By Jessica Tavares
The fear is always the same
“If I show my prices, I’ll scare people off.” I hear this from every service business owner at some point, and here’s the thing, the opposite is usually true. Hiding your prices doesn’t make people call to find out, it makes them go find someone who’s upfront.
Think about it from the customer’s side. They’re comparing three or four businesses, one of them gives a clear range on their site, the others say “call for a quote.” Who do you think gets the call first? The one who respected their time.
You don’t have to be exact
Nobody expects a binding quote on a website. A range is enough. “Most kitchen remodels run $8,000 to $15,000 depending on scope” tells a customer whether you’re even in their ballpark, which is all they were trying to figure out before calling anyway.
It filters for you
Pricing on your site means the people who do call already know roughly what to expect. That’s not scaring away customers, that’s screening out the ones who were never going to hire you at your rates anyway. Your close rate goes up because you’re only quoting real prospects.
What “quality” and “trusted” won’t do
Words that cost nothing and say nothing. A price range says something real. It says you’re confident enough in your value to put a number on it, and that confidence reads as competence to the person comparing you to three vague competitors.
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