FROM THE DESK OF PAMELA BRUNER
5 Do’s and Don’ts of Putting Prices on Your Website
FROM THE DESK OF PAMELA BRUNER
5 Do’s and Don’ts of
Putting Prices on
A client said to me this week, “I don’t understand, Pamela.”
She said, “You have one page with one of your programs that has a price online, another program that isn’t online, and other programs with no prices. I want to understand so I can do the right thing!”
It’s certainly confusing if you don’t know the formula, but there are specific times to put prices online, and times when it’s a big mistake to do that!
5 Do’s and Don’ts of Website Pricing
1. DO put a price on a page when it’s a “Click to Buy.”
If you have an offer that’s low-ticket, meaning from $1 up to about $500, you can often sell that on a stand-alone sales page. You may direct people to that page from a presentation, like a Signature Talk, or a webinar.
The concept behind a stand-alone sales page is that it shouldn’t require a conversation for someone to make a decision about this purchase. Because you want the prospect to have all the information, you’ll put the price on there so he or she can click and complete the purchase.
2. DON’T put a price on a page when you need to have a conversation with a prospective client.
For higher-ticket offers, usually $500 to $1,000 and up, a conversation will be required to close the sale. You don’t want a prospective client to see the price, and decide not to have a conversation with you solely based on the price tag. Often people see things differently after having a conversation, so you want to intrigue people to talk, not turn them off with the price.
3. DO have a blurb on your website that leads people to a call with you for a high-ticket offer.
You’re also not going to have ALL the information about your high-ticket offer on your site. There should be enough information to make people aware of the transformation that you provide to have them interested in pursuing a conversation with you.
You might consider a blurb, or two paragraphs, on your site. The first paragraph would be about the challenges that ideal clients for this program are struggling with, and the second paragraph would be about results or outcomes that participants can expect.
4. DON’T expect people to pay more than $17 or $27 unless you have a great deal of copy on the page or a long video.
One of the big mistakes that I’ve seen lately is people writing a page or two of copy for something that they want to charge $97 or $197 for. No one takes them up on the offer, because it’s just not enough information for that to be a “click to buy” page. If you want to have a “click to buy” page with a price tag of $97 or $197, you may need 5-10 pages of copy to give enough information for them to make a decision.
Similarly, don’t put the price of your program in an email, even to people who know you well. Instead, briefly describe the outcome or the struggles, and direct them to the page where they can learn more. A webpage is almost always more interesting visually, meaning people will spend more time reading about your offer.
5. DO have a PDF describing your high-ticket package or program.
When you’re on a Zoom video call with a prospective client (you ARE doing face-to-face video calls now to talk to prospective clients, not on the phone, right?), you can screen share details of your high-ticket offer with them. Having this visual is a great benefit for the sales conversation.
You can highlight different aspects of your program that suit their needs, and they’ll be able to ask questions based on what they’re seeing. This PDF should have bullet points, not paragraphs, so it’s easier to read on video, and still should not have pricing on it.
Now you know where to put your prices, and where not to! Share with me on Facebook the changes that YOU’RE going to make to your website now.