© 2024 Melanie White
This is a question that comes up a lot – should I show pricing on my website, or is it better to not have pricing on my website? This episode covers the pros and cons and helps you make this decision.
Recently in my Passion to Profit course, I had a conversation with my current students on whether to include pricing on your website. We had a great brainstorm on the topic including how individuals felt if they were in the customer’s shoes, and I wanted to share some of the insights here.
The really easy way to figure this out is to ask your existing clients or practice clients what their opinions are. A client-centric business always starts with this approach.
You can either send them a direct message, email or even have a conversation with them and just say “Hey, I’m winding whether to include pricing on my website. Would this make a difference to you?” Done just ask any clients, ask your favourite clients. After all, you want more of those, so their opinion matters more!
If you don’t have any clients yet, then think about your own buying preferences, after all, your ideal client is probably a lot like you are in terms of their values.
Imagine that you were going to buy a coaching program from somebody, and you were looking on their website to see what their packages were all about. Would it make a difference if there was a pricing there, or not?
What are some of the upsides of including pricing on your website?
Well for starters, it might seem like you are more authentic, and have nothing to hide. It might seem like you’re very upfront and honest.
Most people assess value based on typical outcomes or results, but pricing is often part of the decision, especially if the person doesn’t know you very well or doesn’t have enough proof or trust that you can help them actually succeed and get results.
If you are going to include pricing on your website, you’d need to make a few things clear. These include things like:
Let’s unpack these a bit.
When we are talking about what is included, it’s tempting to think about features, like workbooks, coaching sessions, etc. And while these are all valuable things, there are ways to describe them that communicate their value clearly.
I call this ‘features written as benefits’. This is where you list a feature and explain why it’s important.
Here are two examples:
Doesn’t that sound way more exciting than just saying ‘8 coaching sessions and a 20-page workbook’?
I would use this as full descriptive text that goes into detail about what the program includes.
In keeping with consumer protection law, please make sure you are not promising a result that you can’t deliver. Rather, talk about how the feature is intended to help them.
In terms of pricing options, if you decide to show pricing on your website, make it really clear as to what’s included in each option so the person can see how they’re different.
It’s helpful to include a diagram showing three options and listing what’s included in each.
You can also outline what the market retail price for each option is, and what you are selling it for (e.g. valued at $900, price is $600). This highlights the value of what you are offering without discounting (stay away from that!)
People normally choose the middle of three options, and this is typically your core or main program.
In terms of payment options, if you are going to put pricing on your website, it’s important that people know how you will charge them and whether there are options.
For example, is it one payment upfront, three easy payments, or something else?
Sometimes people are interested but don’t have the money upfront, so would potentially buy if they knew there was a payment plan available.
You don’t have to offer a payment plan! And if you do, make sure you have clear terms and conditions, and make it easy for them. This is a whole other podcast, for sure!
There may be circumstances where you don’t want to put pricing on your website, and that’s totally ok.
Firstly, a person who sees pricing listed on your website might decide then and there, based on price that they don’t want to work with you – before you have any chance to talk to them about their needs and wants.
That means you potentially lose a customer. Of course, if they are price-driven, they might not be the customer you want to work with!
Another consideration is that your program options might be fairly customised and it could be too difficult to communicate easily on a website or landing page.
For example, you might have two or three options for a package that really require an understanding of the person in order for them to make the right choice, so a conversation is necessary first.
Similarly, there might be prerequisites for a client to complete before they work with you. For example, with my weight loss program DownsizeMe, I required all clients to have a health clearance from their GP before signing up, and that might dictate whether they would buy the program at all, and/or which option is best. I also had this program available via licensees in other states who might have charged different prices, so I didn’t list the price on the website.
If you don’t list pricing on your website, then what should you include?
There aren’t any hard and fast rules, but there are a few things I think are essential to still get enquiries for your services.
Firstly, lots of recent, positive testimonials or ratings are a good starting point. This tells the reader that a lot of people have succeeded as a result of your program, and what they liked about the program. It gets them hopeful and excited, and shifts them into the mindset of ‘value buying’ rather than ‘price buying’.
Secondly, you might like to explain why you don’t list pricing. For example, saying that there are prerequisites, or options that can be highly customised, or other reasons, would be important to allay any fears of ‘hard-sales’ in your website visitors.
Thirdly, you still need to communicate the benefits, value and comparison of your program options, indicating where any tailoring might occur. At least people can see what they’re getting for their money, and you are shifting them into that value-buying mindset.
Fourth, the way you position the enquiry is important. I provide a booking link to a 30-minute good fit call or give them the option to send a contact me message. In my reply, I tell them it’s a chance to see if they’re suitable and if we have the right chemistry – if not, I will be honest and refer them to someone else, rather than set them up for failure. This feels really authentic to me and has been accepted by everyone who has followed this pathway. And there are several I’ve said no to!
Fifth, it can be helpful to put a short video of you on your website (or at least some bullet list points) explaining why you developed this program and who it’s for, and not for. This helps people see that you’re not just desperate for anyone and that you truly are seeking a good fit and to work with the right person – that way, they are more likely to succeed and you’ll both be happy.
Finally, if you want to, you can provide an indicative price range or a statement like ‘programs start from $ (amount)’ so the reader at least has a ballpark guide. This can be effective for getting them over the line.
It was interesting to have the discussion with my Passion to Profit students on whether to include pricing on your website or not.
If you need help with pricing, reach out to me via my contact page for a good fit call.
For enquiries about my Passion to Profit course, click here.
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