Should You Publish Prices on Your Website?

What published prices do to enquiries

A published price works as a filter. Visitors who cannot afford the service leave without contacting you, which saves both sides a call. Visitors who can afford it arrive already past the first objection, so the conversation starts at scope and timing rather than at what does it cost. You will often see fewer enquiries in total but a higher share that turn into work, and less time spent on quotes that were never going to be accepted.

The mechanism behind this is trust. A visitor comparing three suppliers, where two show prices and one says contact us, usually assumes the silent one is the most expensive or the hardest to deal with. A price is also a signal that you know your own work well enough to scope it.

When hiding prices makes sense

There are honest reasons not to publish a number, and it helps to know whether yours is one of them or simply habit.

• The work varies so much that any single number would be misleading, such as bespoke architecture or large renovation jobs.
• The price depends on inputs you cannot know without a site visit or an audit, for example the condition of an existing system.
• You sell mainly through tenders or framework agreements, where the price is set in the procurement.
• Your prices change with material costs faster than you can update a page.

Even then, you can publish what drives the price: the three or four factors that move the quote, and a typical example. That gives the visitor something to reason with and still leaves you room to price each job.

Starting prices and ranges

Most service companies land in the middle. The table compares the common formats.

We publish fixed package prices ourselves on our pricing page, for the reasons above: it shortens every first call because the budget question is already answered. If you want to test a format before rebuilding your site, book a short call and bring your current price list.

Price calculators

A calculator asks a few questions, such as square metres, number of rooms or number of pages, and shows an estimate. It suits businesses where the price follows a small number of measurable inputs. Done well, it does two jobs at once: the visitor gets an answer, and you get a qualified lead with the inputs already filled in. Keep it to the inputs that really drive the price, show the result as a range, and put the booking or contact step directly under the result, where interest is highest. A calculator is a small piece of custom work on a landing page, not a platform decision.

When you should not build one: if your price depends on judgment rather than inputs, a calculator produces numbers you will later have to walk back, which is worse than no number at all.

Consumer price-information rules

If you sell to consumers in Sweden, the Price Information Act applies to every price you show, and the Swedish Consumer Agency supervises it. In practice this means:

• Prices to consumers are shown including VAT and any unavoidable fees. Showing ex-VAT prices only is acceptable when you clearly sell to businesses.
• If an extra cost such as travel or a call-out fee always applies, it belongs in the price or right next to it, not in the terms.
• When you advertise a price reduction on goods, the reference price must be the lowest price in the previous thirty days.
• For ROT and RUT services, make it clear whether a price is before or after the deduction, and what the customer pays if the deduction is not granted.

None of this is an argument against publishing prices; it is an argument for publishing them carefully. Once the prices are live, the next lever is how quickly you follow up the enquiries they bring, which our guide on following up quotes covers.

Frequently asked questions