When it comes to running a service-based business, one of the biggest debates is whether or not to list your prices on your website. Some business owners swear by transparency, while others believe keeping pricing private leads to better conversations.
So, which approach is right for you? As a website strategist, I’ve seen both strategies work—but it all depends on your goals, where you are in your business, and how you want to structure your sales process.
Let’s break down the pros and cons of each approach so you can make an informed decision.
The Case for Listing Prices on Your Website
If you’re established, protective of your time, and confident in your pricing, listing your rates upfront can be a smart move.
Pros:
✅ Transparency Builds Trust – Potential clients know exactly what to expect, eliminating sticker shock and awkward pricing discussions later.
✅ Saves Time – You won’t have to field inquiries from people who aren’t in your budget range, allowing you to focus on qualified leads.
✅ Shortens the Sales Process – When clients see your rates upfront, they can self-qualify, which means the people who reach out are already serious about working with you.
Cons:
❌ Might Turn Away Some Leads – If someone sees your pricing before they fully understand your value, they may leave without giving you a chance to explain why it’s worth it.
❌ Less Flexibility for Custom Pricing – If your pricing is set in stone on your website, you might miss opportunities to create tailored packages based on a client’s unique needs or budget.
The Case for Keeping Prices Off Your Website
If you’re still refining your offers, open to negotiation, or simply prefer a conversation before discussing pricing, leaving prices off your site might be the better approach.
Pros:
✅ More Conversations = More Practice – If you’re newer to your business, more inquiries mean more opportunities to practice your sales pitch and understand what potential clients really want.
✅ Flexibility to Customize Pricing – You can adjust your rates based on the specific needs of each client without being locked into a publicly posted number.
✅ Opens the Door for More Leads – Some people might be curious but hesitant. If they don’t see a price that scares them off, they might be more likely to reach out—and then you have a chance to demonstrate your value.
Cons:
❌ Can Lead to Wasted Time – You may end up on calls with people who aren’t ready to invest, which can be frustrating if your time is limited.
❌ Potential for Misalignment – Without a pricing reference point, some leads may assume your services are much lower (or higher) than they actually are, leading to miscommunication or lost deals.
What’s the Best Approach for You?
At the end of the day, this decision comes down to your specific business model, experience level, and goals.
- If you’re just starting out… Keeping prices off your website might help you gain confidence, practice pitching, and refine your pricing based on real conversations.
- If you’re established and value efficiency… Listing your prices can help filter out unqualified leads and speed up your sales process.
The Middle Ground:
Still on the fence? You can take a hybrid approach:
✅ List a starting price or a price range instead of exact rates.
✅ Offer a custom quote based on client needs, but mention minimum pricing so they have a ballpark idea.
✅ Use a FAQ section to explain why pricing varies and what factors influence your rates.
Final Thoughts
There’s no one-size-fits-all answer. Whether you list your prices or not, the key is to be strategic and make a choice that aligns with your business goals. You can always experiment and adjust as your business evolves.
So, where do you stand? Do you prefer listing your prices or keeping them off your site? Let’s discuss in the Website Support for Bookkeepers Facebook community!
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