Ask most tradespeople, cleaners or salon owners whether they put prices on their website and the answer is often no. The reasons make sense on the surface. Every job is different. You do not want to scare people off. You do not want competitors to see what you charge.
But think about it from the customer's side. They are sitting on the sofa at ten at night, scrolling on their phone, trying to work out who to call about their fence. One website says "contact us for a quote". Another says "fence panels replaced from £120, most jobs between £300 and £800". Which one feels easier to contact?
Here is why showing prices usually helps, and how to do it even when no two jobs are the same.
Why showing prices helps
It filters out time-wasters
If someone has £200 to spend and your typical job is £2,000, it is better for both of you to find that out before you drive round to quote. A price guide lets people rule themselves out. The enquiries you do get are from people who already know roughly what to expect.
That means fewer wasted site visits, fewer awkward phone calls and fewer quotes that never go anywhere.
It builds trust
Hiding prices can make people nervous. They wonder whether you are expensive, or whether the price depends on how much they look like they can afford. A clear, honest price guide shows confidence. It says you are not trying to catch anyone out.
People decide late at night, on their phones
Many people look for local services in the evening, after work, when you are not answering the phone. They cannot ask you a question there and then. If your website gives them enough information to feel comfortable, they are more likely to fill in your form or message you. If it does not, they may move on to someone whose website does.
It answers the question everyone asks anyway
"How much will it cost?" is usually the first question on every call. Answering it on your website saves you time and makes your conversations more useful. You can talk about the details of their job instead of starting from zero.
How to show prices when every job is different
You do not need a fixed price list for everything. There are several honest ways to give people a useful idea.
Use "from" prices
A "from" price tells people the starting point. For example, "Boiler service from £80" or "Ladies' cut and blow-dry from £35". Make sure the "from" price is realistic, meaning a real job could actually cost that, not a teaser nobody ever pays.
Give typical ranges
Ranges work well for bigger or more variable jobs. "Most bathroom refits we do cost between £4,000 and £8,000" gives people a sense of scale without tying you to a figure. If you are not sure what your typical range is, look back at your last few months of invoices.
Explain what affects the price
Help people understand why prices vary. A short list goes a long way:
- The size of the area or the number of rooms.
- The materials or products chosen.
- Access, such as parking, stairs or tight spaces.
- How urgent the job is.
- Whether old fittings need removing and disposing of.
This shows you are being fair, and it helps people work out where they are likely to sit in your range.
Show example jobs
If you can, describe a few typical jobs with what they cost. For example, "Small rear garden, new turf and edging, around £900". Keep these as general examples, not promises.
Make it clear that a quote confirms the price
Finish your price guide with a simple line such as "Every job is different, so we will always confirm the price before we start." That keeps expectations realistic.
Common worries, answered
"Competitors will see my prices." They probably already know roughly what you charge. Your customers matter more than your competitors, and they are the ones who benefit from clear information.
"I'll scare people off." You might put off people who were never going to afford you. That is a good thing. The people who stay are better enquiries.
"My prices change." That is fine. Update your website when they do. Ranges and "from" prices give you room for small changes without constant editing.
"People will hold me to the price." Clear wording helps here. Say that prices are a guide and that you confirm the final price after seeing the job.
Practising what we preach
At We are Graft our own prices are on our website for exactly these reasons. You can see what a website costs and what each monthly plan includes on our pricing page, along with how add-ons are quoted. We would rather you knew where you stand before you get in touch.
Want a website that answers the price question?
If you want a website with a clear price guide that makes it easy for the right customers to contact you, send us your details through the free design form, or contact us. We reply within one working day.