For 20 years, the conventional wisdom in home services was: never show prices on your website. Make them call. Then we ran the test that broke that rule.
The old thinking: ‘never show prices’
The fear: a price scares away leads. The reality: no price scares away qualified leads, who go elsewhere, while filling your inbox with budget tire-kickers.
What we tested
Across 14 fence contractor sites, we tested three variants: no pricing, exact pricing, and price ranges with ‘starting at’ anchors.
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No pricing: 1.9% conversion. Exact pricing: 1.4% conversion. Starting-at ranges: 4.7% conversion.
The twist that changed everything
“Starting at $X per linear foot” outperformed both extremes. It pre-qualifies the visitor, sets a reasonable expectation, and triggers a tangible mental calculation. By the time they fill the form, they’ve self-anchored.
How to implement it on your site
Add a service-by-service pricing table to your services pages: wood, vinyl, chain link, ornamental. Use ‘starting at’ anchors based on the simplest install. Always include a clear note: ‘final price depends on terrain, gate count, and material grade.’