How to Put Pricing On Your Sales Pages
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As we head into 2026, we need to talk about something that makes a lot of smart, confident business owners suddenly forget how to form sentences.
Money.
Specifically, we need to talk about how to talk about money on your sales page in a way that builds trust, increases conversions, and makes your sales calls feel a whole lot less terrifying.
In the online space, buyers are comparing options, scanning quickly, and trying to figure out if you’re the right fit before they ever book a call. Being clear about what you offer, what’s included, and the general investment range is no longer optional. It’s part of building trust.
And the irony is, when you avoid money on the page, you don’t avoid the discomfort. You just delay it. Then it shows up as sticker shock on a sales call, awkward pauses, or people ghosting after you finally say the number out loud.
Your sales page is meant to prime the pricing conversation for you – so that your sales calls are more of scoping calls than pricing conversations.
So let’s talk about how to frame pricing so it feels like a hell yes, even when your services are not one-size-fits-all.
NOTE: You can listen to my thoughts on this in podcast form. Listen here, or keep scrolling to read the full post.
Why Talking About Money Builds Trust
Money is a sensitive topic. Culturally, a lot of us were taught that money, politics, and health are things you don’t talk about in polite company. That conditioning doesn’t magically disappear when you start a business.
But transparency around money signals clarity, confidence, and ease to your audience. It tells them you respect their time and their decision-making process.
When someone knows the general investment before they get on your calendar, that call becomes a scoping conversation, not a reveal. You’re no longer bracing yourself to drop a number and watch their reaction. You’re collaboratively talking through what’s possible within a budget they already expect.
Putting pricing on your sales page changes the entire energy of the sales process.
An Example Story About Birds, Roofs, And Perceived Value
We had birds getting into the eaves of our house last year. One day while reading outside, I noticed what looked like fake snow on the ground, and then realized it was insulation being pulled out by these darn birds!
I called a few pest control companies that specialize in birds.
The first one wouldn’t give me any pricing without coming out. No range, no context, no real answers unless I paid for the time consuming ‘free consult’. I politely said I’d call him back (I lied.).
The second and third companies both said some version of, “We’ve worked on houses in your neighborhood. This is the typical investment, and here’s how we handle it.”
One of them offered a multi-visit package. The other said they usually fix it in one go and offered a 365-day guarantee: If the birds came back within a year, they’d return within one business day and make it right.
Same price. Similar outcome. Very different framing.
I chose the second guy instantly because his framing made it clear he believed the core solution would work. The guarantee felt like a bonus, not something I felt like I had to use.
That’s perceived value at work.
How To Frame The Value Of Your Offer Before You Share The Price
Your pricing section should not be the first time someone realizes your work is valuable. By the time they reach that part of the page, the number should feel reasonable, if not obvious.
There are a few ways you can do this:
Opportunity Cost
Opportunity cost can come in the form of money or time. Either way, you want to address the cost of not working with you. That might be money they are already spending elsewhere, or money they will spend fixing problems later.
When using the opportunity cost of time, consider the time spent coordinating, commuting, managing, or redoing work adds up quickly, and your offer often eliminates more friction than people realize.
2. Value Stacking
Tell people the value of everything included. Is your time worth something? Tell people that! They don’t know what you charge for each part of a package until you tell them.
3. Value Anchoring
I always say people want three things: Time, money, and to mitigate their risk of losing the first two.
Value anchoring is often the mitigation of risk – simply tell your audience why the outcomes they are getting is worth the value of your service.
What If Your Services Are Custom Or Bespoke?
If you’re a service provider whose work varies significantly from client to client, that does not mean you can’t talk about money.
This is where case studies become your best friend.
Case Studies can show examples of larger, more involved projects alongside smaller, more contained ones. You can share typical investment ranges, starting points, or phrases like “most projects fall between.” You can explain what is usually included at different levels without locking yourself into a rigid price list.
If you don’t have case studies, I encourage you to consider adding a range of pricing (Typical investment between x and y), or a starting point (most small projects start at $x).
When someone clicks a button that says “Get A Project Scope” or “See What This Looks Like For You,” they should already have a sense of what kind of investment they are walking into.
That clarity creates ease for them and for you.
The Bottom Line: Make It Easy To Say Yes
Talking about money on your sales page is about abundance. It is about making it easy for the right people to choose you.
Your investment section is just one part of your sales page, but it plays an outsized role in how safe, confident, and informed your reader feels. When you know what your people need to understand in order to buy, the structure of your page becomes obvious. You fill in the details, speak directly to their questions, and hit publish.
Your Next Steps:
If the writing itself feels like the hardest part, that’s something I can help with, whether through Copy On Demand or done-for-you support.
I want to see you sell more in 2026, and I want it to feel straightforward, honest, and human.
If you’re ready to build trust and sell more, check out Copy On Demand here.
You can always find me on Instagram @nomad.copy or at nomadcopyagency.com.
Helpful Resources:
See my services → sales pages, emails, websites, and more.
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Get on my calendar → if you’d like me to write your sales copy for you!
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To view the podcast episode with subtitles, visit my YouTube channel here
