Quick answer: A pricing page that converts makes the choice easy. Show a small number of clearly named plans, usually three, with the price, who each plan is for and the main differences. Highlight the plan most customers should choose, keep feature lists short and comparable, answer common worries such as contracts and cancellation right on the page, and give each plan a specific call to action. If prices vary by project, explain what affects the cost and give typical ranges rather than hiding pricing completely.
Visitors who reach your pricing page are already interested. They are now deciding whether you are worth it and which option fits. Small design choices on this page can have an outsized effect on whether they go ahead, get in touch or leave to compare competitors.
Should you show prices at all?
Many service businesses avoid publishing prices because every job is different. That is understandable, but visitors often treat a missing price as a warning sign. They assume it is expensive, or that a sales call will be needed to find out.
Options that balance the two:
- Publish fixed prices for standard products and packages.
- Show starting prices, such as “from” amounts.
- Give typical ranges for common project types.
- Explain the factors that change the price, so visitors can estimate where they sit.
Our guide to website development cost is an example of explaining cost factors when a single price is not possible.
The core layout
For software, memberships and packaged services, the classic layout is a set of side by side plan columns.
How many plans
Three plans is a common choice. It gives a budget option, a main option and a premium option. More than four columns becomes hard to compare, especially on mobile. If you have many plans, consider grouping them, for example by business size, with a toggle.
What each column contains
- Plan name. Ideally one that describes the customer, such as “Starter”, “Growing business” or “Team”, rather than abstract names such as “Gold”.
- One line description of who the plan is for.
- Price, with the billing period and whether tax is included.
- Key features, the same rows in the same order across plans.
- Call to action button.
Highlight the recommended plan
Most visitors want reassurance that they are choosing correctly. Marking one plan as “Most popular” or “Recommended”, with a different colour or a slightly larger column, gives them a sensible default. Only use “most popular” if it is true.
Order of plans
There is no single right order. Some sites list cheapest first, others list the most expensive first so the middle plan looks more reasonable by comparison. This is a good candidate for testing on your own site.
Feature lists
Feature lists are where pricing pages often fall apart.
Keep them short
Show the five to eight differences that matter most in the main table. Put the full comparison in a detailed table further down for those who want it.
Use the customer’s language
“5 user seats” is clear. “Advanced RBAC” may not be. Explain features in terms of what the customer can do.
Make differences obvious
Use ticks, crosses or specific numbers so the differences between plans jump out. Avoid rows where every plan has a tick, unless they reassure visitors about something important.
Billing options
Monthly and annual
If you offer both, a toggle between monthly and annual prices works well. Show the saving for annual billing clearly, as an amount or as months free.
Free trials
If you offer a trial, say so on each plan and explain whether a card is needed. “No credit card required” removes a common hesitation.
Contracts
State whether there is a minimum term and how cancellation works. Uncertainty here stops many sign ups.
Answering objections on the page
Visitors on a pricing page have questions. Answer the common ones directly below the plans with a short FAQ:
- Can I change plans later?
- What happens if I go over a limit?
- Is there a setup fee?
- How do I cancel?
- Do you offer refunds?
- What payment methods do you accept?
Ask your sales and support teams which questions come up most. Those answers belong here.
Trust and reassurance
Add trust signals close to the plans:
- A short testimonial from a customer on the recommended plan.
- Logos of well known customers, with permission.
- Security badges and accepted payment methods near the buttons.
- A guarantee, if you offer one, stated simply.
Keep it brief. The plans are the focus.
Calls to action
Each plan needs its own button with specific wording, such as “Start free trial”, “Choose Team plan” or “Get a quote”. Avoid generic text such as “Submit” or “Buy”.
For the top plan, or for large customers, a “Talk to us” option often works better than a direct purchase. Some buyers need to speak to someone before committing a larger budget.
Mobile layouts
Side by side columns rarely fit a phone screen. Options:
- Stack the plans vertically, with the recommended plan first.
- Use tabs to switch between plans.
- Show a simplified comparison with an option to expand details.
Test the page on real phones. A table that needs sideways scrolling loses people.
Pricing pages for service businesses
If you sell projects rather than plans, the same principles apply in a different form:
- Packages: a few defined packages with what is included.
- Rate cards: hourly or day rates with examples of typical jobs.
- Calculators: simple estimators that give a range based on a few inputs.
- Process: what happens after someone gets in touch, and how quotes are produced.
Measuring and testing
Track how visitors use the page in Google Analytics: how many reach it, which plan buttons they click and how many go on to sign up or enquire. Set up these actions as goals or events.
Good candidates for testing:
- Which plan is highlighted.
- Monthly versus annual as the default view.
- Plan names and descriptions.
- Call to action wording.
- Showing or hiding the full feature table.
Our A/B testing guide explains how to run tests properly, and our conversion rate optimisation guide covers the wider process.
Common mistakes
- Too many plans with tiny differences.
- Hidden fees that appear at checkout.
- Prices without the billing period, leaving visitors unsure.
- Different features listed for each plan, making comparison impossible.
- No help for unsure visitors, such as a chat option or contact link.
FAQ
Should prices end in 9?
There is no universal answer. Rounded prices can feel more premium, while prices ending in 9 can feel like better value. Choose what suits your brand and test if you have the traffic.
Is it better to list prices including tax?
For consumer sales, showing the full price is clearer and in some places required. For business customers, prices excluding tax are common, but say so clearly.
How often should I review pricing?
Review the page whenever plans or prices change, and look at its conversion data at least every few months.
Want a pricing page that helps people decide?
We design and test pricing pages and plan layouts based on how real visitors behave. See how we help businesses turn visitors into customers.
