Edip Kilinc is the founder of Webwavers. Together with his team, he develops websites, brands, and digital presences for ambitious companies – with over 250 completed projects, and honored with awards including the German Design Award 2026.
Anyone who cannot find a price does one of three things.
They inquire to find out the price. This generates inquiries, but often from people whose budget doesn't fit. Each of these conversations costs time on both sides.
They go to the next provider who does state a price. This especially affects those who compare systematically – i.e., the prepared prospects.
They estimate it themselves. And they usually estimate incorrectly, in both directions. Anyone who thinks you are too expensive won't inquire. Anyone who thinks you are too cheap will be disappointed in the conversation.
The widespread concern is that a price deters people. That is true – it deters those for whom it doesn't fit. That is not a loss, but a pre-selection that would otherwise take place in the initial conversation.
The math: Ten inquiries without a price, of which two fit, versus four inquiries with a price, of which three fit. The second case is economically better, even if the number looks smaller.
Anyone who cannot find a price does one of three things.
They inquire to find out the price. This generates inquiries, but often from people whose budget doesn't fit. Each of these conversations costs time on both sides.
They go to the next provider who does state a price. This especially affects those who compare systematically – i.e., the prepared prospects.
They estimate it themselves. And they usually estimate incorrectly, in both directions. Anyone who thinks you are too expensive won't inquire. Anyone who thinks you are too cheap will be disappointed in the conversation.
The widespread concern is that a price deters people. That is true – it deters those for whom it doesn't fit. That is not a loss, but a pre-selection that would otherwise take place in the initial conversation.
The math: Ten inquiries without a price, of which two fit, versus four inquiries with a price, of which three fit. The second case is economically better, even if the number looks smaller.
Not every business allows for fixed prices. There are four gradations.
1. Fixed prices. Works well for standardisable services: a landing page, a logo package, a maintenance contract. The clearest and least frequently possible.
2. Price ranges. A corporate website with us costs between 12,000 and 30,000 euros. The standard case for service providers. It is important to explain what makes the difference.
3. Starting price. Projects start at 8,000 euros. Reliably filters out and commits to nothing. The weakest form, but still far better than nothing.
4. Example projects. For a mechanical engineering company with 80 employees, we implemented a website with 14 pages – budget 18,000 euros, duration 10 weeks. This is the most convincing option because it combines price with performance.
The best combination is usually three plus four: a starting value and two to three real examples.
The most common counterargument is: Then the competition will know our prices.
Three objections to that.
They know them anyway. In every market, there are tenders, customers who compare, and offers that are passed on. Prices are hardly a secret in any industry.
Price without performance says nothing. If a competitor knows you charge 18,000 euros, they don't know what is included. This is exactly why example projects are so effective: they show the price in relation to the scope.
Those who want to win on price will do so anyway. A provider who underbids does not need your details for that.
The serious counterargument is different: if your prices fluctuate greatly depending on the customer, a public listing becomes awkward. In that case, however, the website is not the problem, but the pricing.
A range without an explanation creates new questions. Three elements make it useful.
The range itself, with a lower and upper limit. From 12,000 to 30,000 euros.
What makes the difference. The difference results from the number of pages, whether texts and images are supplied, and whether special functions like a configurator are added. This allows prospective clients to classify themselves.
A typical case. Most projects range from 15,000 to 20,000 euros. This information is often more important than the range because it provides a reference point.
This includes what is not included: ongoing support, hosting, photo production, translations. Anyone who states this openly will not experience discussions later on.
And a note on current relevance: pricing information needs a revision date. A range from 2023 on a page from 2026 damages credibility more than no information at all.
Not on a dedicated pricing page, at least not only there.
On the service page, in a dedicated section. That is where the question is asked, that is where the answer belongs.
In the FAQ, as a separate question. "How much does a website cost from you" is one of the most frequently searched queries of all.
In a dedicated post, if you want to cover the topic in more detail. Pricing articles are among the content with the highest citation rate in generative systems because they answer a clear question with a number.
In the references, if the clients agree. A project example with a budget is the strongest proof.
What does not work: a pricing page that only shows packages without numbers – Basic, Professional, Enterprise with "Upon request". That is the form without the substance and works worse than no page at all.
There are cases where providing a price is not useful.
When every project is fundamentally different. For consulting services that depend on the size of the organization, a range can become so wide that it says nothing.
When you work predominantly through tenders. Different rules apply there, and a public price can weaken your negotiating position.
When the price heavily depends on the license structure of third parties and you have no influence over it.
In these cases, there is still a way: Do not state the price, but rather the order of magnitude of a typical project and what drives the price. Our projects are usually in the mid five-figure range. The decisive factors for the effort are the number of locations and whether existing systems need to be integrated.
That is not a price quote, but it answers the actual question: Am I in the right place?
