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Should you include pricing on your website? Most small business and service websites don’t. However, the prevailing wisdom is that you should.
Let’s take a look at why businesses don’t include pricing and why it might be a good idea if you want to attract more qualified leads.
Does Pricing Reduce the Value of Your Service?
Some small-business owners argue that including pricing on their company website will attract prospects that are just price shopping. They think that offering prices will reduce their services to just that—prices.
This is an understandable concern. Especially when you look at your website as a virtual sales rep (which we think you should). A real-life sales rep wouldn’t start out a pitch with a list of prices. She would get to know the prospect, outline the value of your services, connect your offerings with the prospect’s needs, and have a full arsenal of responses to common objections. This isn’t as easy to do online—although it can be done with the right content.
Another reason business owners don’t like to discuss price online is that the costs for services changes depending on the scope and variables of each job. This is especially true for remodelers and other home service companies.
But there is a way to talk about pricing on your website that’s useful to your visitors and to you.
Transparency in Pricing: Education that Separates Good Leads from Bad
Today’s consumers are doing increasingly in-depth research on pricing and services—they’re going to get the information somewhere. Wouldn’t you rather they get it from you?
And you don’t have to publish a list of guaranteed set costs. Not even close. Ideally you want to give ranges or starting points, along with well-written copy that illustrates to your potential customers why paying that range will be worth it to them.
Including pricing information on your website can:
- Establish trust. Including a range of prices shows that you are confident in your offerings and your ability to deliver. It also tells the potential customer that you have nothing to hide.
- Weed out poor prospects. Have you ever gone through an entire sales presentation only to have the prospect balk at the price at the end? Let’s face facts: you will not be the right service provider for everyone. You will not be the right price for everyone. That’s okay. And it’s okay to give your website visitors a clue about that. It saves their time and yours.
- Be a good way to demonstrate value. A well-written page or blog post about pricing allows you to explain why your services are priced the way they are. You can explain why it’s important to not just shop on price and why your company offers more value. This is an opportunity to educate the consumer about why you are the company to hire!
- Help manage expectations. When you include a starting point or range, you are giving the visitor a general idea with enough data to help them decide if they want to move forward. And if they do, they’ll know what to expect because you’ve shown them how you value your services and talents.
For a real-life example of how price content can increase traffic and leads, check out this piece by transparency-in-pricing guru Marcus Sheridan.
Pricing as Sales & Marketing Tool: Try It and See
When it’s done right, including pricing information on your website shows visitors that you care about them and their decision-making process. If you’re still not sure that sharing pricing on your business’ website is a good idea, try it out and see what happens to your traffic. What? You don’t know how to track that? Contact us!
Want more? Check out some of our case studies below!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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