Should Small Businesses Publish Their Pricing? Pros, Cons & Smart Alternatives
The Big Question: Should Local Small Businesses Show Their Prices?
Pricing transparency is a hot topic for small business owners. Some say it builds trust and saves time, while others worry it turns away potential customers before they understand the value. At the end of the day, it is up to you to decide what is best and the only way to truly know is to test.
So, what’s the right move for your business? Let’s break it down.
The Pros of Publishing Pricing for a Small Business
✅ Acts as a filter for those who cannot afford your services
When prices are clear, people who can’t afford your services won’t inquire, freeing up your time for serious buyers.
✅ Builds trust with potential clients
Transparency creates confidence. Customers appreciate knowing what to expect, making them more likely to book.
✅ Attracts ready-to-buy customers
No sticker shock! When customers see pricing upfront, they’re more prepared to make a decision instead of hesitating.
The Cons of Publishing Pricing on Your Website
❌ Might scare off customers before they understand the value
Seeing a price without context can make some people walk away before learning what makes your service worth it.
❌ Competitors can undercut your pricing
If your pricing is public, other businesses can use it to adjust their rates and try to lure customers away.
To be honest, this is not completely a con to me- but that is a whole other topic for another day.
Alternatives to Listing Exact Pricing
💡 “Starting at” Pricing
Gives a baseline price so customers have an idea of your rates without assuming a set cost.
💡 Custom Quotes
Encourages potential clients to reach out, allowing you to tailor pricing based on their specific needs.
💡 Price Ranges
Shows customers what to expect while allowing flexibility for different service levels.
💡 Pricing Guides via Email
Captures leads while giving interested customers detailed pricing after they inquire.
As a Small Business Owner, This is what I have done:
I started my first business in 2014 as a makeup artist for weddings & events. Once I finally launched my first website in 2018, I had my prices listed. This worked for me at the time because:
My prices were in the lower range
My audience perceived the value of my services as on the lower side
My business was still in its infancy stage
My service was straight forward
Once I started entering the more luxury market by increasing my service value and rates, sharing pricing no longer served me. I knew this because both inquiries and bookings dropped while my organic reach and website views were drastically increasing. Instead I decided to:
Share starting rates and detailed service details on my website
Adust the branding to reflect the level and quality of service
Used an inquiry brochure to share more pricing details
Met with leads on video to consult to help us both decide if we were a match
SPOILER ALERT- this worked really well for me. My client still felt they could trust me as I was transparent, they understood the value of my offer, and my brand attracted the right clientele.
What’s Right for Your Local Small Business?
If your pricing is straightforward, publishing it might build trust and attract more serious buyers.
If your services are highly customized, a flexible pricing approach may work better.
Test different strategies and track how they impact inquiries and conversions.
There’s no one-size-fits-all answer. Some small businesses thrive with transparent pricing, while others benefit from a more customized approach. The key is to find what works for your business model and target audience.