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Many marketers leave it to sales to handle, preferring to be the “good cop” in the relationship. But pricing is just as important a concept to communicate as the features of a brand’s product or the benefits of its service. In fact, they go hand in hand. But when is the right time to talk about pricing, and what’s the right way to go about it? Keep reading to discover when and how to talk about pricing, plus pricing page best practices.
Table of Contents
- How to Talk About Pricing Without Scaring People Off
- Should you put pricing on your website?
- 6 Pricing Page Best Practices
- Frequently Asked Questions About Pricing Page
- Conclusion
TL;DR: Pricing pages answer customer questions clearly.
A strong pricing page makes costs easy to understand, connects price to value, helps buyers choose the right option, answers common questions, and builds trust with proof such as testimonials or results. In many cases, putting pricing on the website helps prospects self-qualify earlier and makes it easier for them to move toward a confident buying decision.
How to Talk About Pricing Without Scaring People Off
Just as educational content is important at the top of the funnel, useful pricing content that helps leads make a decision is critical as they work their way down the funnel toward making a purchasing decision. And in the right context, pricing materials can be as engaging as ebooks and blogs.
A Note About Tone
To begin with, markets should stop thinking of pricing as something they need to hide from the customer, and start thinking of it as something to bring up for the sake of the customer. Like any good inbound marketing, the pricing page and materials should be designed to help a prospective customer make the decision that’s best for them. Provide them with the simplest explanation of pricing, and then think about the related questions they would have at this juncture. Don’t sell, explain.
A Note About Timing
Some additional information about understanding how to time pricing content is below, but in general, there are two moments when pricing is important to a prospective buyer:
- In the beginning, when they are just trying to figure out if the pricing is even in the ballpark of what they can afford.
- At the end, right before making a purchasing decision, when they are weighing the cost and benefit of buying.
Both moments are important for different reasons. The first is an opportunity for leads to self-select whether they’d be a fit or not. It’s not a bad thing if they look at a company’s pricing page and rule themselves out; in fact, it can end up saving the company, particularly the sales team, a tremendous amount of time and resources.
When a buyer is close to making a decision, they usually need more than a headline price. They also need details they can share internally, like:
- A clear, easy-to-understand pricing page for early-stage fit checks.
- More detailed pricing breakdowns for budget planning.
- Shareable information that helps other decision-makers review the cost.
This way, pricing content supports both early research and later-stage buying conversations.
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Should you put pricing on your website?
Often, companies choose not to include pricing on their website, and instead require the lead to call them up for a quote. The reasoning behind this is understandable. For example, a company might not want to run the risk of turning off a potential buyer before they’ve had the chance to demonstrate the value of their product/service. (This is particularly the case for companies that sell big-ticket products or services and have longer sales cycles.) Or maybe the company has a complex pricing model that requires a lot of explanation. These are both good reasons, but in many cases, they’re not quite good enough.
Marketers use pricing pages to make research easier, answer cost questions earlier, and help prospects decide whether they’re a fit. Understanding costs is a fundamental piece of those prospects’ research. Publishing pricing information can help in a few important ways:
- It makes research easier for prospective customers.
- It helps buyers judge fit earlier in the process.
- It reduces the risk that prospects feel misled after investing significant time.
If marketers delay cost information too long, trust can slip before the sales conversation really begins.
Now all that being said, there are a few instances when a pricing page on a website doesn’t work out. If the pricing really does depend on a case-by-case basis and requires an assessment, for example, a pricing page probably won’t make sense. But consider giving website visitors some ballpark figures or another way to get a sense of the rates before making them take the time to call.
6 Pricing Page Best Practices
Convinced that building a pricing page is the right move? Here are six best practices to keep in mind when creating one.
1. Don’t overwhelm your viewers.
Website visitors came to the pricing page with one big question: “What does it cost?” Make sure the page satiates that need first and foremost, and then provides supporting information after. Keep the pricing page uncluttered so it’s not difficult to find the figures they need.
If the pricing is more complex, at least consider giving viewers a clear starting point for the pricing information, so they can get the information they need without having to call.
