Should I list my prices on my website?

Congratulations, your ideal clients are finding your website!!

Now, comes the critical part — do they find what they’re looking for when they get there?

There are three things that any prospective client wants to find on your site:

  1. Compelling proof that you know what you’re talking about
  2. A feeling of knowing that you would be a good fit for their goals**
  3. What you offer and how much it costs!

**note about goals: they will likely think that they know what they want, but it’s truly your job to figure out what they need in order to give them what they want (but that’s for another post)

Let’s talk about the pros to each method, from your business perspectiveWordpress screen showing my awesome prices for my personal training business

The obvious benefits to listing your prices

  1. Showing your prices makes it easy to avoid the tire-kickers, since you provide the information they are looking for without having to interact with them.
  2. Financial conversations and commitments are easy to execute. That is, when it comes to setting up a client with a package, you can easily state “As shown on our website, we have pricing model A and pricing model B, which one were you interested in.”
  3. Exudes confidence. As a service-based professional, it’s important to stand behind our values and worth. Being confident about your training rates is one more way to prove to your community that you are confident in your services.

A couple of the benefits to keeping your prices off your website

  1. Allows prospects to learn about your culture and be drawn in. Your business is not just about the financials, it’s about the transformations that clients get in mind, body and spirit. This is the good stuff. This is what prospects are seeking you for. When they have the opportunity to get in deep with that, before ever looking at a price tag, they make an emotional commitment.
  2. Flexibility in pricing. It’s easier to create custom pricing for prospects during your initial consultation, if there are no hard numbers on your website.

And, for a moment, let’s look at the opposite side of the coin, the drawbacks to each method, from your future client’s perspective

When you list your prices…

  1. In the prospective client’s mind, you have a set worth, and this will dictate how they transition through your first interaction. A lower price will give them the perception of less value, less worth or less experience. A higher price will conversely lend itself to a higher (sometimes too high) expectation.
  2. Prospect may be concerned that you are solely focused on the bottom line and not interested in results.

When you don’t list your prices…

  1. They might wonder if you’re hiding something. Or that you’re going to nickel-and-dime them each step of the journey.
  2. The prospective client will set a perceived value, based on the information they see on your website.

So, do you list your prices or not?

This is the age old question. Right now, I would say that yes, prices should be listed on your website. That being said, there is still some flexibility in the way the pricing is displayed, structured and advertised.

Let’s take my personal training pricing structure as an example. You can see it over on JaimeSlutzky.com.

My ideal pricing package is highlighted in yellow, to indicate that I think it is the best option for both the client and myself. It is visually evident that is the package I want them to purchase, and I give alternatives that are higher and lower, so that they can accurately figure out what is right for them.

I could have listed fewer options, however, in my position, where training is only a part-time business, the options I listed allowed me to be as flexible for my clients as I needed to be. If I were to switch things up to only run training on set hours, I would likely do away with a few of the options!

Once someone begins to display interest in my personal training services, I go on to further explain how the pricing works. I have made adjustments to them, on a case by case basis, such as one of my clients only wanted 30 minute sessions instead of 55 minute sessions. I took the rate plan that she wanted and cut it by 1/3, since I consider my overhead to be a static 15 minutes/session. That is, for every 55 minute session, I allocate 70 minutes, therefore her 30 minute sessions were allocated 45 minutes. 45/70 is just about two thirds. I explained that I couldn’t just go 30/55 because of my static costs and she was good with it. Not always possible to have understanding clients, but when I’m clear about what I need to do in order to run the business, my clients find that it’s clear to them.

Back your prices, either way you decide to publish them with clarity, confidence and enthusiasm!

Do you list your prices on your website, let us know why or why not in the comments below!

  • Jaime! True, this is an age old question… well, since the internet anyway! I love the way you un-pack the pros and cons with logic… Makes so much sense! I really appreciate your posts! Rock on!

  • Jaime, I love the fact that you acknowledge that pricing is a marketing function first and foremost. Personally, I list my prices for my self-study courses and group coaching program on my site, but if someone wants to work with me one-on-one, they must contact me to get a quote. My services are just too complicated to give a one-size-fits-all price.

    • Yes, the higher priced coaching programs are tough to post prices online.

  • I totally agree Jaime, though thank you for sharing the pros and cons. Services that require more information to provide prices are exempt from this or businesses offering customization. Otherwise I need to see prices or I leave.

    • Totally agree Dean! I want to know how much a manicure or hair cut is going to cost, but I don’t expect an accountant to list all their prices (since there are so many variables.) In the case of an accountant, knowing that they are highly regarded and honest is far more important. As far as the manicurist, as long as they have decent prices, what’s the worst that can happen?

  • I wil definitely show prices in the future when I am selling online. I like the transparency and i think i can differentiate myself from other selling something similar. When I don’t see a price I feel like I’m almost being baited into talking with someone when i just want information. Great post!

    • Thanks Wade! I agree with listing prices for definitive services, so long as the price point is in line with the expectation. Once someone needs to have a conversation to understand the pricing or the value or the structure, then it’s okay (IMO) to exclude prices.

  • Great post, and an interesting discussion. I’m a big believer in being transparent, but I think it depends on what the cost of your product or service is. I bought a program for $16K by knowing the value of it, receiving value before I bought, and creating a relationship with the seller first. But I never would have entered into the discussion or bought if I knew the price up front from the website.

    • What is the structure in the chiropractic website universe Karen? Do chiropractors list their rates like I recommend trainers do?

  • Hello Jaime, there are very few people that post their prices. I always look for price and weigh the cost in light of the value perceived from the offering as well as review and recommendations. If there isn’t a price it has to be a very compelling offer for me to investigate.