How to design a pricing page

You have a price, a few hundred visitors and one or two customers. Your pricing page is missing, says "Contact us", or copies a three-plan table from a much bigger company, and people look at it and leave. Here is how to design a pricing page that works at your size: build one clear page today, then check it every day with real people until 8 in 10 can say what you cost and what to click.

Do these three things

About 4 hours today, then about 2 hours 15 minutes a day and 20 minutes each Sunday. Judge each change after 100 visits and 100 answers, not after a few days.

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1. 1Today: build a pricing page one click from your homepage, with your price as plain text, what it includes, one button, and how billing and cancelling work.
2. 2Every day: send the page to everyone who asks about price or finishes a call with you, ask 100 people who fit your buyer what would stop them buying, and watch every recording of a visit to the page.
3. 3Every Sunday: count visits to the page, clicks on its button and new customers or enquiries. After every 100 visits, fix the one thing most people got stuck on, and test only one change at a time.

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1. Decide what your pricing page shows: one price, three options or a starting price

Your pricing page should show the price the way your buyers buy. If they sign up alone, show one exact price. If they need a call or a quote first, show a starting price and what makes it go up.

Most guides tell you to copy a big company: three or four plans, a "Most popular" badge and an "Enterprise" column. That is built for thousands of visitors. With 300 visits a month and two customers, three plans split your few buyers into groups too small to learn from. Start with what you sell today.

If you run a SaaS: set the price first with the SaaS pricing guide. It ends with one paid plan, a free trial and a yearly option at 2 months free. Add a second plan only when at least 3 of your first 10 customers ask for something much bigger.

If you sell a B2B product or service: work out your floor and your three options with the B2B pricing guide. The page shows the starting price. The three options go in the quote you send after the call.

If you run an agency: show "From $[X] a month" from the agency pricing guide, and the work in your first package. Keep the full three options for the proposal.

Show a real number, not "Contact us for pricing". In TrustRadius' 2026 survey of 1,862 software buyers, clear pricing was the thing buyers most wanted from vendors, for the fourth year running. 83% of those buyers put 3 or fewer products on their short list. Buyers now ask AI tools to build that list: in G2's March 2026 survey, 51% of software buyers said they start research in an AI chatbot more often than in Google. If an AI answer cannot find your price, you are easy to leave off.

A few buyers will want much more: 50 seats, a contract, an invoice. Do not add an "Enterprise" column for them. Add one line under your price, "Need [more]? Email [name] at [email]", and handle it as a different kind of sale.

• Tool: your price from your pricing guide, and a Google Doc.
• Time: 20 minutes.
• You will have: one sentence: "My pricing page shows [one price / a starting price / a monthly starting price] of $[X], and the button says [words]."
• It worked if: you read the sentence to someone who does not know your business, and they can say the price back.
• Common mistake: "Contact us for pricing" when you already have a price. Buyers read it as "expensive" or "they will haggle", and they do not write in. The other mistake is guessing at many plans at once. One team on Indie Hackers changed its prices three times in two days in January 2026, and its $799 lifetime plan got zero buyers.

2. Write each part of your pricing page from what buyers ask

Write the page top to bottom from the template below, using the questions and words your buyers used in chats and emails. Every line should answer a question someone asked before they paid.

First, collect the questions. Go through every chat note, email and discovery call you have had. Write down each question people asked about price, billing, setup and cancelling, in their words. If you have had fewer than 10 chats, open the pricing pages of 5 competitors and copy the questions in their FAQs. Paste your notes into ChatGPT or Claude and ask it to list every question and every phrase buyers used. Check the list against your notes.

Then fill in the template. Ask AI for a first draft from your notes and this template. Then rewrite every line yourself until it sounds like your buyers.

