The Pros and Cons of Displaying Prices On Your Website
As a freelancer, creating a professional and captivating website is crucial for showcasing your skills and attracting potential clients. However, when it comes to the inclusion of pricing pages, there is often a debate among freelancers; should you display your prices on your freelance website or share them on request only?
In this article, we will take a look at the advantages and disadvantages of displaying prices on your website and the best practices for creating a pricing page.
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The Advantages and Disadvantages of Displaying Prices on Your Freelance Website
80% of the world’s biggest SaaS companies do not have a pricing page on their website, but is that necessarily the best decision for your business? There are many advantages and disadvantages to displaying your prices on your freelance website, and many of them depend on your own preferences. Whatever you choose, do so because it aligns with your values and business model.
In case you’re uncertain about which route to take, we have outlined the pros and cons of displaying prices on your freelance website below.
Advantages of Including Prices on Your Freelance Website
Screening Prospects
Including prices on your website help you to automatically qualify leads by screening prospects for whether or not they can afford your services. This can help you to save time trying to nurture prospects that do not have the budget to make a purchase and to nurture only the ones that do.
✅ Transparency
Displaying your prices upfront helps to promote transparency and honesty with your potential clients. It eliminates guesswork and allows your prospects to know what to expect in terms of costs, creating a sense of trust and credibility.
✅ Competitive Positioning
Displaying your prices on your website can help to give you a competitive advantage over competitors that may not be transparent with their prices or who charge higher rates.
✅ Setting Expectations
You can set realistic expectations for your potential clients by providing clear pricing information. They know what services are included at each price point, avoiding any possible misunderstandings down the line. It can also eliminate the need to negotiate rates later in the working relationship.
Disadvantages of Including Prices on Your Freelance Website
⚠️ Lack of Adjustment
Not all projects are the same, and some won’t fit in with the price that you have displayed on your website. It can help to have tiered pricing packages, but even then, the project may not be suitable for any of them. However, once you have displayed these packages on your website, adjusting them to suit a specific project can be difficult (if not impossible).
⚠️ Competitive Disadvantage
Displaying prices on your website can give competitors who charge lower rates a competitive advantage, as many individuals consider budget above any other factor when browsing for the experts that they need.
⚠️ Overemphasis on Price
Displaying prices on your website upfront can shift the focus away from other important factors, such as the value you offer, your experience, and the quality of your work. This can lead potential clients to focus solely on price rather than the full range of benefits you offer.
Best Practices for Setting Up Your Pricing Page
If you have decided to include your prices on your freelance website, then the next step is to create a pricing page. This page will include your rates, retainer fee, or pricing packages. Below are some best practices to follow when setting up your pricing page.
Create Tiered Pricing Packages
Consider offering different pricing options to cater to a wider range of clients. Depending on the size and complexity of the project, you may be able to offer tiered packages to cover any additional services or to account for smaller and larger projects. Providing flexibility helps clients choose the option that best fits their needs and budget, as well as helping you to appeal to a wider audience.
Clearly Define Your Services
One of the most important factors to consider when setting up your pricing page is how to clearly define your services and what each of your packages include. Creating tiered pricing packages can be useful for this, as they can outline any ‘extra’ services or details and how much they will cost on top of the base price. See the example below of how QuickBooks outlines what each plan includes.
Showcase Value-Added Features
Highlight any additional features or benefits that set your services apart from those of your competitors. This could include unique expertise, additional support or consultations, or exclusive features. Clearly communicate the value that your clients will receive by choosing your services above anyone else’s.
Include Social Proof
Include social proof on your pricing page, such as client reviews and testimonials. This can further help you to build trust and demonstrate the positive experiences that others have had with your services. Social proof, such as testimonials, are known to increase conversions; for example, this company raised purchases by 34% after displaying testimonials on their pricing page.
Include a Call to Action
On your pricing page, include a CTA for prospects to request additional information, contact you to arrange a meeting, or submit a form. This can encourage them to take the next step directly after viewing your prices. See how QuickBooks includes a CTA on their pricing page below.
Regularly Review and Update
Pricing should not be set in stone. Regularly review and assess your pricing structure to ensure it aligns with your business goals, market trends, inflation, and the value you provide. Adjustments may be necessary as your expertise and demand grow.
Conclusion
Deciding whether to display your prices on your freelance website is a personal choice that depends on your business model and preferences. There are advantages to including prices; however, there are also disadvantages and potential challenges to consider.
If you choose to include your prices, be sure to follow best practices when setting up your pricing page. Ultimately, the decision to display prices on your freelance website should be based on what works best for your specific circumstances and target audience. Consider the advantages and disadvantages, weigh them against your business objectives, and make an informed choice that aligns with your overall strategy.
