Should I List Prices On My Website Or Not?
I have a little metaphor for you. Can you figure out what I'm getting at? It all related back to listing prices, you'll see.
You’ve been working for a few years, moved on up to a cool new apartment and are in the market for a new sofa. You currently have a DIY palette sofa you found on Pinterest but are looking to upgrade.
While at the corner of Main & New Street you notice a new furniture shop. Looks trendy, why not stop in?
The room is alight with charming chandeliers hovering over some beautiful plush armchairs and sofas. You take a seat on a classic white corner sofa. It’s heaven, the fabric feels like butter and you immediately feel the desire for a nap.
“It’s perfect!” you think. It’s totally your style and you have already fallen in love with this trendy new shop.
You reach around the side for the price tag. None. Hmm, maybe around the back? No. Attached to a pillow? Okay, now this is getting annoying.
You take a look around the store... all the stuff looks really nice and high end … Maybe this store is similar to those overly trendy restaurants where there’s no prices listed on the menu and you only find out when the bill arrives that you just drank three cocktails for $18 each. Eeeek.
You look up for the sales lady. She’s deep in conversation measuring something for a couple and has a few more people lined up behind them waiting to be helped.
Shoot, it’s 3:30. You have an appointment at 5 and you’re no closer to getting your sofa. Waiting for the sales lady is going to take forever.
There’s 5 other furniture shops on the same street thankfully, may as well go check out the others, you don't have all day for this.
Are you getting my drift?
Let's pretend that situation is playing out online while you're shopping for a new website.
You DIY’ed a sofa yourself that has been working for now (your website) and are looking for an upgrade.
You head into a trendy new shop (a website designers website).
It has a sofa exactly your style (the portfolio is your style).
You look around the sofa for the price tag, but there is none. (No prices listed on the website.)
The sales lady is going to take a while to talk to (sending an email is going to take a while to get a reply).
You get annoyed and you have other things to get to that day.
You assume if there’s no prices listed, they’re going to be super high (because that’s the case with basically everything in life).
You know there’s lots more options on the street (other website designers on the interwebs) and off you go.
This example can of course apply to many types of services offered online, photographers, event planners, graphic designers, copy writers, etc.
Say buh-bye to your potential client.
Think about it, when someone searches for a wedding photographer they Google ‘X City Wedding Photographer.’
They then proceed to open up 15 tabs of photographers websites, spend a quick minute browsing to ensure the photo quality is good and then look for prices.
They have 15 tabs open, do you know what happens when they can’t find prices? It’s closed and they move on to the next. There are SO many options out there.
When it's possible to get the info quickly from one service provider, no one is going to take the time to email and wait for a response.
Because I know you’re an absolute superstar at what you do, I know your portfolio is stunning. But what did our customer think in the store when she looked around at the trendy shop? Super cute stuff and no prices, must be super expensive.
You are doing your business a disservice by not listing prices.
The day to list your prices on your website was yesterday, however today will do too.
My simple solution for legal client contracts
Tell me (now you've decided to list prices of course), do you have any other pricing inquiries or dilemmas you're still trying to work out?