2. Be very clear about the value they’ll be getting for the price.
Pricing materials shouldn’t read like an invoice. Make sure the value of the products/services is evident on the pricing pages and clearly aligned with the prices.
For more advice on the buyer’s perspective of value in pricing, I asked Patrick Campbell, CEO of Price Intelligently, a price optimization company as well as a HubSpot customer. He explained the concept of a "value metric."
“If you’re selling eggs,” he explained, “then you’ll charge a customer for each egg, and you can even give them a deal to purchase one dozen or more.” There’s a clear exchange in value for the price. Even in complex products, there should be a clear definition of what additional value each increment in price gets you. “Pricing in this manner assures you’re charging the customer for the actual value you’re providing,” Campbell says.
3. If you have pricing levels, help them find the right fit.
Try to minimize indecision on the pricing page and associated materials. If a brand provides different pricing packages, give prospects some hints about how to assess their own fit for each one. Highlighting the “best offer” is one thing, but giving viewers a set of questions or scenarios that will help them determine which package is best for their particular needs can be extremely helpful.
Marketing agency and HubSpot partner Brightfire, for example, has a page on its website specifically meant to help people navigate that decision. And HubSpot uses its pricing page to compare packages, clarify plan differences, and help buyers choose the right fit faster.
4. Address their questions.
Pricing questions can become a powerful search and conversion opportunity when marketers answer them directly.
- Prospects already search online for pricing information before they contact sales.
- Pricing-focused content can attract qualified traffic through SEO.
- Specific cost questions can drive real revenue when the answer matches search intent.
HubSpot user and partner Marcus Sheridan is a strong example. He wrote about how he turned a common pricing query into a search magnet with an article titled “How Much Does a Fiberglass Pool Cost?” That single piece of pricing-focused content generated leads and contributed to $1,000,000 in pool sales.
5. Reassure their decision.
In pricing content, it never hurts to integrate social proof or encouragement to assure the buyer that he or she is making the best possible call. Don’t overcrowd the core information, but find places to weave in content that shows how purchasing a product or service pays off. Examples of social proof include:
- Names of other companies that have bought from the company. (Here’s an example from Litmus.)
- Results the selling company has achieved, or return on investment data.
- Hand-picked testimonials.
- Social media or third-party site testimonials.
- Customer case studies.
6. Make it easy to email and print.
This may seem like a minor detail, but purchasing decisions often involve more than one person, especially in a B2B setting. Marketers can help their prospective customer by creating pricing information in a format that’s easy to share, send around for review, and print if need be. Consider a PDF in addition to the pricing web page, or a customized proposal that marketers can send via email.
Frequently Asked Questions About Pricing Page
What should be included on a pricing page?
A pricing page should clearly show a company’s plans or starting prices, explain what each option includes, highlight the value behind the cost, and make the next step obvious with a clear CTA. Strong pricing pages often also include FAQs, social proof, and guidance that helps buyers choose the right fit.
Should you put pricing on your website?
In many cases, yes. Publishing pricing helps buyers self-qualify, builds trust, and saves time for both the sales team and the prospect. If the pricing is highly custom, companies can still share starting costs or ballpark ranges so visitors can judge fit earlier.
How many pricing tiers should you offer?
Offer only as many tiers as buyers can compare easily, and make the differences between them obvious. If a business uses multiple plans, help visitors choose with clear comparisons, use-case guidance, or a recommended option.
How do you reduce drop-off on a pricing page?
Keep the page simple, use clear language, connect price to value, answer common questions, and add proof that reassures buyers they’re making a smart decision. The easier a page is to understand, the less likely visitors are to leave without taking the next step.
What’s the difference between a pricing page and a pricing proposal?
A pricing page gives website visitors a clear public overview of costs, plans, or starting points, while a pricing proposal is usually tailored to one buyer’s needs and shared later in the sales process. In B2B, both can work together: The page builds trust early, and the proposal supports decision-making later.
Getting Started
Pricing pages help marketers qualify leads, support sales conversations, and move buyers closer to a decision. Instead of shying away from creating content on pricing or avoiding the topic altogether, inbound marketers can benefit from tackling it head-on, and putting prospective customers’ needs first.
Pricing Strategy