Should You Put Prices On Your Website? | Wedding Business Marketing

Pricing on your website: yay or nay? It’s a common (and often controversial!) question that I’m sure you’ve asked yourself at some point in your business journey. 

So, when it comes to the wedding industry - what’s the correct answer? 

Let me start by saying that each business is completely unique. If your current website strategy is working for you and you’re happy with the enquiries landing in your inbox - fantastic! No need to change a thing. 

However, in my personal opinion (as both a business owner and a paying customer), I believe including pricing on your website is nearly always a clever decision that benefits you and your ideal clients.

Not convinced? I know this can be a hot topic, so let’s unpack both sides of the argument below.

The Arguments in Favour of Including Pricing

Okay, let’s dive straight into the reasons why I think including prices on your website is almost always the right approach when it comes to the wedding industry:

It instantly weeds out the tyre kickers

Displaying pricing on your website instantly weeds out the couples who are purely shopping around for the cheapest option. You know the ones - they email you requesting a copy of your packages, only to ghost you and disappear forever!

Being transparent about your pricing means that the enquiries landing in your inbox are from potential clients who already accept and agree to your price bracket. From my own personal experience, the moment I added price indicators to my website, I noticed my enquiries were not only more consistent, but of a higher quality. Which, consequently...

Saves you a heck of time!

Think about how much time you spend responding to new enquiries. You need to put together an email response, add the client into your system, create a new email folder, follow up the client, archive the client... it all adds up, and when you’re a small business owner, time is money. 

I don’t know about you, but I’d rather spend my time on legitimate enquiries who already know and agree to my pricing. It streamlines your entire enquiry process and makes admin so much easier.

It shows transparency

Building trust with your ideal clients begins at their very first point of contact with you, which is usually your website. In my opinion, being upfront about your prices instantly makes your business appear more legitimate, trustworthy and transparent. You can read my tips on building trust through your website here! 

Lack of pricing can actually turn away potential clients

Let’s be honest - pricing is one of the first things a potential client is going to look for when they visit your website. And if they can’t find it immediately, it can be kind of annoying. 

Before you come for me, that’s not just my personal opinion! It’s a sentiment I’ve heard time and time again from my engaged friends and through various wedding-related Facebook groups.

If potential clients can’t find any indication of pricing whatsoever, they often assume you are out of their budget and move on, because they don’t want to waste your time. Which is a shame, because you might have been their perfect fit!

The Arguments Against Including Pricing

Still not convinced? I know the idea of sharing your prices on your website can be a little scary, so let’s debunk some of the key arguments against including pricing:

“I don’t want my competitors to know how much I charge in case they undercut me”

To be completely blunt: if your competitors want to know what you charge, they’ll find a way. They’ll send a fake enquiry, ask around in the industry, or have someone enquire on their behalf. It’s kind of unavoidable.

But here’s the thing - even if your competitors do find out your pricing and undercut you, it shouldn’t matter. If you’re trying to run a profitable business, you shouldn’t be competing solely on price, or trying to attract the kind of couples searching for the cheapest option. You should set your pricing according to your value, regardless of what your competitors are charging. If you focus on delivering an exceptional service, you’ll attract the right clients who truly value what you offer.

“I need to show my value before sharing my prices”

I’ve also spoken to business owners who feel like potential clients might freak out at their prices without realising the work and expertise involved. They feel like they first need to build a connection with potential clients over email, phone calls or meetings to “sell” their services and establish their worth. 

Here’s my take: I think your website should be doing this hard work for you. A great website should clearly communicate your value, explain exactly what you do, and most importantly, why it matters. 

If your branding is on point, if your quality of work is excellent and your copywriting is engaging and persuasive, then most of your conversion should actually happen through your website. Ideally, your potential clients should be 90% across the line before they even reach out to you.

“Withholding my prices will generate more leads”

Possibly - but there’s a difference between quantity and quality. If you’re generating a bunch of enquiries from time-wasters and price-shoppers, then was it really worth the lead in the first place? 

Like I mentioned earlier, you might actually be surprised to find that you receive MORE enquiries (and of a higher quality!) when you provide an indication of pricing on your website. 

“My pricing is individually tailored to each client”

If you don’t have set prices or packages to display, that’s completely okay! Can you provide some kind of ballpark figure, price bracket, case study or minimum spend without diving into the specifics? Remember, it’s simply about setting some expectations and giving potential clients something to work with.

The Exception To The Rule!

Wait - are there any situations where withholding your pricing is a good idea?

Yes! My one exception to the rule is if your service is at the highest end of the price bracket and you actually want potential clients to assume you are expensive and exclusive. 

If you’re a luxury, premium wedding brand working with top-tier clients, withholding your prices will probably work in your favour to reinforce the exclusive nature of your business. But remember: this must also be reflected in your branding, copywriting and the level of service you provide.

Again, each wedding business is unique, and what works for someone else might not work for you. But if you’ve been sitting on the fence about showing prices or not, why not give it a try for a couple of months and see if you notice a difference? 

Let me know how you go - I’d love to hear from you!

Nicole x