Your website is designed to provide your customers with all the information they need to choose your business over your competitors. It showcases the best of your business: your accomplishments, your standards, and the things that set you apart.
For many customers, however, the ultimate decision of whether or not to use a particular business is based on one thing: the bottom line. As a result, you may find yourself wondering, "Should my business put our website prices on our business website?" In many industries, it's "Simply not done."
Should You Put Your Prices On Your Business Website?
In others, you may worry that sticker shock will chase away potential customers before they can realise the full benefit of what your business is offering. Including an estimate of your prices on your website, however, has a number of benefits.
Let Customers Make Plans
Some customers are impulse buyers. When they see a service or a product that they need, they jump for it and deal with the consequences later. After all, if they need it, they might as well get it taken care of! Others, on the other hand, are planners.
They want to have a clear, scripted view of what this investment is actually going to cost them. When you provide your customers with that information in clear view on your website, you allow them to budget for the services that they need.
Not only that, these plan-dedicated customers want to know how much things are going to cost. If they don't know, they may put the purchase off longer out of fear of the bottom line.
Improve SEO Ranking
Wait--publishing pricing information on your website will improve SEO? It's a simple question of standing out above your competitors. Most of your competitors are reluctant to publish their prices on their websites, while most consumers are seeking out at least an idea of what they're going to pay when they choose a product or service like yours.
By publishing your pricing information on your website, you can bring in a larger percentage of potential customers simply by providing them with the information they really want.
The Value of Comparison
Even if your potential customers have no idea about the average cost of products or services in your field, you do. You've spent plenty of time researching the average cost in your area, and you're probably comfortable with where your business stands in comparison to your competitors.
Make your customers equally comfortable! You don't have to call your competitors out by name to display the difference between your business and theirs; assigning them numbers or code names (You get bonus points for an amusing nickname that doesn't point straight back to that specific competitor!) is an adequate way to make your point.
Customisation and Pricing
If you offer a customised product or service with prices that are different based on the needs of the customer, you may be reluctant to publish any pricing information at all. Consider this, however: you have a baseline that helps you determine what you're going to charge each customer.
Showing your customers a piece of that--perhaps with a note that "packages start at $XX," or "services range from $XX-$XX"--can give customers the baseline they're looking for.
Ultimately, the decision of whether or not to include pricing information on your website is up to you. It might not be right for ever business, but before you decide that it isn't right for yours, make sure you fully understand the potential benefits that displaying your prices could offer.
If you're working to build a website or concerned that you haven't included all the information your customers might need, contact us!
We'll help you walk through the process of building your website and discovering exactly how to create a website that will offer even more value to your customers.