WHITO GLOSSARY · MEASURED DEFINITIONS
Publishing what you charge where buyers can read it. Only 45.5% of 200 independent UK small business websites publish any price at all, and 0 of 20 plumbers checked publish a single figure.
The number: UK Price Transparency Study.
What it means in practice
Most of your competitors hide their prices. That is not a reason to copy them; it is the gap. The firm that publishes a price answers the question every buyer asks first.
Publish a from-price with what it includes. You will lose the buyers who could never afford you and keep the hours you spent quoting them.
Whito stage: Start. Get this right before spending on channels.
The numbers to hold onto
- Only 45.5% of 200 independent UK small business websites publish any price. UK Price Transparency Study.
- 0 of 20 plumbers checked publish a single figure. UK Price Transparency Study.
- 47 of 50 UK marketing agencies publish no price either. The habit runs all the way up. UK Agency Pricing Transparency.
Where to go next
Related: Rate card, Photography day rate, Advertising ROI