As we all might know, there’s an ongoing debate among photographers whether you should show your pricing on the website or not. While it’s not a mistake if you don’t, we believe that showcasing your offerings or at least some starting prices will help narrow down your client profile and filter through your clients (Let’s be honest, not every client is YOUR client. And that is ok).
If you have decided to add a pricing page on your Squarespace site, you might find yourself staring at the blank page on your screen wondering where to start. Don’t worry, we’ve got you covered! In this article, we will go over 6 tips on how to build a pricing page, starting with planning stage and moving on to implementation.
Building a pricing page (or any other page) on your Squarespace website can be an enjoyable process if you know: who it is for (page audience), what you want to achieve (page purpose) and how you want it to look (page structure and content). Now let’s go ahead and talk details.
Build a strong pricing page on your site, step by step
1. Think of your target customer and address their fears
Who are the clients that you usually photograph? Who is your ideal client? Analyze your target group, and create their profile - we call it customer persona - think of what they do for a living, what income level they have, what hobbies they have, is it mostly women or men who look for a photographer in your case, who do they follow on Instagram, what do their Pinterest boards look like, etc. Take as much time as you need here, the more detailed of a profile of your ideal client you create, the better. You need to really know your customer, to be able to speak their language and create a connection. For example, if you photograph weddings, you must already know that your clients need extra attention before booking the shoot, and you can talk about how you approach this issue on your Pricing Page. The bigger the price and commitment, the more you have to “invest” to convince your potential customers that you are the right fit for them. Especially in case of wedding photography - there are a lot of things that can go wrong on the day, so you can use your pricing page as an opportunity to address those fears and ensure your potential client, that you are the right person for the job. Likewise, if your clients are families, creative businesses or other niches, they’ll expect something totally different from your pricing page, starting from the design and ending with the extra services/products that go with your services.
At this point, it’s very important to put yourself in your client’s shoes, and ask yourself the right questions. Whether you are planning to reach to their emotions or offer information, your headline and your communication should be addressed to your ideal client and should include a call to action. Once you define your target customer and what they care about in life (including about photography services) you can move to the next step.
2. Establish value first and list your benefits
Before you present your packages and options, make sure you establish your value first. Your approach to photography, your process, your brand promise (i.e. Creating memories that last), and the way you cultivate relationships - these are all values. They are not only unique, but also priceless. Make sure you dive into all the benefits of hiring you, beside the usual package deliverables.
Depending on your genre of photography, you shouldn’t forget that you are an expert in what you do. If you are a wedding photographer, offer your clients tips on what mistakes to avoid on the day. If you do elopements, create a checklist of what the couple needs to prepare. If you do family or couple shoots, prepare a guideline on how to dress for the day. Let your clients know that they will receive so much more than just photos. It will be a whole experience, masterfully guided by you!
3. Create your list of Packages and Add-ons
Prepare a list of your available packages and what they include, possible add-ons or any a-la carte options. If you are open to shoot under budget for the right type of client, i.e. a venue you always wanted to work with, or a destination wedding, etc. communicate this possibility through a travel list. Listing out package deliverables is helpful when you have several packages that differ based on quantity(ie.hour based packages or number of images). Through package comparison you are actually offering your potential clients the ability to control their investment. Depending on how you work, you can list out add-ons, which are a great possibility to offer products on top of your services, or additional hours.
4. Copy and visuals
Now that you know who is your ideal client, and you have your packages ready, as well your approach, you can start writing out your copy. When you do that, try to write it in an active voice - like you would actually speak to the client face to face, and use their language/tone (i.e. if you do editorial photography, the copy tone would be different from the one for maternity type photography). Besides your approach and services, it will be important to address frequently asked questions, which is a section you can keep constantly updating. Another important component of your page is social proof: bringing those words of appreciation you received from previous clients to fully win over your prospects.
A checklist for you to follow in terms of content:
1-2 paragraphs to describe your brand promise and approach;
Brainstorm 3-5 attention grabbing headings, i.e. Timeless wedding photography documented elegantly, Capturing your authentic self with your loved one etc.; Don’t forget about keywords you want to rank through your SEO, when you list these out.
Prepare several hero images, preferably horizontal, to break down the page content with visuals;
Present your services with short but clear text;
Collect some frequently asked questions to add to the page;
Add client testimonials from your favorite shoots;
Showcase press features for more social proof.
Define the final call to action (Fill out the form, Shoot me an Email, etc.)
5. Outline your sections and start to implement your page
When getting to the implementation part, it helps to outline the flow of your page by sketching it out either online or on a piece of paper. The copy and images that you’ve prepared in the above step will come in handy here.
Remember to use clear headings and include call to actions. Focus on describing your approach, presenting your brand promise and listing benefits why to hire you, before you get to your packages (keep your ideal client in mind, when you do that). When building content heavy pages in Squarespace it helps to use Index pages (if your template allows stacked index pages). This way you can reuse sections easily by duplicating blocks, as well as assigning various styles through code, if general style settings don’t work well.
6. Test your pricing page
Once you’ve implemented your pricing page, remember that it can and should evolve to ensure that as your business is maturing or pivoting, communication on your pricing page is reflective of your direction. Keep making the right adjustments in your presentation to lead the change in your business.
What you can do: A/B test your layouts, your offerings, costs or lack of those. Change up your page design and your brand promise. Analyze what kind of inquiries you receive after each change, and make the right iterations until you are happy with the business you are getting.
Extra tip: Try out Squaremuse Pricing Kit
If you are stuck, either from lack of inspiration or due to Squarespace limitations, there are ready made solutions which you can purchase to get yourself a powerful pricing page. Consider Squaremuse Pricing Kit, which is a page made out of 10+ custom blocks or 30+ if you purchase a style bundle. It offers a variety of layouts: package blocks, add-ons and features blocks, info blocks, testimonials, process and faqs, press features, video blocks and contact form. On top of it, you can choose from 3 available styles to match your brand aesthetic and enhance your visual presentation across the whole site not only your pricing page. You can see all the available options here. Go ahead and catch a great deal - get a Style Bundle (2 Pricing Kits + 1 free).
Not sure how a pricing page might help your photography business in the first place? Check out this helpful article on how positioning your brand and showing your pricing on the page will save you a lot of time and get you the right client.