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Putting prices on your website…good or bad?

After running two web-based businesses for more than six years I’m still wrestling with whether to post my web writing rates online.

It’s a thorny issue that’s kept me awake at night . . . well, not really, but it’s caused me enough consternation that I thought I’d float the idea out there and see what other web pros think. However, before I ask for your input, here’s my take on a few of the pros and cons:

Web Writing Rates

The Pros
1. Filtering out nuisance calls: No more Fivrr.com refugees
2. Pre-qualifying clients: Those looking for quality; not the cheapest supplier
3. Transparency: “This is the price; take it or leave it”
4. Answering the “what does it cost?” question upfront: “Let’s not waste each other’s time”
5. Differentiating yourself from the competition: “I’m not afraid to show my price because I know I’m worth it”

The Cons

1. Commodification of value added services: One size does not fit all
2. Consumer suspicion: Admit it; you look for prices on other sites and are wary when they’re not there
3. Sticker shock: Totally unrealistic expectations
4. Bounce rate: How many visitors read your price and run?
5. Locking yourself in: Your pricing structure that may not work for every assignment

How I deal with it
I don’t have a dedicated web writing rate sheet on my site. Rather, I address it in the FAQ section as − you guessed it − a question, what is the basis for your web writing rates?

My answer helps to provide visitors with a realistic price range and puts my service into context. Better, I believe, than a pricelist could. It also allows me to ask and answer other common questions that first-time callers may have: “How long does a project take?” “What’s your process?” “What’s your guarantee?” (I’m still not sure how to answer this one − suggestions are welcome).

It’s a personal choice for me
In my opinion, this is one of those questions that don’t have a clear cut answer. Me? I believe in selling on value. This means first, discovering a prospect’s needs. Second, determining if my service meets those needs and if it does, explaining how. And that often answers another common question: “What’s in it for me?”

Lastly, I quickly find out what (and/or if) they have a budget. While the prospect of dissuading nuisance calls and attracting better clients is appealing, the value I provide cannot be conveyed in a simple number so I continue to leave pricing off my site. But that’s just my 2 cents.

How about you?
How do you deal with this issue? Or is it an issue at all for you? I’d love to hear what you think and I’m sure others would as well.

Written by Ray Litvak
Ray gets his daily fix of Web Content Writing as the owner of Writing Web Words in Toronto, Ontario. He understands the art and science of Writing for the Web and discovers and places the right words in the right places on your website to increase rankings.

Looking for higher rankings and conversion rates?  Let’s talk.  E-mail me or call (416) 226-8676.  You’ll be glad you did!