Price tag - should you list prices on wellness website

October 28, 2020

Should I list my prices on my wellness business website?

I'm Vicky Shilling

A wellness business mentor, podcast host, author and I help you start and grow a successful wellness business.

My magic is in being able to break down the practical and strategic parts of business building, coupled with helping you cultivate a mindset that supports those actions to get the outcomes you desire.

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Here’s why this is important: There are valid reasons to list your prices on your website and there are reasons not to, but how do you know what’s right for you?

Read on to find out what these reasons are and discover what feels like the right approach for you and your business.


One of the questions I get asked a lot by health and wellness business owners is this: should you tell people what your prices are before you jump on a call to talk about working together?

There are lots of schools of thought here when it comes to giving away your prices and as ever, I have strong opinions!

First up to say, we’re not talking about your low-level products and offerings here. If you’ve got a €9.99 download or a one-off session for €49.99 then obviously you should be listing the prices for them on your sales pages, social media posts and any other marketing. 

For entry-level purchases like that, you don’t need to have individual, tailored discussions with people. You just need to make them as simple and easy as possible to book and buy, and showing the price is part of that.

If you don’t know how to write a great sales page then I cover this in the Just Start Now course trainings.

What I’m talking about here is your higher-level offerings: maybe it’s your 1:1 offering, your group programmes or your ongoing packages.

These tips and thoughts are related to something you’re selling for a more ‘significant’ amount of money, and what is ‘significant’ will vary from person to person of course. But basically, anything where a) people may have questions or hesitations about whether to invest and/or b) it would be a good idea to chat to them first to establish that they’re a good fit for your offer and to really explain how amazing what you’re selling is.

Personally, I choose to list my prices on my website. Here’s why:

  • I want people to understand what I charge and to not waste my time or theirs on a call if they don’t understand the sort of investment they should expect.
  • I find sales conversations easier to have if people know the price in advance. Even if they come to a call thinking they ‘can’t afford it’ we can have a great chat and get clarity on what they want and whether I’m the right person to help. If we agree I am, we talk about the investment together with a lot of understanding.
  • If I was on the other side of the transaction i.e. I am being sold to, I feel the seller is someone I am more likely to buy from if they are transparent about pricing. I would have to really know/like/trust the person already or want the transformation badly to go for a price launched at me on a call (or risk feeling regretful afterwards, which I definitely don’t want).
  • I think revealing a price only on a call rather than listing it on a website or other marketing material is for those more confident in sales. It means you know your worth and, crucially, you can capably handle objections.

    I have developed massively in this area in the last couple of years. But it’s still not my style or level of comfort to spring a number on someone after a great chat that they weren’t expecting and be able to handle objections easily. That does of course come with practice and experience: I’ll get better at discovery calls and so will you. But if you’re just starting out, I think it’s a lot to expect to master the art of great sales calls from the get-go.

All that being said, I can totally see the other side of the argument too for not listing your prices, a methodology I find usually championed by higher-level coaches and practitioners who have been in business a little longer and really know their worth.

 

Building a wellness business

 

Reasons you might not want to list your prices on your website: 

  • Your customers will all have money stories about what is and isn’t ‘good value’. And those deep entrenched stories and judgements are really hard to overcome if you aren’t talking to someone directly.

    Perhaps they’ll even have an idea of what they were expecting to invest in a service like yours – they’ve seen what similar practitioners offer and they’ll have put together a figure in their head that they’re willing to pay. If you’re more than that, even if you’re the perfect person to help, they’ll walk away without even getting in touch or letting you know they’re interested.  Gutting.

  • Rather than reading the sales page for your offer and seeing how brilliantly helpful and aligned what you do is, your ideal client may scroll straight past all the text, testimonials and videos you’ve carefully prepared, and make a split decision when they see a figure.

    You can avoid this happening, force them into more carefully reading the content and get them to jump on a call with you so they can find it out if the price isn’t there for them to make a snap judgement about.

  • A sales page, however awesomely written it is, can never truly convey the transformation and result that your ideal client could get if they booked on with you. And ultimately that’s what they’re buying – a result. An outcome.

    That sort of level of understanding, that this offer is exactly what they need only comes from having a personalised conversation, where you really listen to their problems and explain exactly how your brilliant package is the answer to their problems. If you list your prices you might never get to that stage.

  • However many FAQs you include on a sales page or answer on your Instagram Stories or share in an email marketing campaign, there will always be something the customer still doesn’t feel quite sure about.

    If it feels like a big investment to work with you (and it should if they’re serious about change and if you aren’t undercharging!), they’re going to want to be really sure this is right for them. And usually that question is a variation on a theme of “but is this right for me?”

    Only a call (or maybe an email or DM exchange) will answer that. And again, if you list your prices you might never have that conversation.

 

How to start a wellness business

 

By the way, if someone DMs me and straight out asks how much I charge, they’re not my ideal client. The same goes for you.

Remember: it’s never about the money. It’s always about what results you and the potential client can get together. That’s what they should be concerned about. 

If they’re just shopping around for a low price they’re not serious about doing the work.

Ultimately the answer to the question “Should I list my prices?” is down to personal preference.

Tune in to what feels right for you and your business, the way you want to communicate with your audience, the type of people you want to attract, how good you feel about talking about your amazing offers and remember – you can always change your mind! There’s no right or wrong way to do this, do what works for you.

What do you think? Do you think it’s best to show prices or not? What do you do in your business?

 


 

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