Does the thought of putting prices on your website make you really uncomfortable?
You’re definitely not alone.
Often when I tell other business owners that I post my prices on my website, they shake their heads or look at me like I’m nuts.
“Don’t you lose clients that way?”
Yes I do. Kind of. But here’s the deal…
Putting prices on my site filters out the clients that can’t afford me – the ones that aren’t a good fit – and that’s one big reason I do it.
If you’re a local service business wondering whether you should put your prices and process on your website, I think the answer is mostly likely yes. Here’s why it’s been one of the smartest marketing decisions I’ve made.
5 Big Reasons to Show Pricing on Your Website
1. It Builds Trust
People are skeptical online. The more upfront you can be, the better. So by sharing your process along with your pricing you come across as confident, organized, and transparent. It makes people feel like they’re getting the full picture, which is a really quick way to builds their trust.
According to the Nielsen Norman Group, showing prices—even in B2B or complex service environments—can increase trust and reduce frustration in the buyer’s journey. Read their research here.
2. You Set Expectations, and Filter Out the Wrong Leads
Have you ever spent 45 minutes on a call with someone who clearly couldn’t afford your services? Awkward!
When your website explains how you work, and what your services cost, it lets potential clients self-select. If they’re not a fit for your price point or process, they’ll move on. And that’s a good thing! It saves you so much time and energy for the clients who are the right fit.
3. It Shows That You’re a Professional, Not a Mystery
You know what doesn’t inspire confidence? Looking all over your website for pricing. Or a vague “Contact us for pricing” message.
Clear pricing along with a clearly defined process signals that this is not your first rodeo. That you are an experienced professional. That you’ve taken the time to think through what you offer and how it works. That professionalism goes a long way, especially when people are looking for someone competent and reliable. I know it sounds obvious, but it’s actually all too rare.
4. You Get Clarity on Your Business, and Stay Accountable to Yourself
This is actually the biggest benefit in my mind.
Going through the process of creating packages and pricing forces you to clearly define what you offer and why you’re worth it. Then it forces you to stick to those prices. No more undercharging because client inquiries are slow, or offering things outside of your wheelhouse. It feels so good when someone asks what you charge and you can give a clear, straightforward answer. It doesn’t have to be awkward!
5. You Make It Easier for People to Say “Yes”
Most people want to know two things before they reach out:
- How much is this going to cost?
- What happens next?
When you answer those questions right on your website, you remove the guesswork and reduce resistance. That means fewer back-and-forth emails, and more aligned clients reaching out. It creates a clear path for people to say yes!
There are some exceptions…
Showing pricing just isn’t possible for some types of business.
If you offer highly custom, built-from-scratch services—like custom metalwork, landscaping, or anything where the cost depends on materials and measurements—it might be impossible to list standard prices or packages. But even then, you can still be transparent.
Instead of showing exact prices, explain your pricing process.
Add an FAQ or a section that explains what factors affect cost, what kind of range clients might expect, or what your minimum project typically starts at. People don’t expect you to predict the future—but they do appreciate clarity about how you get to the number.
Pricing Transparency Builds Trust
Publishing your prices—along with your process—isn’t just about filtering out bad leads. It’s about setting clear expectations. Because when you meet or exceed those expectations, your reputation soars.
Pricing transparency, a clear process, examples of your work, and a well-designed website all work together to build trust and show your value.
Because here’s the truth: People will spend the money when they understand what they’re getting.
When the value is clear, the decision is easy.
Need Help?
If you’re not sure how to package your services, talk about your process, or figure out what your prices should be, that’s exactly what I help with in my DIG process. Together, we map out your offers, define what’s included, and create a plan that feels clear—for both you and your future clients.