Should I display prices on my website? This is a question we get a lot and is often the topic of hot debate among small business owners. In our opinion, there truly is no “right or wrong” answer to this question and truly depends on your marketing strategy. So in the best way we know how, we decided to draft out a good, old-fashioned pros and cons list to help make your decision on whether you should display your prices or not.
To Display Prices: The Pros
It’s Shows You’re Trustworthy
A lot of times, people will pass over your business because you don’t have prices on your website. You’ve probably heard people say before, or maybe even thought yourself if they aren’t going to display their prices then I don’t want to work with them. People like to know upfront how much it’s going to cost them, and if you tell them on your website then they are likely to view you as more trustworthy.
Weeding Out the “Unideal” Clients
People want to know at least a ballpark of your prices. Not displaying them opens up the possibility of having the unwanted awkward conversation with someone who can’t afford your services. You are trying to market to those who can afford your services. Displaying at least a starting price or some sort of price range will ensure the only people who are likely to contact you will be those who fit in your target audience and can afford your services.
In line with our first pro, it’s annoying to have to jump through hoops in order to get the information you’re seeking. If a potential customer has to do a number of things before they finally unlock your pricing, you could potentially lose the sale. Everyone is always going to claim that they’re “too busy” and if in their precious “spare time” they actually think to research your prices and can’t find them they are likely to be frustrated. People are all about the right now, and if they can’t find your prices in that moment, they could move on.
To Display Prices: The Cons
The Fear of Your Competition
We get it, you’re afraid if you display your prices on your website then your competition will find out. If they find out they could under-cut you or make a reason to explain why they’re more “worth it.” Here’s the deal, don’t let being vulnerable scare you. Chances are, your competition already has an idea of what you charge by simply asking around.
The Pesky Tire Kicker Customers
Tire kicker customers are people who are solely in it for the least amount of money they can spend or are extremely critical on the product or service if they have to sink any amount of money into it. Displaying your prices instantly begins the “tire kicking” or the critical analysis of your craft from these customers. You may worry, if I display my prices then people may think it’s too high or won’t think what I’m offering is worth that price and move on. Ask yourself this question: do you really want a tire kicker as a client? They will end up questioning your every move if they decide to pick you. Let those people “kick the tires” of your other competitors if they don’t like what they see.
Missing Out on the Coveted Dialogue
Many argue that it takes a dialogue for me to explain why choosing my business is worth it. Some fear by displaying price you’re shutting off the sales dialogue that convinces people to book you if they don’t want to pay your price. You can help this by providing that dialogue on your website already. Prove to your customers that you are worth the investment through the other content on your website.
Things to Remember When Deciding to Display Prices or Not…
Buyers are trained to do research as part of making a purchasing decision.
Unless you’re dealing with an impulse buyer, most people do copious amounts of research before deciding to invest their money into a specific business. By not having some sort of pricing you risk taking yourself out of the list of options someone could be researching.
Investment starts with good education.
Before someone decides to invest, you must educate them why you are worth it. We understand the risk that comes with being vulnerable with your pricing. However, if you showcase why someone should invest in you and how you do the best at solving their problem or meeting their need they are going to be more interested in what you have to offer regardless of the price. Often people don’t understand the value in spending a higher dollar amount on themselves. They may come to your website and discover your prices are higher than they budgeted, but decide to choose you anyways because you’ve done a good job at educating them on why you’re a good investment.
Don’t let the customer decide what you’re worth before actually investing or not.
Whether you decide to display price or not, you should be the one controlling the conversation of what you’re worth. If you choose to display your price, then make your customer believe you are worth that price point. If you choose not to display, don’t leave the rest of your website open-ended and let your client decide that you are either “too expensive” or “low rent.” Display your most excellent work and pair it with the most honest content to show customers that regardless of the price they may uncover, it’s worth the amount to spend.