When it comes to service based small businesses, the pricing on your services page can make or break a sale. It's one of the most critical parts of your website, but it’s also one of the trickiest to get right. Too much information, and you risk overwhelming visitors. Too little, and potential customers may feel uncertain about what they’re signing up for. So how do you strike the perfect balance?
Designing a pricing page that converts without scaring off customers is all about clear communication, transparency, and smart design choices. In this post, we’ll cover some key strategies for building a pricing page that not only showcases your value but also encourages potential clients to take the next step—whether they’re visiting a Wix or Squarespace website.
1. Be transparent about pricing
Let’s start with the most important rule: be upfront about your prices. It’s tempting to hide prices behind a “Contact Us for a Quote” button, but this can create friction and turn off potential customers. People want to know what they’re getting into, and if you’re not providing clear pricing, they may move on to a competitor who is.
Transparency builds trust. Visitors feel more confident when they have a clear understanding of what your services cost, and they’re more likely to stay on your site to learn more.
Basecamp does this well with their straightforward pricing page. They offer two clear tier options with flat rates, making it easy for customers to understand exactly what they’re paying for.
Want to implement something like this? On Wix, you can create a clean, transparent pricing table using the “Pricing Plans” app, which allows you to showcase your service tiers clearly. In Squarespace, you can use “Summary Blocks” to display pricing options in a simple, easy-to-read format.
2. Highlight the value of each service
Price alone doesn’t sell a service—value does. Make sure that your pricing page highlights the benefits that customers will get at each tier. Whether you offer different service packages or à la carte options, it’s important to showcase what makes each option worth the cost.
People don’t just want to know how much something costs—they want to understand why it costs that much. By clearly explaining the value behind each price point, you can justify your rates and help visitors see which option is best for them.
Need to better highlight your service value? In Wix, you can add service descriptions within the “Pricing Plans” app, detailing what’s included in each package. Squarespace users can add a comparison table using the “Summary Block” feature to list the key benefits of each pricing tier.
3. Offer multiple pricing tiers
One of the easiest ways to cater to different customer budgets is by offering multiple pricing tiers. This way, you’re providing options for both budget-conscious clients and those looking for premium services. You can start with a basic, entry-level option and move up to more comprehensive packages, each offering more value.
Offering pricing tiers lets you appeal to a broader audience. Customers can choose the option that best fits their budget and needs, without feeling pressured to go straight for the highest-priced option.
For example, Wix themselves offer tiered pricing structures, but have a whole website page detailed to showing you who each tier is for and what each option includes. This tiered approach gives visitors flexibility while encouraging them to upgrade as their needs grow.
Both Wix and Squarespace make it easy to add tiered pricing. In Wix, use the “Pricing Plans” feature to create multiple plans, clearly outlining the benefits of each. In Squarespace, you can achieve the same by creating a service comparison table or adding a pricing summary block.
4. Use simple, clean design
When it comes to pricing pages, less is often more. A cluttered page full of distracting images and excessive text can make your pricing harder to understand. Stick to a clean, simple design that highlights your services, the pricing tiers, and the value of each option.
A minimal, clean design helps visitors focus on what matters most—the price and the benefits. Cluttered designs can overwhelm users, causing them to leave the page before they’ve even had a chance to digest the information.
On Wix, you can choose from a variety of templates specifically designed for pricing pages, ensuring that your layout stays clean and easy to navigate. Squarespace also offers beautifully designed templates that focus on simplicity and ease of use, helping you avoid unnecessary distractions.
5. Include a clear CTA
Every pricing page needs a strong call to action (CTA) that directs users to take the next step—whether it’s signing up for a plan, booking a consultation, or contacting you for more information. Your CTA should be bold, clear, and visible above the fold (before users have to scroll).
A clear CTA eliminates any confusion about what users should do next. By making the next step easy to find and understand, you can increase the chances of visitors converting.
6. Provide a money-back guarantee or free trial
Now this option is slightly more controversial, but offering a money-back guarantee or free trial can reduce the perceived risk for potential customers. People are often hesitant to commit, especially when they’re unsure about whether a service will meet their expectations. A free trial or money-back guarantee provides peace of mind and can encourage more sign-ups.
When visitors know they have nothing to lose, they’re more likely to take a chance on your services. This kind of offer helps build trust and shows that you’re confident in the value you provide.
For example, Squarespace offers a 14-day free trial for new customers, which gives them a risk-free way to explore the platform and its features before committing.
Balance clarity and value on your small business services page
Your pricing page is more than just a list of numbers—it’s an opportunity to communicate the value of your services and guide potential customers toward making a purchase. By being transparent, offering multiple tiers, and using clean design, you can create a pricing page that not only looks great but also converts.
Remember, whether you’re using Wix or Squarespace, it’s easy to implement these strategies without needing to hire a developer, but you can hire a website designer (we of course recommend you contact us!) to make sure you're designing them in the best way for your small business website. Keep your pricing page simple, clear, and focused on the value you provide, and watch your conversion rates improve.