Insights — Digital Infrastructure — 3 min read
Should You Show Pricing on a B2B Website?
Not showing any pricing at all filters out more buyers than it protects. The better question is how much pricing information to give, and where.
In short
Not always full pricing, but almost always some pricing signal. Fixed or simple services benefit from published prices, since it removes a genuine barrier to enquiry. Complex, project-based or highly variable work is better served by indicative ranges, 'from' prices, or a clear statement of what drives cost — rather than either full price lists or total silence, both of which lose buyers for different reasons.
Most B2B companies default to hiding pricing entirely, usually out of habit or a worry about competitors seeing it. But a buyer who cannot find any indication of cost often assumes the worst — either it's expensive, or the company won't say, which reads the same way — and leaves rather than enquires to find out.
Why buyers actually want to see something
A B2B buyer researching options is trying to build a shortlist before committing time to a conversation. If your competitors show indicative pricing and you show none, you are the company a buyer has to phone before they can even judge whether you're in the right range — and many won't bother. Some pricing signal, even approximate, keeps unsuitable enquiries away and genuine ones moving.
When full published pricing works well
- The service is genuinely standardised — the same deliverable for most customers, with limited variation.
- Price is a reasonable proxy for value, and doesn't need a conversation to explain.
- Competitors already publish pricing, making silence conspicuous rather than professional.
When full pricing is genuinely unhelpful
- Cost depends heavily on scope, specification or site conditions that vary case by case.
- A published figure without context would mislead more buyers than it informs.
- The commercial relationship depends on negotiation, volume or long-term terms rather than a single transaction price.
The useful middle ground
| Approach | What it gives the buyer | Best suited to |
|---|---|---|
| Fixed price | Exact cost, no ambiguity | Standardised, low-variation services |
| 'From' price | A credible floor to judge affordability | Services with a common entry point but variable scope |
| Indicative range | A workable comparison point | Project-based work with moderate variation |
| Pricing drivers explained | Understanding of what moves the cost, without a figure | Highly variable or bespoke work |
| No pricing shown | Nothing — relies entirely on enquiry | Rarely justified; usually loses more than it protects |
How Evans applies this to its own digital infrastructure services
Evans publishes fixed prices for defined, standardised deliverables — the Commercial Website / Digital Audit at £595 + VAT, a Single Market-Entry Page at £795 + VAT — and 'from' prices for larger, more variable builds, such as UK Digital Infrastructure from £2,495 + VAT and Major UK/International Digital Infrastructure from £5,995 + VAT, because scope genuinely differs by business. This mirrors the general principle: fix the price where the deliverable is fixed, and give a credible starting point where it isn't.
Common mistakes
The most common mistake is hiding pricing for a genuinely standardised service out of habit rather than reason. The second is publishing a single flat price for work that is actually highly variable, which then generates enquiries the sales team has to disappoint at the quoting stage — arguably worse than showing nothing at all.
Does your digital infrastructure support how the business grows?
Commercial websites, search visibility, authority content, useful tools and lead journeys, built around how buyers actually decide.
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