Short answer: A pricing page tells visitors what your services cost before they call. Show the price each service starts at and what it includes. If every job is different, show prices for a few typical cases or a range. Say what isn’t included, and keep each price the same on every page.
Why people look for the price
NN/g calls the price the first thing prospective customers want to know on any website, business sites included. In its studies, people who can’t find prices go to competitors’ sites.
Hiding the price has a cost too. NN/g writes that people see companies that hide costs as evasive and untrustworthy, and that some buyers think “If I have to ask, I can’t afford it.”
The price also helps people choose. It tells them whether they’re in the right category, lets them compare options and gives them a figure to plan a budget with, even a rough one.
When every job has a different price
Many services have no single price: it depends on the job. NN/g’s advice for that case is to show prices for typical scenarios, or a price range, rather than nothing.
It also prefers sample prices to pricing calculators. In its studies, most calculators proved complex, slow and error prone, and only a few highly engaged customers are likely to make the effort to enter data.
Outside business sales, NN/g’s example is a gardening service: its site could show prices for a few typical lots, so visitors get an approximate idea of what they’d pay.
What to put on a pricing page
| Part | What it tells visitors | Tip |
|---|---|---|
| Starting price | Whether they’re looking in the right category (NN/g) | Show the figure, not only “Contact us” |
| What it includes | What they get for that price | Give numbers: pages, posts, reports |
| Typical cases or a range | What custom work tends to cost (NN/g) | Use cases your customers recognize |
| What isn’t included | The costs they’ll pay elsewhere | Name them: ad spend, hosting, tools |
| Terms and next step | How they pay and how to start | Taxes, deposit or minimum term, then a contact |
Parts from NN/g’s research on showing prices, read November 4, 2026; the rows without a source are our advice.
How to build your pricing page
- List each service with the price it starts at.
- Under each price, list what that plan includes, with numbers.
- For custom work, show prices for a few typical cases, or a range.
- Say what isn’t included, such as ad spend, hosting or outside tools.
- Add how and when people pay, whether taxes are included, and any deposit or minimum term.
- Show the same starting price on each service page, and link it to the pricing page.
- End with a next step: a message, a call or a quote request.
Our website copy guide covers how to write what each plan includes. Our call to action guide covers the last step.
How our own pricing page is built
We read our pricing page as a visitor on November 4, 2026. It has one row per service, six in English and six in Spanish.
Every row shows the price the service starts at, what the starting plan includes, the payment terms and a link to the service page. The page also says what isn’t included: ad spend, hosting and domain, and outside tools such as a CRM or call tracking.
It notes that prices don’t include sales tax. We also compared the starting price on our 12 service pages, six per language, with its row: all 12 match, in the text and in the structured data.
Visitors reach it from the services menu, on a computer and on a phone.
Before you publish your pricing page
- Every service shows the price it starts at.
- Each price says what it includes.
- Custom work has typical cases or a range.
- What isn’t included is written down.
- Each service page shows the same price.
- The page ends with a clear next step.
RememberPeople look for the price before they call. Show where it starts, what it includes and what it doesn’t, and keep it the same on every page.
If you want a pricing page that answers that before the call, our web design service can build it with you.
Quick answers about pricing pages
Should I put prices on my website?
In most cases, yes. NN/g found that the price is the first thing prospective customers want to know, business buyers included, and that people go to competitors’ sites when a site doesn’t show it. A starting price or a range is better than nothing.
What if every job has a different price?
Show prices for a few typical cases, or a price range. NN/g recommends prices for typical scenarios when exact costs aren’t realistic. Pick cases your customers recognize, such as a small, a medium and a large job, and say what each one includes.
Is a price calculator better than a price list?
Usually not at the start. In NN/g’s studies, most pricing tools proved complex, time-consuming and error prone, and only a few highly engaged customers are likely to make the effort to enter data. NN/g says sample prices usually satisfy people doing early research.
Should a pricing page say what isn’t included?
Yes. It saves a surprise later and a question now. Name the costs people pay elsewhere, such as ad spend paid to the platform, hosting and domain, or third-party tools. Our own pricing page lists those, and says that prices don’t include sales tax.
Where should the pricing page be linked from?
Link it from your services menu and from each service page, with the same starting price in both places, so people find it where they decide. On our site, all 12 service pages show the same starting price as their row on the pricing page.
Sources
Read on November 4, 2026. NN/g: State the Price to Give B2B Sites a Competitive Advantage and Show Prices for Common Scenarios. Our own case: our pricing page and our 12 service pages, read on November 4, 2026.