What to ask your agency about pricing page design

This is one of those topics that looks small until it costs you something. If you are briefing an agency or a freelancer on pricing page design, these questions are worth asking early.

The measurable part of design is whether people can find what they came for and act on it without hesitating. Budget a little time for it every quarter and it never becomes a project of its own.

Questions worth asking

• Who will actually do this work, and have they done it before?
• How will we know afterwards whether it worked?
• What happens if it needs changing in a year?
• What are you assuming that we have not confirmed?

What a good answer sounds like

Hiding prices costs you more enquiries than it protects. Where this goes wrong is almost never a lack of knowledge. The failure mode is not doing it wrong, it is doing it once and assuming it stays done.

Say what happens after someone picks a plan. None of that requires a large budget, only a decision and someone to own it. Most teams find the first pass takes an afternoon and the maintenance takes minutes a month.

How to tell if yours is fine

Consistency is the quiet half of design work: it rarely gets complimented, and its absence is noticed immediately. Three things worth confirming about pricing page design before you move on:

• Someone can say what the current setup is without going to look
• Hiding prices costs you more enquiries than it protects — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Pick the one that would hurt most if it failed, and start there.