Pricing your services: the elephant in the room for client services businesses

#SmallBusiness60: Episode 1

The first thing a visitor does on your website is check your service can solve the problem they have. But the next question they’ll have is “what will this cost me?”

Pricing your services is one of the biggest dilemmas for client services businesses, and your pricing page is typically the second most visited page on your website. And if you don’t yet have one, it’s likely to be a contributing factor to a visitor leaving your site for another one. This is known as ‘bounce rate’.

‘Cost’ is a critical part of your prospect’s thoughts, fears and interest. And understanding it bridges their initial interest, with then taking a first step to making contact with you. As a result, they might contact you via a web form, chat icon or book a call with you.

But if a traditional price list isn’t appropriate for you, you don’t have to specify exact prices for different services. Having an outline range of what working with you might cost – and why – will reduce those fears and build trust.

Some visitors are only looking for free advice. Your pricing page will reduce those types of time-wasting enquiries, so you can focus more time on those who do want to pay for help.