Should You Put Your Pricing on Your Website? A Copywriter’s Take

Should you put your pricing on your website?? 

I can’t tell you the number of times I’ve had this conversation with business owners as I’m getting ready to write their website copy. 

Everyone has differing opinions on this, but today I’m going to share my take as a copywriter. 

Should You Put Your Pricing on Your Website? YES

My short answer to this question will always be yes. I would be hard-pressed to find a situation where it’s truly best to keep your pricing off your site. 

Here’s why: 

1 – If someone is considering working with you, they want to know how much your service costs. And if they can’t find that information, they’ll likely close out of your site before inquiring. 

I know what you’re about to say, “But I get inquiries all the time from people who don’t know my pricing yet.”  

That’s so great! 

But imagine all of the inquiries you’re NOT getting because a huge fraction of your audience isn’t bothering to reach out.

The missed opportunity is huge.  

People are likely assuming your price is out of their budget, so they’re x-ing out of your site and moving on to the next. 

And occasionally it could also be the flip side–they may assume your price is on the lower end and therefore your service is lower quality than what they’re hoping for. 

Keeping your pricing off your website does not automatically position you as ‘luxury.’ (That’s a hill I’ll die on.)

2 – It qualifies them before they reach out, so you’re not spending time on discovery calls with leads who can’t afford your service. 

And, and! It also prevents you from having to defend your pricing on the call. No one wants to be in this position. It’s uncomfy for everyone involved. 

Including your pricing on your website helps ensure that the leads who do inquire have the budget to work with you and are prepared to invest. 

Wouldn’t you rather have a calendar filled with leads like this than discovery calls that go nowhere? 

I would. 

3 – It builds trust with your audience, which is especially important in 2026. 

You may have felt that business is different now than it was in 2021, 2022, and even 2023. We’re currently in a trust recession, which means that buyers are more skeptical and taking longer to make purchasing decisions than in previous years. 

Not a total deal-breaker for your business, but this does mean that as a business owner, you have to do everything in your power to build trust with your audience, since it’s harder to earn these days. (I recorded a whole podcast episode on this topic, btw, you can listen to it here!) 

And for my wedding vendor friends reading this, there is LOTS of chatter online about the lack of price transparency in the wedding industry. 

Couples are frustrated that they can’t easily figure out if a vendor is in their budget or if they can get what they want at their price point. So rather than contributing to their frustration by making them inquire to see your pricing guide, wouldn’t you rather stand out from your competitors by sharing some helpful ranges on your website? 

4 – Your website is meant to include everything a potential client needs to make a decision about working with you. 

This is essentially the whole point of having a website. 

It qualifies your leads, answers their questions, overcomes their objections, and gives them a picture of what your process is like. 

So, keeping your pricing out is preventing your site from doing its number one job of answering your audience’s questions.  

Where Should You Put Your Pricing?

Now that you’re hopefully on board and convinced that you do, in fact, need to include your pricing on your site, the question is, where does it go? 

The main place to put your pricing is on your services page. 

You’ll want to have a full page dedicated to your offers, with all the information someone would need to know about them. 

It’s not your home page’s job to share all of this information; it’s the money-making page’s job (aka your services page). 

So on this page, when you’re sharing the details of what’s included in your offer (or offers), this is where you’ll put your pricing. 

It’s also a good idea to include a second reference to your pricing in your contact form.

There are a few different techniques for doing this, but including a question on your form that says something to the effect of “Which service are you interested in?” with a drop-down of your offers and their starting price is a great way to make sure anyone who missed your pricing on your services page is seeing it right before they inquire. 

What If You’re Still Hesitant About Including Your Pricing on Your Site?

I get it. Lots of service providers create custom quotes for each client (I do this sometimes myself!), and it feels hard to pick one price that applies to every project. 

You can always list your pricing as “starting at [X] price,” or share a range of the average investment. 

You’re not locked into selling your service for a set price just because you’ve listed it on your website. 

You are the business owner, and you are allowed to build a quote that matches what your client is asking for and pays you appropriately. But, when you share a starting price or range, you’re getting all of the benefits I shared above, plus giving yourself flexibility to quote the job accordingly. 

And if you’re worried that people will think your price is too high and not bother inquiring? Remember: that’s your copy’s job to handle. 

The rest of the copy on your website should be convincing the reader of your value, answering every other question and objection they may have, and leaving them feeling like they can’t work with anyone but you. (If it’s not doing this currently, I can help!)

So you’re gonna go and update your website now to include your pricing, right? 😉

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Website Copywriting Services 

If we haven’t met yet, hi! I’m Dianna, website copywriter for service providers, and I help you make more money with your website words. Here are some of the ways I can help you: 

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