Should you put pricing on your website?

This is one of the things I disagree with people on most often. “I don’t want to put prices on the site, it’ll scare people off.” I understand the worry, but in my experience leaving pricing off does more harm than the thing you’re trying to avoid.

What “call for a quote” really tells people

When someone lands on your site, they have one question running ahead of all the others: can I afford this? If the only way to answer it is to phone you and have an awkward conversation, a lot of people simply won’t. They don’t assume the best. They assume it’s expensive and move on to the next business in the list, the one that gave them a number.

Hiding the price doesn’t remove the question. It just makes the visitor do the work, and most of them won’t.

You’re not committing to a fixed quote

The usual objection is that every job is different, so a single price would be misleading. That’s fair, and you don’t need to pretend otherwise. A guide is enough:

• A “from” price: “Most kitchens start from around £X.”
• A typical range: “Jobs like this usually land between £X and £Y.”
• A worked example: “A three-bed end terrace is roughly £X.”

None of these tie you down. They just give a real person a real sense of whether you’re in their world before they get in touch.

It filters for the right enquiries

Here’s the part owners often miss. A price on the page doesn’t only lose you the people who can’t afford you, which were never going to become customers anyway. It also saves you from a diary full of quote calls that go nowhere. The enquiries that come through are warmer, because the person already has a sense of the cost and is fine with it. Fewer calls, but better ones.

Honesty reads as confidence

There’s a quieter signal too. A business that shows its pricing comes across as straight with you. One that won’t, even roughly, plants the worry that the number depends on how much you look like you can pay. Putting it out in the open says you’ve nothing to hide and you’re comfortable with what you charge.

So should you?

For most service businesses, yes, at least a guide. You don’t have to publish a rigid menu down to the penny. You just have to answer the question your visitor is already asking, so they can picture working with you instead of guessing and leaving.

Not sure how to frame yours? Drop me a line and we’ll work it out together.