Should a Small Business Website Show Prices?

Should a small business website show prices?

Yes, a small business website should show prices whenever the figures can genuinely help customers make a decision. Price is one of the basic questions people have when researching a product or service, alongside what they receive and whether the business looks trustworthy.

A visitor comparing several suppliers may not want to contact each one simply to discover the approximate cost. Providing useful pricing information removes that extra step and gives customers a clearer idea of whether it is worth continuing.

Nielsen Norman Group has highlighted the importance of pricing information in online buying decisions. Its guidance on showing prices on websites recommends providing pricing information or representative examples rather than forcing users to contact a company for basic cost information.

When does displaying a fixed price work best?

Fixed prices work best when a service has a clearly defined scope and most customers receive broadly the same thing. In these circumstances, the question should a small business website show prices becomes relatively straightforward because there is little benefit in hiding a predictable cost.

Examples might include:

• A defined website package.
• A standard consultation.
• A fixed training session.
• An hourly support rate.
• A clearly specified service package.

JigiWeb follows this approach with its website service. Our small business website design page displays websites from £599 and explains what is included. A potential customer can therefore understand the starting investment before deciding whether to get in touch.

What if every project costs something different?

Variable pricing does not automatically mean prices should disappear from the website. If you are wondering should a small business website show prices when every project is different, a sensible starting figure or typical range can still give customers valuable guidance.

A business could display:

• A minimum project price.
• A typical cost range.
• Example prices for common jobs.
• A standard package with extras quoted separately.
• An hourly or daily rate where appropriate.

The important point is to explain what the figure represents. A starting price should genuinely reflect the minimum realistic cost rather than being an artificially low figure designed simply to attract clicks.

Can showing prices reduce the number of enquiries?

Yes, publishing prices may reduce the total number of enquiries, but that can be beneficial. Someone whose budget is far below your minimum price can decide that before contacting you, while customers who do enquire already have a better understanding of the likely cost.

This is one reason should a small business website show prices is not simply a question about transparency. Pricing can also help qualify potential customers before the sales conversation begins.

A smaller number of better-informed enquiries can save time for both the business and the customer.

Will competitors use your published prices?

Competitors can see prices displayed publicly, but so can potential customers. When considering should a small business website show prices, businesses should balance competitor visibility against the benefit of making purchasing easier for genuine buyers.

Price is rarely the only factor somebody considers. Customers may also compare what is included, reviews, experience, communication, availability and how clearly each business explains its service.

If a competitor can copy your price, make the surrounding offer stronger. Explain what customers actually receive for their money instead of relying on a number alone.

What information should appear alongside your prices?

Pricing information should explain enough for somebody to understand what they are buying. Simply placing a number on a page without context can create another set of questions.

A useful pricing section should normally explain:

• What the customer receives.
• Whether the price is fixed or a starting figure.
• Important exclusions.
• Any ongoing costs.
• What might change the final price.
• How the customer can take the next step.

If you are still asking should a small business website show prices, consider whether publishing them would help a genuine customer understand your offer. If the answer is yes, useful pricing information deserves a place on the website.

Should you add prices to your website now?

In most cases, yes. The answer to should a small business website show prices is usually positive when the business can provide accurate figures without misleading customers.

Use fixed prices for clearly defined services and realistic starting prices or ranges for work that varies. The objective is not to make every service fit neatly into one number. It is to give customers enough information to judge whether your business is likely to suit their needs and budget.

If you are planning a new website and want clear pricing built into the customer journey, explore JigiWeb’s small business website design service and see what is included.