Should you show prices on your website? Benefits, fears and how to do it
Should you show prices on your website? Why it usually brings better customers despite the fears, and how to do it when your prices vary.
"Price: contact us." It is one of the most common phrases on small business websites, and one that loses the most customers. People looking for a service want to know, first of all, whether it is within reach, which is why it pays to show prices on your website. If they cannot find out, they often do not ask: they go to the next website.
Why it pays to show prices on your website
- It filters customers. People who contact you already know the cost and are fine with it. That way, you have fewer conversations with people who only wanted a price.
- It builds trust. A clear price says there are no surprises. By contrast, the opposite suggests the price depends on who is asking.
- It saves you time. Fewer "how much?" messages and more "I would like to book".
- It helps people find you. Many people search with price: "how much does a dental clean cost in Cork". If your website answers, you can appear. And when someone asks an AI assistant about prices, it cites the websites that give them.
The usual fears
"Competitors will see my prices"
They already know them, or will as soon as someone asks. Meanwhile, the ones left in the dark are your customers.
"I will scare people off"
You will scare off people who were never going to hire you on price, exactly the ones you would waste time with. Those it suits get a reason to contact you now.
"Every case is different"
True in many businesses. But you can almost always give guidance.
How to show prices on your website when they vary
- From: "Garden design from €900". It gives an idea without committing to everything.
- Tiers or packages: basic, complete, premium. People choose better among three options than from an endless list.
- Real examples: "A 5 m² bathroom renovation usually costs €4,000–6,000".
- The price of the first visit or consultation, even if the rest is quoted.
- What makes the price go up or down, explained in two lines.
- A simple calculator, if your prices depend on a few factors. This website has one: the cost calculator.
How to present prices on your website
- With what each price includes, not just the figure.
- With tax made clear: included or not. Private customers should see the final price.
- Near the contact or booking button.
- Up to date. An old price on the website causes arguments. If you change rates, change them there too.
When not to show prices on your website
Sometimes you genuinely cannot: very large bespoke projects, or sectors with their own rules on advertising fees. Even then, explain how quotes are calculated and how quickly you send them.
How I do it
At Nueva Página prices are on the website from day one: €349 to €899 + VAT where applicable as a one-off payment, with what each plan includes and a calculator. When I build a business's website, we find a way to show theirs together, even if it is a "from" price. More in how much does a website cost.
Prices on your website and AI search
More and more people ask ChatGPT or Gemini things like "how much does a dental clean cost in Cork". AI can only quote prices someone has written on their website, so businesses that publish them have a much better chance of appearing in the answer. It also helps to write them as full sentences: "The first consultation costs €40 and lasts an hour".
On the other hand, consumers must always see the final price, tax included. The EU's Your Europe guide to price indication sets out the basic rules for businesses. If you want your prices to work as answers too, put them in your FAQ section. A clear price is both a sales argument and an answer for AI.
Frequently asked questions
Prices on a separate page or on each service?
Each service with its own. A rates page with everything together also helps people who want to compare.
Prices with or without tax?
For private customers, with tax. For businesses, you can show them without tax as long as you say so clearly.
What if I raise my prices?
Change them on the website the same day. Honour anything you have already quoted.
How much is a website with prices presented properly?
At Nueva Página, from €349 + VAT where applicable as a one-off payment, and presenting your prices is part of the design. Work it out in the cost calculator.