Have you ever visited a B2B site, got excited about their offering, and…spent way too long searching for even a hint of pricing? Same here. It’s frustrating. And you know what? It’s totally avoidable.
In today’s post, I’m going to show you why displaying prices or at least price ranges on your B2B website is crucial. We’ll talk about the real-world benefits, how it helps your sales process, and how you can make it downright easy for customers to see what you offer—complete with interactive price estimators to show them the money, literally.
Ready? Let’s go.
B2B buyers are busier than ever. They’re evaluating multiple solutions, checking references, juggling budgets, and let’s be honest... probably ignoring half of their inbox.
If your site is a maze of hidden fees, “Contact Us for Pricing,” or unhelpful disclaimers, they’re likely to bounce over to a competitor who offers more clarity.
When you put your pricing front and center, you:
Pro Tip: Showing your prices doesn’t mean you can’t have a conversation or a more advanced proposal. But it puts you at the front of the pack when someone’s simply looking to see, “Are they in my price range?”
But wait... you might be thinking, we do custom projects!
Pricing can vary depending on scope, timeline, and integrations.” That’s valid. But your potential customers still crave a ballpark.
Think about it: If you’re shopping for business software or a professional service, you at least want to know,
“Are we talking $5,000 or $50,000?”
That difference is everything to a B2B buyer trying to confirm,
“Does this brand align with our budget?”
And guess what?
If you don’t show a range, many people will assume, “They must be super expensive,” or “They must be hiding something.” Neither is good.
Let’s break down some concrete ways your B2B website can benefit when you show your numbers (or at least an estimate):
Higher-Intent Leads: The folks that see your price range and still inquire are serious. They already know they can afford you and like what you offer.
Less Time Spent Explaining: No more repeating your “starting at $X” spiel on every call. Put it out in the open so your sales reps can jump straight into solutions and demos.
Confidence Booster: When your site says, “We charge between $3,000–5,000 for X,” it signals you’re a pro—no hidden “gotchas,” no awkward final invoice surprises.
Bottom line? B2B buyers are humans, too. And humans love clarity.
Let’s say you offer a marketing automation service that depends on the number of contacts, the scope of campaigns, and the complexity of integrations. Telling people, “Call for quote,” is fine, but they have zero sense of a typical range—maybe you charge $2,000 per month or $20,000 per month.
Enter the Price Estimator.
Step 1: Display Core Options: Show your basic package (starting at $2,000), advanced (around $5,000), and enterprise (above $10,000). This alone helps many customers self-select.
Step 2: Let Them Customize: Using an interactive price estimator (we’ll illustrate how shortly), you give them toggles for “additional campaigns,” “branding customizations,” “training hours,” etc. They see the “ballpark” figure update in real time.
Step 3: Book a Demo: Finally, once they see your “range,” the ones who sign up for that call are hot leads. They know what they’re getting into and are still eager. It’s not about “Are you in my budget?” but “Which package is right for me?”
Example: Suppose you’re dealing with an engineering firm that sells advanced prototyping. They have a “3D modeling” option, “Material testing,” “Consulting,” and more. By giving a range for each main service in a calculator, they quickly see if your $10k–$50k range fits their $30k budget. That’s a massive time-saver.
Created with Price Estimator
Won’t That Scare People Off?
I hear you.
What if your pricing is complicated, or you worry about scaring off potential clients with big numbers?
Two answers:
Instead of “We charge exactly $10,500,” consider “Most clients pay $8,000–$15,000 depending on scope.”
That’s a wide enough net to avoid scaring everyone, but specific enough to weed out super low-budgets.
If your cost can go to $100k, consider showing that you start at $5k for basic setups. That alone could bring in more inquiries than no mention of price at all.
The real fear...
They might think we’re too expensive.
Actually, many businesses prefer seeing higher (but transparent) price tags rather than chasing a black box.
And if they can’t afford you, you avoid a pointless meeting.
Alright, let’s get practical. Once you’ve decided to highlight your pricing, how do you actually do it?
You’ve probably already interacted with the Price Estimator module, and this is how powerful the module is that you can configure in your HubSpot portal, since it is a premium, customizable module.
Start with your base cost.
List out toggles or factors (Yes/No items, optional add-ons, etc.).
For items that can vary in quantity (like seats, units, or usage), include a field for a user’s input.
After purchasing the module from the HubSpot marketplace, from the page or landing page editor, search and drag the module in.
Fill out the fields and add your branding to each element.
Let them save or share their selection. Then your sales team can pick up exactly where they left off.
It’s that easy. (And yes, we’ll illustrate how the Price Estimator might look in the real world, so you can see the final effect.)
If you’re ready to add price transparency to your site:
In a B2B world that’s often saturated with opaque pricing, your willingness to show what you charge can be a huge competitive edge. Customers want to feel they’re dealing with honest, open partners. Price transparency sets that tone from the get-go.
So don’t be shy. Put your pricing out there, let them experiment with an interactive calculator, and watch how it transforms your lead quality, sales calls, and brand reputation.
Here’s to making the buying experience simpler for everyone—and that includes not keeping them guessing about the cost. Go forth and show your prices proudly.
Your prospects (and your sales pipeline) will thank you.