This is one of those questions that doesn’t have a one size fits all answer. But there are two clear camps in this discussion…those who say yes and those who say no. (Isn’t that insightful??) And it seems most people think putting pricing on your website is a bad idea, but I happen to be in the camp that thinks you should and here’s why…
Make It Easy For Customers
People are busy and want ALL the information! They don’t want to look through your website and then have to call you for pricing. This is about being focused on the customer and making it easy for them. You want to send the message that you care about your customers and the experience they have while working with you.
Your Pricing Attracts the Right Customers
It’s possible that your price is too high for some customers and you will lose them but that’s a good thing. That’s not your customer. Your prices should be in line with the type of clients you serve. If your price is too high for some customers that’s ok because they are not a good fit for you.
Eliminate The Tire-Kickers
By having your prices on your website it eliminates people calling to see how much you charge. That can save you hours of time talking about your pricing with potential clients. Sure, it gives you the opportunity to negotiate, but most of the time people will call with a budget in mind and want you to come down to meet their budget. I’ve never had anyone say “Wow, you’re really cheap, let me pay you more!”
Who Cares What Your Competitors Think
Many business owners don’t want their pricing on their site because they’re afraid they’re competitors will find out what they charge. Well, I hate to tell you, but they probably already know! Any smart entrepreneur knows what they main competitors are charging.
Show That You Have Nothing To Hide
We are living in a world where people want transparency. If you tell your entire story on your website but leave out your pricing it looks like you’re deliberately hiding something. It also gives the impression that some people might get better pricing than others. When it’s written on your site it sends the message that you are confident in your pricing and you have nothing to hide.
About the Author: Meg Huwar is a small business marketing expert and Principal of Brand Accelerator. She and her team work with companies who want to market their business but don’t have the time, experience or staff to do it themselves. Meg can be reached at mhuwar@thebrandaccelerator.com or 412-848-8822.