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Lead Generation Strategy: Gating Your Pricing
When we suggest placing a pricing page on a client’s site typically we get some version of these responses:
1) “It’s not done in our industry” or service providers don’t do this…
2) “What happens if my competition sees it?”
3) “All our pricing is custom, nothing is standard”
And then simply:
4) “We would never do that”
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:
Instead of allowing visitors to self-navigate to the pricing page (and bounce if they didn’t make a buying decision), we “charged/asked for email” them to see the pricing.
When they clicked ‘see pricing,’ 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 service’s value in your prospect’s eyes.
Exclusivity is a driving force of desirability. If consumers can’t get something right away, it must be in high demand.
Golden SEO Opportunity
Here’s something else we’ve 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 Accounting for them without displaying the pricing package we productized the service into few different packages:
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.