By Mehdi HassanWe publish every price on our homepage. A brand & design sprint is $3,000. A landing page is $6,000. A website is $8,000 for up to 6 pages. A retainer is $6,000/month. That's an unusual choice for a design studio, and plenty of good agencies would never do it. This is our opinion on when an agency pricing page helps, when it hurts, and how to build one.
Should agencies display pricing on their website?
Most agencies should display some pricing on their website, because buyers want to know if a conversation is worth having before they book one. 'Contact us for a quote' asks the prospect to spend time and give up their email just to learn whether you're in their range, and many good-fit buyers won't.
Pricing is one of the pages buyers look for and agencies most often skip, which we cover in our guide to marketing agency website design. The real question isn't whether to talk about price but how specific to be. That depends on how repeatable your work is.
If a buyer can't tell whether you cost five thousand or fifty, they'll assume the wrong one.
What changed when we published our prices?
We won't give you a lead-volume statistic, because we don't publish one and won't invent one. What we can describe is why we chose public, fixed prices and what we designed the rest of the business around as a result.
- The offer had to be scoped tightly. You can't put a fixed price on 'whatever you need'. Each offer has a defined deliverable, like up to 6 pages for the website package.
- Calls start with scope, not budget. Someone who books knows the number, so the intro call is about whether the offer fits their problem.
- Some buyers self-select out. That's the point. People looking for a much cheaper or much larger engagement can see it before booking.
- Extras have to be priced too. The website is $500 per extra page, so growth in scope doesn't need a new quote.
- Unknowns stay on the call. Timelines and migration work are scoped on the intro call, because those genuinely vary.
The honest trade-off is flexibility. We can't charge more because a client seems able to pay more, and we can't quietly reshape a package for every request. For a small studio that sells clearly defined work, that trade is worth it. For an agency whose every project is different, it might not be.
What are the pros and cons of agency pricing on a website?
The main advantage of agency pricing on a website is that it filters and reassures at the same time. The main disadvantage is that it fixes a number competitors and buyers can anchor to.
Pros
- Buyers qualify themselves before booking a call
- Sales calls focus on fit and scope instead of budget discovery
- Clear prices signal confidence and make the offer feel real
- Packages are easier to buy, compare and get approved internally
- Pricing pages can rank and get cited for cost questions
Cons
- Competitors can see your prices and position against them
- Hard to price large or highly variable engagements honestly
- A low entry price can attract buyers who only want the minimum
- Less room to price by perceived value on each deal
- Prices need maintenance as the offer evolves
Which agency packages page format should you use?
Use the most specific format your offer can support honestly. Fixed packages for repeatable work, starting-from prices for scoped projects, and typical ranges for custom engagements. All three beat a page with no numbers.
Format | Example | Best for | Risk |
|---|---|---|---|
Fixed packages | Website, $8,000 for up to 6 pages | Productized or repeatable services | Needs tight scope definitions |
Starting-from prices | Brand projects from a set minimum | Scoped projects that vary in size | Buyers may assume the minimum |
Typical ranges | Most projects fall within a range | Custom work with predictable bands | Wide ranges can feel evasive |
Minimum engagement | Engagements start at a set level | Large, strategic, bespoke work | Says little about actual cost |
How pricing works | Explains retainer vs project pricing | Agencies unwilling to share numbers | Weakest at qualifying buyers |
If you're moving toward fixed packages, the guide to a productized agency website shows how to name, scope and present them. For product companies weighing the same decision, our broader piece on whether to show pricing on your website compares public and 'contact sales' models.
For example, suppose an agency's projects range from small to very large
Hypothetical example: a performance marketing agency runs projects from a single-channel audit to multi-market retainers. Fixed prices for everything would be misleading.
Instead it publishes a fixed-price audit as an entry offer, 'starting from' prices for its two retainer tiers, and a line saying that multi-market programs are scoped individually with a stated minimum. Small buyers can start with the audit, mid-sized buyers can see their likely range, and large buyers know the agency works at their level. Nobody has to book a call just to learn the basics.
What should an agency pricing page include?
An agency pricing page should include the price or range, what's included, what's excluded, who each option is for, and the next step. Without inclusions and exclusions, a number is just an anchor, and buyers will fill the gaps with their own assumptions.
- Offer name and price in plain terms, with the currency.
- Who it's for, in one line, so buyers can find their option quickly.
- What's included, as a short list of deliverables.
- What's not included, or what's scoped separately, stated honestly.
- How extras are priced, such as per extra page or per additional market.
- A short pricing FAQ, covering payment terms, changes and what happens after delivery.
- One call to action, usually booking a call, repeated beside each option.
Design matters too. The same principles that apply to product pricing pages apply here: clear hierarchy, one recommended option, and plain language. Our guides to AI pricing page design and redesigning a pricing page without changing your prices cover those layout choices in detail.
When should an agency not show prices?
An agency shouldn't show fixed prices when its work is genuinely bespoke, priced on value or outcome, or sold through procurement processes that require formal proposals. In those cases, publish how you price, a minimum engagement or typical ranges, and explain what drives the cost.
Be careful that this isn't an excuse. Many agencies say every project is unique when most are variations of three or four types. If you can describe your common project types, you can usually price them. For a sense of what buyers compare you with, see our guide to landing page design cost, which sets out the typical ranges we see quoted across freelancers, agencies and studios.
