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Pricing clarity is a filter that protects your calendar and your margins.
There is a widespread fear in B2B service industries. Agencies, consultants, and software providers are terrified of showing a number. They hide behind the "Contact Us for a Quote" button. They treat pricing like a state secret that can only be revealed after three discovery calls.
This is "Contact Us" theatre. And it is costing you money.
When you hide your pricing, you do not increase curiosity; you increase friction. Serious buyers are busy. They have budgets to allocate. If they cannot determine if you are a €5,000 solution or a €50,000 solution in ten seconds, they often move on to a competitor who respects their time.
Why hidden pricing creates the wrong pipeline
Hiding your price doesn't get you more clients; it gets you more meetings. But they are the wrong meetings.
You fill your calendar with "tire kickers"—prospects who have a €500 budget for a €10,000 problem. You spend hours on discovery calls, proposals, and follow-ups, only to hear "Oh, that is way out of our range" at the very end.
Pricing clarity is a filter. It repels the low-fit leads automatically, so you spend your energy on the ones who can actually afford you.
What to show without boxing yourself in
The objection is always: "But every project is bespoke! We can't give a fixed price."
You don't have to. You can provide ranges or starting points.
"Engagements typically start at €5k."
"Most clients spend between €10k–€20k."
This gives the prospect a ballpark. It anchors the value before you ever speak. It tells the startup with zero funding "this isn't for you," and it tells the serious SME "this is a professional tier service."
How to frame value without fluff
When you put a number on the page, you must frame it with outcomes, not just hours.
Don't just say "€5,000." Say "€5,000 for a conversion-focused audit that typically identifies 20% in lost revenue." Connect the price to the risk reduction, the speed of delivery, and the commercial output. Proof—logos, ROI stats, testimonials—should sit right next to the number.
Qualification systems that feel premium
If you aren't ready to put numbers on the public page, you must put them in the enquiry form.
A simple "Budget" dropdown with ranges (e.g., <€5k, €5k–€10k, €10k+) is the single most effective qualification tool you can build.
It forces the prospect to self-assess. If they select the lowest bracket, you can route them to an automated email or a productised service. If they select the highest bracket, you route them directly to the Creative Director.
A pricing page structure that sells
Your pricing page is a sales page. It should follow a logic:
The Hook: Why invest in this service?
The Proof: Who else has paid this?
The Ranges: Clear "Starting from" or tiered packages.
The Inclusions: What exactly do they get? (Reduce anxiety).
The Call to Action: "Request a Proposal."
Transparency builds trust. In a market of vagueness, the business that is clear about money is the one that looks the most confident.
Pricing clarity is a filter that protects your calendar and your margins.
There is a widespread fear in B2B service industries. Agencies, consultants, and software providers are terrified of showing a number. They hide behind the "Contact Us for a Quote" button. They treat pricing like a state secret that can only be revealed after three discovery calls.
This is "Contact Us" theatre. And it is costing you money.
When you hide your pricing, you do not increase curiosity; you increase friction. Serious buyers are busy. They have budgets to allocate. If they cannot determine if you are a €5,000 solution or a €50,000 solution in ten seconds, they often move on to a competitor who respects their time.
Why hidden pricing creates the wrong pipeline
Hiding your price doesn't get you more clients; it gets you more meetings. But they are the wrong meetings.
You fill your calendar with "tire kickers"—prospects who have a €500 budget for a €10,000 problem. You spend hours on discovery calls, proposals, and follow-ups, only to hear "Oh, that is way out of our range" at the very end.
Pricing clarity is a filter. It repels the low-fit leads automatically, so you spend your energy on the ones who can actually afford you.
What to show without boxing yourself in
The objection is always: "But every project is bespoke! We can't give a fixed price."
You don't have to. You can provide ranges or starting points.
"Engagements typically start at €5k."
"Most clients spend between €10k–€20k."