Headline: [What the buyer gets], for [who it is for].Plan name: For [who this plan is for, in their words]
Price: $[price] a [team / user / order / month of work], billed [monthly]. Or $[price × 10] a year: 2 months free.What you get (5 lines at most, each one a result):
[A result, in the buyer's words]
[A result]
[A result]
[A result]
[A result]
Button: [Start your 14-day free trial / Get a quote within 24 hours / Book a 15-minute call]
Under the button: [What happens next.] [The renewal line: after the trial it is $[price] a [month] until you cancel. Cancel any time in your account.]Need [50+ seats / a contract / an invoice]? Email [name] at [email]."[One real sentence from a customer.]" [Name, role, company]Questions:
[The 5 questions buyers asked most, each with a 1–2 line answer.]

Use your value proposition for the headline, not "Simple, transparent pricing". Name the plan for who it is for. Stripe's guide on pricing small SaaS says the same: name plans after the kind of customer, not Bronze, Silver and Gold, and never put "unlimited" next to a low price. If you show more than one option, say plainly what is different between them, in the first lines of each card, so nobody picks the wrong one.

Use only proof that is real. With two customers, that is one sentence from one of them, with their OK. Collect it on your next call. Leave out logos you do not have permission to use, and do not put "Most popular" on a plan nobody has bought yet. "Recommended for [who]" is true on day one.

If you sell a B2B product or service: under "From $[X]", add the two or three things that move the price, such as quantity, rush delivery or setup, and a typical range from your last jobs. Buyers then know if you fit before they ask.

If you run an agency: list the work in the first package as numbers: "8 posts a month, 1 report, 1 call". A list of services tells the buyer nothing about what they will get.

• Tool: a Google Doc, and ChatGPT or Claude to draft.
• Time: 1 hour 30 minutes.
• You will have: the full text of your pricing page, with 5 questions and their answers.
• It worked if: every line answers a question a real buyer asked, and no plan lists more than 5 things.
• Common mistake: a list of features in your words, like "API access", "SSO", "Priority support". Buyers pay for what changes for them. Write the result instead.

3. Build the page so people, phones and AI tools can read the price

Publish the page as "Pricing" in your top menu, with the price as plain text, a button that leads to a working payment or enquiry form, and the billing and cancel terms next to the button.

Put the price where people and AI tools can read it. Write the price as text on the page, not inside an image or a slider. Many AI tools cannot see a price that only a script draws. A 2024 study by Vercel found that the crawlers behind ChatGPT, Claude and Perplexity fetch pages but do not run their scripts, so they read only what is in the page's text. Open your pricing page, press Ctrl+U (Option+Cmd+U on a Mac) to see the page source, press Ctrl+F and type your price. If it is not there, an AI crawler cannot see it either. Ask your site builder or developer to put it in the page text. The same check matters for llms.txt and schema markup later.

Connect the button to a way to pay. For a SaaS, the simplest is Stripe. Create a pricing table in Stripe without code: in the Dashboard, go to Product catalog, then Pricing tables, and click "+Create pricing table". It holds up to 4 products and can include a free trial. In Display settings you can highlight one product. Click "Copy code" and paste it into your page. Stripe draws this table with a script, so keep your price written as text above it too. For a single plan, a Payment Link is enough: open Payment Links, click "+New", pick the product and click "Create link". Stripe charges no monthly fee and 2.9% + 30¢ per US card payment, plus 0.7% for subscriptions on Stripe Billing. If you sell to many countries and do not want to handle sales tax and VAT yourself, Paddle does it for you, for 5% + 50¢ a payment. Make one real test payment, then refund it.

For a B2B product or service or an agency, the button opens a short form or a booking link. Ask only for name, email, company and what they need. Reply within 24 hours. Log every request in your sheet or CRM.

Put the billing terms next to the button. If people pay you every month or year, write the price, how often it renews and how to cancel, right beside the button. In the US, when you sell a subscription online, the Restore Online Shoppers' Confidence Act requires you to show all the main terms clearly before you take card details, get a clear yes, and give a simple way to stop the payments. The FTC's "click to cancel" rule was struck down by a court in July 2025, but the FTC began new rule-making in March 2026, and this law still applies. Since July 2025, California's law also requires that people who sign up online can cancel online, and that you tell them 7 to 30 days before a price change.

Check it on your phone. Open the page on your phone. The price and the button should both show without scrolling sideways. Stack plan cards one under the other. If the page is slow, fix the speed first.

