Every single client we ever had asked us this question at some point of doing marketing: Should I put prices on my website?
Yes. Ideally, you should list prices on the website.
Prices add tremendous value to the website’s authority. It shows you are a legit company and that you actually offer transparent pricing, rather than empty claims. It also allows you to filter non-serious inquiries and “wrong clients”.
But let’s be honest.
For contractors, putting prices on the website means becoming an open book. And with that, many questions arise.
Do I really want to open all my cards to competitors? - What happens when material prices jump or something changes mid-job?
- Every job is different. How do I know I didn’t price it too low?
All of these are legit concerns.
So let’s dig into the details and try to figure out once and for all the answer to the question: Should a contractor put pricing on their website?
You Have Options
Google and AI search both favor websites with prices. Pricing adds to E-E-A-T of the website and answers the most often searched question before any booking: how much does this service cost?
The trick is, putting prices on your website doesn’t have to be in the form of an actual price list. Prices can be presented in various formats that allow you to control how this information reaches your clients.
List Your Pre-Set Service
If you are in the home service industry, such as plumbing, electrical, HVAC, garage doors, or appliance repair, I recommend listing a price that does not change based on outside factors.
Things like service calls, emergencies, inspections, and the first hour are often pre-set.
Putting these out will give your customers a realistic understanding of whether you are a cheaper, medium, or luxury service provider. If the price is right, you usually get a phone call.
Providing a price range on the website is another great technique for listing the prices without shooting yourself in the foot.
However, I personally would recommend this option only if the gap between from and to is reasonable. Nothing confuses a customer more than when they see the range from $20 to $1,500.
The good rule would be a 50% increase for the gap. For example:
- $100 – $150
- $350 – $525
- $2250 – $3,375
A price range gives you wiggle room as a contractor, but more importantly, helps customers budget for the upgrade and understand what the service is likely to cost. Here is a price range example and a “starting from” option added straight to the hero.
Write a Pricing Blog
Prices shouldn’t always be promised; they can be explained.
Renovations and remodeling projects are never 100% straightforward. Complex jobs can have many factors influencing the price, so that even a range “from-to” as wide as the Grand Canyon.
But as an expert in the industry, you can explain and educate your customers on what goes into the price, what it depends on, what to expect, and how to prepare for the unexpected. However, this blog will only work if you actually put an effort into it. Means, that general vague assumption will get you nowhere.
In your pricing blog, talk about:
- Labour Cost
- Material Cost
- Demolitions Cost (if applicable)
- Designs and Drawings
- Variety of Finishes
- Other Trades Cost
- Factors like Urgency, Location, etc.
- Possible Obstacles and Complications
Support this page with actual case studies, and voila – you are open about your prices with no binding obligation. Here is a great cost blog example you can check out.
Create Case Studies
Most of the time, it is impossible to say how much a certain service will cost.
You can estimate and plan, but somehow things just happen when “you open up that drywall”.
Before hiring contractors, your customers compare multiple companies. Often, they will look at your reviews, your timelines, prices, and, of course, a portfolio of previously completed jobs.
Case studies are an excellent way to do both: show off your finished work and give away the range for a specific project. Delegate separate pages for each big project you did, and talk about:
- Goals and objectives of the project
- Estimated vs finished price
- Timelines
- Challenges and solutions you came across while completing the project
- Add before, in progress, and after images
Strengthen it with a final customer review (kudos if it is a video testimonial), and here you go! A legit case of pricing examples where you control the narrative.
Offer a Promotion
Who doesn’t like a good deal?
The world of construction is no different. It is a popularity contest with a price tag attached.
Cost is a top-three decision factor when homeowners hire a contractor, alongside reputation and experience.
There is a way to offer a good deal, place the price online, and yet keep your profit: launch a promotion.
Discounts
While not “officially” a price, discounts have their own power over conversions and rankings.
By lowering the price slightly, you can set your own terms: “Book by [date],” “Offer expires on [date],” or “This price applies when bundled with an additional service.” These are simple ways to manage scheduling and plan your workload.
Here is a real-world promotion example of what that can look like.
Free Service with a Value of X-Amount
If you can’t give a discount, think about offering extended service for your clients. This often shows your integrity and helps your SEO rankings.
For example:
- If you are a waterproofing company, you can offer a free structural engineer consultation equivalent to up to $3,000.
- If you are a remodeler, maybe you can offer a complimentary 3D design, usually up to $2,500.
- If you are a roofing company, you can offer free gutter cleaning with a roof replacement, with a value of $350
When you add a “free” bonus to your service, make sure it is not random, but related to the job you are doing, and is valuable for a client. The best freebies are easy for your team to deliver every time (so it doesn’t turn into a headache or eat your margins), and they should be positioned as included value, not a discount. That way, you’re protecting your pricing while still giving homeowners a clear reason to choose you.
Free Stuff
Even though physical giveaways do not really have anything to do with pricing, it is still worth mentioning.
A tangible object that you can touch, feel, and show off to your friends is often a conversation starter and your golden ticket to the word-of-mouth leads.
These can get as creative as you want them to be. Starting with more common items like gift cards for small services, to welcome home gift baskets, and free vacuum cleaners for renovators and remodelers, to the more creative part as slippers for each member with a note “don’t scratch new floors” and many more.
Use Pricing Disclaimers
There will always be this one client who will fight for a discount just because “your website said it costs that much”. But the fact that the website also said that it depends on multiple conditions is often overlooked.
Solution: add a fat, bold disclaimer to any pricing on the website.
Disclaimers can be legally binding, but only if they work like a fair, clearly presented waiver. The terms need to be easy to notice, reasonable in what they try to limit, and compliant with applicable laws, and text should be written plainly (no vague or tricky wording). If it’s confusing, hidden, or overly harsh, it’s much more likely to be challenged or ignored in enforcement.
Here are some of the examples of how a disclaimer can be:
General Price Disclaimer (Good for Service Pages)
“All prices listed on this website are for informational purposes only and are subject to change without notice based on material availability, market conditions, or site-specific requirements. The prices listed are not to be construed as a legally binding offer. A final, binding proposal will be provided upon consultation.”
“Starting At” Price Disclaimer
“Prices shown for [Services, e.g., Bathroom Remodeling] are ‘starting at’ rates based on standard installations. Final costs may vary depending on project complexity, materials selected, and unforeseen structural conditions. Please contact us for a customized estimate.”
Detailed Disclaimer for Construction
“While we strive to provide accurate, up-to-date pricing, the figures listed on our website are estimates. [Company Name] reserves the right to adjust pricing based on additional project requirements, unforeseen site conditions (e.g., hidden damage, hazardous materials), or changes in labor/material costs. All projects are subject to a final, written contract.”
The Verdict
Adding prices to your website can have a positive impact on your SEO and AEO rankings. So adding them to the website is a good practice.
However, as we learned from this blog, prices on the website can come in many forms and shapes. You just have to choose one, or combine the ones that work the best for your business.
If you are ever in doubt about how to promote your construction business online, give me a call or reach out through the contact form and we will figure out the best marketing strategy for you.
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