Should you put your prices on your website?

In most cases, yes. If you sell a B2B service, showing some form of price on your website, even just a starting point or a minimum, will usually win you more of the right conversations than it loses.

We’re all trained to look for a price. Hand someone a menu with no prices on it and they brace themselves for the bill.

“If there’s no prices on a menu, we know it’s going to be very expensive. So it’s ingrained into us.”

Jonny Ross, hosting the Digital Knowledge Exchange conference, Leeds, October 2026

Yet in B2B we hide the number. “It depends.” “We’ll need to work it out.” “Get in touch for a quote.” Founders I work with find price the hardest conversation in the whole sales process, so it gets pushed to the end, where it lands hardest.

Why does leaving your price off cost you trust?

Because the buyer fills the gap with the worst explanation. You might leave the price off for good reasons. Every job is different, you don’t want to scare anyone off, you’d rather explain the value first. From the other side of the screen, it looks like you’re waiting to size them up.

And the gap matters more than ever, because buyers now make most of the decision before they speak to you.

The same 6sense research found buyers go on to buy from the vendor they contacted first in nearly 80% of cases. Separately, Gartner’s 2026 survey of 646 B2B buyers found 67% would rather buy without a sales rep at all.

Put those together and the risk is plain. The shortlist is drawn up while you’re not in the room. If the one fact a buyer needs most is missing from your website, you’ve made their homework harder, and the easiest move is to rank the supplier who answered it above you.

Think about how you shop yourself. Search for a pair of running trainers and you’ll see a row of adverts with prices on them and one without. Very few of us click the one without.

Can AI tools see your prices, and does it matter?

Yes, and it matters more every month. When a buyer asks ChatGPT, Gemini or Copilot for a shortlist of suppliers, the tool reads websites to build the answer, and where it can find a price it will often put it right next to the name. Where it can’t, it leaves a gap, or guesses.

This is the heart of a workshop I’ve just been running, called The Shortlist You’re Not On. The buying journey now starts long before anyone reaches your website, and much of it happens inside an AI tool. Forrester’s 2025 Buyers’ Journey Survey found 94% of business buyers now use AI somewhere in their buying process.

A missing price can cost you in two ways.

The first is that you don’t make the list at all. If a buyer asks for “website agencies in Leeds for a project around £15,000”, the tool will favour the businesses whose websites say what they charge. Yours doesn’t, so there’s nothing to match, and you’re not even in the conversation. From a sales point of view, the deal was lost before anyone knew it existed.

The second is subtler. You do make the list, but three of the four names have a price beside them and yours says “pricing not published” or “contact for a quote”. Next to three clear answers, you look like the awkward, expensive one, and that’s the one most buyers cross off first.

The fix is simple. Put your price, or your minimum, on your main service page as ordinary text, not inside an image or a PDF, and say it the same way everywhere it appears. If you’re not sure what AI tools currently say about you, we’ve written a guide on how to check what AI says about your business and fix what you find.

What are your options for showing price?

You have more choices than “full price list” or “nothing”. Here are the five we see most often, roughly from most open to least.

The fourth column is the one that matters. Each option changes who turns up to the first call and what you spend that call talking about. On a phone, scroll the table sideways.

We’d steer most B2B service businesses towards the middle three. A full price list suits services that are already packaged. Price on application suits almost nobody, and it’s the default mostly because it feels safe.

What about bespoke work, competitors and pricing too low?

These are the three objections we hear most, and each one deserves a fair answer rather than a slogan.

“Every job is different, so I can’t put a price on it”

That’s often true, and it’s the strongest objection of the three. But “every job is different” rarely means “every job could cost anything from £50 to £500,000”. There’s almost always a floor below which the work isn’t worth doing, and a range most projects land in.

Show that instead. A minimum, a typical range, or two or three past projects with what they cost tells the buyer roughly what they’re investing without tying your hands. I heard a neat version of this from an attendee at a conference I hosted recently. They’d built a website for a business that designs and builds garden ponds, and the question every visitor wanted answered was how much a pond costs. A real one costs thousands, but the business didn’t want to scare people with a figure, and didn’t want enquiries from people expecting to pay a few hundred for a hole and a liner. So the website says a typical pond costs about what you’d spend on a new bathroom. Instantly, everyone has a sense of the number, the bottom end filters itself out, and the serious buyers arrive with the right expectation.

Case studies are another natural home for this; we’ve written about how to write a customer case study people remember, and adding what the project cost is one of the most useful lines you can put in one.

“My competitors will see my prices”

They probably will. They can also ring you up and ask, or ask one of your clients. Your price is rarely the secret you think it is.

The fear underneath is losing the job to someone who undercuts you. Sometimes you will. A buyer who chooses on price alone was always going to find someone cheaper. Showing the number early means you find that out before a proposal, not after it.

