I run a small WordPress studio — 18 years, 235+ projects, mostly local businesses. A few months ago we rebuilt the pricing page on our site, webmaster.co.ua, and it changed how I think about client acquisition.
Before: "Contact us for a custom quote." Every lead had to go through a call before seeing a number. Felt safe, actually just added friction — asking "how much does a website cost" felt like a bigger commitment than it should've been.
What we changed:
Split pricing into four named tiers, published directly on the site: landing page ($200–400), business site ($400–800), SEO-focused build ($800–1,500), custom ($1,500+) — each with exact inclusions and turnaround.
Stopped softening a detail we used to only mention on calls: the base tier uses AI-generated placeholder copy that clients edit themselves. Putting it in writing removed more friction than it created.
Linked testimonials out to a third-party freelance platform for verification, instead of only showing quotes we curated ourselves. Reviews you don't control carry more weight than the ones you do.
What actually changed: not lead volume — lead quality. Inquiries used to open with "how much would this cost?" Now people arrive already having picked a tier.
The stack didn't change at all. Still WordPress + Elementor, no migration. It's tempting to assume a conversion problem is a technical problem — ours wasn't. The pricing page was under-informative; fixing the information architecture mattered more than touching the stack.
If your pricing still hides behind a contact form, worth testing transparency on a slice of traffic before assuming it'll scare people off.
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