If you run a D2C store: you do not need a pricing page. Put the price, the bundle and the delivery cost in the first screen of each product page, as the D2C pricing guide shows. In Baymard's survey, 40% of US shoppers who left a checkout did so because extra costs like shipping were too high, so surprise costs lose orders. Selling to UK shoppers: since April 2025 the first price you show must include every charge they cannot avoid. If delivery varies, say how it is worked out next to the price.

• Tool: your site editor; Stripe (no monthly fee) or Paddle; a booking or form tool for quotes.
• Time: 1 hour 30 minutes.
• You will have: a live pricing page in your top menu, and one test payment or test enquiry.
• It worked if: a stranger finds the page in 1 click from your homepage, your price shows up in the page source, the price and the button fit on the first phone screen, and the test payment or form went through.
• Common mistake: a price that lives only in an image or a script widget, or a "Buy now" button that goes to a "Contact us" form. A self-serve buyer who has to email you will not.

4. Test the pricing page on 10 people for 10 seconds

Show the page to 10 people who fit your buyer for 10 seconds, then hide it and ask three questions. If at least 8 of 10 answer all three correctly, the page is clear enough to send people to.

Do it on a video call with screen share, or in person on your phone. Pick people who fit your buyer but have not used your product. Past colleagues and people from your customer interviews work well. Show the page for 10 seconds, hide it, then ask:

What does it cost, and per what?
Who is it for?
What would you click, and what do you think happens next?

Write down every answer word for word. Count how many got each question right. Fix the line behind the most common wrong answer, then test again with 10 new people. When at least 8 of 10 get all three right, move on. Do not run an A/B test at this stage. With a few hundred visits a month, it would take months to finish.

• Tool: a video call, or your phone in person.
• Time: 1 hour for 10 people, at about 5 minutes each.
• You will have: 30 answers, written down, and a fixed page.
• It worked if: at least 8 of 10 people say the right price, the right unit and the right button.
• Common mistake: asking "Do you like it?" or testing on friends who already know the product. Both give you kind answers, not true ones.

5. Send people to your pricing page every day and watch every visit

Every day, send your pricing page to everyone who asks about price or finishes a call with you, ask 100 people who fit your buyer what would stop them buying, and watch every recording of a visit to the page.

Send the link after every call. After every discovery call or demo, send the pricing page link the same day, with one line on which option fits them and why. When anyone asks "how much?" by email or message, answer with the price in the first line and the link in the second. Add the link to every follow-up you send.

Ask 100 people a day what would stop them. Start with people who already know you: people you had a chat with, signups who did not pay, and people who said "maybe later". Then use the list of people who fit your buyer that you build for your daily messages. 100 a day uses about 3,000 names a month, so add new names every day. Ask one question. AI drafts each message from your notes on the person in about 30 seconds; you add one true line about them and send it yourself, one at a time. Not everyone answers. If 1 in 10 does, that is about 10 answers a day and 100 answers in 10 days. By 100 answers, the same three problems keep coming up, and those are what you fix.

Hi [first name],[One true line about them or your last chat.]I'm trying to make my pricing page clearer. Could you look at it for 10 seconds? [link]Then just tell me one thing: what would stop you from [starting the trial / asking for a quote / booking a call]? One line is plenty.[Your name]
[Your company, postal address]
Not for you? Reply "no" and I won't write again.

Send from your normal email or to your LinkedIn connections. LinkedIn limits how many invitations you send each week, so message people you are already connected to there, and use email for the rest. If you email more than about 50 strangers a day, set up a second domain for it first. The cold email guide covers the rest of the rules.

Watch every visit. Install Microsoft Clarity, which is free with no traffic limit. It records how visitors move, scroll and click. Each day, filter the recordings to your pricing page and watch every one. Note where people stop: before the price, at the plan cards, or after clicking the button. If you have visitors from the EU, UK or Switzerland, Clarity has needed a consent signal from your cookie banner since 31 October 2025. Without it, recordings from those visitors are cut into single pages.

