How to write the price section of a service page.

Step 1 · Pick one price format

Fixed price

Best when the deliverable is the same every time (an audit, a report, a setup). Write it as: "€390 · one-time". Nothing to negotiate, nothing to ask.

From-price

Best when most jobs land near a floor but some grow. Write it as: "from €900" and say in one line what makes it cost more (pages, hours, rounds). A from-price without the "what moves it" line reads like a trap.

Range with drivers

Best for project work that really varies. Write it as: "€1,500–€4,000, depending on X and Y". Keep the range honest: if nearly every client pays the top, the bottom number is misleading.

Packages (three at most)

Useful only when buyers genuinely differ in what they need. Rule: no more than three, each named after the buyer's situation rather than "Basic / Pro / Premium", and each differing in what is delivered, not just in adjectives.

Avoid: "Contact us for a quote" as the only option. If you truly can't price before a conversation, at least show what past projects typically cost or what the first paid step costs.

Step 2 · Put these five things right next to the number

1. What's included in concrete nouns: "one 60-minute call + written summary + 2 revision rounds", not "full support".
2. Delivery time: "within 5 working days of payment" or "starts the week after booking".
3. Payment terms: upfront, 50/50, or monthly, and by which method (card, bank transfer, payment link).
4. What it doesn't include, in one line, so nobody is surprised later (e.g. "copywriting not included", "hosting billed separately").
5. The button: one primary action that matches the format, e.g. "Pay €390 and send your brief" for a fixed price, "Book the scoping call" for a range.

If the visitor still has to scroll or email to learn any of these five, they will usually guess, and guesses tend to be worse than the truth.

Step 3 · Get the VAT and currency wording right

• Selling to consumers in the EU: the price you show generally has to be the final price including VAT. Write "€390 incl. VAT".
• Selling only to businesses: net prices are common. Say so explicitly: "€390 excl. VAT" or "net, plus VAT where applicable".
• Not VAT-registered (small-business exemption): say that the price includes no VAT and why, using the wording your country requires.
• Currency: show one currency with its symbol. If you also sell abroad, a second line ("about $420") is fine, but bill in one.

This is general information, not tax or legal advice. Rules differ by country and by who you sell to; check with your accountant if unsure.

Common mistakes to fix first

• Hourly rate as the headline price for a fixed deliverable. Buyers then have to estimate hours themselves. Lead with the job price; mention the rate only for extra work.
• Fake urgency or invented discounts ("was €900, now €390" when it never was €900). In the EU this can breach consumer-protection rules, and buyers notice.
• The price hidden at the bottom after long scrolling. Put at least the price and the button in the first screen or right after the "what you get" block.
• Several competing buttons around the price ("Book a call", "Download the brochure", "Subscribe"). Keep one; make the rest plain links (more in the call to action guide).
• Guarantees you can't honour. Only promise a refund or a redo if you will actually give it, and write the condition next to it.

Copy-paste template

Replace the brackets. Delete any line that isn't true for you rather than filling it with something vague.

[Name of the service]
€[price] [incl. VAT | excl. VAT] · [one-time | per month]

What you get:
- [deliverable 1, concrete]
- [deliverable 2, concrete]
- [number] revision round(s)

Delivery: [within N working days of payment]
Payment: [upfront by card / payment link | 50% upfront, 50% on delivery]
Not included: [one line]

[ Button: Verb + outcome, e.g. "Pay €[price] and send your brief" ]

How it works: 1) you [pay / book]  2) you send [what]  3) you receive [what] by [when]

Quick self-check

• Can a stranger tell the price without scrolling past the "what you get" block?
• Can they tell what arrives, when, and how they pay?
• Is there exactly one primary button near the price?
• Is the VAT wording correct for who you sell to?
• Is every claim near the price (discount, guarantee, "limited") actually true?

For the rest of the page (headline, audience, proof, imprint, mobile path), use the free 10-point offer page checklist.

Orders closed

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