A website is a carefully and thoughtfully designed interactive sales piece.

It works by guiding each visitor through the steps you want them to take first, second, third and so on.

The price is not the first thing they should see.

Most people wanting a new website are not web developers (otherwise they would build their own website wouldn’t they?). As such they will think that all web developers are the same. A web developer is a web developer. Just like a pound coin is a pound coin. Or a jerk is a jerk.

So as soon as these people land on your site they will want to know one thing: the prices. Because that’s all they will care about at this point. They don’t care about your blog, they don’t care about your examples and they don’t care about those testimonials saying what a great person you are.

Price comes first.

They will look at the prices first. If it’s not what they expect they move on. They won’t want to look at the rest of the website and feel bad about not having the best. Sod that. Let’s just go

And just like that. They’re gone. Bugger.

Often, when people say they don’t have the money, they do. It’s just they think it’s not worth the money. A web developer is a web developer right?

It is up to you to show them that it is worth it. It totally is. You need to show them that it’s a no brainer to want you. How did they survive without you? Forget the price.  That doesn’t matter. They have found the only one that understands them. Totally gets them. And that’s what matters

But how do you do that?

It comes down to design (doesn’t everything?) Often developers don’t think about the steps they want people to take and just whack up pages that they think should be there. Like price first. WRONG!

You need to know what steps you want people to take. Where they should go and in what order. Because if you don’t know this how are you doing to encourage others to take these steps? Plan ahead. Clue, you don’t put prices up first. Would you buy a house for £1,000,000 or even £100,000 without seeing it first?  

Product, Desire, Price is a good starting order.

Do I have to include the price?

Yes. You do. Don’t follow in the footsteps of those shady bastards who go all secretive about their fees.  I don’t trust them and neither should you.

You should never make a user have to guess. Studies show that if you don’t show the price most people will click away assuming the prices are crazy expensive. (They could be right).

So what should you do?

Three things that will help:

1.       Develop a shit hot landing page with an introduction that speaks directly to the customers you want. They should be saying “wow, yeah, amazing, show me more” by the end. This content should grab their attention and not let go like a crazy lover.

2.       Encourage visitors to see your examples or your greatest hits. Something that will build their desire. Below the first paragraph put a big bold link. Visitors should feel that you’re talking directly to them and will click on this link. Example:  if you’re a great parent and there was a link saying “if you’re a great parent click here” you will probably do so.  Trust me. Get this right and you’re ahead of the game.

3.        Pricing. On this page have some copy on the top reminding them why it is a no brainer to want your service/ product. Photographs can help (make sure they actually serve a purpose don’t use them to distract the visitor!) And while they are still in love with you put the price info at the bottom of the page.

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