Introduction
People open your pricing page because they want to make a decision. Your job is to help them decide fast and feel confident about it. You do not need a calculator, five tiers, or a wall of fine print. You need a clear sense of fit, a believable ballpark, and an easy next step.
If traffic is fine but inquiries stall, this pairs well with our walkthrough on fixing the path from visit to lead: Why is my website traffic not turning into leads?
1) What do buyers expect to see at the top?
In the first screen they want four things: who it’s for, what’s included, what it roughly costs, and what to do next.
Keep it this simple
- Headline that names the buyer and outcome.
- Service example: “Pricing for home service companies that want predictable booked jobs.”
- B2B example: “Plans for SaaS teams that need steady demo volume.”
- Three to five bullets that set expectations. Think scope, timeline, and support.
- “Setup included”
- “Typical launch in 4 to 6 weeks”
- “Weekly updates, monthly review call”
- A ballpark. Either a range or a “from” price.
- One clear next step. “Get price and timeline” or “See if we’re a fit.”
That is enough to keep qualified people reading and unqualified people from wasting time.
2) How do you show pricing when it truly varies?
You can be transparent without locking yourself in. Pick one of these, put it near the top, then list the variables that move the number.
Three honest ways to show price
- Range. “Most projects land between 3,000 and 7,000.”
Works well for scoped work with a clear start and end. - From. “Packages from 1,200 per month.”
Works well for ongoing services and retainers. - Real examples. “Recent engagements: 4,800, 6,200, 9,500.”
Works well when every project is custom and examples anchor expectations.
Say what changes the price
Scope, timeline or rush work, number of locations or users, integrations, compliance, and level of reporting or creative. Put that list right under the ballpark so buyers understand the range.
Plain language that reads as helpful
- “Most clients invest 3k to 7k. The exact figure depends on scope, timeline, and integrations. We confirm on a 15 minute scoping call.”
- “Plans start at 1,200 per month. We size the plan by channels, volume, and how often you want changes made.”
3) How many pricing packages do you actually need?
Three is plenty. Name who each plan is for, list what’s included in plain English, and state what a typical result looks like. Keep the action the same on every button so the choice is the plan, not the verb.
Simple grid
- Starter
Best for trying the channel or a single location
Includes setup, baseline optimization, and a monthly check in
Typical result in the first 30 to 45 days
Button: Choose Starter - Standard (recommended)
Best for steady growth across core services
Includes weekly optimization, reporting, and light creative
Typical result after 60 to 90 days
Button: Choose Standard - Scale
Best for multi location or aggressive targets
Includes advanced testing, priority turnaround, and multi location support
Typical result with a higher ceiling and faster iteration
Button: Talk about Scale
Keep each list short. Five to seven items per tier is enough. If something is not included, say so under the grid so there are no surprises.
4) What’s included, what’s not, and simple add-ons
Buyers want to know exactly what they get on day one, what happens every month, and what costs extra. Spell it out in plain language.
Include
- Setup or onboarding
- What you do each week or month
- Reporting or check-ins and how often
- Access to people or tools
Not included
- Ad spend
- Third-party software fees
- New branding, website, or photography
- Custom development or complex integrations
Add-ons
- Extra location. from 300 per month
- Landing page build. from 750
- Priority support. from 250 per month
Copy you can paste
- “Included: onboarding, weekly optimizations, and a monthly review call.”
- “Not included: ad spend and third-party tool fees.”
- “Add-ons available: extra locations and priority support. Ask for a written quote.”
Place this block right under your pricing grid so expectations are set before anyone clicks a button.
5) How to reduce sticker shock without a calculator
You can be transparent without publishing an exact number for every scenario. Give honest anchors and options that let people self-select.
Use anchors
- Range. “Most projects land between 3,000 and 7,000.”
- From price. “Plans from 1,200 per month.”
- Real examples. “Recent engagements: 4,800, 6,200, 9,500.”
Give context
- Timeline. “Most go live in 4 to 6 weeks.”
- Terms. “Monthly or quarterly billing. Pause or cancel with 14 days notice.”
- What changes price. Scope, rush timeline, locations or users, integrations, compliance.
Offer a smaller starting point
- “Two-week sprint to validate the channel. Fixed fee.”
- “Starter plan for one location. Upgrade anytime.”
Copy you can paste
- “Most clients invest 3k to 7k. Your exact figure depends on scope, timeline, and integrations. We confirm on a 15 minute scoping call.”
- “Prefer to start smaller We offer a 2-week sprint with a fixed price and clear deliverables.”
6) Where proof and terms belong around price
Trust and clarity should sit next to the number, not buried at the bottom.
Place proof within the first screen
- One short quote with a specific outcome
- Star rating or review count
- Small logo row or a mini case link
Put key terms in plain sight
- “Own your accounts and data. We request access. You keep control.”
- “Setup fee credited to your first month.”
- “Satisfaction check at day 30. If we are not the right fit, you can pause.”
What to show under the grid
- Payment methods and when you charge
- Contract length and cancellation window
- Data ownership, export process, and offboarding
Copy you can paste
- “Rated 4.9 by 120 clients.”
- “We meet weekly for the first month, then move to a steady cadence once results are consistent.”
- “Cancel or pause with 14 days notice. No long-term lock-in.”
7) Make it easy to buy
People prefer different ways to start. Give a few paths, but keep one primary action.
Primary action
- One button repeated near the top, mid page, and bottom.
- Good labels: Get price and timeline. See if we are a fit. Start on Standard.
Secondary paths
- Book a call. Short Calendly link beneath the main button.
- Email me the plan. Tiny form that sends a one page PDF with pricing and next steps.
- Quick estimate form. Name, email, one selector for scope, one for timeline. No essays.
Copy you can paste
- “Not ready to talk yet? Get the one page plan emailed to you.”
- “Prefer a quick call? Grab a 15 minute slot.”
Small details that lift conversions
- Show business hours next to the call option.
- Add a short privacy line under every form: “We only use this to reply. No spam.”
8) Make it usable on a phone
Most buyers will skim your pricing on mobile first. If they cannot read or tap, they will bounce.
Layout
- Use a simple stacked layout. One tier per block. Avoid wide tables.
- Add a sticky button on mobile. Label it with the main action.
- Keep paragraphs short. Use bullets for inclusions and terms.
Clarity
- State units next to every number. Per month, per seat, per location.
- Show the actual currency where you sell.
- Put taxes, fees, and limits in plain sight.
Speed and access
- Compress images. Avoid heavy hero videos.
- Make phone numbers tap to call.
- Ensure contrast and font sizes are readable.
Quick check
- Open the page on your phone. Can you understand price, inclusions, and next step in 10 seconds? If not, tighten it.
9) FAQs that reduce hesitation
Answer the questions people ask in sales calls. Keep each answer to 2 or 3 short lines.
Good questions to include
- Why this price instead of hourly
- What happens after I click Start
- Can we cancel or pause
- How fast can we begin
- What if we only need part of this
- Do you discount for longer terms or multiple locations
- What do you need from me to hit the timeline
- What does success usually look like in the first 30 to 60 days
