Should 'Pricing' be in your website menu?

Key takeaways

If you publish prices, even guide prices, put a 'Prices' or 'Fees' link in the main menu. Price is one of the first things buyers look for, and hiding it makes them hunt or leave. If you price per job, link a page that explains how pricing works, typical ranges and what affects cost, rather than leaving price out of the menu.

• Buyers look for price early; a visible link saves the hunt.
• Label it 'Prices' or 'Fees', not 'Investment'.
• No fixed prices? Link 'How pricing works' with typical ranges.
• Some regulated services must publish price information.

Why do buyers look for price in the menu?

Price decides whether a buyer keeps reading. Many visitors check it before anything else, to see if the business is in their range. If the menu shows no route to price, they search the pages, scroll the footer or leave to compare elsewhere. A visible link answers the question in one click.

• How clear website navigation improves user experience
• How navigation shapes whether visitors trust you

What if you do not publish prices?

Many service businesses price each job individually. You can still link a page that explains how pricing works: typical ranges, what changes the cost, how quotes are prepared and how long they take. Label it honestly, such as 'How pricing works', rather than hiding the subject.

• Pricing page design mistakes that put buyers off

Are some businesses required to show prices?

Yes. The Solicitors Regulation Authority's transparency rules require law firms to publish price and service information for certain services, and to make it easy to find. Other sectors have their own rules. Check what applies to you, and link required information clearly from the menu or footer.

Where should the pricing link go?

In the main menu, after services, so buyers who have found the service can check the price next. Link prices from each service page too. On sites with one price list per service, the service pages can carry the prices and the menu can link to a summary.

• Menu order: which item goes first, and why it matters
• How to write a service page that wins enquiries

When should pricing stay out of the menu?

When prices are genuinely bespoke and a pricing page would say nothing useful, or for very large B2B contracts where price depends entirely on scope. Even then, a short section on each service page about how pricing works helps buyers qualify themselves.

What does this look like in practice?

A pattern we see: a trades business has a guide price page linked only from the footer, while the most common enquiry question is 'roughly how much?'. Adding 'Prices' to the main menu and linking it from each service page answers the question before the call.

• See client work
• Website Design & Development for UK businesses

Pricing link checklist

• Decide what price information you can publish.
• Label the link 'Prices', 'Fees' or 'How pricing works'.
• Place it after services in the menu.
• Link prices from each service page.
• Check sector rules on price information.

• Menu labels: words visitors understand at a glance
• Does website navigation affect conversion rate?

Next step

Count how many enquiries ask about price first. If it is most of them, add a pricing link.