From click to client: how to optimise your pricing page for B2B growth

Your product is fantastic. Your website is beautifully designed. Your marketing has attracted a potential buyer to your site. Now, there’s only one thing standing between you and a sale: your pricing page.

That’s right — something as simple as the page that showcases your prices can make all the difference. So, what makes a good pricing page? Or, indeed, what makes a bad one? In 2025, your pricing page needs more than just a list of numbers.

In this article, we’ll explore best practices, showcase some of our favourite designs, and ultimately, help you get the maximum return on investment (ROI) from your pricing page.

Do business-to-business (B2B) websites need to show prices?

The short answer is yes. The longer answer is yes — even if your prices fluctuate, are customisable, or are something you’d prefer your prospect to discuss with a sales representative.

This article from NN Group nicely summarises why B2B companies should always be transparent about their prices, even if it’s only a ballpark figure or a sample price. Including prices on your B2B website can help potential buyers:

• See whether they are exploring the correct category.
• Determine if they are a good fit for your product.
• Compare products more easily.
• Plan for budget allocation and cost decisions.

A 2024 report by 6sense found that 69 per cent of the purchase process happens before B2B buyers engage with sellers, and 85 per cent of buyers have already established their purchase requirements before they reach out.

The result? Buyers who want to understand costs need a pricing page that both answers their questions and showcases the value on offer as well as the price.

Everyone has their price

What we’re about to say might sound obvious. But sales and marketing teams often overlook it. No matter how good your product is, you can’t sell champagne to someone on a beer budget. Your product is priced the way it is for a reason — and if that price point is too high for the people visiting your website, one of the following things is happening.

1. Your product is overpriced.
2. Your ideal client profile (ICP) or target audience is wrong.
3. You’re not reaching your target audience.

No amount of refining your pricing page can fix these things, nor can hiding the prices or delaying the pricing conversation. These issues are bigger than marketing and sales. So, before you start changing your pricing page, ensure you’re happy with your price, your target audience, and how you’re reaching them.

The anatomy of a pricing page: basics and best practices

Going against the grain is excellent when you want to stand out. But best practices exist for a reason. They’re tried and tested, and oftentimes, what your website visitors want and expect to see. Start by ensuring your pricing page follows these recommendations.

Make it easy: consider your pricing page’s user experience (UX)

• Use simple, consistent language. Use simple and consistent language throughout your website and pricing page when discussing your products, services, pricing tiers, or business sizes. For example, switching from ‘enterprise technology’ to ‘large business software’ to ‘corporate solutions’ may confuse visitors and drive them away. Doctor Care Anywhere’s repetition of language ensures website visitors can’t misinterpret offerings and can see similarities and differences side-by-side.

  

• Design with users in mind. Help your users make decisions using a visual hierarchy that guides visitors towards a call-to-action (CTA). Use white space, introduce high-contrast colours to make important information stand out, and always choose legible body fonts.

• Opt for a mobile-friendly design. If your pricing page doesn’t already boast a mobile-friendly design, then updating it should be a priority. Your page must work on any screen, anywhere, to be effective.

• Minimise distractions. If someone visits your pricing page, it’s safe to assume they are looking for your costs. Include an introduction, but ensure the prices are the page's focal point, avoid information overload and keep pop-ups to a minimum.

Include social proof to reinforce the ROI

• Testimonials and quotes. According to Big Commerce, 72% of consumers say positive testimonials and reviews increase their trust in a business. Including them on your pricing page could positively influence potential buyers.
• Customer logos. Include a handful of customer logos that showcase the calibre and variety of businesses you work with. You don’t have to include all of them — consider showcasing big-name brands, companies that align with your values, or businesses that represent the kinds of customers you hope to work with.
• Return on investment (ROI) stats. ROI stats help B2B buyers understand what kind of investment they’re making and what kind of return they can expect. This can help them build a better business case for your product.
• Links to case studies. You don’t need to include entire case studies on your pricing page. However, making links to them very visible will keep potential buyers on your site longer and allow them to explore use cases more deeply.
• Experiment with the scarcity effect. In psychology, this refers to the idea that we place a higher value on things we believe to be rare as consumers. It triggers our fear of missing out (FOMO) and piques our interest. Try creating a sense of urgency with limited-time offers, free trials, or highlighting exclusive features only accessible to premium customers.

