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Where to Put Prices on Your Website

Many new business owners wonder if they should put prices on their website. And many online marketers would say no.

But the truth is that itís better to be transparent and upfront about your pricing. If you are selling to consumers, they have every right to know what something is going to cost, and be able to find the prices without wandering all over the place.

If you are selling services, such as working for companies as a virtual assistant, it is far better to create a rate card than force people to contact you to get “custom” pricing.

Answer All Their Questions before They Ask Them

The more helpful your content is on your site, the more likely people are to feel confident about shopping with you, because there does not appear to be anything hidden. If a prospective customer has any questions or doubts about product offering, they can very easily click out and go somewhere else.

By putting prices on your website, you will answer their questions as and when you need to – namely, on the product page.

Easy Pricing for Your Customers and You

The reasons many businesses are often reluctant to put pricing on a page are because:

a) They donít want the price to go out of date
b) They want to be able to create sales and special offers

They believe that by putting the price on the page, they are making a lot of work for themselves in the long run because they will have to change the price each time they want to increase the price or run a new offer.

However, this does not have to be the case. It is possible to make it easy on yourself. Edit the page using Find and Exchange. Run your sale, then swap back the numbers when the sale is over.

You can also use PayPal as your accepted payment collection service and put the price right on the button. Name each button according to the product. As soon as you change the price in PayPal, it will update your sales page. Swap the price back when your sale is finished.

The Bottom Line

A lot of marketers wait until the prospective customer has read a significant portion of the sales letters before adding the Buy Now button or link and the price. In this way, the prospect will have read through the many features and benefits, and feel increasingly eager to buy. When the image of the item and the Buy Now button or link appear together, itís only natural to click them.

Red Marks the Spot

Some marketers put the price in red to call attention to it. Studies have shown that men tend to favor prices in red. Red prices stand out more and when next to the Buy button, seem to make it quite logical to click and buy.


One way to increase the value of each customer yet avoid “sticker shock” at the same time is to bundle several of your popular products and services together into one great package deal. For example, you could sell a small library of short eBooks for $17, instead of trying to sell each one individually for $7 each.

If you are a virtual assistant, you could offer ten blog posts on X topic at 500 words each, plus uploading it into WordPress and optimizing it for the search engines, for $147, instead of just $97 for the blog posts.

A good marketing website should contain content that influences your target customer to make a decision. Include prices on your website and take the guesswork out of buying from you.


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