Should You Display Prices on Your Website? The Truth About Pricing Transparency
Let’s just get this out of the way: yes, you should display prices on your website.
Not because some marketing blog told you to.
Not because “transparency is trendy.”
But because it makes the entire buying experience so much easier—for you and your clients.
So, here’s a little story…
Recently, I found myself on a sales call with a coach. It was him selling to me — not the other way around. Normally, I wouldn’t even accept that kind of call, but I was feeling curious about him and open that day, and he was recommended by someone I’d had good connection with.
Here’s the kicker: his website had zero pricing info. When I finally asked about the cost, the conversation quickly got awkward. Suddenly, Mr. Coach turned super salesy and pushy, like he was trying to manipulate me into buying his $5,000 program. He was a no-name in the industry, had the most generic messaging you can imagine, so if I knew his price point, I wouldn’t even waste my time with him.
That’s when it hit me—why do so many websites hide their prices? And should you be one of them?
As a business owner myself, I’ve tested it both ways. I’ve had the mysterious, “inquire for pricing” website. And I’ve had the “here’s exactly what this will cost you” setup.
One of those led to ghosting, wasted discovery calls, and feeling like I had to justify my prices every time.
The other? Led to more aligned clients, faster bookings, and a calmer inbox.
Here’s why displaying prices on your website isn’t just a nice-to-have—it’s a strategic move rooted in psychology, trust, and sales conversion.
Why Many Business Owners Hesitate to Display Pricing
Before we dive into the why-you-should, let’s name the elephant in the room:
“What if people see the price and think it’s too expensive?”
“What if I need to change my prices later?”
“What if I scare away potential clients before I can explain the value?”
I hear you. I’ve been you.
But not listing your prices doesn’t prevent these problems—it just delays them (and makes them messier to handle).
Now let’s look at the actual psychology behind how your clients make decisions.
The Psychology of Pricing: Why Transparency Builds Trust
People crave certainty—especially when it comes to spending money.
In psychology, this is called "uncertainty aversion."
When your pricing is unclear or hidden, it creates a micro-moment of friction in your client’s mind. They start asking:
“Will this be wildly out of budget?”
“Am I going to get on a call just to be pitched something I can’t afford?”
“Is this going to be awkward or pushy?”
These tiny stressors add up—and in today’s world of instant gratification, that friction often leads to one thing:
Clicking away.
By clearly showing your prices on your website, you remove that friction and replace it with confidence.
Confidence builds trust.
Trust leads to sales.
What Happens When You Don’t Display Prices
Let’s talk brass tacks. If you don’t show your pricing, here’s what you’re actually risking:
1. You attract the wrong leads.
You spend time fielding emails and hopping on calls with people who—through no fault of their own—just can’t afford you.
This isn’t about being elitist. It’s about being efficient.
2. You slow down your sales process.
Every time someone has to ask you for your rates, you’ve added an extra step between them and “yes.” Every extra step = drop-off risk.
3. You look less confident.
Harsh but true: Hidden pricing can subconsciously signal that you're unsure of your value. In contrast, businesses that confidently display pricing give off pro energy.
What Happens When You Do Display Prices
When you include your price on your website, magic things start happening:
1. You qualify leads before they ever reach out.
No more discovery calls that lead nowhere. The people who contact you already know your pricing works for them.
2. You build immediate trust.
According to behavioral economics, transparency increases perceived value. When people see exactly what they’re paying for, they’re more likely to believe it’s worth it.
3. You sell while you sleep.
If someone lands on your site at 11PM in their timezone, and your prices are visible, they can make a decision (or at least move closer to it) without waiting to hear back from you.
4. You make space for value-based conversations—not price-based ones.
Instead of spending time defending your rates, you can talk about what you actually do, how you help, and whether you're the right fit.
What If Your Services Are Custom?
Totally valid concern. You might be thinking:
“My work is so tailored to each client, it’s impossible to slap a fixed price on it.”
Here’s what I recommend (and what I do in my own business):
Use tiered pricing or “starting at” pricing.
Examples:
Brand Design Packages — Starting at $1,500
Custom Squarespace Websites — From $2,000+ based on complexity
This still gives clients a clear ballpark—and if they’re in that range, they’ll reach out.
If they’re not, they’ll self-select out—before you spend energy on a call.
Still on the Fence? Consider This…
Imagine you’re shopping online for a new laptop. You find one that looks amazing—but you have to email them to get the price.
Would you do it?
Or would you click “back” and find another site with a visible price, reviews, and an easy checkout?
Your clients feel the same.
We’re all humans. We want clarity, control, and to avoid anything that feels like a sales trap.
The Hidden Bonus of Displaying Prices
One more thing: When you put your prices on your website, you raise your own standards.
It forces you to get clear on what you offer, who it’s for, and what transformation you’re really providing.
It anchors your value. It says:
“This is what I charge, and this is what it’s worth.”
That kind of clarity attracts exactly the kind of clients who are ready to pay it.
TL;DR: Yes, You Should Put Prices on Your Website
Whether it’s a service, a product, or a coaching package, displaying prices helps you:
Build trust and credibility
Qualify leads before they hit your inbox
Avoid awkward money convos later
Streamline your sales process
Protect your time and energy
If you’ve been hesitating, start small. Add “starting at” prices. Use ranges. But don’t make people guess.
Because the truth is, people aren’t afraid of the price. They’re afraid of feeling confused, surprised, or misled.
And you? You're not here to do business that way.
Need help figuring out how to present your pricing with confidence, beauty, and clarity on your website? That’s my jam.
Let’s make your pricing page work harder—so you don’t have to.
