By Jessica Tavares
No pricing page at all is a pricing problem
A lot of service businesses skip the pricing page entirely because “every job is different” or “we don’t want to scare people off.” But here’s the thing, the customer who lands on your site and finds zero pricing info doesn’t call to find out, they go find someone who’s upfront about it.
You don’t need exact numbers
A range is enough. “Most kitchen remodels run $8,000 to $15,000 depending on scope.” That tells the customer whether you’re even in their ballpark, which is all they needed before picking up the phone. Words that cost nothing and say nothing (“competitive pricing,” “affordable rates”) actively repel the same customer.
What a real pricing page does
It pre-qualifies. The customer who calls after seeing your range already knows roughly what to expect, so the sales conversation starts at a higher point. Close rates go up because you’re talking to people who can actually afford you, not wasting time on quotes that were never going to close.
The transparency signal
Putting any pricing info on your site, even a general range, signals confidence and honesty. Hiding it signals the opposite, whether or not that’s your intent.
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