Should you list your prices on your photography website? That’s a great question and one many photographers ask themselves at one point or another. Some feel like it gives away too much information while others favor the convenience of having it out there.
The best answer to this question is — it depends! Let take a look at some pros and cons of listing your prices on your photography website and evaluate how to choose which is right for your business.
What are the pros of listing your prices?
1 | Pre-Qualifies Leads
By listing your prices on your website, you are helping to pre-qualify your leads. If you list your prices and someone contacts you through your website, you can assume they are comfortable spending what you charge. This eliminates the price shock and will give you higher quality, more qualified leads. It also reduces the likelihood of being ghosted.
2 | Convenience
Putting your prices on your website offers a level of convenience for both you and your client. When a potential client comes to your website, they are there for information. Pricing is one of the bigger factors to be considered when looking for a photographer so it’s an important piece of information to have. When you give them the information they want when they need it, it’s convenient for both you and them.
3 | Transparency Builds Trust
Being transparent builds a level of trust with potential clients. It shows them that you aren’t hiding anything. It also helps clarify their decision making as it eliminates any clutter of questions – wondering if they are missing anything.
What are the cons of listing your prices?
1 | Limits Inquiries
Listing your prices on your website will pre-qualify your leads but by default this can limit the number of direct inquiries you receive. While qualifying your leads isn’t a bad thing, it can feel deflating to get a smaller amount of inquiries.
2 | Limits Engagement Opportunity
The limited number of inquiries will naturally reduce the opportunity you have to talk with potential clients. This can make it difficult to “sell” your services and really connect with your client. Many photographers build great relationships with their clients and this can be difficult to do if not given the opportunity from the start.
3 | Pricing Can Be Seen by Everyone
Listing your prices on your website gives everyone, including your competition, a look at your pricing. While this doesn’t bother me personally, this could be bothersome to some photographers.
Should you list your prices on your photography website? How do you decide?
The decision on whether you list your prices or not is yours to make. You need to do what is best for your business and your pricing model in your area. Let’s take a look a few considerations to help you with this decision.
You should list your prices on your website if…
… you are busy and don’t have time to field a lot of inquiries. By listing your prices on your website, you will be pre-qualifying your leads.
… your products and services can sell themselves. If your photo packages or products are easy to understand, you can easily list your prices. If you have a product that takes a little more time to explain or “sell”, it might be best to encourage clients to contact you first before quoting.
… your prices are competitive and part of your marketing to attract new clients.
You should NOT list your prices on your website if…
… you aren’t getting enough inquiries. For one reason or another, it’s possible your pricing is turning people away. By taking your pricing off your site, you may attract more interest. When this happens though, you need to be prepared however to field more inquiries.
… your product, service or packages would benefit from a more hands-on sales approach. If you have a custom service or a more complex pricing model, you may benefit from talking more with your leads directly.
If you are still trying to decide whether or not you should list your prices on your photography website, there is not harm in trial and error.
Try both ways and see which yields a better system for you. If your business slows down and you need more work, try taking your prices off your website to encourage more people to contact you directly. You might feel more in control if you can engage with the leads directly to “sell” your services.
If you are feeling overwhelmed by the customer service aspect of fielding leads, list your prices and let your website pre-qualify people before they call you. If you are stuck in the middle, try listing a starting point only. You could say “Family sessions start at …” This would give your clients an idea of your price range but encourage them to contact you for more info.
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