Updated April 18, 2026

Should I show pricing on my landing page?

Show pricing if you sell a self-serve product under $1,000/year — hiding it triggers "contact sales" frustration and bounces ~40% of qualified leads. Hide pricing only when the product genuinely requires custom configuration (enterprise contracts, professional services). "Contact us for pricing" is a tax visitors decide whether to pay before clicking, and most don't.

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The hidden-pricing tax

Visitors who see "Contact us for pricing" make one of three choices: assume the product is too expensive and leave, do extra research to find a price elsewhere, or fill out the form. The third group is small. Price Intelligently's research across thousands of SaaS pricing pages found that companies under $1k ARR-per-customer who hide pricing convert at roughly 60% the rate of those who show it.

When hidden pricing makes sense

Three cases: (1) Genuinely custom contracts where price depends on usage you can't predict (enterprise SaaS over $50k ACV, infrastructure pricing). (2) Multi-product bundles where the discount logic is complex. (3) Markets where competitors don't show pricing and showing yours becomes a liability. For everything else, transparency wins.

The "starting at" pattern

If your pricing varies but you're not full enterprise, show "Starting at $X/month" with a clear path to a configurator or sales call. This gives visitors enough to self-qualify out without the "contact us" dead end. Analyze your pricing page to see how your structure scores.

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Related questions

What makes a landing page effective?

An effective landing page does six things at once: states the outcome clearly in the headline, uses a single primary CTA, provides three or more concrete trust signals above the fold, loads in under 2.5 seconds, addresses the visitor's specific objection, and matches the message of the traffic source. Most pages do one or two well; the top 5% do all six.

How many form fields should be on a landing page?

Use the minimum number of fields you actually need to act on the lead — for most B2B lead-gen, that's 3–5 fields (email, name, company, phone). Each additional field beyond that drops conversion 5–10%. The exception: high-ticket offers where a longer form filters for serious leads, lifting downstream conversion to closed-won.

What is a good landing page conversion rate?

Across industries, the median landing page conversion rate is 2.35%. Top quartile starts at 5.31% and the top decile reaches 11.45%. Anything above your historical baseline is a meaningful win — comparing against industry medians is useful only as directional context, since SaaS, ecommerce, lead-gen, and fintech all sit at very different baselines.

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