My Hot Take on Why Pricing On Your Website is Non-negotiable
Thank you to our sponsors!
Save 50% off your first year of Honeybook using this link!
Links mentioned in today’s show:
This episode is not just about pricing - it's about saving you and your client's time and generating more qualified leads. Today Victoria dives in with 4 reasons why displaying your pricing on your website is a non-negotiable for her. Whether you’re hesitant about disclosing your prices or simply curious about what the benefits could look like as a serviced based provider, you’re going to want to listen to this episode. By the end of this you might have a different perspective on displaying your pricing on your website.
Displaying pricing on your website can be considered a taboo topic, although it is more widely accepted nowadays. Even so, many still disagree or have cold feet and that is why we are jumping right into it today.
Reasons why sharing pricing on your website is a non negotiable:
#1: People value transparency [2:21]
We live in a day and age where there are so many people marketing to us, we see thousands of marketing messages every single day. Everybody is vying for our attention. Because of that, buyers are overwhelmed. We’re buying out of a place of overwhelm like, “please help me solve this problem that I need to solve because we don’t have time to sift through our countless options”. There are so many people offering the same service, it’s hard for the buyer to choose. This is why people value transparency more than ever and why Victoria believes that displaying the prices on your website will help people make a decision faster on whether or not you’re the person to work with.
#2: It enhances the client experience [4:40]
This can be broken down into the simplest terms: if the user or client cannot find the information they are looking for on your website, they are going to leave, 100% of the time.
This will leave you with frustrated users and no business, which is not what we want. We want people to come, understand who we are, what problems we can solve, and why we’re the best person to come alongside them wherever they’re at in their buying journey. Part of that buying journey is letting them know we are within their budget. And the reality is, if somebody sees your pricing and can’t afford it, they’re probably not your target audience. You don’t want to always have to be explaining your price to people.
Rather jump on a call than display your pricing on your website? Read this. [5:31]
Frequent pushback Victoria hears is “The text on my website isn’t going to do as good of a job showcasing the value of my offer, as I can over a phone call or a video call”. While this is true, the next question to ask yourself is, do you want to be constantly jumping on calls to defend your prices and justifying them? Victoria would rather have someone see BrandWell’s prices and think, wow, this is a lot of money, I gotta make sure this is worth it. And then they schedule that consultation call, look at our social media platforms, listen to this podcast, or read Google reviews. There is value in what we have to offer, so don’t be afraid to put your pricing on your website. It’ll enhance the user experience and allow them to get on a call primed and ready for what you have to offer.
#3: Generate more qualified leads [6:27]
When you put your pricing on your website, you instantly qualify the leads coming in. No more getting on the phone with someone only to find out that their budget is less than a fraction of what you charge. When this happens, we often end up discounting our services or we develop a mindset where we’re insecure about our pricing because somebody else’s budget is now starting to dictate what we are able to charge. If you want to generate more qualified leads, you put that pricing on your website so that the people that do get on the phone with you know there are no illusions about what they’re going to have to spend. You do still have to help them understand the value that you have to bring. Victoria and Lauren, BrandWell’s COO, still jump on phone calls with each and every new client because they want to be able to set the expectations for the clients. Both Victoria and Lauren will tell you that they’re grateful for having the pricing on the website because they know that when they jump on a sales call, they are not wasting their time, and they aren’t wasting the time of the person on the other end of the phone. They can jump into the call knowing that they are going to have a great 30 minute conversation.
#4: Perception of the quality of your product or service [8:44]
This is your chance to show users that you are worth it because you are the expert in your industry. This will help you set your brand apart from competitors by strategically pricing actually more than your competitors. It’s going to create this perception of you and your business and whatever your product or service is, that it is high quality because of what you are charging. On the flip side, if you are charging too low, a lot of people will actually avoid working with you. Another example would be if you’re always discounting your prices. When you do this, you’re going to make it hard for anyone to ever be willing to pay full price. If you want to become the go-to brand and charge a premium for your offer, you have to set your rate and stick to it.
Final thoughts [11:15]
If you want to charge a premium for your offer, you do have to make sure that your marketing efforts and your online presence overall is cohesive with that pricing. This could be a reason why people are not buying your premium offer, not because of your pricing on your website. It’s because the pricing on your website is not cohesive with the rest of what you’re putting out there.
Key Quotes
“If we are building brands that we want them to become the go-to brands, we wanna stop trading time for money, and we wanna charge a premium for whatever it is that we offer; We need to set our rate and stick to it.”
Victoria Marcouillier
Stay connected!
Follow The Branding Business School on Instagram and Facebook.
Follow BrandWell Designs on Instagram, Facebook, and Pinterest
LEAVE A REVIEW + and SHARE this episode with someone who wants to build a go to brand in this online era. You can listen to the show on Apple Podcasts, Spotify, or wherever you get your podcasts!
