Solomon Snobs used to give its marketing plan away free. A full audit, a 90-day plan, a written goal on every step.
Then I put a price on it. ₦2,000,000, published on the page for anyone to see.
I know how that number sounds in Lagos. I also know a plan someone pays for gets read, argued with and used, while a free one tends to sit in a downloads folder. I’d rather sell a few plans that get used than hand out a hundred that don’t.
Publishing the price does something else too. It sorts people before anyone says a word. The Maze Map page has no “book a call” button. You read the price, you read what you get, and you pay or you don’t. Nobody’s afternoon disappears into a call that ends in “ah, that’s too much.”
Your “contact us for pricing” button does the opposite.
This is the presentation side of the pricing strategy guide, which covers how to set the prices themselves.
Publish or Hide?
The usual objection goes like this. “Every client is different, so I can’t publish prices.” Sometimes that’s true. More often, it’s a reason to publish a starting price.
| Publishing prices | Hiding prices |
|---|---|
| Filters out people who can’t afford you, saving sales time | Every enquiry has to be qualified by hand |
| Builds trust, because it signals you have nothing to hide | Can suggest prices change depending on who’s asking |
| Lets buyers decide in their own time, including outside office hours | Forces a conversation before they can even consider you |
| Competitors can see your prices | Competitors can find out anyway by asking |
A useful middle ground is starting prices, like “Website packages from ₦X” or “Consultations from ₦Y”. They set expectations, filter out budgets that don’t fit, and still leave room for tailored quotes. If you’re unsure, test it. Publish starting prices for a quarter and compare enquiry quality with the quarter before. The pipeline template helps you measure qualification rates.
“If you have to ask, you can’t afford it” is usually credited to J. P. Morgan, talking about yachts. It works for yachts. For most Nigerian businesses, “contact us for pricing” reads the same way, and sends the buyer to a competitor who simply tells them.
What a Good Pricing Page Contains
- A short headline about the outcome, not “Our Prices.” For example, “Choose the plan that fits where your business is now.”
- The packages, usually two to four, side by side.
- What’s included in each, in plain language.
- Proof, like a testimonial, a case study result or client logos near the packages.
- Answers to pricing questions, covering payment terms, what happens next, what’s not included.
- A clear next step for each package, plus an option for people whose needs don’t fit.
Presenting the Packages
Three options usually win
One price forces a yes-or-no decision. Three options change the question to “which one?” and let buyers pick the level that fits. Too many options make choosing hard, and people often end up choosing nothing. For small businesses, three is the most common sweet spot.
Make the recommended option obvious
Highlight the package most customers should choose, with a label like “Most popular” or “Recommended”, as long as it’s true. A false label is a small lie that damages trust the moment anyone notices.
Name packages after who they’re for
“Bronze, Silver, Gold” says nothing. “Starter”, “Growing Business” and “Established” help visitors spot which one is meant for them. Add a one-line description under each name, like “For businesses launching their first website.”
Show the differences clearly
Use a comparison table where each row is a feature and each column is a package. Put the most important differences at the top, and write features as benefits where you can. “Enquiries tracked by source” is clearer than “GA4 integration”.
| Feature | Starter | Growing Business | Established |
|---|---|---|---|
| Pages | Up to 5 | Up to 12 | Unlimited |
| Enquiries tracked by source | No | Yes | Yes |
| Monthly reporting | No | Yes | Yes, with review call |
| Starting price | ₦[X] | ₦[Y] | ₦[Z] |
Six Things That Calm Nerves
- What’s included and what isn’t. Surprises after purchase destroy trust. Be explicit about extras, such as printing, ad spend, third-party fees or delivery.
- Payment terms. Deposits, instalments, monthly or one-off, accepted payment methods. Flexible payment can matter more than a lower price.
- What happens next. “After you choose a package, we’ll call you within one business day to confirm details” removes uncertainty.
- Guarantees or risk reversal, if you offer them, like a satisfaction guarantee, a trial period or a written goal with an agreed consequence.
- Proof beside the prices. A relevant case study result next to the package it applies to. See the case study guide.
