I’ve hosted multiple Fireside Chats on the topic of pricing. The discussions on this topic are always interesting with some folks swearing by transparently displaying their prices and others swearing that once they get the client on the phone they can convince them to stretch their budget to hire them. As many of you know, I’m in the camp of being transparent about your pricing, but I respect how other people want to run their business. You know what works for you!
Either way, the conversation of pricing inspired me to write this blog post listing some strategies on how wedding professionals can display pricing on their websites.
Tips for Displaying Pricing
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List an effective date on your pricing page. This will help you avoid the “are your prices still current” emails.
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Always link to your testimonials page from your fees page. If you don’t have a testimonials page as a item in your menu bar add it now!
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Use the “golden mean” strategy of pricing. This means make three packages and make the middle package your target price. Have a more expensive option with all the bells and whistles and add-ons you offer and an inexpensive package for couples on a budget (make sure your inexpensive package still meets your financial goals so you don’t regret it if someone hires you at this price).
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And while we’re on the subject, millenials want packages not a la carte pricing, so bundle your offerings into interesting and irresistable packages. This makes your fees page tidy and helps couples easily see your value.
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If you can’t display exact prices because your work is so custom, consider using a “starting at” price or a “customers typically spend” price or a price range so they get some idea of what you cost.
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Display your prices from most expensive to least expensive. Customers are usually looking for a deal and will scroll down the page until they find a better price (which should be your middle package). And while they’re scrolling, they’ll see all the other options available to them.
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Consider “last minute pricing” or “mid-week pricing” or “holiday/surge pricing” but steer clear of discounting your prices. Discounting your work can devalue it and says to the customer that you’re willing to work for less.
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Make sure to communicate your value and services very clearly so that customers understand your worth in conjunction with your pricing. Don’t just display your prices without showing your potential clients why you’re awesome to work with!
Do you have a strategy for pricing that I didn’t list? I’d love to hear about it. Share it in the comments or shoot me an email.