Why hiding your prices is hurting your wedding business

Let’s talk about putting your pricing on your website.

Because the deal in 2025 is... you probably should.

Once upon a time, in a land pre-COVID, hiding your pricing was seen as strategic. Theoretically you’d entice potential clients to reach out, build connection in a consultation, and then discuss money after you’ve explained your value.

But these days, transparency isn’t just a nice-to-have. It’s an expectation.

According to The Knot's Real Weddings Vendor Report, 78% of couples prioritize pricing when choosing a wedding vendor, making transparency a key factor in attracting high-quality leads. Couples want to know if you’re in the ballpark for their budget before they fall in love with your work or invest time reaching out.

And they’re not just casually browsing — 78% of ultra-luxury couples hire vendors through Google searches (source: Splendid Insights Global Market Wedding Report). If your site doesn’t show pricing clearly, they may never even consider you in the first place.

So if your competitors are sharing their prices and you’re not, guess who’s getting the trust points (and the inquiries)? (Hint: it’s your competitors.)

Why I (almost) always recommend listing your prices

Personally, I put pricing on my Services page AND my Contact form — and I recommend my web design clients do the same.

Why? Because I believe clarity helps everyone.

• It filters out mismatches before they hit your inbox.

• It sets expectations early (no sticker shock).

• It shows that you’re confident and established enough to own your value.

And here’s another reason not to leave pricing up to chance: platforms like Reddit and TikTok are filled with couples swapping info about vendor pricing.

People aren’t accepting gatekeeping anymore — they’ll go searching. The problem is that info is often outdated or completely inaccurate.

By sharing your own pricing details, you stay in control of the narrative and avoid being misunderstood (or misquoted) by the internet.

Different ways to show your pricing (that still feel aligned)

If you’re worried about scaring people away or being boxed into rigid packages, know that you’ve got options.

You can...

• Share exact packages and pricing if your offers are standardized

• Provide "starting at" or "average investment" numbers to give helpful context

• List a range with clear explanations for what affects the price

• Offer custom quotes — but be transparent about why pricing varies

The key is to make it make sense for someone who’s new to your world. No jargon. No gatekeeping.

When I create website strategy and design for clients, one of the things we focus on is how to present pricing in a way that supports conversions instead of scaring people off.

Still not sure which approach is right for you? That’s exactly why I created my free Pricing Visibility Quiz — to help you figure out the best way to share your rates (or not!) based on your offerings, your audience, and your comfort level.

Where to put it (so it actually helps, not hurts)

Whatever you do, please don’t put your pricing on its own standalone page in the top menu and label it “Pricing” or “Investment”.

When someone lands on your site and clicks straight into pricing without seeing your value, results, or process — they’re way more likely to start comparing you to someone cheaper.

Instead, weave your pricing into your full Services or Offers page, so it’s surrounded by:

• What’s included

• What kind of results your clients get

• What your process is like

• Testimonials and social proof

That way it’s not hidden, it’s just contextualized.

You can also add pricing again on your Contact page or intake form, so there’s no confusion before they hit "submit."

That Old Advice About "Don't List Prices"?

You might’ve heard some outdated advice from business coaches that said, "Don’t list your prices unless you want to be compared on price."

Here’s the problem with that in 2025:

You’re no longer being compared on pricing… You’re being compared on whether you even list it at all.

And have you thought about this?

• Do you really want the first few conversations with a potential client to be centered on figuring out what you charge?

• Do you want them distracted on a call, waiting to hear the number?

Or would you rather they already know what to expect, so they can show up fully present, curious about the process, and genuinely feeling out whether you’re the right fit?

Transparency clears the air so your value can actually shine :)

Plus, according to the Global Wedding Market Report by Think Splendid, 1 in 10 couples doubled their original wedding budget, and 1 in 3 luxury couples wish they’d spent more overall.

That means your pricing might feel like a stretch to you, but many of your potential clients are already prepared (or even expecting) to invest more than they initially planned. They just want to feel empowered in the decision-making and confident about what they're getting.

Not sure what to share? I got you.

Whether you’re a wedding planner, photographer, artist, or creative entrepreneur; your dream clients are looking for someone they can trust.

When you respect their research process and your own boundaries — that’s when you attract the right people.

If you’re sitting there thinking, "But my situation is different," or "I’m still not sure what kind of pricing format makes sense for me..."

Take my free Pricing Visibility Quiz to figure out the best option for your unique business.

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