- A pricing FAQ. Answer the questions people ask before buying, like “Can I upgrade later?” “Are there hidden fees?” “Do you offer discounts for NGOs?”
Pricing in a Moving Currency
If your costs depend on imported goods, software or dollar-billed services, a price set today may not survive six months. A few approaches help.
- State a validity period on quotes and the pricing page: “Prices valid until [date].”
- Review prices on a stated schedule, such as quarterly, and say so. Scheduled reviews feel like policy, and sudden changes feel like opportunism.
- Separate currency-linked costs where they’re significant, such as ad spend or imported hardware, so the core price stays stable.
- Consider multiple currencies if you serve diaspora or international clients, and make clear which currency applies.
The currency guide covers FX exposure in more depth.
Mistakes That Cost Sales
| Mistake | Why it hurts |
|---|---|
| “Contact us for pricing” with no indication at all | Many visitors leave rather than ask |
| Too many packages or add-ons | Choice overload leads to no decision |
| Features listed as jargon | Buyers can’t tell what they’re paying for |
| Prices that don’t match what sales quotes | Undermines trust in everything else |
| No clear next step | Interested buyers don’t know what to do |
| Hidden fees revealed later | Leads to cancellations, complaints and bad reviews |
Measuring the Page
Track how many visitors view the pricing page, how many take the next step from it, and which package they choose. In GA4, mark enquiries from the pricing page as key events (the GA4 guide shows how), and use session recordings to see where visitors hesitate. Test bold changes instead of small tweaks, like publishing prices against not publishing them, following the low-traffic testing guide.
Writing the Copy
The headline
Swap “Pricing” for something that helps the visitor choose, like “Simple pricing, no hidden fees” or “Choose the package that fits where your business is now.”
Package descriptions
Under each package name, write one sentence about who it’s for and what it achieves. For example, “Growing Business. For companies ready to track which marketing brings customers, and do more of it.” Then the features, then the price, then the button.
Button text
“Submit” and “Learn more” are weak. Use the action and the outcome, like “Book a call about Growing Business” or “Start with Starter”.
Tricks That Backfire
Some pricing presentation tricks work in the short term and backfire later. Anchoring, where you show a higher-priced option first so the others seem reasonable, is legitimate when the premium package is really valuable and some people really buy it. It becomes manipulation when the top option exists only to make the others look cheap. In the same way, “was ₦X, now ₦Y” claims must reflect a genuine previous price. Buyers who catch a trick tell other people, and they doubt everything else on your site.
Handling Custom Quotes
If some of your work really needs a custom quote, show that too. Present your standard packages, then add a fourth option, “Custom, for larger or unusual projects, from ₦X”, with a short quote request form. Ask only for what you need to prepare a realistic quote, such as scope, timeline and budget range, and say when you’ll reply. The speed to lead guide explains why that reply time matters.
On a Phone
Most visitors will see your pricing page on a phone, where side-by-side columns become a vertical stack. Check four things.
- The recommended package is easy to spot when packages are stacked, not lost at the bottom.
- Comparison tables scroll horizontally rather than squashing text into unreadable columns.
- Prices and buttons are visible without excessive scrolling.
- The page loads quickly on mobile data. The launch checklist covers speed.
If You Only Change Three Things
Publish prices, or at least starting prices. Offer about three packages named after who they’re for, with the one most customers should choose highlighted. Then put proof, payment terms and what happens next right beside the prices.
Back to Her
She found a number. She found a package that sounded like it was written for her. She clicked the button. That’s the whole job of this page.
If visitors reach your prices and still leave, the free 2-minute diagnostic will show which of your four walls is weakest. Pricing pages that don’t convert usually show up under Convert.
P.S. Businesses spending ₦1M or more a month on marketing also qualify for a free 30-minute Leak Check. It’s free, so there’s no pricing page to read first.
Example packages and prices are illustrative placeholders. This is general business information, not financial advice.
This article covers one part of a bigger system. Our guide to digital marketing in Nigeria shows how the four walls fit together, and the order to build them in.
