Pricing Page Examples and Layouts Small Businesses Can Copy

The best pricing pages do three things. They show the price (or an honest range), they say what the buyer gets in plain words, and they give one clear next step. Most public examples come from software companies, so this guide looks at what those pages do well, then shows how a small service business can borrow the ideas without pretending to sell a subscription.

I work with small business owners on websites every week, and the pricing page is the page they put off longest. Here is how to make it earn its place.

TL;DR

• Show real numbers. Business buyers rank price among the first things they look for, and hiding it sends many of them to a competitor, according to Nielsen Norman Group.
• Keep it to three or four tiers, name them for the customer, and make one of them visually obvious.
• If your work is custom, show a range, a sample project or a typical scenario, and explain what moves the price.
• Put the billing unit, the limits and a call to action right beside every price.
• Answer objections in a short FAQ and place proof (a result, a short client note) near the button.

Table of Contents

• What a good pricing page actually does
• Pricing page examples worth studying
• Pricing page layouts that work for small businesses
• What to put on the page
• How to show prices when every project is different
• Calls to action, FAQs and mobile
• Adapting software ideas to a service business
• Our perspective
• Need help building the page?
• A simple process to build your own
• FAQ
• Sources

What a good pricing page actually does

A pricing page is not a price list. It is the page where a buyer decides whether you are a fit, whether you are fair, and whether they should contact you or leave.

Nielsen Norman Group’s research found that prospective business customers consider pricing information a top need on a company website, and that when it is missing, many leave for competitors who show it. The study is from 2013, but the behavior it describes will be familiar to anyone who has shopped for a service. You can read it in their write-up on showing price on B2B sites.

There is a second benefit. HubSpot’s team notes that publishing pricing early lets prospects qualify themselves and builds trust before any sales conversation. For a small studio or shop, that means fewer calls with people who were never going to hire you, and warmer calls with the people who will.

A consulting firm’s guide to trust-building pricing puts it well: transparent pricing signals fairness and competence. It also recommends mapping tiers to outcomes, using plain language, and adding a case note as proof. I would add one thing from experience: a price with no context feels like a trap, and a price with context feels like a plan.

Pricing page examples worth studying

These examples are software companies, so their prices are per user or per month. The lessons about layout and wording carry over. Prices below are what each company’s own page showed when I checked, and they change, so use the links for current numbers.

Gusto: simple tiers with a base fee plus a per-person fee

Gusto’s U.S. pricing page lists three plans: Simple at $49 a month plus $6 per person, Plus at $80 a month plus $12 per person, and Premium at $180 a month plus $22 per person. It also states that plans are month-to-month and that payroll runs are unlimited.

What to copy: whole numbers, a visible billing unit and the two reassurances buyers worry about most (am I locked in, and will I get charged extra for usage). A service business can do the same with a clear statement such as what is included, how many revision rounds, and whether there is a contract term.

UpKeep: charge for the work, not for everyone who touches it

UpKeep’s pricing page lists Essential at $24 per user per month and Premium at $55 per user per month, with Professional and Enterprise as custom. It advertises unlimited free requesters, so the people who simply submit requests cost nothing.

What to copy: the page is honest about where the price is fixed and where it is custom. It publishes the numbers it can and routes only the largest buyers to a conversation. That is the same approach a studio can use when most projects have a typical range but a few are truly bespoke.

Ahrefs, Slack and Figma: tier design

Figma’s pricing page best practices guide walks through several pages. Ahrefs shows three tiers, a short description of each plan and an annual-to-monthly toggle. Slack shows four tiers, a best-value badge and a contact-sales option for larger buyers. Figma itself uses four tiers aimed at different kinds of users.

What to copy: every tier answers a different buyer. A plan description such as “for teams just getting started” does more work than a list of ten features.

Retool: when price depends on who and how long

Retool’s pricing page shows that cost can vary by user type and billing term, and that some fees depend on user count. It shows how to be upfront when the math has more than one variable: state the variables beside the price instead of burying them in a footnote.

Pricing page layouts that work for small businesses

You do not need a complicated design. Four layouts cover almost every small business.

