TL;DR: If you hide prices, buyers assume the worst and leave. Show simple tiers, clear “from” rates, and what changes the price. Let good clients self-select.
Why this matters
No prices equals no trust. People think, “It must be expensive or messy,” then bounce or send a fishing email that drains your time. Transparent pricing filters out bad fits, speeds up the right ones, and sets better conversations.
The real problems
You make prospects ask for a number, which feels like a trap.
Sales calls turn into budget checks, not real discovery.
Your inbox fills with tyre-kickers who were never going to buy.
Your own team is unsure what to quote for common packages.
The fix
Anchor: Put a visible “From £X” on every package or outcome. Buyers need a starting point.
Compare: Create three tiers. Five to seven bullets each. Say who it is for, what is included, what is not.
Configure: Offer a simple calculator or “build your plan” form for edge cases.
Explain: Add an FAQ that covers scope, timelines, change requests, and typical add-ons.
Filter: Include “Who this is not for.” Save both sides time.
Prove: Add one sentence on why you cost more or less than the market.
Objections and answers
“Competitors will see our prices.” They already know your ballpark. Buyers do not. Serve the buyer.
“Every project is custom.” Say “From £X,” list the levers that change price, and show past ranges.
“We fear scaring people off.” Good. Those were not your buyers. You want fewer, better calls.
Quick examples
Web build: Starter “from £1,500,” Growth “from £3,500,” Pro “from £7,500,” with inclusions and a note on custom modules.
VoIP plan: Solo “from £12 per user,” Team “from £18,” Scale “from £25,” plus per-number fees and fair-use notes.
Consulting: Day rate shown, plus fixed-fee Audit and Sprint with clear outputs.
One-day implementation plan
Morning: draft three tiers and a simple “from” number for each.
Lunch review: add 5–7 bullets per tier and a short FAQ.
Afternoon: publish, add a light calculator, add “Who this is not for.”
End of day: route pricing page leads to a priority inbox.
Metrics to watch
Bounce rate on pricing page, time to first call, qualified lead rate, close rate by tier, refunds or scope fights.
60-second test
Land on your pricing page. Can a stranger find a ballpark within one minute and see what moves the price up or down? If not, fix it.
One-page checklist
“From £X” on each tier
Three tiers, 5–7 bullets
Clear inclusions and exclusions
Simple calculator or scoping form
FAQ: what changes price
“Who this is not for” section
Contact path for special cases
