The Pricing Page: Why Hiding Your Prices Costs You Money
"Contact us for pricing" filters out the wrong people — including the ones who would have paid. Here is what to publish instead.
The argument for hiding prices is that every project is different. That is true and irrelevant. The buyer is not looking for a quote on your page; they are looking for evidence that talking to you is not a waste of an afternoon.
What silence actually costs
- Buyers who could afford you assume they cannot and leave without asking.
- Buyers who cannot afford you book calls anyway, consuming the time you were protecting.
- You lose to the competitor who published a number, because certainty beats optimism on a shortlist.
What to publish when work is bespoke
- A starting point: 'projects typically start at X'. One number removes most of the mismatch.
- Two or three worked examples with real scope and real totals. Concrete beats abstract every time.
- What drives the number up or down, stated plainly — integrations, user roles, timeline pressure.
- What is always included, so the comparison against a cheaper quote is on your terms.
Structure that converts
Anchor with the highest tier first so everything below reads as reasonable. Name tiers by who they are for, not by metal. Make the recommended option visually obvious — most buyers want to be told. And answer the objection directly under the price, where it is being felt, rather than in a FAQ at the bottom.
- 1 starting price, published
- 2-3 worked examples
- 0 tiers named Bronze
Frequently asked questions
Will competitors undercut me if I publish prices?
They already know your rates from prospects who shopped around. The information asymmetry you are protecting mostly does not exist, and the buyers you lose to it are real.
What if my prices vary by client?
Publish the range and the drivers. Variation is normal; unexplained variation is what erodes trust when a client eventually compares notes with another.