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2019-05-29 (1)
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Should I Put Pricing On My Website

By Mike Midgley Posted 13 November, 2019 In GrowthEngine Community - Article - Should I Put Pricing On My Website?

In this GrowthEngine episode, I want you to think about the sensitive subjects that I often get asked, which is should I put pricing visible on my website?



It's a great debate. One that divides the room ... if that makes sense. 

Before We Get Started, Credit Where Credit Is Due

Before we go any further, I do want to give credit to Marcus Sheridan at the Sales Lion for this strategy. 

I will highly recommend you go and pick Marcus's book up, which is 'They Ask, You Answer.' You can get that on Amazon here this covers this particular strategy or one of these strategies. 

So it's one that we use in our inbound agency with clients. 

Yes, Is Mike's Recommendation

My recommendation is yes, you do put your pricing on the website. 

First and foremost, I just want to address some of the fears that you may be having because if you're stuck there thinking, 

"Mike, you've been bold about that statement. Why should I put pricing on my website?"

The Justification

Well, first and foremost ... what it allows people to do when they visit your site is they're going to have a look around. 

And if there's an element of interest, guaranteed the first thing that they're not going to do is go straight to your pricing page. 

If they've come from software sector, or they've come from an engineering sector, or they've come from a consultancy practice, they're probably going to read some content first to establish if what you do is of interest to them, whether that's on the homepage, your services page or blog. 

Maybe they've been brought to your page because of some type of offer, or email, or maybe they're on an existing list.

So the first thing they're going to do is have a look around. 

And if they're going to have a look around, and then there's an element of interest, if they do see the pricing tab in the menu they may check that out. 

The Qualification Disqualification Reason

However question yourself here, why is that a major problem? 

It isn't. And it isn't because if, for example, your price point is saying midpoint and the people who are visiting your site in this session are super low price hunters ... what it's going to do is disqualify them. 

It may reduce the enquiries that actually come into your business, but ultimately, if you're being honest and you speak to your sales managers, how many of the leads are fully sales qualified and are 

  • The perfect fit customer

  • For the perfect fit product

  • At the perfect fit price point. 

The chances are you're going to be in the percentiles of 10, 20, 30, maybe 40% if you push it that way.

Our Agency Case Study

So what we found and this is a real-life case study inside our HubSpot Agency.

We adopted the strategy after reading Marcus's book in October of last year, which is 2018. 

Whilst we saw ... I don't know, a reduction ... of around 15% reduction in enquiries. 

What we found is the people that were actually making the enquiries were of better quality.

  • They've seen the content that we produce that brought them here

  • They see what services we provide at the agency for HubSpot Inbound Growth Engines 

  • They have a look at the price and then they make an enquiry

So what that tells me is that they're already aware of the pricing. Of course, they may wish to negotiate up or down based on the requirement, understanding of services or goals they are looking to achieve, usually they do need us to put a custom deal together.

Ultimately, they're making that enquiry fully aware and it sets the standard.

Make It More Than Just A Pricing Page

Having a good pricing page is key, as well. It's not just about saying, "My service is x." 

You need to treat your pricing page very much like a sales page. 

I'm not talking a long-form sales copy here where you see these pages from some of the American gurus if you want to call them that, where the sales page is like a roll of wallpaper.

Not saying that. What I am saying is: give some context. Give some value. 

Structure it in a way that is obviously positioned as "Welcome to the investment page." 

Give a statement about your pricing position and the value proposition that you give. Remind them of that and move them into the packages, whether it's A, B, C, gold, silver, bronze etc.

Here at the SuccessHub, we have a product service range that is identified as Plus, Pro, and Premium. 

We've got a starter and then a custom solution too however the core products are Plus, Pro, Premium. 

Then we break that down and we give them interactive options so they can slide to say, 

"If I want to move up, what do I get included for that price? 

If I move down, what do I get?"

Prospects can clearly see whether they are to receive either less or more for the budget they select.

  • So make it an interactive page. 

  • Give them something to get involved with. 

  • Give them something to participate in. 

We know the importance of interactive content, and we know the importance of how that moves people better than static images. Interactive content is outcompeting video in many cases.

If you want to put a video on there about your pricing, again, that's absolutely fine. 

So the viewpoint I've got is should you put pricing on your website? 

  • 100% Absolutely. 

  • Because It pre-qualifies people. 

  • It allows you to be transparent and qualify them

  • It allows you to engage people, especially if you're going interactive. 

The Case When Pricing Should Not Be On Your Website

Are there any business types out there, I get asked, that where you wouldn't put it on there? 

And to be honest, no.

I think if you haven't got your personas sorted out, you haven't got your search engine optimisation sorted out, and you're just bringing anybody to your website, I think you're probably burning your sales people's time, especially if you are consultative selling, that could be a big drain on your time, which is valuable.

So what I would say is: regardless of business, 

  • Get your packages and products sorted out. 

  • Get them as baseline products

  • Put a pricing page on there

  • Make it interactive, and start to filter and qualify

What I would always do as well ...

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Analytics To Measure Engagement

I recommend to put something like Hot Jar on there so you can see that at hotjar.com and that's going to give you, like, scroll maps and click maps. 

You see what people are doing on your pricing page. 

Are they looking at it, and not scrolling, and clicking straight off?

It may give you a good indication that the price is not offending, but it may be that they're not at that level. 

That's something that you might be able to do. 

The Lead Generation Download Requirement

And also a great situation there is to put a pricing guide on there. 

  • luke-chesser-1399685-unsplash

People will look at it, but if you engage the people who put a PDF download on there whether you're going to give the pdf on a thank you page, or drop it in an email afterwards where people could take one away and read it with more context.

And it acts as not a full website offline, but you can take your key points off your website and then ultimately drop that into a pricing guide. Build context. 

They're ideal for influencers and decision-makers to use it in boardrooms and management meetings to get decisions over the line.

Hope that gives you my view on it. 

Again, big credit to Marcus Sheridan at The Sales Lion

It's his strategy, not mine but awesome and one we have had significant benefit from. 

I've just sort of given my sort of review and viewpoint on it.

“The starting point of all achievement is DESIRE. Keep this constantly in mind. Weak desire brings weak results, just as a small fire makes a small amount of heat.” - Napoleon Hill

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About The Author
GE - Should I Put Pricing On My Website - Blog Header
Mike Midgley

Mike Midgley is the Strategy Director at 6teen30 Digital and a dynamic digital entrepreneur, nxd, strategist, public speaker and host of TheOpenMike Podcast show & Co-Host at The Inbound Podcast. Mike has achieved successful six and seven-figure exits over a 25-year career, raised in excess of £1.6m [$2.5m] in Venture Capital and franchised his businesses 68 times.