It doesn't matter your industry, this is a question that is very common and usually based on fear of what other people might think. Most worries regarding posting prices are the following:
- I don't want to scare people off
- I don't want my competitors to know my rates
- I feel people will want me to give them a deal and lower my rate
This is a question I get very often and one I have asked myself several times during my five years in business. Of course there are a lot of things that come into play but if you are looking to brand your business or revamp your website, I always ask if you are looking to increase your rates or if that is the reason behind your rebrand (or new wbesite design).
First figure out who is your ideal client
There are a few things that I always recommend to my clients when it comes to pricing and placing your rates on your new website. Take the following things into consideration:
- Your industry
- Your audience
- Your ideal client
Audience and ideal client are not the same things. Your audience might be women between the ages of 25 to 35. These women are probably in a relationship and might be getting engaged soon. The ideal client is a small sample of that audience, that person that already worked with you, enjoyed the process, and you felt like you connected on a different level. For example that small sample of your audience: It can be the young engaged couple that love intimate weddings. Depending on your business, your ideal client will be different, but I always say that your ideal client is usually that person you loved working with from beginning to end!
Now, how can you present prices or rates to your audience?
Well there are a few options that can help you inform and also avoid having people that don't value you and your skills.
I break down it down into the following options:
- Post a tease, average, or starting price
- Ask for the budget on your contact form
- Use one or all of the above BUT enhance your value by educating people
If you are in the wedding industry pricing tends to be a hit higher because of the type of work, longer hours, and the process tends to last longer so obviously you will charge more. In this case, I recommended having a starting price or average.
- Our packages start at $1800
- The average bride invests $4000
You get the idea. Just enough to let the prospective client know that you are not undercharging for your services and weeding out those people not willing to invest.
Just ask how much they want to spend. It's a valid question and you should ask it if you want to know the mindset of that prospective client. You have either two choices if their budget is lower than what you prefer to work with.
You either turn them down OR you educate them.
This brings me to my last point: Educate
Education your clients is so necessary!
If your prospective client is willing to pay for your highest package then great! But there are people out there that don't understand how valuable your services are.
Using your website to educate is an excellent way to make your prospective client understand why your services matter. You are NOT just planning a wedding, you are NOT just putting pretty flowers together, and you are NOT just taking pictures. Your experience and skills enhance your offerings and the service you provide. Make sure to explain all these details to your prospective clients so that they understand the overall experience if they choose to work with you.
Remember you are worth it and your time, skills, and experience are VALUABLE, never forget that!
Do you have any questions about this topic or anything else?