If your firm offers fixed prices, your website should say so. A clear price is a strong hook for new clients and starts far more conversations than “call us for a free consultation”.
But many firms undo the benefit with one small word: from. As in “from $350 a month”.
Why fixed prices help you sell
Pricing author Ronald J. Baker has written widely about the benefits of fixed prices for accounting firms. Two of them matter most for sales:
- They qualify the prospect. You learn what the client thinks the work is worth before you commit any time to it, not after.
- They calm the buyer’s nerves. Agreeing price and terms up front reduces sticker shock, buyer’s remorse and slow payment.
How “from” undoes them
- It doesn’t qualify anyone. You’ve set a floor, but you haven’t learned what the prospect values or expects to pay.
- It creates the anxiety you were trying to remove. When you see “prices from $50” in a shop window, do you expect to pay $50? Most of us read it as a trick to get us in the door. Your prospects think the same way.
It also weakens your marketing. Compare these two:
We can manage your accounts from $250 a month.
Your accounts done for $250 a month, guaranteed.
The second is clearer, more confident and easier to act on. There’s no uncertainty, and a promise is powerful in marketing, as long as you keep it.
“But what if the package doesn’t fit?”
That’s fine. The packages on your website are examples, there to grab attention and start a conversation. When someone calls about your $350 package, you don’t have to sell them exactly that. Talk to them, understand what they need and tailor the offer, or suggest something that suits them better.
A restaurant has a fixed menu, but it will still swap the fries for a salad.
Be bold
“From” pricing is hedging your bets. Business owners deal with uncertainty every day, and anything clear and exact stands out. Publish real prices, keep your packages simple, and focus on starting conversations.
Another view
Not every firm should publish prices at all. For the case against, read should you publish packages and pricing on your website?
Bizink websites make it easy to present your packages clearly. Book a demo to see how.