Why creative service providers should list their pricing on their website
Want less awkward "how much do you cost?" conversations on calls? It starts way before you hop on the Zoom.
The debate over whether you should list your pricing on your website plagues most creative service providers at some point in their freelance careers.
I’ve had discussions with designers about this, and the opinions are mixed.
In this blog post, I’m going to go through a few:
Limiting beliefs why creatives don’t list their prices
Risks of not listing your pricing
Benefits of listing your pricing
As a website copywriter for creative service providers, I am pro “heck yes, you should totally display your pricing on your website”, and you’ll see why.
So if you’ve been sitting on the fence, by the end you will feel more confident about listing your pricing on your website, and you might even thank me for it!
Do you list your pricing on your website? Here are some benefits to why listing your prices on your website helps attract better-fit clients. I briefly talk about a branding designer I spoke with who doesn’t list her pricing and what she does instead. I also touch on what your website copy needs to do to actually justify your premium pricing. I’d love to know if you list your prices on your website, so send me a DM on Instagram or LinkedIn and gimme the deets!
Limiting beliefs: why creative service providers don't display their pricing on their website
“I’ll scare potential clients away because they’ll think I’m too expensive”
Everyone has a different perception of what “too expensive” means. How do you know your clients don’t have the budget for you? You’re already making that assumption with nothing to base it on.
You have priced your services strategically and accounted for the work, time, energy, and results you deliver for your clients. Your services are premium, so back yourself because if your website copy positions you as the chosen one for your ideal client, they’ll know you’re worth the investment.
“My work is custom, so every quote is different”
If you don’t have set packages for your services and prefer to price every project on an individual assessment, you may feel you “can't” display your pricing. If this is the case, ensure your website copy clearly states that your services are custom, and all projects are quoted separately on a case-by-case basis.
This is where your website copy needs to properly guide your potential client to book a call or enquire, so that they’re not wasting their time trying to find your pricing.
“I prefer to lead with value on the discovery call, then discuss cost”
You may feel your communication skills shine when you talk to your potential client on a call. So, when you gather more information and gain more clarity, it’s easier to guide them towards a price that suits them.
This approach works, but only if you ask the right questions and understand the real scope of what your potential client wants. Be thorough and specific so you can gather the information you need to provide them with an accurate quote.
“I don’t want my competitors to see my prices and be a copycat”
Look, you can’t control what your competitors think or do. So there’s no point having a hissy fit about this. The main thing to remember here is that the intent of your website is to attract and convert ideal clients, not appeal to your competitors.
If they copy your pricing, so what? They don’t have the same special qualities or skills as you, which is where your website copy needs to differentiate you from your competitors to justify your pricing.
What can happen if you don't display your pricing on your website?
Clients hit that x button before they get a chance to enquire
If people can’t find what they’re looking for, they’ll get bored and bail. Yes, your viewer can enquire, but it’s an extra step they have to take, which can feel like effort.
If your potential client is shopping around, they may not want to start that conversation about pricing just yet. So they’ll leave your website and go hunting with your competitors instead, who have pricing on their website.
You waste time on calls and back and forth in emails with dud leads
Have you ever got on a call with a potential client who you felt was a good fit but as soon as you gave them a verbal quote, they said it wasn’t in their budget? (Unfortunately, there are still clients out there who think creative services cost $30 or something!) Or, have you had a potential client go cold after a million back-and-forth emails and nothing came of it? It’s not fun, and it can feel like you want to just smash your laptop into a million pieces and join the circus (because at this point, that sounds easier).
Leaving your pricing open to assumptions invites those “Oh, I didn’t know it was going to cost THAT much” and before you know it you’ve wasted so much time and energy on someone who was never going to buy from you (I’ve been there). Massive bummer!
Potential clients may feel you are less trustworthy than your competitors
Imagine this: Your potential client is comparing your website to your competitor’s website. They are red hot, ready to hire an expert in your field, and they want to make the right choice. Your competitor displays their prices clearly and with full transparency, listing them under each package, and they are within this client’s budget.
You, on the other hand, do not have your prices displayed, but you have similar packages. So, who is this client more likely to book a call with? Sorry to say, but you’ve just lost a lead.
The benefits of listing your pricing on your website
Your pricing brings in the right clients and filters out the bad eggs
You shouldn’t be worried about scaring potential clients away with your pricing, because repelling people is actually a good thing! You want to ensure you are attracting dream clients you actually want to work with and can afford you. A client that understands your value and respects your pricing? Sounds pretty top-notch to me.
Someone who sees your pricing and thinks you’re “too expensive” is not someone you want to work with. So use your pricing on your website to vet potential clients and filter out the bad eggs.
Save time and frustration
Displaying your pricing on your website ensures you get better-fit enquiries and get on calls with people who are serious about working with you. If they already know your pricing before the call, that’s a good sign they want to move forward.
No awkward sweaty palms and shaky voice when you mention how much the job will cost. You can feel confident that the person you are chatting with is a warm lead, and that they are worth your time and energy. Your nervous system will thank you!
You build trust through transparency
Being transparent about your pricing shows that you are honest and truthful, with nothing to hide. There’s nothing more important than trust in a client relationship, so this kicks it off from the get-go.
It also gives them confidence that you’re not charging multiple clients different prices for the same service. It builds trust and also predictability, which puts them at ease and reduces their anxiety about making a big investment.
Even a “from $X” helps people decide whether you are within their budget
If you don’t want to display your full prices, that’s totally fine. Including a “from $X” or “starting at $X” gives your potential client a strong indication of what their budget needs to be to hire you. If your quotes are custom, still including a “from $X” can be helpful. It gets the cogs turning in the brain and gets them pondering you as a trustworthy choice.
It’s not just about your price; your website copy has to prove it!
As you can see, I am all for listing your prices on your website. It keeps things transparent, saves you time and frustration, and helps attract perfect-match clients to your creative services.
But your website copy has to do its job and clearly articulate, justify and reflect those premium prices. Your copy has to show your authority, experience, expertise and results so that your prices actually make sense. If your copy undersells you, your potential client won’t see the value in what you have to offer.
So make sure that you pair your pricing with your positioning. Ensure your copy shows that you are the chosen one for your dream client.
I hope this has inspired you to list your prices on your website if you haven’t already. And if you do already have them on your website, f yeah! This is your validation that you’re on the right track.
I’d love to know: do you have your prices listed on your website? (I do on mine!) Leave a comment or reach out to me on Instagram or LinkedIn. I can’t wait to hear from you!
Want to actually see how your website copy can help you justify your pricing and position you as an expert in your niche? Download your ‘Turn your services page into a client magnet’ free guide + checklist here.
