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Why You Should Never Post Pricing On Your Website

For the longest time I debated whether or not to post my pricing on my website. Part of me didn’t want to because I didn’t want to alienate ideal clients who I’d be willing to tweak pricing for. Part of me did want to show it so that people would know right off the bat if we were both in the same price range, instead of having to take that extra step of emailing me in order to find out.

At the end of the day, it really comes down to what works best for you, so the title of this post might be a little too black and white! However, I’d recommend that freelancers not put their pricing on their websites, and here’s why.

Why You Should Never Post Pricing On Your Website

01 Not displaying pricing on your website allows you to focus on what matters – the client & project

For me and for many other freelancers like me, the most important part of our job is working with clients on a very personal level to help them achieve their business goals. My favorite projects are the ones where my client and I connect on a deep personal level, and when their business is one I can really get behind and support. Yes, it’s important to me that I get paid a fair amount – but my priority is always my client. Not posting any pricing on my website allows the focus of my site to be 100% on communicating with potential clients about the work I do and who I am so that they can decide if we’d be a good fit.

I could easily list out pricing for each service that I offer (and I do have standard pricing for each). However, I feel that for me doing so would turn my business into more of a shop where people can come and purchase what they need. Instead of that I want to be known as a creative that collaborates with others to develop beautiful branding. Talking about what I do in terms of a personal relationship with my client is an important part of how I brand myself and how I function in my business.

Instead of a one stop shop, I want to be known as a creative that collaborates with others to develop beautiful branding.
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02 Not displaying pricing gives you financial flexibility

Sometimes I’ll get an inquiry from someone who is my absolute ideal client! We’ll have so much in common, from taste in graphics to business goals to personal preferences and beliefs. Sometimes, though, that ideal client doesn’t have a budget that will accommodate my pricing. Depending on what type of budget the potential client has, I will offer to adjust pricing so that we can work together. This can look like me offering an updated payment plan, lowering the overall cost, or both of us deciding to wait a little bit until the client has the funds.

This system allows me to focus on my client and their project, as well as give me a greater ability to find and work with my ideal clients. If I posted my pricing, some of those ideal clients might not even consider emailing me since they would know right off the bat that I was out of their price range. Instead I can end up working with wonderful clients because I’m willing to negotiate pricing. On top of that, it feels so good to help someone else out! Lowering pricing even just by a little bit, or being flexible about a payment plan may not have a huge impact on your finances, but it can make someone else’s day for you to work with them on the financial side of things.

Sometimes lowering your pricing can both benefit your business and make a client’s day.
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03 Not displaying pricing filters out the serious inquirers from the casual browsers

On the one hand, not displaying pricing means that potential clients have to go through an extra step in order to discover how much things cost, which is a little more difficult. However, this means that the only inquiries I get are from people who are seriously interested in working with me. These people have pretty much decided that they love my work and they feel some personal connection with me. And those are the clients I absolutely want to work with!

If I posted my pricing online, I would probably get more inquiries from people who are less interested in a creative collaboration and more interested in getting a product. (Not that there’s anything wrong with that – but my business is more for creatives who want to collaborate and less for people who want a functioning website) So while that extra step might make it a little more difficult for inquirers, I think it’s worth it to be able to differentiate between the ideal clients and those people who might fit better with another designer.

04 Not displaying pricing puts all the control in your hands

Once someone has made the decision to contact you and ask for more info on your services, you are currently in control of the flow of information. This can be a huge asset! I have a PDF that is a few pages long that I send to each client who inquires. There’s one PDF for each separate type of services I offer (i.e. Full branding, visual identity, website branding, etc.) and in it I take the time to write a little note to them, give them pricing info and more details on what’s included, as well as info on how the whole process works.

This has been so amazing to use, because that little PDF acts as a way for me to introduce myself to the potential client and give them relevant information in a beautiful way. (It allows inducts them into my whole process which is pretty structured, so that gives most people a feeling of security, and a sense that I know what I’m doing.) If I presented a very condensed version of that info on my website in a non-personal and non-specific way, the potential for making a personal connection with the person viewing it would go way down.

Ultimately it comes down what works best for you and your process! I have a services page which summarizes the work I do and how the process works instead of listing pricing, and it works really well for me! How do you deal with providing basic info to your potential clients?

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