There are many reasons that you might not want to put your prices on your website.
Theses reasons may include:
- Preventing Your Competition Comparing Your Prices
- You Offer A Bespoke Service Where Prices Vary For Every Job
- You Worry That Your Price Will Deter People
- The Prices Of The Products You Offer Regularly Change In Price
You Must Give The User Something
If any of the above or any other reasons apply, I always urge clients to list something. Even an example price for something.
In this post, I’ll refer to your potential clients as “the user”. When designing or improving websites, I always like to look from the perspective of the user. Put yourself in their shoes.
4 Main Reasons Why Listing Prices On Your Site Is Important
1. Give The User The Information That They Want
Price is often one of the most important pieces of information that you expect to find when looking at a website for goods or services.
If I want to hire a hot tub for the week, I will not spend 10 minutes browsing through a website of a local supplier thinking “this looks fantastic, just what I want. All I have to do is wait until Monday morning to contact them and ask them how much it is”. No. I will find another supplier. One who gives a clear indication of what I can expect to pay, and I’ll book it.
Always put yourself “in-the-shoes” of the user and ask whether you would expect or like to see some kind of pricing on this website if you were looking for information.
2. “Contact Us For A Price” Will Drive Users Away From Your Site
Nobody wants to see those words when the information that they actually want…. is an idea of price.
Understandably in some trades it is impossible to list an entire price list, but give the user something, anything apart from “Contact Us For A Price”.
If you do not want to list your entire price range, or it is impossible to… look at an alternative.
Here is an alternate suggestion. Example: You provide a service replacing felt on shed roofs. Every job is a slightly different price. Offer 10% discount if they book online within 7 days by quoting a discount code. Then list an example as pictured. This gives the user a rough idea “a ball-park-figure” of what it might cost. Adding of course to Contact Us for an accurate quote for your shed because a an actual quote per job is required.
3. SEO – Page Usefulness
The key to a website succeeding is Google page ranking. Your website has to be useful. Google know how long users have spent on a site and if they can see users exiting and returning for the same search query and finding the information somewhere else – they will rank that site as more useful.
4. Pricing Transparency Reduces Uncertainty
A well designed, clean, easy to navigate website with a transparent pricing structure will reassure the user and install confidence in them.
There are of course some exceptions. If you are simply unable to list any type of pricing online, some tweaking may be required to draw the user to point of wanting to make contact.
CTA (Call-to-action) buttons such as “Contact Us For A Quote” aren’t enough. We have to sell the Contact Us button. The most obvious is using the term Free Quote.
Sell The Contact Us Button: Using adjectives such as quickly, simple and easy will all help.
A guaranteed time of response is also a good tip. Using terms like “Same Day Quote” or “Get Your Free Quote Today” will encourage users to raise an enquiry rather than just “Contact Us For A Price”.
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