The pricing page is a sales conversation
It is the most visited page on most business websites and usually the least considered.
Show a price or a credible range unless you have a specific reason not to. Hiding it increases enquiries and decreases qualified ones. Three tiers, an obvious recommendation, and the objections answered on the page rather than left for a sales call.
People arrive at a pricing page with one question and a lot of suspicion. Everything on the page either answers the question or increases the suspicion.
Show the price
"Contact us for pricing" filters out everybody who will not tolerate a sales call to learn a number, which includes most of the people who would have bought. It also signals that the price varies by what the seller thinks you can pay, which some buyers find objectionable and all buyers notice.
Where genuine custom pricing is unavoidable, publish a starting point or a range. The point is to let someone self-qualify.
Three tiers, with a recommendation
Three is enough to anchor without paralysing. Make one visibly recommended, and make the difference between tiers about a dimension the buyer understands, such as volume or users, rather than a feature matrix only you can parse.
The enterprise tier
Fine to have, provided it says who it is for and what changes, not just "contact sales". A tier with no information is a dead end that the buyer reads as "expensive and slow".
Answer the objections on the page
Contract length, what happens at renewal, what is extra, implementation time and cost, what happens to the data if you leave. Every one of these left unanswered becomes either an abandoned session or a sales call spent on administration rather than value.
Testing with limited traffic
Most pricing pages do not have the volume for reliable A/B testing. Use the questions your sales team answers most often as the roadmap instead, and treat a sharp drop between pricing page and next step as the signal. The wider method is in landing pages that convert.
Questions we get asked
Should we show prices on our website?
Usually yes, or a credible range. Hiding price raises enquiry volume and lowers quality, and it costs you buyers who will not call to learn a number.
How many pricing tiers should there be?
Three is usually right, with one visibly recommended and differences expressed in terms the buyer already understands.
Start with a Growth Audit
Every Colleviate engagement begins with an outside-in read of your brand and its competitive cluster, before we recommend a single line of spend.
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