• Tool: Gmail or LinkedIn, ChatGPT or Claude to draft, Microsoft Clarity (free), and your Google Sheet.
• Time: about 2 hours 15 minutes a day: about 1 hour 40 minutes for 100 messages, up to 30 minutes of recordings, 5 minutes to log answers.
• You will have: 700 messages sent a week, every answer written down, every visit watched, and a list of where people stop.
• It worked if: at least 5 people answer for every 100 messages, and after 100 answers you can name the top 3 things that stop people. Below 5 in 100, make the first line more about the person.
• Common mistake: asking friends "What do you think?" They say "looks great". Ask people who fit your buyer what would stop them, and write down their exact words.

6. Count your pricing page numbers every Sunday and change one thing after 100 visits

Every Sunday, write down how many people visited the pricing page, clicked its button, and became customers or sent an enquiry. After every 100 visits, change the one thing most people got stuck on.

Find pricing page visits in Google Analytics 4, which is free: in Reports, click Engagement, then Pages and screens, and find your pricing page. Take button clicks from Stripe (checkouts started) or from your form tool. Add the top stopper from your answers in step 5. Tag the links you send with UTM parameters so you can see which visits came from your messages. When you have time, set up proper conversion tracking.

Week | Pricing page visits | Button clicks | New customers or enquiries | Top stopper this week | What I changed

After every 100 visits, use these rules. Change one thing, then count the next 100.

• Fewer than 10 button clicks per 100 visits: people do not understand the page or do not see themselves in it. Fix the top: the headline, who it is for, and the price line. Rerun the 10-second test from step 4.
• 10 or more clicks, but fewer than 1 in 5 clicks become a customer or an enquiry: the problem is after the click. Make the checkout or form shorter, and for a SaaS, turn more trials into paying customers.
• Most answers say "too expensive": do not change the page. Go back to your pricing guide and use its rule, such as the 30 price talks in the SaaS pricing guide. If fewer than 1 in 5 say "too expensive", you may be too cheap.
• Under 100 visits a month: the page is not your problem yet. Spend your hours getting more people to it.

Do not run an A/B test at this traffic. With a few hundred visits a month, a test takes months to finish. Change one thing, count the next 100 visits, and compare. If your site has visits but almost nobody reaches the pricing page, fix the rest of the site first: for a SaaS, a site with traffic but no signups; for B2B, a website that brings no leads; for a store, a store with traffic but no sales.

• Tool: Google Analytics 4 (free), Stripe or your form tool, and your Google Sheet.
• Time: 20 minutes each Sunday.
• You will have: one row a week, and a list of every change with what happened next.
• It worked if: you can say which line you changed and how button clicks per 100 visits moved over the next 100 visits.
• Common mistake: changing the price, the layout and the button on the same day. Then you cannot tell which change worked.

When the page converts and you have more visits, choose what to test next. Use the same steps for any other landing page you build.

Your pricing page checklist for the next 4 weeks

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Step 1 · Decide what your pricing page shows

• Write one sentence: what your pricing page shows, the price and what the button says.

Step 2 · Write each part of your pricing page

• Collect every question buyers asked before they paid, from your chats, emails and 5 competitor pages.
• Write the page text from the template, in your buyers' words.

Step 3 · Build the page so people, phones and AI tools can read the price

• Publish the page as Pricing in your top menu, with the price written as plain text.
• Connect the button to a working checkout or form, and make one test payment or enquiry.
• Put the billing and cancel terms next to the button, and check the page on your phone.

Step 4 · Test the pricing page on 10 people for 10 seconds

• Show the page to 10 people who fit your buyer for 10 seconds and ask the 3 questions.

Step 5 · Send people to your pricing page every day

• Every daySend the pricing link after every call and to everyone who asks the price.
• Every dayAsk 100 people who fit your buyer what would stop them buying.
• Every dayWatch every recording of a visit to your pricing page.

Step 6 · Count your numbers every Sunday

• Every SundayFill in one row of the Sunday pricing page sheet.
• After 100 visitsChange the one thing most people got stuck on, using the rules in step 6.

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