When a prospect says “it’s expensive”, they usually mean: “I’m not sure this will work for me.” Your pricing strategy on the site is simple: reduce uncertainty and make the decision feel safe.
1) Price isn’t the problem — doubt is
If the outcome is unclear, any price feels risky. Your job is to clarify the result, the process, and the next step (without pressure).
2) Use anchoring (without pretending)
Anchoring works when it’s honest: show a reference point (tiers, scope ranges, examples of deliverables). It helps the prospect place you in the market.
3) Package outcomes, not “pages”
People don’t buy “a website”. They buy: more calls, fewer unqualified leads, better trust. Describe your offer as a system (strategy + design + SEO + copy + tracking).
4) Proof is your price justification
Case studies, before/after examples, reviews, and concrete improvements (speed, structure, clarity). Premium positioning without proof feels like arrogance.
- Show 2–3 flagship redesigns.
- Explain what changed and why (in plain language).
- Make the process visible (timeline, checkpoints).
5) Reduce perceived risk
Offer a low-commitment first step: free homepage mockup, short audit, or a checklist. The goal is to start the relationship — not force a payment decision in 30 seconds.
6) Make “no discount” feel normal
Instead of discounts, use clarity: what’s included, what isn’t, and what the client gets at each tier. It’s easier to pay a premium when the scope is crisp.
7) The CTA should match the price
High-ticket → the CTA must be a conversation, not a checkout. A good next step is “Get my mockup” or “Request an audit”.