The Pros and Cons of Displaying Your Prices on Your Website
Every business owner knows that pricing can make or break a sale. If your prices are too high, you may lose potential customers. But if your prices are too low, you may not make the profit you need to keep your business afloat. But before you even get to this conversation, you have a decision to make: Should you display your prices on your website?
You may already have an opinion, but there's a strong case for both sides of this argument. Keep reading for more on both:
The Case for Putting Prices on Your Website
When it comes to your website, what's more important: getting people to visit it or getting people to stay once they're there? If you said the latter, you're on the right track. Most business owners list their prices on their websites because it's a great way to keep people from bouncing.
But if you're not convinced, here are a few reasons why putting prices on your website is a good idea:
1. People Don't Like Surprises
This is especially true when it comes to money. Think about the last time you went to a store without knowing how much something would cost. Were you happy with the experience? Probably not. In fact, you may have been so turned off by the unknown that you decided not to make a purchase at all.
The same goes for your website visitors. When they can't find your prices, they may assume the worst and move on to someone who's more upfront about costs. After all, no one wants to waste their time browsing only to be blindsided by an unexpectedly high price tag later. So save yourself and your potential customers the trouble by being upfront about pricing from the get-go.
2. It Shows That You're confident in Your Product or Service
When you list your prices on your website, it shows that you believe in what you're selling—and that you think it's worth the price you've set. This instills confidence in potential customers and makes them more likely to do business with you down the line.
3. It Levels the Playing Field Against Bigger Competitors
If you're a small business owner, chances are you're up against some pretty big competition. But just because they have more resources doesn't mean they have an advantage over you when it comes to pricing—especially if you list your prices on your website.
This is because listing prices gives visitors a frame of reference for what they should expect to pay. And if your prices are competitive (or even lower), they'll be more likely to choose your business over a bigger one with less favorable pricing structures.
At the end of the day, listing prices on your website is a good way to keep people from bouncing and ensure that those who stay are serious about doing business with you. If you're still on the fence about whether or not to list prices, keep reading!
The Case Against Prices on Your Website
In today's digital age, it is easier than ever for customers to find the prices of products and services with a few clicks of a button. So why shouldn't you just put your prices on your website and be done with it? Because pricing is about more than just money. It's about building relationships and connecting with your customers on a deeper level. Keep reading to find out why you shouldn't put prices on your website.
1. Pricing Is About More Than Money
It's about building relationships and connecting with your customers. When you put your prices on your website, you miss out on an opportunity to engage with potential customers and build relationships with them. To build trust and credibility with potential customers, you must take the time to get to know them and their needs.
By not putting your prices on your website, you are forcing potential customers to reach out to you so that you can have a conversation with them. This allows you to get to know them and their needs so that you can offer them a tailored solution.
2. Not Everyone Is Ready To Buy Right Away
By not putting your prices on your website, you are allowing yourself to nurture potential leads until they are prepared to buy. If you put your prices on your website, people who are not ready to buy will simply move on without ever getting in touch with you.
But if you don't put your prices on your website, those same people might reach out to you so that they can learn more about what you have to offer. And even if they don't buy from you immediately, they will remember you when they are ready to make a purchase because you took the time to get to know them as a person instead of just trying to sell them something.
3. You Can Charge What You're Worth
If you don't post your prices publicly, you have more flexibility in what you charge because people aren't making assumptions about what they should expect to pay before they've even had a chance to speak with you. That means you can charge what you're worth without worrying whether or not people will be willing to pay it.
When it comes down to it, unless someone is specifically asking for pricing information, there's really no need to post it on your website. By not doing so, you can avoid attracting the wrong type of clientele, save yourself some time, and ultimately charge what you're worth.
The bottom line is this: pricing is about more than money. It's about building relationships and connecting with your customers on a deeper level. When you put your prices on your website, you miss out on an opportunity to engage with potential customers and build relationships with them. So take the time to get to know potential customers instead of just trying to sell them something, and you will be rewarded in the long run.
So What’s The Answer?
Here's the truth: There's no correct answer to this question. In the end, it depends on your business, your products, and your goals. To determine what's best for your business, think about your target market and what is most consistent with your brand.
Another option is to experiment. Start by posting prices for some less expensive services and watch for an impact on your business. Ultimately, only you know what's best for your business, so trust your gut and do whatever feels right.
And if you need help creating or rebranding your Squarespace website, I can help. Book a free consult with me to learn more about custom website builds and my customizable Squarespace templates. I have something for every need and every budget!
You can also jump into your website build with my FREE Website Project Planner: https://alexedwards-design.com/website-project-planner.
The Website Planner is the crucial tool I use on EVERY site I create. Use it to:
Get clear on your goals.
Identify your ideal client.
Stay organized and on track with your website build.
♡ Alex E.
