“Should I put my prices on my website?” is one of the more practical questions I am asked when speaking with small business owners.
My answer really depends on who it is I’m speaking with.
1. Definitive “yes”
If you sell a product that people can buy online – whether that is a physical product through an ecommerce store or a standard consultation service that can be booked online – then you must show your prices. Obvious.
This includes businesses like: ecommerce stores, retail, furniture, and allied health.
Also, if you sell a commodity product and you are cheaper than elsewhere, or if you use lower prices as part of your competitive advantage, then it is a “yes” for you too. (Although the “race to the bottom” is often a poor strategy.)
2. Definitive “no”
If you sell a high value product that isn’t easily comparable to other services, you should absolutely not have your pricing on your site.
This often includes professional services like: accounting, IT, consulting, building, law.
Often consulting or service fees are quoted individually for each client anyway, with makes it impossible to have true pricing published beforehand.
For these businesses, the website is not a place to sell but a place to build trust and lead people to get in touch further as the next step.
One caveat to this is if you get too many tyre-kicking enquiries you may choose to put a minimum engagement fee, or an “investment starts at” price.
So now you know the rules…
Knowing the rule for the type of business you run is a great way to make this decision, but ultimately it is about the outcomes you want and what will help achieve them the most.
You know your clients, you know your business. You know what helps them to connect and what the buying journey looks like for them as they move toward engaging your services.
So, will you put prices on your website?