Publish your prices
The single highest-leverage change most service businesses can make to their website, and the reason almost nobody makes it.
2 min read · conversion
Almost every service business website ends the same way: “Contact us for a quote.” It is the default, and it is usually a mistake.
What the visitor is actually doing
Somebody comparing three dentists is not trying to find the cheapest one. They are trying to find out whether they can afford any of them. A page with no numbers on it does not feel discreet. It feels evasive.
The firms in our gallery that publish prices tend to share a pattern: a short table, a few representative jobs, and a plain sentence about what changes the number. That is enough.
The objection, and why it is weaker than it looks
The usual argument is that every job is different. That is true and it does not matter. “From £85, most jobs £120–£200, we will confirm before starting” is more useful than silence, and it is not a binding quote.
The second argument is that competitors will see them. They already can. They phone up, like everyone else.
What it buys you
Fewer wasted enquiries, for one. The people who call have already accepted the range, so the conversation starts further along.
It also does something harder to measure. A business willing to say what it charges reads as a business that is comfortable with what it charges. That is a signal no amount of design can fake.
