The short answer
Buyers use your pricing page to shortlist, budget and justify. A page that hides the number, buries the conditions or makes plans hard to compare does not stop them doing that: it just means they do it with a competitor's numbers instead.
Why showing a price matters in B2B
The case for publishing prices is old and consistent. In Nielsen Norman Group's B2B usability research, business customers ranked pricing as the most needed piece of information online, and study participants went to competitors' sites when a site did not show prices1. The same article argues that sites giving clear product and pricing information early in research are more likely to make the shortlist, and that hidden prices can colour how difficult the whole company seems to deal with1.
The usual objections are real: prices vary by client, competitors will see them, and complex work needs scoping. None of them requires hiding every number. They require choosing the right way to show one.
Choose how specific to be
If you cannot publish one fixed price, pick the most specific option you can stand behind:
| Approach | Use it when | Watch out for |
|---|---|---|
| Fixed prices per plan | The offer is standardised, such as software with set tiers | Keep the page up to date when prices change |
| "From" prices | A floor is fixed but larger customers pay more | Say what drives the price up |
| Typical-case prices | Each project is scoped, but most fall into a few shapes | Describe each case concretely: size, scope, duration |
| Ranges | Prices vary widely but within known bounds | A range so wide it says nothing helps nobody |
| Calculator | Price depends on a few inputs the buyer knows | Keep it to those few inputs; complex tools frustrate |
Typical-case pricing is an old Nielsen Norman Group recommendation: when pricing is too complicated to state, "offer users some representative cases and their prices"2. The 2013 article adds a warning about calculators: in its studies, "most pricing tools proved complex, time-consuming, and error prone"1. For a services business, three worked examples ("a ten-page website rebuild", "a quarterly SEO retainer", "a one-off audit") with a price or range for each will often do more than any configurator.
Structure the plans around buyers, not features
- Name each plan for who it suits. A line under the name such as "For one website and a small team" helps a buyer pick faster than a list of 20 features.
- Explain the price metric in plain words. Per user, per site, per project, by usage: say what counts, how it is measured and what happens if a customer goes over the allowance.
- Make the differences obvious. If two plans differ only in limits, say so. If one plan suits most customers, you can mark it, but only if that is true.
- Keep the number of plans small enough to compare. Each extra plan adds a decision.
Our own pricing page uses this approach: three plans, a line saying who each is for, and a section explaining the three numbers we count and the one we never count.
Make the comparison table usable
Nielsen Norman Group's 2024 guidance on comparison tables applies directly to plan tables3:
- Limit the comparison to about five items, with options as columns and attributes as rows.
- Fill in every attribute for every option, consistently. Missing or playful entries make a table hard to use.
- Include only attributes buyers care about, and keep cell text short.
- Keep column headers visible while the buyer scrolls a long table.
- On phones, expect people to compare about two options at a time, and design for that.
Put the short plan cards first and the full feature table below them. Many buyers can choose from the cards alone; the table is for those checking a specific requirement.
State the terms next to the price
Buyers need the conditions to budget, and finding them later damages trust. Put these beside or directly under each price:
- Currency and VAT. B2B prices are commonly shown excluding VAT; whichever you show, say so next to the number.
- Billing period. If you show a monthly figure for an annual commitment, say so, and show the annual total too.
- Contract length and cancellation. Monthly rolling, annual, notice period.
- Set-up, onboarding or implementation fees, if any.
- What happens at the limit: overage charges, an automatic upgrade, or a conversation first.
- Payment methods: card, invoice, purchase order.
On discounts: prices people see first act as anchors for judging the rest, a bias Nielsen Norman Group describes in its article on the anchoring principle4. That is a reason to show a genuine annual saving clearly, and a reason never to show an inflated "original" price. A business buyer who spots an invented anchor will distrust the rest of the page.
The enterprise or contact-sales plan
A top tier with "Contact sales" instead of a price is common and often reasonable. It works better when it still answers the basics:
- A starting price, if you can give one ("From £X a month").
- What makes a customer need this plan: size, number of sites or users, compliance requirements.
- What it adds: contract and invoice billing, a data processing agreement, security review, agreed support response times, single sign-on.
- What happens after the buyer gets in touch, and how quickly.
