I already mentioned this list. But this week I was reminded how simple things like putting prices on the page can make a big difference. As Neilson says:
Price is the most specific piece of info the consumers use to understand the nature of the offering, and not providing it makes people feel lost and reduces their understanding of the product line.
This week, I was given a referral for a subcontractor. I reviewed the very nicely constructed web site, and the site convinced me that the contractor could do the work I needed. The only question I had was how much it was going to cost me. It was the only thing standing between him and a decent opportunity to gain an on-going client for his professional services.
I could not find the pricing information on the site. So I sent an email with the stated purpose of obtaining pricing information. Two phone calls later, I am aware that this contractor has had a routine, not major dental appointment, and that while he does have a relationship with his banker, he does not think he is an “A” list customer because of the interest rate he gets. (How ironic, his banker doesn’t give him a good price. )
But I don’t know anything about how much it will cost me to him to do the work I need, other than “It will be expensive to do what you want.”
So I will probably find someone else who will tell me how much they charge.
I am learning from the rule too. On my business pages the prices will be more prominently featured. I am also going to mention this to several of my clients who don’t feature pricing on their sites now.