Part of our guide: Why is my website not getting enquiries?.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
Give people something to work with: a 'from' price or a typical range for each service, what's included, and what makes the price go up or down. You don't need a fixed price for every job. You need enough for someone to know whether you're in their budget before they get in touch.
Why saying nothing costs you
With no price, people assume the worst and leave, and you never know they were there. Price questions are also some of the most common things people ask AI tools, and the tools can only quote prices someone has published. If your competitor publishes and you don't, they get quoted.
Four honest ways to show a price
- A 'from' price, for example 'Boiler service from £85'.
- A typical range, for example 'Most bathroom refits cost £6,000 to £9,000'.
- A worked example: what a typical job costs, such as a three-bed semi.
- What moves the price up or down. This is useful on its own, even next to a range.
What goes on the page
- Each service, with a 'from' price or a range.
- What each price includes, in a line or two.
- What changes the price: size, access, materials, parts.
- Whether prices include VAT, said plainly at the top. It's the most common gap.
- Any call-out fee or minimum charge.
- The date you last updated the page.
- A link from each price to that service's page, and one clear next step.
Keep every price the same everywhere
Your prices page, your service pages and the services on your Google Business Profile should all say the same. A boiler service at £85 on one page and £90 on another is exactly the sort of disagreement AI tools notice. When a price changes, update the prices page first, then each service page, then Google.
If you offer finance
Give it its own page, name the lender and say it's subject to approval. Never say interest-free or 0% unless it is. Finance wording is regulated, so ask the lender for their approved wording.
Every site we build on our Website plan includes a prices page. Not sure what AI tools say about prices in your trade? Get a free AI search check.
Common questions
Will publishing prices put customers off?
Usually the opposite. A 'from' price or a range puts off people who were never going to buy, and the ones who get in touch already know roughly what to expect.
Should I show prices with or without VAT?
Either, as long as you say which, plainly, at the top of the page. If you're not VAT registered, say that too.
Do I need a prices page if my service pages show prices?
It helps. One page with every price is easy for people to compare and for AI tools to quote, and it links to each service page for the detail.
Want your website to answer the questions customers ask?
Book a 45-minute demo. See also our guide: why is my website not getting enquiries?