Ask Jamie: Should I Display Prices on My Website?
Q: I run a wedding photography business and recently removed all pricing from my website. Should I give potential clients an idea of my prices, or wait until they submit an enquiry?
A: This is a question that goes far beyond wedding photography – it’s relevant to every service business owner I work with.
Let me share some proven insights I’ve learned from my own experience as an Entrepreneurs Circle Certified Coach and from running my own businesses.
Understanding Your Customer’s Journey
Let’s put ourselves in your ideal client’s shoes – typically the bride in this case.
She’s online, looking at different photographers, and she finds your website.
She loves your portfolio, connects with your style, and then… hits a wall because there’s no pricing information at all.
The Trust Factor
Here’s what I’ve learned about pricing transparency:
- Having no price reference creates uncertainty
- Uncertainty breeds hesitation
- Hesitation kills enquiries
Think about your own online buying behaviour.
When you visit a website with no pricing information, how does it make you feel? Likely less inclined to make contact, right?
The Smart Approach to Pricing Display
Here’s what I recommend to my coaching clients:
- Have a dedicated pricing page (shows confidence and builds trust)
- Provide a price range rather than specific packages
- Explain the factors that influence pricing
- Use the page to build value before discussing numbers
For a wedding photographer, it might look something like this:
“Our wedding photography collections range from £400 to £3000, with the final investment depending on factors including:
- Duration of coverage needed
- Number of locations
- Album options
- Travel requirements
- Number of final images”
Building Trust Through Transparency
Remember this: being trusted to photograph someone’s wedding is a privilege.
They’re entrusting you with capturing memories that will last generations.
Your pricing page should reflect this understanding.
The Call to Action
The key is to use your pricing information to prompt a conversation, not close a sale.
End your pricing page with a clear next step:
“To get an exact quote for your special day, let’s have a chat about your specific requirements and dreams for your wedding photography.”
The Psychology Behind This Approach
This strategy works because it:
- Builds trust through transparency
- Qualifies prospects before they contact you
- Demonstrates professionalism
- Respects people’s time
- Creates a natural path to conversation
Getting The Balance Right
Your website needs to provide enough pricing information to make people comfortable reaching out, but not so much that they make decisions without talking to you first.
Want to Get Your Pricing Strategy Right?
If you’re struggling with how to present your pricing effectively online, let’s talk about it.
Book a virtual coffee with me, and we can explore the best pricing strategy for your specific business.
We’ll look at how to:
- Structure your pricing information
- Present it effectively
- Use it to generate quality enquiries
- Convert those enquiries into sales
Best wishes,
Jamie
P.S. The right pricing strategy doesn’t just help you win clients – it helps you win the right clients at the right price points.