“If I show a starting price, people will think that’s the price”

This is the anchoring problem, and it’s real. Put a low “from” figure on your site and some buyers will fix on it, then feel misled when the real quote is three times higher. It’s far easier to bring a buyer down on price than up, so the first number they see has to be one you can stand behind.

The answer is to choose the number carefully rather than to hide it. Use a figure real projects actually start at, one you’d be happy to quote on the first call. Say what’s included at that level. And where your work varies a lot, a minimum or a range is safer than a single “from” price.

How do we handle price at Fleek?

We take the open line, and the main reason is that it saves both sides time.

On websites, we don’t take on anything under £5,000 plus VAT, and most of our website projects land between £12,000 and £30,000. That’s because we build websites that do a real job inside the business, with functionality and automation, rather than brochures. We say so on our web design page, and our SEO audit page has a “from” price on it too.

Here’s how that tends to play out. Picture a West Yorkshire engineering consultancy, turning over around £4m, that has always quoted “price on application”. They add one line to their main services page: “Most projects start at £8,000 plus VAT.” Over the next three months, enquiries drop from about 20 a month to 14. But the share that turns into a proposal goes from roughly one in five to one in two, and the sales director gets most of a day a week back from calls that were never going anywhere.

The minimum works as an instant qualifier. Someone after a cheap template site won’t book a call, and nobody spends an hour discovering they were never a fit.

“We don’t do anything less than five grand. It’s an instant qualifier.”

Jonny Ross, Fleek Marketing

When someone asks whether we build websites, we’ll often say yes, and then, early on, “by the way, we’re expensive.” Then we explain why. Saying it first takes the tension out of the room. The buyer stops waiting for the number to drop and starts listening to what they’d get for it.

In proposals, the number sits in the covering email and on page one, not on page 12. When a proposal lands, the first thing anyone looks for is the number. Making them hunt for it leaves the price exactly where it was and makes the proposal feel like it’s hiding something.

What all three have in common is timing. The number arrives early enough to do a useful job, telling the right buyers they’re in the right place and the wrong ones to keep looking. Saying no, kindly and early, is a good outcome in business, and most of us don’t say it enough.

When is it right to leave the price off?

Sometimes, when holding it back is a deliberate part of how you sell rather than a habit.

Years ago I wanted to join HubSpot’s agency partner programme, and all I wanted was the price. Instead I got a form, then a call with three qualifying questions. I passed, and was rewarded with a questionnaire that I remember running to around 80 pages. I filled it all in, then had an hour-long call, and only then did I get the number.

Annoying? Very. But look at what it did. By the end I was the one working to earn the price, rather than them working to win me. I’d invested hours, I was worried about missing out, and I’d thought harder about my own business than I had in months. As a qualifying process it was brilliant, and it turned the whole conversation round.

That’s the difference. They hadn’t hidden the price because they were nervous about it. They’d built a process that made the buyer prove they were serious, and the price was the reward at the end. If you can design something that deliberate, and your buyers will put up with it, holding the price back can work. If you can’t, a hidden price is just a hidden price.

But most businesses haven’t decided. They’ve defaulted. “Price on application” is often there because it was there last year, or because the competitor down the road does it. There’s no right or wrong here, and we’d still lean towards showing price far more often than most businesses do.

What’s one thing to try this week?

Put one number on your website, where a buyer will find it before you ever speak.

It doesn’t need to be a full price list. A minimum (“projects start at…”) or a starting point (“from…”) on your main service page is enough. Then watch what happens to the first conversations over the next month. Fewer calls that go nowhere is a good result, even if the total number dips.

FAQ

Do AI tools like ChatGPT show prices from my website?

Often, yes. When a buyer asks an AI tool for a shortlist of suppliers, it reads websites to build the answer and will usually include a price where it can find one. If your price isn’t published as plain text on your site, the tool either leaves you without one or leaves you off the list, which puts you at a disadvantage next to competitors who do show a figure.

Should I put prices on my website if I sell a bespoke service?

Usually, yes, in some form. You don’t need a fixed price. A minimum engagement, a typical range, or a few past projects with what they cost tells the buyer whether they’re in the right place without committing you to a number for work you haven’t scoped.

Will showing my prices put buyers off?

It will put some off, and that’s mostly a good thing. The buyers it deters are usually the ones who couldn’t afford the work anyway. The ones who stay arrive knowing roughly what to expect, which makes the first call shorter and more useful.

Should I use “from” pricing or a minimum?

Use “from” when your work scales up from a clear starting package. Use a minimum when the work is bespoke and the real risk is people expecting too little. Whichever you choose, make sure the number is one real projects actually start at.

Where should the price go in a proposal?

On the first page and in the covering email. The buyer will look for it first anyway. Putting it up front shows confidence and lets the rest of the proposal explain the value, instead of being read impatiently on the way to page 12.

Want a second pair of eyes on how your website handles price?

If you’re not sure what number to show, or where to put it, get in touch and we’ll look at your service pages with you. Sometimes the answer is one line of copy.