Transparency is a key factor that influences consumer trust. One of the most common questions I encounter as a website designer for small businesses is, “Should we display prices on our website?” My answer is always a resounding “Yes!” Today, I’ll explain why displaying prices on your website can be beneficial and provide some strategies on how to do it effectively.
Transparency and Trust
In the online world, we are constantly seeking transparency and integrity. We want to trust the businesses we interact with. Some coaches advise their clients not to display prices on their website, arguing that potential customers should be drawn into a sales call where the value of the product or service can be demonstrated. However, I believe that your website and online presence should already be conveying that worth and value to your potential clients.
Why should you have to have a call with someone to convince them of the value? Good copy and branding can do that. Of course, a call with potential clients is still a good idea to see if your personalities jive and if it’s someone you can work with for a few months or a few years. But if you are doing the sales calls because you have to convince people of the value of your work, that’s a problem.
The Consumer Perspective
Every time I discuss the topic of displaying prices on websites on my Instagram, the response is overwhelmingly in favor of transparency. If prices are not displayed, many consumers assume the cost is too high or that there are hidden fees. They don’t want to jump through hoops or endure a sales call only to find out they can’t afford the service or product. It wastes their time and yours.
We need to think more about what we like as consumers. Do you enjoy having to call or set up a call to get prices from every single person? Probably not. We’re all impatient. We all have lives. We just want to know, “How much is it? When can you do it?” Whether it’s something for our business or something for our personal lives, we want to know the price upfront.
Strategies for Displaying Prices
Here are a few ways you can display prices on your website. First, you can simply list the literal price for a package. There’s nothing wrong with that. If you offer payment plans, you could also display that information. This tells people upfront that you do payment plans and they see a lower price, which can be less intimidating.
Another strategy is to display a starting price or a range. This is a great option if you have a lot of variables in your packages or if things are super customized. By providing a starting price or a range, you give potential clients an idea of what they can expect to spend.
Conclusion
In conclusion, displaying prices on your website adds transparency and builds trust with your potential clients. It saves time for both you and your clients and attracts the customers you want. So, put your prices on your website, add payment information, and build transparency with your audience. It’s one of the best things you can do as a business owner.
