Should you publish prices on your website?
Yes, in most cases you should publish prices, or at least a starting price or typical range, because buyers who cannot find a price often leave for a competitor who shows one. A med spa listing Botox from a set price per unit filters out bargain hunters and lets serious clients book. The main exception is truly custom work, where a range plus what drives the price works better than silence.
Price is the question buyers ask first
Most buyers want to know early whether you are in their range. When they cannot tell, many assume you are expensive and move on, or they fill in a form only to learn you were never a fit. Both waste time.
Published prices also help you get found. When someone asks Google or an AI assistant how much a service costs, the answer can only include prices that exist somewhere public. If yours are hidden, a competitor's numbers become the answer.
You can publish prices without boxing yourself in
Showing a price does not mean promising one exact figure for every job. Choose the format that fits how you sell.
- A starting price: from $X, with what that includes.
- A typical range: most projects cost between $X and $Y.
- Packages or tiers with clear inclusions.
- A short list of what raises or lowers the price.
- Two or three example projects with real costs.
- A simple calculator for products with a few variables.
Hiding prices makes sense only in a few cases
Large B2B contracts with negotiated terms, and work that varies so much that any number would mislead, are the usual exceptions. Even then, give buyers something: a starting point, what most clients spend, or what drives cost. A B2B SaaS startup can show self-serve tiers and use a contact-us option for enterprise plans while still listing what each plan includes.
Test it and watch lead quality
If you are unsure, publish prices on one service and compare the month before and after. Look at inquiry volume, but also close rate and time to close. Fewer but better-fit leads is often a win.
Do this next
Follow-up questions
Won't competitors see my prices?
They can already find out by asking for a quote. Buyers are the audience that matters, and they reward clarity.
What if my prices change often?
Publish a range or a starting price and date it. Update it on a set schedule, such as every quarter.