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Lead Generation Strategy: Gating Your Pricing
When we suggest placing a pricing page on a clientās site typically we get some version of these responses:
1)Ā āItās not done in our industryā or service providers don’t do this…
2)Ā āWhat happens if my competition sees it?ā
3)Ā āAll our pricing is custom, nothing is standardā
And then simply:
4)Ā āWe would never do thatā
Most of the service providers avoid pricing page or rate sheet page on their website. Not we get the point that you don’t want to provide your pricing upfront for variety of reasons. But, here is a solution which is a win-win. You can have a pricing page but not give out pricing. “Ask For Email For them To Access Your Pricing”
Here is an example of how we applied that strategy for an Insurance broker:
Step # 2
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Here is another example on how we implemented this for a service based company (Landscaping service provider): Goodfellas Property Management
We used this strategy and created a page: Price My Project
Step # 1:
Step # 2:
The key was in this simple step.
Instead of allowing visitors to self-navigate to the pricing page (and bounce if they didnāt make a buying decision), we ācharged/asked for emailā them to see the pricing.
When they clicked āsee pricing,ā visitors were asked for their email address to gain access to the pricing page.
This tactic serves two purposes.
You will turn regular pricing page traffic into a list of qualified leads.
And having a barrier to pricing increases your serviceās value in your prospectās eyes.
Exclusivity is a driving force of desirability. If consumers canāt get something right away, it must beĀ in high demand.
Golden SEO Opportunity
Hereās something else weāve discovered: Ranking for pricing related keywords is super super easy…as no one is doing this.
No one wants to put price on their site!
This is SEO gold. Highly searched terms with little to no competition means we should all set out to do some keyword research. Check out the terms and phrases in your industry related to “cost” and “price,” and invariably you’ll uncover some huge content opportunities. You can garner easy SEO wins by creating a pricing page and optimizing for these terms, and even including free offers to capture that qualified traffic and engage them in a sales conversation.
Productizing Your Service (Creating Packages)
Here is an example of our Client ATS AccountingĀ for them without displaying the pricing package we productized the service into few different packages:
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