Tier cards, left to right

Figma’s guidance is that cards ordered from lowest to highest commitment work well for three to four tiers. Each card holds a name, a one-line description, the price, four to six included items and one button. This suits packages, such as a starter, standard and full-scope project.

Feature comparison table

When buyers need to compare details, a table or an accordion below the cards shows specific inclusions without cluttering the top of the page. Keep rows to the things that actually differ between packages. If every package includes the same item, say so once above the table.

Single price with a clear scope

If you sell one thing, such as a logo refresh or a one-page site, skip tiers. Put the price, the deliverables, the timeline and the button in one block. Adding fake tiers only to look like a software company makes buyers suspicious.

Range with typical scenarios

For custom work, show “typical projects” instead of cards: a short description, the scope, and the range it usually falls in. This is the closest match to what Nielsen Norman Group recommends when exact costs are unrealistic: sample prices, typical scenarios or ranges.

A quick way to choose:

What to put on the page

Figma’s best-practices guide lists the basics: short plan descriptions, clearly stated prices, included features, FAQs, calls to action next to each plan and social proof near those buttons. I would turn that into a working checklist:

1. A plain name and a one-line description for each option. Write it in your customer’s words, not your internal jargon. The consulting firm quoted above makes the same point for small teams.
2. The price and its unit. Is it per project, per month, per person? Put the unit directly beside the number.
3. What is included and what is not. The limits are what prevent surprise later. Say how many revision rounds, pages, files or posts are covered.
4. Who it is for. Name the audience so a reader can place themselves in seconds.
5. One button per option. “Request a quote” or “Book a call” beats “Submit.”
6. Proof. One short result or client note near the button, only if it is real and you have permission to use it.
7. A short FAQ. Answer the top objections in one to three direct sentences.

One legal note for US sellers. The FTC’s rule on unfair or deceptive fees requires live-event ticket sellers and short-term lodging providers to show the total price, including known mandatory fees, upfront and prominently. The FTC’s FAQ on the rule explains who is covered. If you are in another industry, it does not apply to you directly, but it shows where regulators and buyers both stand: no surprises at checkout. If you are unsure whether a rule covers your business, ask a business attorney.

How to show prices when every project is different

This is the problem most small service businesses face, and the reason many of them show nothing. “It depends” is true, but it is not helpful.

The guidance from both Nielsen Norman Group and the consulting firm above lines up: when variability is high, show ranges and typical configurations, and when pricing is custom, explain why. Here is how that looks in practice.

Give a range and name what moves it

Instead of “contact us for pricing,” write something like: “Most projects of this type fall between X and Y. The price goes up with more pages, custom features or a tighter timeline. It goes down when you bring finished copy and photos.” Use your own real numbers, and update them yearly.

Show two or three sample projects

Describe a realistic client: what they needed, what you built, and about what it cost. Anonymize if you must, but keep it true. Readers calibrate fast from examples.

Explain the quote process

Tell buyers what happens after they click: a short call, a written proposal, a timeline. HubSpot’s marketing team also points out that a “talk to sales” button helps larger buyers get a quote, as covered in their roundup of pricing page examples. For a small business, the equivalent is a friendly “Tell us about your project” form.

If you want to see what real ranges look like for a common project, our guide to small business website cost breaks down what drives the number. Our article on services page copy shows how to describe what you do so the price makes sense next to it.

Calls to action, FAQs and mobile

Most pricing page visits start on a phone. Figma’s guide puts the share of global web traffic from mobile at about 64% as of July 2025, so the mobile version is the main version.

• Stack cards vertically on small screens, with the recommended option first or clearly marked.
• Keep a button visible. A sticky call to action that stays on screen as the reader scrolls saves them from hunting for it.
• Make text readable without zooming. Short lines, large tap targets, and no tiny comparison tables that need sideways scrolling.
• Write button text that says what happens. If you want ideas for wording and placement, this piece on compelling calls to action covers the conversion basics.
• Put the FAQ below the options, with answers short enough to read in a few seconds.

If your contact step is where people drop off after the pricing page, review our contact page best practices. The pricing page and the contact page work as a pair.

Adapting software ideas to a service business

Software pricing pages are built for self-serve purchases. A service business sells a conversation first. So take the structure and change the verbs.

