Your pricing page is often the most visited page after the home page, and the one where visitors decide. A few simple principles make a big difference.
1. Show prices
Hiding prices behind “contact us” filters out many visitors. If your work is custom, show a starting price or typical packages. You can still keep a “custom” plan.
2. Keep the choice simple
Three plans is the classic: a basic one, a recommended one and a premium one. Highlight the plan you want most people to choose.
3. Use anchoring
A premium plan makes the middle plan look reasonable. A yearly price with a visible saving makes commitment attractive. A monthly / yearly toggle does that elegantly.
4. Talk about outcomes
List features, but name plans and describe them by the result: “To launch your online presence”, “For businesses that want more clients”.
5. Answer objections right there
Add a short FAQ below the table: commitment, payment methods, what happens after purchase, refunds. Every unanswered question is a reason to leave.
6. Add social proof
Two or three testimonials about value for money work wonders under the table. See how to display testimonials, and collect more with Praisewall.
7. Make it perfect on phones
Plans must stack, buttons must be large, and the recommended plan must stand out.
Build it in WordPress
Pricely handles the table itself: up to six plans, the billing switch, highlighted plan, three styles and responsive layout. Check the demo, or get it in the Website Essentials Pack.
Common pricing page mistakes
- “Contact us” for every plan: visitors who want a ballpark figure leave. If prices vary, show a starting price (“from $490”).
- Too many options: five plans and ten add-ons create decision paralysis.
- Jargon in feature lists: internal names mean nothing to a new customer.
- No next step: every plan needs a clear button, and the button text should say what happens (“Start free trial”, “Book a call”).
- Hidden fees: setup costs, taxes or mandatory options discovered at checkout destroy trust.
Pricing page checklist
- A headline that states the value, not just “Pricing”.
- Two to four plans, one highlighted as recommended.
- Prices visible without clicking, with billing period and taxes stated.
- A monthly / yearly toggle if you offer both.
- Short feature lists with the same order across plans.
- Testimonials from clients on each type of plan.
- An FAQ covering cancellation, payment methods, refunds and what happens after purchase.
- A fallback for undecided visitors: a contact link or a short call booking.
Pricing pages and SEO
People often search for “[your brand] price” or “[service] cost [city]”. A pricing page with real numbers and explanatory text can rank for these searches, while a page with only a contact form rarely does. Write a short introduction explaining what influences the price, keep your FAQ in text (not images), and update the page whenever your prices change so search results stay accurate.
Iterate with real data
Track which plan people choose and where they drop off. If almost nobody picks the premium plan, it may still be doing its job as an anchor. If everyone picks the cheapest plan, the middle plan may not offer enough extra value. Change one thing at a time and give each version a few weeks. For trust elements, see how to display testimonials in WordPress, and try table styles on the Pricely demo.
Frequently asked questions
Should I display prices on my website?
In most cases yes. Visible prices pre-qualify visitors and build trust. If your work is custom, show a starting price.
What is price anchoring?
Showing a higher-priced option next to your recommended plan so that the recommended plan looks like the best value.
What should the FAQ under the pricing table cover?
Commitment, payment methods, what happens after purchase, refunds and support.