This is a debate I often have with small business owners: Should you put prices on your website?
My answer (the right answer) ..
YES! Dammit. Yes.
I get it - you're nervous about your prices. You have 'imposter syndrome' or whatever. You're like, 'I'm a fraud! Who am I to be charging this much money?'
So you feel if you hide your prices then it's a safe compromise.
It's true that how much something costs is the deal breaker for your potential clients. But if you give your potential clients all the info they need to know on your website, including your prices, you know that the ONLY people who contact you are your Ideal Clients.
Having prices on your website is all about finding your Ideal Client - this means someone who sees the value in what you do and can afford to pay you what you are asking.
If someone thinks you're too expensive, it means one of two things:
1. They can't afford you.
If they can't afford you, then THEY CAN'T AFFORD YOU. So unless you want to eat dust off the floor because you have no money to buy food with because you're working for people who can't afford to pay you - WAVE THEM GOODBYE!
2. They don't think you're worth it.
This will be the biggest blow to your confidence but (trust me when I say) don't work with a client who can't see the value in what you're offering and makes you feel less than your worth - it is their problem, not yours, so WAVE THEM GOODBYE!
PRICE WITH CONFIDENCE
Like any good business owner, you've worked hard at your pricing structure:
You know that there are enough people in your target market who are willing to buy from you
You've sat down and you've figured out how much money you need each month to put food on the table
You've also worked out the value you bring to your clients' lives
(And if you haven't done the above - WTF?? - go and check out Is Your Business Model Working? )
So please, for the love of God, be confident in what you are charging.
Let's go through both scenarios, until you see it my way and that you do need to put your prices on your website:
a) If someone sees your prices and they think you are too expensive - great! They can't afford you or they can't see your worth, so they aren't your ideal client - let them go.
b) If someone sees your prices and they think you are affordable - great! They will pay what you're asking and see the value in it - these people are your ideal client and the next call they make will be to buy from you.
a) If someone doesn't see prices on your website and they call you to find out, you need to have that awkward 'M-word' conversation and potentially waste your time (and theirs) because they can't afford you.
Or worse, you might immediately jump to a negotiation in a panic because you're so embarrassed by your (expensive) fees. Been there. Done that.
b) If your ideal client (someone who COULD afford you) doesn't see prices on your website they may never enquire because 1) they assume you are too expensive or 2) can't be arsed to jump through your hoops in finding out how much you charge.
Do yourself a favour: be confident in your pricing, cut out the time wasting and be OK that if some people are turned off because of your prices - it's a GOOD THING.
TOP TIP on Displaying your Prices:
By all means make your prices the last thing people see on your website - give them all of the value that your business offers and put your prices at the bottom - but do give them your prices.
And by all means make yourself more 'affordable' by accepting instalments. I think 3 instalments is the normal amount.
TRANSPARENCY BUILDS TRUST
Putting prices on your website means you're transparent and honest. It means you're not making it up as you go along and charging whatever you think you can get away with, per client or customer.
Charging upfront is another strong recommendation of mine - please check out Do you charge 100% upfront?
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