This gives the prospect a ballpark. It anchors the value before you ever speak. It tells the startup with zero funding "this isn't for you," and it tells the serious SME "this is a professional tier service."
How to frame value without fluff
When you put a number on the page, you must frame it with outcomes, not just hours.
Don't just say "€5,000." Say "€5,000 for a conversion-focused audit that typically identifies 20% in lost revenue." Connect the price to the risk reduction, the speed of delivery, and the commercial output. Proof—logos, ROI stats, testimonials—should sit right next to the number.
Qualification systems that feel premium
If you aren't ready to put numbers on the public page, you must put them in the enquiry form.
A simple "Budget" dropdown with ranges (e.g., <€5k, €5k–€10k, €10k+) is the single most effective qualification tool you can build.
It forces the prospect to self-assess. If they select the lowest bracket, you can route them to an automated email or a productised service. If they select the highest bracket, you route them directly to the Creative Director.
A pricing page structure that sells
Your pricing page is a sales page. It should follow a logic:
The Hook: Why invest in this service?
The Proof: Who else has paid this?
The Ranges: Clear "Starting from" or tiered packages.
The Inclusions: What exactly do they get? (Reduce anxiety).
The Call to Action: "Request a Proposal."
Transparency builds trust. In a market of vagueness, the business that is clear about money is the one that looks the most confident.
Pricing clarity is a filter that protects your calendar and your margins.
There is a widespread fear in B2B service industries. Agencies, consultants, and software providers are terrified of showing a number. They hide behind the "Contact Us for a Quote" button. They treat pricing like a state secret that can only be revealed after three discovery calls.
This is "Contact Us" theatre. And it is costing you money.
When you hide your pricing, you do not increase curiosity; you increase friction. Serious buyers are busy. They have budgets to allocate. If they cannot determine if you are a €5,000 solution or a €50,000 solution in ten seconds, they often move on to a competitor who respects their time.
Why hidden pricing creates the wrong pipeline
Hiding your price doesn't get you more clients; it gets you more meetings. But they are the wrong meetings.
You fill your calendar with "tire kickers"—prospects who have a €500 budget for a €10,000 problem. You spend hours on discovery calls, proposals, and follow-ups, only to hear "Oh, that is way out of our range" at the very end.
Pricing clarity is a filter. It repels the low-fit leads automatically, so you spend your energy on the ones who can actually afford you.
What to show without boxing yourself in
The objection is always: "But every project is bespoke! We can't give a fixed price."
You don't have to. You can provide ranges or starting points.
"Engagements typically start at €5k."
"Most clients spend between €10k–€20k."
This gives the prospect a ballpark. It anchors the value before you ever speak. It tells the startup with zero funding "this isn't for you," and it tells the serious SME "this is a professional tier service."
How to frame value without fluff
When you put a number on the page, you must frame it with outcomes, not just hours.
Don't just say "€5,000." Say "€5,000 for a conversion-focused audit that typically identifies 20% in lost revenue." Connect the price to the risk reduction, the speed of delivery, and the commercial output. Proof—logos, ROI stats, testimonials—should sit right next to the number.
Qualification systems that feel premium
If you aren't ready to put numbers on the public page, you must put them in the enquiry form.
A simple "Budget" dropdown with ranges (e.g., <€5k, €5k–€10k, €10k+) is the single most effective qualification tool you can build.
It forces the prospect to self-assess. If they select the lowest bracket, you can route them to an automated email or a productised service. If they select the highest bracket, you route them directly to the Creative Director.
A pricing page structure that sells
Your pricing page is a sales page. It should follow a logic:
The Hook: Why invest in this service?
The Proof: Who else has paid this?
The Ranges: Clear "Starting from" or tiered packages.
The Inclusions: What exactly do they get? (Reduce anxiety).
The Call to Action: "Request a Proposal."
Transparency builds trust. In a market of vagueness, the business that is clear about money is the one that looks the most confident.