helps people understand why prices vary.
- Break It Into Tiers – If you offer different levels of service, show a tiered structure (Basic, Standard, and Premium) so customers can see where they might fit.
- Use Real-World Examples – Share examples of past work and what those projects cost. It helps customers see how pricing applies in real situations.
- Offer a Pricing Calculator or Guide – If exact numbers are difficult to give, a simple tool that lets customers estimate costs based on their needs can be incredibly helpful.
The key is to mirror the conversation you’d have in person. If a customer called you right now and asked about pricing, how would you explain it? That’s the approach you should take on your website.
The benefits of listing pricing go beyond just helping customers. It also makes your business more efficient by filtering out unqualified leads and setting clearer expectations from the start. Let’s take a look at why pricing transparency actually leads to better sales.
How Transparent Pricing Leads To Better Sales Opportunities
A lot of businesses think that keeping pricing off their website gives them more control over the sales conversation. But in reality, pricing transparency doesn’t push people away—it brings the right people closer.
Here’s why:
- It builds trust. Customers appreciate businesses that are upfront. When you provide pricing details, even in ranges, you show that you have nothing to hide.
- It filters out unqualified leads. If your pricing is well beyond what someone can afford, wouldn’t you rather they know that upfront instead of after multiple emails or a long phone call?
- It makes sales conversations more productive. Instead of spending the first 20 minutes explaining costs, your team can focus on how your solution is the right fit.
- It positions your business as an expert. People don’t just want the cheapest option; they want value. A clear pricing page lets you explain what goes into your costs and why your service is worth it.
- It gives you an SEO advantage. People search for pricing all the time. Websites that provide clear pricing information are more likely to rank higher in search results because they’re answering a common customer question.
If you’ve been hesitant to list pricing, start small. There are ways to introduce it that give customers guidance without locking you into a fixed number. Let’s look at a few ways to get started.
How To Start Showing Pricing On Your Website
If you’ve been avoiding listing prices because it feels too complicated, start small. You don’t have to publish a full rate sheet tomorrow—you just need to give customers enough information to set the right expectations.
Here are a few simple ways to introduce pricing on your website:
- Start with a Pricing FAQ. If you’re not ready to list exact numbers, answer common pricing questions. Explain what affects cost, what’s included, and what customers should expect.
- Use “Starting At” Pricing. If pricing varies, give a baseline. Saying, “Our services start at $2,500” is much better than leaving people guessing.
- Offer Pricing Ranges. If your pricing falls within a predictable range, share that. “Most projects fall between $5,000 and $15,000, depending on scope.”
- Break Pricing Into Tiers. If you offer different service levels, clearly outline what each includes. This helps customers see where they fit.
- Create a Pricing Guide. A downloadable PDF or dedicated pricing page can explain your process, pricing factors, and what customers get at different levels.
- Use Real-World Examples. Show past projects and what they cost to give customers a frame of reference.
The best way to think about this is simple: How would you explain pricing if a customer asked you in person? That’s the same approach you should take online.
Pricing Is A Key Part of the Sales Conversation
At the end of the day, pricing isn’t just a number—it’s part of how you build trust with potential customers. The goal isn’t to put every single detail online; it’s to give people enough clarity so they feel confident taking the next step.
If you’ve been holding back on listing pricing, here’s where to start:
- Think about how you explain pricing in person. Use that same approach on your website.
- Give customers a starting point. Even a simple range or “starting at” price is better than nothing.
- Answer common pricing questions. If people ask about costs regularly, they’re searching for those answers online too.
- Position pricing as part of the value. Show what goes into your pricing so customers understand what they’re paying for.
When you make pricing easier to understand, you make the buying process easier, too. And the easier you make it for customers to trust you, the better your sales conversations will be.