The page most clients open second
A client lands on your home page, reads enough to think "this might be for me", and opens Prices. If it is not there, or it says "book a free call to discuss", a good proportion close the tab. Whether to publish is a separate question, and we have answered it: yes. This post is about how to lay the page out once you have decided to, so that it reassures the right client and does not create work for you.
1. Sessions first
A single session, stated plainly: length, price, online or in person, and who it is for. "60-minute coaching session, £90 / $110, online or in Bristol." If a first session is different, say so as its own line: a free 20-minute discovery call, or a longer paid initial consultation, which is common in hypnotherapy. The single-session price anchors everything below it.
2. Packages and programmes
Most coaches and therapists sell blocks, and the page should make them easy to compare. For each package:
- Name and number of sessions.
- Duration of the programme (six sessions over three months).
- What is included beyond the sessions: messaging between sessions, worksheets, recordings, a written plan.
- Total price and, where it helps, the equivalent per session.
- Who it suits, in a line.
Three packages is usually enough. Business coaches often price one-to-one, group and workshop programmes separately, and business coach sites do well with a range where the programme is tailored. Sleep consultants need a clear menu: consultation, plan and follow-up, with duration and price on each, because the parent reading it is exhausted. Doulas list birth packages, postnatal hourly or package rates, and antenatal courses, each with what is included, because parents are budgeting for a baby.
3. What is included, and what is not
A short list under the packages: what every client gets (confirmation, video link, reminders, a session summary), and what costs extra (additional sessions, extended messaging). Ambiguity here becomes an awkward conversation later.
4. Tax and currency
State whether prices include VAT, GST or sales tax where it applies to you. If you work internationally, show the currency you invoice in and, if you like, an approximate second currency with a note that the card rate applies. Do not show four currencies; pick the one you bill in.
5. Concessions and sliding scale
If you offer reduced rates for students, low income or a fixed number of concession places, say so, with the rate or the range and how to ask. Many therapists offer this and hide it, which helps nobody. Career counsellors serving students with a parent paying often show a student rate on the career counselling page itself.
6. Payment and deposits
How and when clients pay: at booking through Acuity, Paperbell or Practice Better; by invoice for programmes; in instalments if you offer them. Holistic therapists taking treatment bookings should state the deposit and that it is taken at booking. Paperbell is built for exactly this: a package with a price, a payment plan and a contract, sold from a checkout page you link to from the Prices page.
7. Cancellation policy
Notice period, what is charged, how to reschedule. On the Prices page and in the booking confirmation. A stated policy is enforced calmly; an unstated one is argued.
8. The button
Under each session or package, Book, going to the booking page with that appointment type or package pre-selected. The client who has just decided should not have to find the Book page and pick again.
9. Prices elsewhere on the site
The Prices page is the reference, not the only place. Each who-I-work-with page carries the relevant price in a line beside its Book button. The home page carries the starting price. The booking tool shows the price again before payment. Clients should never be surprised by a figure.
What not to do
- "Investment starts at..." with no number.
- Prices only in a PDF.
- Different figures in different places because one was updated and the others were not.
- A price per session with no mention of how many sessions people typically need.
- Hiding the cancellation policy in the terms.
Building it as records
Sessions and packages as records: name, sessions, duration, inclusions, price, tax note, booking link. The Prices page, the lines on the who-I-work-with pages and the home page starting price all render from them. Changing a price is one edit, once, and it changes everywhere.
Where this sits
A Prices page laid out like this, with sessions, packages, inclusions, tax, concessions, payment, policy and a Book button under each, is one of the six things every coaching practice website we build must do. The pages that hold it are part of the Essentials build; the studio's own package prices are on our pricing page, stated in exactly the same spirit.