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Should You Show Prices on Your Website? Pros, Cons and How to Do It
Should a small business put prices on its website? The pros and cons, and simple ways to show prices even when every job is different.
Lots of small businesses hide their prices. “Contact us for a quote.” “Prices on request.” It feels safer. But for many businesses it’s costing them enquiries.
Why customers want to see prices
Before they contact anyone, most people want a rough idea of what they’ll pay. If they can’t find it on your site, they may:
- Assume you’re expensive
- Go to a competitor who does show prices
- Contact you anyway, then disappear when they hear the price
The pros of showing prices
- Trust. Being open about price makes you look honest and confident.
- Better enquiries. People who contact you already know roughly what it costs.
- Less time wasted on quotes for people who were never going to go ahead.
- Get found. People search for things like “how much does a boiler service cost”. A page that answers this can bring you visitors.
The cons
- Every job is different, so a fixed price can be misleading
- Competitors can see it
- You might feel locked in
All of these can be handled by showing prices the right way.
How to show prices when every job is different
| Approach | Example | Good for |
|---|---|---|
| Fixed prices | A set price for each cut or treatment | Salons, cafés, set services |
| “From” prices | A starting price for a boiler service | Services with a standard starting point |
| Typical ranges | The usual range for a kitchen fitting | Trades and bigger projects |
| Packages | “Starter, Standard, Premium” | Services where people want a choice |
| What affects the price | A short list of factors | Anything that needs a visit to quote |
Even if you can’t give a price, you can explain what affects it:
The cost of a rewire depends on the size of the property, whether you’re living in it during the work, how many sockets and lights you want, and how much making good is needed afterwards.
This helps customers understand your quote when it arrives, and shows you know what you’re talking about.
Tips for a good prices page
- Use real numbers, not “competitive rates”
- Say what’s included
- Say whether prices include VAT
- Keep it up to date
- Put a clear “Get a quote” or “Book now” button right next to the prices
What if I’m worried about being too expensive?
Show what customers get for the money. Reviews, guarantees, accreditations, photos of your work and how quickly you respond all help justify your price. People rarely choose on price alone when they can see why one business is better.
Want to see how your website compares?
In a free website check we’ll look at how you present your prices and services, and what would bring in more serious enquiries. For more ideas, read 9 simple ways to turn website visitors into customers.
