Yes
Session and package prices, on the site, on a page called Prices, and beside every Book button. Clients who cannot afford you do not book a call and waste an hour of both your lives. Clients who can afford you book with confidence, because the one question they could not ask a stranger has been answered. "Book a free discovery call to find out" loses the specific buyer, who assumes the answer is more than they want to pay and closes the tab.
That is the short answer. The rest of this post is the objections, because every coach and therapist we work with has at least one, and they deserve a proper answer.
"My competitors will see"
They already know. Coaches and therapists in the same field and city are within a narrow band of each other, and anyone who wants to know your price can book the free call. The only person the hidden price hides from is the client.
"I tailor every programme"
Then publish the components. A session price. The packages you most often sell, with what is included. A line that says bespoke programmes are priced after a call, with a starting point. Business coaches do this well with ranges for one-to-one, group and workshop programmes. The client learns the shape of the cost and whether the conversation is worth having.
"I sell high-ticket, and that needs a conversation"
A conversation still happens. It happens after the client knows the price is in their range, which means the conversation is about fit, not about whether they can pay. The call converts better because the people on it have already accepted the number.
"I'll lose people who would have booked once they met me"
Some. You will also stop losing the far larger number who never book the call because they suspect the price. Practices that publish report the calls they get are fewer and better, and that the awkward "so, what does it cost" moment at the end of a discovery call disappears.
"It feels commercial for therapy"
Hiding the price is what feels commercial to the client; it is the sales tactic they recognise from everywhere else. A therapist who states a fee, a session length and a cancellation policy on one calm page reads as professional. Relationship therapists, whose clients are researching alone and quietly, benefit most: the partner reading at midnight cannot ask.
"I have a sliding scale"
Publish that too. The standard fee, the concession rate or range, and how to ask. Hidden sliding scales help no one; the person who needs the concession does not know to ask, and the person who can pay full rate is not told the standard.
"My prices change"
Change them on the site. One record, one edit, if the site is built properly, and every page updates. A price that is out of date on the site is a build problem, not a reason to hide it.
What happens when you do not publish
The client's day looks like this: they find three coaches or therapists. Two publish prices; one says "book a call". They book with one of the two, because they can compare, plan and decide in their own time. The third never learns they were considered. Multiply by every visitor and the hidden price is the most expensive decision on the site.
When the price genuinely depends
There are cases: a doula's package where the due date and travel affect the fee, a business coaching programme scoped after a diagnostic, a corporate contract. Even then, publish what you can. A "from" price. The typical range. The components. The doula sub-page describes packages with what is included and the price, because expectant parents are budgeting for a baby and cannot plan around "it depends". Give them a number to plan around and explain what moves it.
What to publish, in one list
- Single session: length, price, online or in person.
- First session, if different: free call or paid consultation, with the price.
- Packages: sessions, duration, inclusions, total price.
- Concessions, if offered.
- Whether tax is included.
- Payment: at booking, by invoice, instalments.
- Cancellation policy.
How to lay that out on the page is a separate post; this one is only about the decision.
Where this sits
Prices stated on the site are one of the six things every coaching practice website we build must do, and prices hidden behind a discovery call is one of the three problems we see most. We practise it ourselves: the studio's packages are on our pricing page with what is included, for the same reason we ask you to publish yours.