I had this exact conversation with a client last week, and it was such a good reminder of why I will always, always, always recommend putting some sort of pricing on your website.
Even if your projects are custom. Even if your pricing varies. Even if it makes you feel a little nervous.
Because the truth is, when people have no idea what to expect, they’re going to make up their own number in their head. And that number usually isn’t based on your process, your experience, the scope of the project, or what it actually takes to do the work well. It’s based on whatever frame of reference they already have, which might be a friend’s project, something they saw online, or just what they hoped the project would cost.
And that’s exactly how sticker shock happens.
Why Pricing on Your Website Matters
The client I was talking with offers very custom projects, so pricing isn’t always straightforward. One project might be smaller in scope, while another could be significantly more involved. We’re talking a range of tens of thousands of dollars depending on the size, complexity, materials, timeline, and overall goals of the project.
So naturally, he was having a hard time figuring out how to talk about pricing on his website. And honestly, I get it. When your work is custom, putting a number out there can feel tricky. You don’t want people to assume every project costs the exact same amount. You don’t want to underquote something before you understand the full scope. And you definitely don’t want to box yourself into a price that doesn’t actually make sense for the work being requested.
But the problem was that his website had no indication of pricing at all.
So people were reaching out without any real understanding of what their project might cost. Then, when he responded with a realistic quote, they were experiencing major sticker shock. Not because his pricing was wrong. Not because the work wasn’t worth it. But because the expectation had never been set upfront.
Your Website Should Help Filter Leads
That’s where your website can do a lot more of the heavy lifting for you.
If someone has to reach out just to find out whether they can afford to work with you, you’re going to spend a lot of time responding to people who may genuinely love your work, but simply aren’t ready for the investment. And while those people may be lovely, every inquiry still takes time. You’re reading the email, responding thoughtfully, possibly hopping on a call, putting together information, following up, and then maybe hearing, “Oh, we’re not ready to spend that much.”
Which is fine, of course. Everyone has a budget. But wouldn’t it be better for both of you if they had a realistic starting point before they ever filled out your contact form?
That’s why pricing on your website is so helpful. It gives potential clients a frame of reference. It helps them understand what they should have budgeted before they inquire. It filters out the people who aren’t ready, while giving more qualified leads the confidence to take the next step.
Pricing Can Still Work for Custom Projects
And the good news is you don’t have to list every possible package, scenario, or custom project price. For this client, we talked through the absolute minimum he would charge for a smaller project, what a larger project could look like, and what types of projects actually made sense for his capacity and business goals. From there, we landed on a clear starting point for a standard project that could be displayed on his website.
That one number did a few important things.
It helped his website start filtering leads before they ever landed in his inbox. It gave potential clients a realistic expectation of what they needed to have budgeted. It reduced the chances of someone reaching out, getting excited, and then feeling completely blindsided by the investment. And it positioned him as a knowledgeable artisan who understands his process, his value, and what it realistically takes to do the work well.
That part is important.
Sometimes people worry that putting pricing on their website will make them seem less custom or less high-end, but I actually think the opposite can be true. When done well, pricing adds confidence. It tells people, “I know what this type of work requires, and I can guide you through it.”
What to Say Instead of “Contact for Pricing”
That doesn’t mean you have to say, “Every project costs exactly this much.” Instead, your pricing can be framed in a way that leaves room for customization while still setting expectations.
You might say:
“Investment starts at $X”
“Most clients spend between $X–$X”
“A typical project begins at $X”
“Custom proposals are provided after inquiry, with projects typically starting at $X”
The goal isn’t to lock yourself into one exact price for every possible project. The goal is to give people enough information to know whether they’re in the right place.
And yes, pricing might scare some people away. But that’s not always a bad thing. If someone sees your starting price and immediately knows they’re not ready for that investment, that saves both of you time. It doesn’t mean they’re a bad client. It doesn’t mean they’ll never be ready. It simply means they’re not the right fit right now.
Your website isn’t meant to convince every single person to work with you. It’s meant to attract the right people, educate them, build trust, and help them take the next step with more confidence.
My Honest Advice on Website Pricing
So my advice? Always display some sort of pricing on your website.
Even if your projects are custom. Even if your range is wide. Even if you only share a starting point.
Setting those expectations upfront is going to save you and your potential clients so much time. It helps reduce sticker shock. It helps your inbox fill with more qualified leads. And it positions you as a confident expert who knows what your work is worth.
Because pricing clarity isn’t just about money. It’s about communication, trust, and making the buying process easier for the people who are already looking for someone like you.
