Should you put prices on your website? Most service businesses say no. They worry about scaring people off, tipping off competitors, or locking themselves into a number. I put my prices on my website anyway, and I’d do it again.
This is one of those topics where I’ll give you my honest opinion and the strongest arguments on both sides. Then you can decide for yourself.
Why You Should Put Prices on Your Website
It Saves Everyone Time
When prices are hidden, you end up on calls with people who were never going to afford you. Publishing at least a starting price filters those people out before they ever book a call.
It Builds Trust
Hidden pricing makes people suspicious. They wonder whether you’ll charge them more based on how they look or what they drive. A clear price says you have nothing to hide.
It Helps You Get Found
People search for prices constantly. When customers ask an AI assistant or search engine what something costs locally, a business that publishes its prices gives them a real answer to work with.
It Makes Sales Calls Better
When someone books a call already knowing your prices, the conversation is about whether you’re the right fit, not whether they can afford you. Those calls are shorter and more likely to close.
Why People Won’t Put Prices on Their Website, and My Take
"Every job is different."
That’s true for a lot of businesses. But you can still publish a starting price, a range, or your most common package. "Projects start at" is far better than nothing.
"Competitors will undercut me."
They can find your prices anyway by calling you as a fake customer. Meanwhile, the customers you want aren’t choosing on price alone. If they are, you probably didn’t want them.
"It will scare people off."
It will scare off people who were never going to pay it. That’s the point. The ones who stick around are better leads.
When You Shouldn’t Put Prices on Your Website
To be fair, there are cases where publishing prices doesn’t make sense. Truly custom work with huge variation, prices that change daily, or situations where you can’t give even a rough range. Even then, I’d suggest explaining what drives the price so people know what to expect.
How to Put Prices on Your Website the Right Way
- Show starting prices or packages instead of every possible option.
- Explain what’s included at each level.
- Say whether prices include tax.
- Keep prices consistent across every page, including old ones.
- Update them the moment they change.
That last point matters more than ever. If an old page shows one price and your current page shows another, both customers and AI assistants can get confused, and you look disorganized. Clean up outdated pages when your pricing changes.
What Happened When I Put Prices on My Website
The biggest change was the quality of the calls. People who book already know roughly what they’re walking into. We spend the time talking about their business instead of dancing around numbers. You can see exactly how we lay ours out on the Batch Sessions page.
FAQ: Should You Put Prices on Your Website?
Will I get fewer leads if I show prices?
Possibly fewer, but better ones. Many businesses find their total time spent on dead-end calls drops significantly.
Should I show exact prices or ranges?
Exact prices work well for packages. Ranges or starting prices work better for custom work.
What if my prices change often?
Show starting prices and update them regularly. Just make sure every page agrees, so nobody sees an outdated number.
Want a Second Opinion?
If you’re on the fence about publishing your prices, book a free consultation and I’ll tell you honestly what I’d do in your shoes.
