The old debate, settled with data from dozens of A/B tests on real trades sites.
Most trades owners have strong opinions about showing prices on their site. Half think it scares away leads. Half think hiding it kills trust. The data is clearer than either camp realizes.
Show ranges, not exact numbers. 'Roof replacements typically run $8,000–$22,000 depending on size and material' qualifies prospects without committing you.
Pair every range with the variables that move it. This positions you as the expert and pre-handles the 'why is it so expensive' objection.
Always include a starting price. 'Tune-ups starting at $129' attracts price-sensitive prospects without scaring premium ones.
Don't hide pricing behind a form. Forcing prospects to submit contact info just to see a ballpark drops conversion 30–50% in our testing.
For commodity services (oil changes, lawn mowing), show exact prices. Transparency wins.
For premium services (full remodels, complex installs), ranges with variables work best. The real conversation happens on a call anyway.
Transparency is the message. That's why we publish ours: $2K website, $49/mo hosting, $299/mo Service Pro, $650/mo Service Pro + Ads. No mystery. No 'contact us for pricing.'
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