Show prices on your website or not?

What happens when prices are missing

Someone who can't find any price information does one of three things.

They send an inquiry to find out the price. That generates inquiries, but often from people whose budget doesn't fit. Each of these conversations costs time on both sides.

They go to the next provider that does give a figure. This especially affects those who compare systematically, in other words the prepared prospects.

They estimate it themselves. And usually estimate wrong, in both directions. Those who think you are too expensive don't inquire. Those who think you are too cheap are disappointed in the conversation.

The common worry is that a price scares people off. That is true: it scares off those it doesn't fit. That is not a loss, but pre-screening that otherwise happens in the initial consultation.

The math: ten inquiries without price information, of which two fit, versus four inquiries with price information, of which three fit. The second case is better economically, even if the number looks smaller.

The math behind the decision

Someone who can't find any price information does one of three things.

They send an inquiry to find out the price. That generates inquiries, but often from people whose budget doesn't fit. Each of these conversations costs time on both sides.

They go to the next provider that does give a figure. This especially affects those who compare systematically, in other words the prepared prospects.

They estimate it themselves. And usually estimate wrong, in both directions. Those who think you are too expensive don't inquire. Those who think you are too cheap are disappointed in the conversation.

The common worry is that a price scares people off. That is true: it scares off those it doesn't fit. That is not a loss, but pre-screening that otherwise happens in the initial consultation.

The math: ten inquiries without price information, of which two fit, versus four inquiries with price information, of which three fit. The second case is better economically, even if the number looks smaller.

The four ways to show prices

Not every business allows fixed prices. There are four levels.

1. Fixed prices. Works for services that can be standardized: a landing page, a logo package, a maintenance contract. The clearest option and the one that is least often possible.

2. Price ranges. A company website with us costs between 12,000 and 30,000 euros. The standard case for service providers. What matters is explaining what makes the difference.

3. Starting price. Projects start at 8,000 euros. Filters reliably and commits to nothing. The weakest form, but still far better than nothing.

4. Example projects. For a mechanical engineering company with 80 employees, we built a website with 14 pages: budget 18,000 euros, duration 10 weeks. This is the most convincing option because it connects the price with the work.

The best combination is usually three plus four: a starting value and two to three real examples.

What competitors really see

The most common counterargument is: then the competition will know our prices.

Three objections to that.

They know them anyway. In every market, there are tenders, customers who compare and quotes that get passed around. Prices are a secret in hardly any industry.

A price without the scope says nothing. If a competitor knows you charge 18,000 euros, they don't know what is included. That is exactly why example projects are so effective: they show the price in relation to the scope.

Anyone who wants to win on price will do it anyway. A provider who undercuts doesn't need your figures for that.

The counterargument worth taking seriously is a different one: if your prices vary a lot from client to client, a public figure becomes uncomfortable. In that case, though, the problem isn't the website but the pricing.

How to phrase a range properly

A range without an explanation creates new questions. Three elements make it useful.

The range itself, with a lower and upper limit. From 12,000 to 30,000 euros.

What makes the difference. The difference comes from the number of pages, whether copy and images are included, and whether special features like a configurator are added. That lets prospects place themselves.

A typical case. Most projects are between 15,000 and 20,000 euros. This figure is often more important than the range, because it gives a point of reference.

This also includes what is not included: ongoing support, hosting, photo production, translations. If you name this openly, you won't have a discussion later.

And a note on freshness: price information needs a revision date. A range from 2023 on a page from 2026 damages credibility more than no figure at all would.

Where the information should go

Not on a separate pricing page, at least not only.

On the service page, in its own section. That is where the question is asked, so that is where the answer belongs.

In the FAQ, as its own question. How much does a website cost with you is one of the most common search queries of all.

In a dedicated article, if you want to cover the topic in more detail. Pricing articles are among the content with the highest citation rate in generative systems, because they answer a clear question with a number.

With the case studies, if the clients agree. A project example with a budget is the strongest proof.

What doesn't work: a pricing page that only shows packages without numbers, such as Basic, Professional, Enterprise with On request. That is the form without the substance and works worse than no page at all.

When it really isn't possible

There are cases where price information doesn't make sense.

When every project is fundamentally different. For consulting services that depend on the size of the organization, a range can become so wide that it says nothing.

When you mainly work through tenders. Different rules apply there, and a public figure can weaken your negotiating position.

When the price depends heavily on third-party licensing structures that you have no influence over.

Even in these cases, there is still a way: don't name the price, but the order of magnitude of a typical project and what drives the price. Our projects are usually in the mid five-figure range. What determines the effort is the number of locations and whether existing systems need to be integrated.

That is not price information, but it answers the actual question: Am I in the right place?