Presenting your pricing on your website.

[JonPayne]

It’s a tough question - often there are many in the business who don’t want to publish pricing and sometimes there are good reasons not to, how do you choose if you should share your pricing online? And if you do, how do you display it on your website to generate the most leads / sales?

*To learn more about this, check out The Power of Content in Sales lesson via HubSpot Academy. 

[BukunmiOdetayo]

We want to answer as many of our prospects' questions as possible before they get to sales, and that made us display our pricing online. We have fixed pricing for some defined packages/solutions, and we also currently have an option that lets them request a custom quote.

[WafaBenHassen]

Hi @JonPayne Great question! I think that whether it is a B2C or a B2B business, prospects should be able to find relevant information about your solutions, like pricing.

In B2B, sometimes the solution might be complex, and that's why the pricing will depend on the client's specific needs. In this case, it would be good to give your website visitors some context ( for A/B/C, expect a budget starting from X/Y/Z).

Showing an approximate budget will help your client have a clearer view of what to expect and ultimately will help sales teams get more qualified leads since the budget can be one of the buying decision criteria.

Curious to know what do you think?

[BukunmiOdetayo]

This is fantastic! I was actually thinking of one-way pricing before, but I liked your idea of "expecting a budget from" for complex and indefinite solutions.

[FKhadraoui]

PRESENTING PRICING ON UR WEB IS FENDAMENTAL  FOPR YOUR TRANSPERANCY

[DTrujillo]

Very interesting question. I think there is a lot of fear around presenting your pricing to be viewable for all to see. Scaring away customers with the price (but if that's a true concern you're either trying to charge too much, or need to revamp your ICP) However, if you're website is laid out and presents itself in a way that address the challenges of your ICP's and buyer persona's, then it could be extremely valuable. Now you're challenging your competitors to prove that they also do what you do, better or more efficiently. 

[0code42]

Very difficult question. In some instances for sure, but how many should you do? I have learned over a lot years with marketing experience, that pricing (fixed) is somewhat negative, due to you can loose both leads and clients right there. But as written, it can also generate good leads that are after excactly that pricing structure. But if I need to answer yes / no, the answer will be no. 

[ThaynáSantos]

It depends. I believe this answer varies according to the business model, right?

[EAkinboboye]

It all depends on the market, your target audience and the level of research done before arriving at your pricing structure. The data from the research helps you know how sensitive the market could be and how to tailor to meet its preferences. 

[Vikki]

I think it depends on your business, it seems sensible if its a simply product and B2C but as a complex product and  B2B we prefer to have conversation with the customer first.

[NMALIKO]

I just do not think its a good idea, then the price conscious customer will depart

[JonPayne]

You're right @NMALIKO - although isn't getting a prospect who doesn't have the money to pay the price you charge a good thing in some circumstances? 🤔 I think it is, for many of my clients at least. Interested to hear your thoughts.

[ARubbani]

I think the format of your business potentially determine that:

So if the format is a SAAS based company, then yes prices need to be on the website. Especially if the target audience is B2C.

Generally anything outside of that where it is B2C or B2B pricing is not necessary to be displayed.

Whats more important is how the business will sove their customers problem through the process of educating and learning.

[NitinMeta]

Surely if its a straight forward offering amd doesn't involve too many variables...Pricing or some level of ballpark estimate (incase of many variables) gives a great chance to capture the lead and captialize. Trick is to find a smart way to keep some room for additions if they arise.

Pricing has to be looked as a tool that builds transperency and confidence, which are the pillars to long term engagement and brand reputation.

[SRCHAUDHURI]

From an IT services company perspective, displaying a quote on the website probably is going to be bizzare and a massive failure because of the complexity of the solutions and their relevance to the customers.

[JonPayne]

Horses for courses, I guess - but one of our clients (who provides IT support) does this in an interesting way to get lots of traffic to their website which they nurture through to prospects using HubSpot..l

[HDilmen]

If you have quality service and you want long-term relations with partners you should have transparent pricing. So prospects could trust you before jumping on a sales call.

[fcommunicatio]

Very good 

[LuisUlcueCampo]

I think the 3rd image is mostly focused on smaller companies for which they can create specific stickers with specific prices, while the other 2 give the appearance that they're larger companies with no problem about saying what their expectations are, it seems to me: "these are our prices, you can buy our product if you want, if not is alright". That's my thinking.

[JLeach7]

Hi Jon. What do you think the answer is when you have outcomes based pricing? E.g as part of a service you provide? 

[JonPayne]

Good question @JLeach7 - Can you give me an example of a service / outcome? I think I get what you mean but a bit of clarity would really help! 🙂