The pricing page.

1 · Say the price early

Put it above the fold with no drumroll in front of it, because hiding the number reads as either “expensive” or “they’ll haggle,” and both of those cost you the buyers you actually wanted, and the good ones just move on quietly.

2 · Three bullets of what’s inside

Make them countable and concrete, so “three pages” beats “comprehensive web presence” every time, and keep it to exactly three, because fewer feels thin and more than three and people stop reading the list.

3 · One line of who it’s not for

The exclusion is what makes the rest of the page believable, because somebody who says who they’re not for is somebody who knows what they do, and that reads as picky in the good way, so the people who stay are the ones you wanted.

4 · The button

It says exactly what happens next, because “get started” leaves somebody guessing and “email me” tells them what they’re about to do, and people click the one they understand.

• The apology paragraph before the price, so “I know this is an investment, but…” and anything like it, because it teaches people to flinch along with you and they were fine until then.
• “Starting at” with no example after it, because one real number attached to one real scope tells somebody more than a floor price does, and you can still say that prices go up from there.
• The three-column Goldilocks table, if there’s only one of you, because decoy pricing is built for a company with a sales team, and what you need instead is one offer said plainly.
• “DM for pricing,” because it asks somebody to spend social energy before they know whether they can afford you, and most people won’t do that.

The same price, both ways

Here is one real number carrying both versions, so you can hear the difference doing the work.

The first version spends thirty words asking to be forgiven for the second version’s six, and the number never changed, so all that apologizing bought nothing except a nervous customer.

Read the page out loud with the price in it, at the volume you’d use talking to somebody, and if you flinched then the page is still fine, so say it again until it sounds boring to you. The number changes when the math is wrong, and it doesn’t change because saying it out loud made you nervous, and it will make you nervous the first few times.