Why hiding your prices costs you work
Two thirds of people abandon a page when they suspect hidden costs. In the trades, the number on the page is the filter.
Every category has a convention of hiding cost behind an enquiry. Kitchens do it. Glazing does it. Building does it. The reasoning is always the same, that every job is different, so a number would be misleading.
That reasoning is correct and the conclusion is still wrong.
What the numbers say
Around sixty seven percent of pricing page abandonment happens when a visitor suspects hidden costs. They do not leave because the price was too high. They leave because there was no price.
A range is not a quote
The move is not to publish a fixed price for a bespoke job. It is to publish a realistic range, built from what you actually charge, and to say plainly that the fixed price follows a survey.
A1 Glass and Glazing in Brighton put it in the headline: know what your windows will cost before anyone knocks on your door. Four questions produce a live range. The people who leave at that point were never going to buy, and they cost nothing to lose.
The real saving is your time
A builder's biggest cost is not marketing. It is the hour on the phone and the half day driving to a survey for a job that was a third of the budget. A number on the page does that filtering before anyone gets in a van.
Written by Harrison Ross, who designs and builds every site in the index.