How to show service prices on a website

Should you publish prices at all?

Most service businesses worry that a number will scare people off or tie their hands. In practice the visitor is already estimating. With no price on the page, some assume you're too expensive and leave; others enquire, take a call and then drop out at the quote. A visible price filters both groups before they cost you time.

There are good reasons to hold back: one-off projects where scope varies tenfold, regulated work where quoting before an assessment would be misleading, or business-to-business deals priced per account. Even then, a sentence such as "most kitchen fits we do land between these two figures" or "projects typically start after a paid discovery session" gives people something to go on.

Pick the format for each service

Which price format suits which kind of service
Format	Use it when	Example
Fixed price	The service is the same every time	Men's cut and finish, 45 minutes
Packages	Clients choose between levels of the same service	Three tiers of bookkeeping by monthly transactions
Range	Cost varies within known limits	Boiler service, depending on make and access
"From" price	A real share of jobs cost the starting figure	Garden design from the price of a single-bed plan
Day or hourly rate	Work is open-ended or advisory	Consulting day rate, half days available
Quote only	Scope can't be estimated without a visit	Structural repairs after a survey

In the UK, the advertising rules treat "from" and "up to" seriously. The ASA's guidance on prices says such claims mustn't exaggerate how often the price is available, and quoted prices should include non-optional taxes and charges that apply to all or most buyers. A "from" price that hardly anyone pays is the format most likely to cause complaints. Other countries have similar rules; check your own regulator's guidance.

Lay out the prices, step by step

List every service and its real price history. Use your last twenty jobs: the median and the spread tell you whether a fixed price, a range or a "from" figure is honest.
Group services the way customers think about them, not the way your invoices do. "Cuts", "Colour", "Treatments" reads better than one long list.
Give each item the same four parts: name, what's included, time or quantity, and price. Consistency lets people compare without reading every word.
Write what changes the price under any range: size, materials, travel, urgency, access. This is the line that turns a range from vague into useful.
State taxes plainly. Say whether prices include VAT or sales tax, and whether any call-out, booking or card fee applies.
Add the next step beside the prices: book, request a quote, or call. Someone who has just seen a price they're happy with should be one tap from acting on it.

Packages and anchoring

Three packages tend to work because people compare rather than judge a single number in isolation. Make each one a real option: the lowest should still solve the problem for someone, and the middle one should be the one you'd recommend to most clients. Name packages by who they're for ("Starter for sole traders") rather than by metals or gemstones, and keep the feature lists short enough that the difference is obvious. A table of eighteen ticks hides the two lines that matter.

Prices on an Anticode site

Ask for pricing in the brief, or a separate Pricing page, and the design engine lays out a pricing section of plan cards: a name, an amount, a short description and a button for each, with one card highlighted. If you've added a payment link under Connectors, the buttons open your checkout; otherwise they lead to the booking, contact or services section. A Services page is a separate option for describing what each service involves; see how to write a services page for that copy.

The build may fill in example plans and amounts from your brief, so check every name, amount and currency against your real price list and ask for corrections in a sentence. Text such as plan descriptions can be edited in place in the visual editor. For longer price lists that change often (a treatment menu, say), a CMS collection keeps them as entries you edit in the dashboard.

Common mistakes

Prices only in a PDF. It's awkward on phones and goes out of date unnoticed. Put them on the page.
Out-of-date prices. Set a reminder to check them whenever you raise rates; a customer quoting last year's figure is an awkward start.
Ranges with no explanation. "Prices vary" says nothing. Name the two or three factors.
Hidden compulsory extras. A call-out fee revealed at the quote stage reads as a bait price.

Limits

Anticode's pages don't calculate prices live as visitors choose options; published pages run no scripts. A custom form tied to a formula site function can return a computed quote on the thank-you page after the visitor sends it, and an app build can run an interactive calculator in its sandbox. Neither replaces your judgement on what to charge. Anticode's own plans are on /pricing.

Questions people ask

Will showing prices lose me customers?

It loses some enquiries, mostly from people who wouldn't have paid your rate. The enquiries you keep are better qualified, which usually saves more time than it costs.

Can I say "prices from" on my website?

Yes, if a fair share of jobs really cost that figure and you explain what makes it rise. A starting price almost nobody pays risks misleading people.

Should business clients see prices without tax?

If you sell mainly to businesses, showing prices excluding VAT is common, but say so clearly. For consumers, show the price they'll actually pay.

Sources

ASA: Prices: General (CAP advice), checked 24 October 2026