This is an argument we have with every other client. There is no universal answer, but there is a rule.
The arguments AGAINST (and how well they hold)
- Competitors will see them — they will see them anyway: they will call as a customer and ask for a quote. The secret lasts one phone call.
- Every project is different — true for complex work. But that does not mean you have no range: from 12,000 is accurate information.
- I do not want to look expensive — whoever wants the cheapest will not be a good client; better they do not call.
The arguments FOR (they are stronger)
- The client wants a price. If it is missing, they go to the next one. Half of people will not write just to ask how much.
- A time filter. A price on the site means only people with a real budget contact you. Fewer conversations, more contracts.
- Trust. A hidden price reads as they will price me by the car I drive.
- SEO. People search how much a website costs — no such page, no presence in those results.
The third option (best for most)
- A from price — states a range, leaves room
- Packages — three options with clear contents; the client recognises themselves in one
- A range by type — a business card site X to Y, a store Z to W
- A configurator — the client picks and sees the price; the best filter and the best proof there are no hidden costs
- An hourly rate for services measured in time
When prices truly stay off
- Projects so different that any number would be a lie (custom software, integrations)
- You sell through tenders or fixed-margin contracts
- The price depends on volumes not shown on the site
Even then: write how the price is formed and what affects it. That is half of trust.
The test
Ask yourself: how many people called only to ask how much — and how many became clients? If the number is small, a price on the site saves you time and brings better enquiries.