Web designers: should you display your prices up front?

Cameron writes:

You stand out from most web consultants in that people can check out your pricing without contacting you. Curious as to why you went this route. As a web designer I'm hesitant to list prices because there are so many variables involved.

This really comes down to 2 things for me:

Firstly, I don't want to take on big projects with very broad scopes. I like to focus on very specific stuff: creating landing pages (particularly homepages and optin pages), writing email copy — and coaching business owners to do those things themselves.

Since the projects I take on are very specific, I've had plenty of time to figure out how much to charge for them, and to create "bundles" and retainers that I can quote to people straight up.

It's much easier for me, and it's much easier for them.

Secondly, the way I do marketing takes price out of the equation for the most part. When people come to my site looking for pricing information, they're either (1) price-shoppers looking for a web designer who happened to find me amongst all the others; or (2) hot prospects who already want to hire me and are figuring out their budget.

I don't care about the first group of people — but I want to help the second group as much as possible. So it's just a no-brainer to give them what they want.

I'm sure you can see the advantage of this approach. Who doesn't want lots of presold traffic? That's the best kind. In fact, I'd much rather have a handful of hot leads check out my site every week than have hundreds of cold prospects find it, only to leave and never come back.

Getting people back to your site to buy something should be one of your primary aims in any marketing you do. Which is why most online marketing is worthless. Indeed, the ONLY way to do this is with email marketing (all other forms of online marketing are just there to augment email).

Btw, I'm giving away my best tips for writing great emails in this month's Shirtsleeves Marketing Communiqué. It goes to the printer in 10 days, so you still have time to grab a subscription here:


Tomorrow, the sad tale of a customer frustrated by my technical incompetence. Talk then,

D Bnonn Tennant
‘The Information Highwayman’

D Bnonn Tennant, ‘The Information Highwayman’, signs his name to this