One main reason to include pricing on a website is for ‘prequalifying’ a lead.
This simply means that you’ll engage those that are more likely to do business with you, thus minimising the chances of time-wasting, so that you can focus on the more important things. Over the years, I have personally found key significant differences between high paying clients and low paying clients. TIP:Â The low paying client’s aren’t necessarily on a tight budget. Most of them simply don’t understand the value of what they’re getting, don’t understand the complexities involved in achieving results for the job at hand, why you charge your fee or why they need your services, much less why they should hire you.
Importantly, business owners should really get a grip on what they bring to the table and understand their own worth. In my line of work, it’s useful to create a table for gaining further insight into the value I bring with each product or service I provide. This method may also prove useful for other industries.
To work that out, I separate communicating value into 5 columns to get my head around stuff.
- ISSUE
Here is an opportunity to describe the problem at hand in detail and show screenshots. - SOLUTION
I describe in detail what is necessary to achieve results. As a web designer sometimes that involves collaborating with the client’s web hosting company’s support team. - RISK
I describe in detail the consequences of not doing the job or not doing the job properly, particularly when security vulnerabilities are concerned or when avoiding a crashed site is the main focus. - MY EXPERTISE
Here I describe how I will use my expertise, knowledge and experience to get the job done. It is an opportunity to show the client why I’m the person for the job. - BENEFITS
E.g. When your issue is sorted, you can rest assured the problem is unlikely to return or cause a ripple effect that will destroy your website as described in the RISK column.
Transparency & Boundaries
TIP: For legal and transparency reasons, if you do business internationally you will need to also display the currency/ies in which the fee will be payable.
What If I Raise My Prices?
If you raise your prices simply change the digits on a web page or upload a new *.pdf document. However you decide to do is fine, Google loves new content, so the updates will be awesome for your ranking. Plus don’t forget to change the publication date of blog posts and web pages to keep it fresh!
TIP: Add a disclaimer stating that ‘prices are subject to change without further notice.’
What If Displaying A Price List Repels Customers?
The primary aim of pre-qualifying a lead is to attract clients you want to work with. This method works by repelling those that don’t want to pay for your services. It’s that simple.
Not sure about you, but I’d rather have more meaningful enquiries, rather than having heaps enquiries that lead to nowhere. it’s been great to streamline my business this way.
TIP: If you offer a payment plan option, you’ll want to communicate that option on your pricelist to retain those clients who are likely to benefit. Also show payment methods for added transparency, e.g. Paypal, Stripe, Bank Deposit, and AfterPay to name a few.
What If A Client Needs More Than What Is Listed?
Your wording is critical if you want to explain that your prices are the starting point or that you offer more services that aren’t listed on your website or pdf downloadable price list.
There are so many ways to do this!
TIP: You may want to state that your displayed pricing is the base price. Add the word ‘FROM’ or a ‘+‘ at the end of your pricing. Then compel site visitors to get touch to discuss their options so that you can provide a tailored quote.
What If The Competition Sees My Pricing?
The aim here is about showcasing your value to your customers. Competitors will always be there. The issue here is not about your exposing yourself to competitors, It’s more about about realising your worth and value as a business, and then reflecting that out to your customers. It increases the potential of outshining your competitors by gaining clients who want to work with you. You can do it!  Typically it’s your client’s that want to know what the costs will be and if your service or products are worth their investment, time and effort.
GETTING STARTED: Gain the upper hand by show your customers why they should choose you over the competition.
TIP: To do this, analyse your competitors carefully to find out where you fill the gap to provide even more value to your clients than they do.
Still Don’t Want To Display Pricing?
Not a worry! Not everyone is comfortable displaying their price list.  You can always give website visitors a starting point by displaying ‘from’ pricing if you’re more comfortable doing so, or you may simply ask your customers to request a quote.
TIP: There’s no right or wrong here. It’s all about what’s right for you and your business.
Sandra CIminelli
Canberra Based WordPress Designer/Developer
ACT Websites – View Web Design Pricing
