When it comes to whether or not small businesses should include pricing on their services page(s), there really is no cut and dry, yes or no, answer.  Personally, I tend to be in favor of including pricing more often than not, or at least including a “starting at” price when it comes to listing prices for services. However, there are times when it’s better not to list a price tag on promotional pieces for initial marketing. Ultimately, the decision to include, or not to include, pricing on your website or marketing pieces should be a strategic marketing decision.

1. Putting a price on services helps eliminate inquiries from individuals or businesses who can’t afford the service.  This helps prevent both you and the potential inquirer from wasting time.

2. Alternatively, listing a price can help alleviate the fear of “I probably can’t afford this”.  When individuals struggle with this thought, they’re generally dismissive towards any marketing for that product or service.  If affordability is one of your unique selling points, it may be beneficial to include that information.

3. Listing your pricing online can sometimes help convert a prospect into a consumer more quickly, as they have this key piece of information prior to inquiring.

1. If your pricing structure is not a one-size-fits-all model, you probably won’t want to include information on pricing on your website.  Depending on your business niche, even if you list a “starting at” price, but have a more challenging prospect, it can create friction or even a negative consumer experience when they learn they don’t qualify for the lowest price.

2. Additionally, if you have any concern about your competitors knowing what you charge, it’s best not to publish pricing. While they can still pose as a prospect, or ask around to get your pricing info, some brands opt out of publishing easily accessible pricing information online for this reason.

3. Lastly, if your service is based on rapport with your customers or clients, it’s most likely best not to publish your prices on your services page.  In these scenarios, it may be best to offer a free consultation, interview or introductory session to make sure you’re a good fit for the client and the client is a good fit for you.

If you’re still torn between whether or not including your pricing is the right move for your brand, there are alternative ways to engage prospects and get more information to them. For example, perhaps you’re concerned prospects will be dismissive of your price structure at first and you’d rather relay the value your brand can add to them before hitting them with the numbers.

In cases like this, you may consider an email drip campaign.  Give the prospect something of value in exchange for their email address.  This could be a whitepaper, tipsheet, eBook, etc. Then, automate an email drip campaign that gives them more information about your company and services.  Once you’ve relayed the value your business adds to the consumer, they’ll feel more comfortable with your brand and likely be less dismissive of the price attached to your services.