Stop Hiding Your Prices: How to Win More Customers Faster

Why Brisbane Business Owners Are Afraid of the 'Pricing Page'

I hear it every single week. I’ll be sitting down with a sparky from Coorparoo or a law firm owner in the CBD, and I’ll ask: "Why aren't your prices on your website?"

The response is almost always the same: 1. "I don't want my competitors to see what I charge." 2. "Every job is different; I can't give a flat rate." 3. "I want them to call me first so I can sell them on our value."

Here is the blunt truth: while you’re worrying about your competitors, your potential customers are leaving your site and going to someone who makes it easy to buy from them.

In today’s world, people are busy. If I’m looking for a pest controller or a bookkeeper at 9:00 PM on a Tuesday while sitting on my couch in North Lakes, I don't want to "Enquire for a Quote." I want to know if you are in my ballpark. If you hide your prices, you aren't being "exclusive"—you're being an obstacle.

At Local Marketing Group, we’ve seen that transparency is the fastest way to build trust. When you show your prices, you stop wasting time on phone calls with people who can't afford you, and you start getting enquiries from people who are ready to pull out their credit cards.

The Case of the Morningside Landscaper: From 50 Calls to 15 Sales

Let’s look at a real-world example. We worked with a landscaping business in Morningside. They were getting plenty of phone calls, but the owner, Dave, was pulling his hair out. He was spending three hours a day on the phone giving quotes to people who wanted a "cheap job."

Dave’s website looked great, but it had zero pricing information. We changed that. We didn't just put a price list up; we built a strategic pricing page.

We categorised his services into three buckets: - The Refresh: A basic tidy-up for people selling their homes. - The Family Yard: Mid-range, durable turf and plants. - The Luxury Escape: Full design and high-end materials.

The Result? Dave’s total phone calls actually went down. At first, he panicked. But then he looked at his bank account. Even though he was talking to fewer people, his "close rate" tripled. Because people knew the price before they called, the only people picking up the phone were the ones who were happy to pay his rates. He stopped wasting fuel driving to quotes for people who only had a $500 budget for a $5,000 job.

To get these kinds of results, you need to give visitors exactly what they want the moment they land on your site. Usually, that’s an answer to the question: "How much is this going to cost me?"

How to Build a Pricing Page That Actually Makes Money

If you want a website that works as a 24/7 salesperson, your pricing page needs to do more than just list numbers. It needs to sell the outcome.

1. The "Starting From" Strategy

For example, if you’re a kitchen renovator, you could say: "Most of our small kitchen refreshes fall between $15,000 and $25,000. Our full custom builds typically start at $45,000."

This does two things: - It scares off the people who think a kitchen costs $2,000. - It tells serious customers that you are professional and know your costs.

2. Compare Your Packages

When you show a premium option, it makes the middle option look like a bargain. This is how you turn service pages into sales machines instead of just digital brochures.

3. Use Plain English

Your pricing page should be so simple a ten-year-old could understand what they are getting for their money. If it’s too complex, people get confused. And confused people don't buy; they click the 'back' button.

What to Include on the Page (Besides the Price)

A price in a vacuum is just a cost. A price with context is an investment. To make your pricing page high-converting, you need these four elements:

What’s Included: Use tick-boxes. People love seeing a long list of what they get. It makes the price feel smaller. What’s NOT Included: Be honest. If the price doesn't include council permits or GST, say so. This builds massive trust. A Clear Next Step: Don't just leave them hanging. Tell them what to do. "Book a Consultation," "Get an Instant Quote," or "Call Dave Now." FAQs: Answer the three most common questions you get on the phone. "How long does it take?" "Do you have insurance?" "What happens if it rains?"

The Psychology of "The Middle Option"

I’ve seen this work for dozens of Brisbane businesses, from pet groomers in Chermside to accountants in Milton. When you present three choices, about 60-70% of people will pick the middle one.

If you only offer one price, the customer’s only choice is "Yes" or "No." If you offer three prices, their choice becomes "Which one of these is best for me?" You’ve shifted their mindset from whether to buy to how to buy.

Common Mistakes That Cost You Sales

Most of what you read online about web design is rubbish because it focuses on how things look, not how they sell. Here are the biggest mistakes I see on QLD business websites:

Hiding the link in the footer

Not making it work on phones

Forgetting the "Risk Reversal"

Frequently Asked Questions from Business Owners

"What if my competitors under-cut me?" Let them. If a customer chooses a provider solely because they are $50 cheaper, that is a nightmare customer you don't want anyway. Those are the ones who complain the loudest and pay the slowest. By being transparent about your price and showing your value, you attract customers who care about quality.

"How much does it cost to add a pricing page?" If you have a modern website, adding a new page should be simple. If you're doing it yourself, it might take you a Saturday afternoon. If you're hiring an agency like us, it’s a small investment that usually pays for itself with the first two or three qualified leads it generates.

"How long until I see results?" Usually, the change is instant. You’ll notice the quality of your enquiries goes up immediately. You’ll stop getting the "tyre kickers" and start getting people who say, "I saw your 'Family Package' online, and that’s exactly what we need."

Stop Over-Complicating It

You don't need a fancy "ROI calculator" or a complex 10-page PDF. You just need to be honest with your neighbours in Brisbane about what you charge and what they get.

If you're worried that your website is currently scaring people away rather than bringing them in, it might be time to look at how you're presenting your business. A good pricing page is the difference between a website that is a cost and a website that is an asset.

Most business owners think they need more traffic. Most of the time, they don't. They just need to do a better job of converting the people who are already visiting. Showing your prices is the single fastest way to do that.

Your Action Plan

1. Review your top 3 services. What is the "Starting From" price for each? 2. Create 3 packages. Give them names that mean something to the customer. 3. List the inclusions. Be specific. 4. Update your website. Put the pricing page in your main menu.

If you’re too busy running your business to mess around with your website, or if you're worried you'll make a mess of it, we can help. At Local Marketing Group, we specialise in making websites that actually work for local Brisbane businesses. We don't care about awards or "pretty" designs that don't sell; we care about your bottom line.

Ready to get more phone calls from the right customers? Contact us today and let's get your website working as hard as you do.