The grid
Most studio pricing pages are a grid copied from the platform: Intro, Drop-in, 5-Pack, 10-Pack, Monthly Unlimited, Annual, Founder, Student. Names and numbers. A stranger who comes once a week has no idea which one is for them, what happens when a pack runs out, whether unlimited means anything, or whether they need to commit for a year. They close the page and the intro offer goes unsold.
Pricing is a decision the visitor has to make, and the page should make it for them.
Start with the visitor's question
The stranger asks: "How often would I come, and what does that cost?" Answer in those terms:
Trying it out? First class free, or 3 classes for £X in two weeks. No commitment.
Once a week or less? A 4-class pack, £X, valid 8 weeks. Works out at £Y a class.
Twice a week or more? Unlimited monthly, £X. Cancel any time with 30 days' notice. Cheaper than two packs.
All in? Annual unlimited, £X, saving £Y over monthly.
Four questions, four answers, in the order a new person thinks. The grid can follow for people who want the full table.
Say what happens at the edges
The questions that stop purchases:
- When does a pack expire? State it beside each pack.
- Can I cancel a membership? Notice period and how, in one sentence.
- Can I pause? Yes or no, and the terms.
- What if I miss a class I booked? The late-cancel and no-show rule, plainly.
- Are there joining fees? Say so or say none.
- Student, concession, off-peak? List them with who qualifies.
Every unanswered edge is a DM or a lost sale.
Put the intro first, always
The intro offer is the product the pricing page sells to strangers. It sits at the top, visually distinct, with a Buy button that deep-links to the intro option in the platform's checkout. Members looking for their renewal will scroll; strangers will not.
Compare honestly
"Unlimited saves you money if you come more than twice a week" is a sentence that helps a visitor choose and builds trust because it is arithmetic they can check. So is "the 4-pack is better value than drop-ins if you'll come at least twice". A pricing page that helps the visitor pick the cheaper option for their habit gets more sign-ups, not fewer, because the visitor believes the rest of it.
Build it as records
Pricing options as records with fields: name, who it suits (the plain-words line), price, what it includes, validity or term, cancellation and pause terms, eligibility, the platform's deep link, display order, and a "featured" flag for the intro. The pricing page renders from them: the guided section from the "who it suits" lines, the full table from the rest. The manager changes a price or adds a pack in thirty seconds; the platform's checkout link is a field, so it never rots.
Prices on the site and in the platform are the same number: change both the same day, or, where the platform's API exposes pricing, read from it and have one copy.
Where else prices appear
- Class-type pages: "Drop in for £X, or start with the intro." with Buy links.
- The first-class page: the intro offer and what it includes.
- Instructor pages: the intro offer.
- Structured data: offers with prices on the pricing page so search can show them.
Memberships versus packs: say which you prefer
Studios usually want members on unlimited. It is fine to say so ("Most of our regulars are on Unlimited; it's the best value if you come twice a week") as long as the pack is still there for the once-a-weeker. Steering with honesty converts; hiding the pack does not.
Test it
Ask three people who have never been to the studio to read the pricing page and say which they would buy and why. If any hesitates, the page is not done. Then check the numbers against the platform.
What changes
Studios that rewrite the pricing page in the visitor's terms report fewer "which one should I get" DMs, more intro purchases (because the intro is first and explained), and more unlimited sign-ups after the intro (because the page told them when it makes sense). The grid was never the problem; the missing explanation was.
Where this sits
Pricing as records with a guided, plain-words template is how every studio website we build presents it, and rewriting a grid into a guide is one of the fastest conversion improvements a diagnosis recommends. The visitor came to find out what to buy; the page should tell them.