Answer procurement's questions on the page
In B2B, the person on your pricing page is often collecting answers for someone else. A short FAQ below the plans saves everyone a round of emails. Common questions:
- Is there a free trial or pilot, and what happens when it ends?
- Can we pay by invoice or purchase order?
- Where is our data stored, and is there a data processing agreement?
- Can we change plans, and how is that billed?
- What support is included in each plan?
- Are there discounts for charities, education or annual payment?
Link to the detail (security, terms, privacy) rather than reproducing it.
Give each buyer a next step
Different visitors are at different stages, so a pricing page can reasonably carry more than one action, as long as each plan has one:
- Self-serve plans: start a trial or buy, with the button text saying which.
- Sales-led plans: book a call, with what the call covers and how long it takes.
- Not ready: a way to save or share the pricing, such as a PDF summary or a link to send to a colleague.
If the next step is a form, keep it short. Our demo request form optimisation guide covers which fields to keep.
Measure the pricing page properly
Pricing page visits are a strong signal of intent, so they are worth tracking on their own: how many visitors reach the page, which plan buttons they click, whether they open the comparison table or FAQ, and how many go on to a trial, a meeting or a purchase. Judge changes on those downstream outcomes. A pricing page on a small B2B site rarely gets enough traffic for a conventional A/B test; see our guide to CRO for low-traffic B2B websites for what to do instead.
Common mistakes
- No price at all, and no explanation of how pricing works.
- Plans named with abstract labels and no line saying who each is for.
- VAT, billing period or contract length only in the small print.
- A feature table with dozens of rows, many of them identical across plans.
- A "most popular" badge on a plan that is not.
- An enterprise tier that says only "Contact us".
- Prices that are out of date compared with the sales team's quotes.
The checklist
| Check | Pass if |
|---|---|
| A number | Every plan shows a price, a starting price, a range or a typical-case price |
| Who each plan is for | A one-line description under each plan name |
| Price metric | What you charge for, and how it is counted, in plain words |
| Terms | VAT, billing period, contract length and set-up fees next to the price |
| Comparison | About five options or fewer, complete and consistent rows, usable on a phone |
| Top tier | Starting price or trigger, what it adds and what happens next |
| Procurement | Trial, invoicing, data and support questions answered or linked |
| Next step | One clear action per plan, with specific button text |
| Accuracy | Prices match current quotes and contracts |
The pricing page is one of the highest-intent pages on a B2B site. For the rest of the pages buyers act on, see our B2B landing page best practices and the B2B CRO guide.
Where Artiweave fits
Artiweave does not set your prices or decide how much to publish. On a pricing page its part is smaller: proposing clearer wording, based on crawl, Search Console and performance evidence, for your team to approve, edit or reject, and measuring the change afterwards.
Frequently asked questions
Should a B2B company publish its prices?
Usually, in some form. Nielsen Norman Group's B2B usability research found that buyers rank pricing as the information they most need online and go to competitors' sites when it is missing1. If exact prices vary, publish a starting price, a range or prices for a few typical scenarios.
How many plans should a pricing page show?
As few as your customers genuinely need, so that each plan is clearly for a different kind of buyer. Whatever the number, the plans should be easy to compare: Nielsen Norman Group suggests keeping comparison tables to about five items at most3.
Should B2B prices include VAT?
Business buyers generally expect prices excluding VAT, but whichever you show, say so next to the price, not only in the small print. If you also sell to consumers, check the current UK rules for showing prices to them.
What should go on an enterprise or contact-sales plan?
A starting price if you can give one, what makes a customer need this plan, what it includes that the others do not, and exactly what happens after the buyer gets in touch.
Sources
All sources accessed 3 November 2026.
- Nielsen Norman Group: State the Price to Give B2B Sites a Competitive Advantage (Hoa Loranger, December 2013)
- Nielsen Norman Group: Show Prices for Common Scenarios (Jakob Nielsen, April 2006)
- Nielsen Norman Group: Comparison Tables for Products, Services, and Features (Kate Moran and Taylor Dykes, February 2024)
- Nielsen Norman Group: The Anchoring Principle (Therese Fessenden, December 2018)
Improve the pages buyers decide on, with every change approved and measured.
Artiweave proposes specific changes from evidence, your team decides what is published, and outcomes are reported honestly. It is in private beta.