Conversion rate optimisation and pricing pages (CRO)

• Analyse user behaviour. Before making changes, consider analysing what your website visitors are currently doing. Look at your Google Analytics to understand bounce rates and session duration. Use heatmaps to find pain points and conduct customer interviews to gather qualitative feedback. Consider A/B testing to see what works best.
• Offer help and support. Chatbots, live chat, and FAQ sections help turn visitors into customers. Consider adding one or both of these to your pricing page so visitors can ask their burning questions while interest is high. A Glassix study found that AI Chatbots can enhance conversions by up to 23%. Syrve does this too.
• Focused CTAs. Make sure your CTAs reflect what your website visitor is getting. Is it a free trial? Do they need to speak to a member of your team to kick off the sales process? Or will they be guided through installation, download or purchasing steps? Buttons must clearly state the next steps for your customer to encourage those all-important clicks.

Build a features comparison table that makes an impact

• Showcase multiple price points. If you have several price points, pricing tables are a clear, easy-to-understand design choice. You can include all the different features in the table. This gives your potential buyer clear access to the pricing plan, what capabilities they would be eligible for, and what they wouldn't. They can use their budget and make an informed decision. Start with the lowest or most affordable price on the left side and increase to the most expensive on the right-hand side, and highlight your most popular or mid-range option. This should also be designed to be scalable and flexible to support any new plans, products or options your brand might introduce.

• Price anchoring and the Decoy effect. Showcasing a range of prices helps users find options that suit their budgets. Highlighting a mid-range option between your most expensive, all-singing-and-dancing offering and your more limited, lower-tier plan makes your mid-range option stand out. SearchPilot does this by putting its advanced package in the centre and using a pale yellow contrast with pink and purple, making it stand out. Sticky headers are helpful if you have a lot of features for users to scroll through.

  

Pricing page search engine optimisation (SEO) matters, too

• Implement technical and on-page SEO best practices. Like any other page on your site, your pricing page needs to be optimised for search engines. From ensuring fast loading times to accurate title tags and a well-written meta description, be sure you are ticking all the SEO best practices boxes.

• Additional keyword-optimised content to build authority. Your content marketing efforts directly contribute to your overall SEO success. However, creating content that explains your pricing models, industry costs, or tool comparisons is a great way to link to your pricing page and target potential customers and warmer leads already exploring prices. Conduct keyword research to ensure your pricing page and its supporting content are keyword-optimised. Consider creating and sharing content that anticipates and addresses common objections.

• Consider creating a calculator. Interactive tools are a great way to generate leads and earn valuable backlinks that improve your SEO. Whether designed to help customers calculate costs, identify savings opportunities, or discover their potential ROI, host it proudly on your pricing page as a high-value tool. You can also promote this on social media and other platforms, improving your reach and visibility. Pricing calculators also help companies simplify complex pricing options and highlight differentiators. CloverDX’s pricing calculator does this very well (it should, we built it!).

  

Ensure your pricing page aligns with your overall sales process

• “Prices start at…” is your friend. If you have a consultative sales process or you need to personalise pricing for each client, you can leave the door to price flexibility while still giving buyers enough information to take the next step with you. All you have to do is give indicative, typical or price ranges. NNGroup, the usability mavens, do this brilliantly on their site. Here’s a classic example:

  

• Sales and marketing alignment. Remember that your sales team will share your pricing page and speak to those who have enquired via its CTAs. You need to create a seamless buyer journey where messaging is aligned from start to finish. Sales collateral, nurture emails, and even battle cards must work harmoniously with the language, imagery, and information you share on your pricing page.

• Design a page that speaks to every stage of the sales funnel. Your website visitors will arrive from various online sources, whether they’re looking for your product directly, finding you on a search engine results page (SERP), or clicking on a paid advert. Not every visitor will know who you are or what you do. And some visitors will know exactly who you are and what they are looking for. Your pricing page must be educational for top-of-the-funnel visitors, with a simple overview and links to supporting assets. It needs to aid the decision-making process of middle-of-the-funnel (MOFU) visitors, who want to see comparisons and social proof. It also needs to include direct CTAs for bottom-of-the-funnel (BOFU) visitors who are ready to purchase. Your approach to sales and marketing should always be bespoke, but your audience needs transparency, clarity and consistency when it comes to pricing.

The result? A pricing page with purpose

A great pricing page reassures, educates and persuades. It guides website visitors through every stage of their journey, from curious to customer. When it’s driving conversions, it’s not simply a website page, but a robust sales tool.

At Articulate, we’ve helped B2B technology brands design pricing pages that build trust, generate leads and drive growth. If you’re ready to elevate your pricing page with our Difference Engine® framework and website expertise, we’d love to help.

Speak to us today about making your website work harder for your business.