• Keep three or four options at most. Figma and other best-practice guides agree that a small number of clearly named plans helps buyers decide. Name them by who they are for, such as “Launch,” “Grow” and “Full Brand,” and describe each in a sentence.
• Mark a recommended option. A badge like Slack’s best-value label guides the decision. Only use it if you honestly believe that option fits most buyers.
• Replace per-user pricing with per-project or per-month pricing. Say what the unit is.
• Replace “start free trial” with a low-pressure first step. A short intro call or a project questionnaire does the same job.
• Keep the enterprise idea. Not every project fits a card. A line that says “Need something larger or more specific? Tell us about it” is your “talk to sales” button.

The mistake I see most often is copying a software page too literally. Three tiers, a wall of check marks and a “Most popular” badge on a service nobody has bought yet. The page looks polished, but it does not answer what a nervous owner wants to know: what will I get, what will it cost, and who will I work with?

Our perspective

We build websites and brands for small businesses, and we see pricing pages from both sides: the ones our clients need to publish, and the ones their customers are trying to read.

Here is what we believe. A pricing page is a trust page. A small business that shows how it prices, even as a range, looks established. A small business that hides everything looks like it might change the number once you are on the phone.

We also believe the page should match how you actually sell. If every project is bespoke, as ours are, a three-tier grid would be dishonest. The truthful version is a short explanation of what shapes the price, a few typical scenarios, and a clear route to a real conversation. Clients who work with us deal directly with the creative director from start to finish, and they own every asset we make, with no licensing strings or vendor lock-in. A good pricing page should make that kind of clarity easy to see.

If you are building yours, start with the questions your best customers asked before they hired you. Then answer those, in their words, on the page.

— Charles

Need help building the page?

A pricing page works best when it sits inside a site that explains your services, shows your work and makes the next step obvious. We design custom, strategy-led websites for small businesses, with no templates, and we can plan the pricing page alongside the rest of your site. See our web design and development services or, if your current site is not pulling its weight, our website redesign services.

If you would rather talk it through first, get in touch through our site and tell us about your business. We will give you honest advice on what to publish and how to present it.

A simple process to build your own

1. List your offers. Write down everything you sell and group it into three or four packages, or into typical project types.
2. Find your real numbers. Look at your last ten projects. What was the lowest, the highest and the most common price? What caused the difference?
3. Draft plain descriptions. One sentence per option, in your customer’s language.
4. Choose a layout from the table above.
5. Add the details beside each price: unit, inclusions, limits, term and timeline.
6. Add proof and a FAQ. Use real client feedback and your real objections.
7. Test on your phone. Read the page on a small screen, with one hand, and see whether you can find the button in five seconds.
8. Review once a year. Prices move. A stale number hurts more than none.

For wider layout ideas across your whole site, see our modern business website layout examples. If you are weighing whether to hire help, our designer vetting checklist lists the questions worth asking.

FAQ

Should a small business list its prices?

In most cases, yes, at least as a range. Research from Nielsen Norman Group shows business buyers want price information early and often leave when they cannot find it. Showing a range with the factors that move it lets the right buyers self-select.

How many pricing tiers should I show?

Three or four is the usual guidance. More than that makes comparison harder, and fewer may not cover your different buyers. If you sell only one thing, a single clear price block is better than invented tiers.

What if my pricing is fully custom?

Explain why it is custom, show typical scenarios or a starting range, and say what happens after someone contacts you. Buyers can accept a quote process when they understand it. They lose patience with a blank page that only says “contact us.”

Do I need a feature comparison table?

Only if your options differ in many details. A table or accordion works well for that, because it keeps the top of the page clean. If your packages differ in only two or three ways, plain bullet lists inside each card are enough.

Sources

• Pricing information gives B2B sites a competitive advantage, Nielsen Norman Group
• Pricing strategy that builds trust: design transparent offers, FUSE Method
• How to talk about pricing without scaring people off, HubSpot
• 12 best pricing page examples, HubSpot
• Pricing page best practices and examples, Figma
• Simple, transparent pricing, Gusto
• CMMS pricing, UpKeep
• Retool pricing
• The Rule on Unfair or Deceptive Fees: FAQs, FTC