By Mehdi HassanWe publish every price we charge on our homepage: $3,000 for a brand & design sprint, $6,000 for a landing page, $8,000 for a website of up to 6 pages and $6,000/month for a retainer. So we're biased. But we also design pricing pages for B2B products where publishing every number would be a mistake. This guide gives a verdict by deal size, then shows what to put on the page in each case.
Should B2B companies publish pricing on their website?
Most B2B companies should publish pricing on their website, at least for every plan a buyer can purchase without a negotiated contract. Buyers research alone before they talk to sales, and a page with no numbers makes them guess. Most guess high, or assume you're hiding something, and move on to a vendor that answered the question.
The exception is narrower than most sales teams think. It applies when the price genuinely can't be known until scope is defined: large multi-year contracts, custom implementation, or pricing that depends on data volumes the buyer doesn't know yet. Even then, the page should say how pricing works. Our SaaS pricing page guide covers the full page structure; this article is about the single decision of what to reveal.
What is the right call by deal size?
The right call depends on annual contract value (ACV), because ACV decides how much a buyer is willing to research alone and how much a sales conversation is worth to you. The bands below are our rule of thumb from scoping pricing pages, not a published benchmark, so adjust them to your own sales motion.
Deal size (ACV) | Typical buyer | Our verdict | What to show |
|---|---|---|---|
Self-serve, low hundreds to low thousands | Individual or small team, card payment | Always publish | Full prices, limits and a clear free tier or trial |
Mid-market, low five figures | Team lead with a budget owner | Publish tiers | Prices for standard plans, 'Contact sales' only for the top tier |
Upper mid-market, mid five figures | Committee with procurement | Publish starting points | 'From' prices, the pricing unit and what's included |
Enterprise, six figures and up | Procurement, security and legal | Contact sales is fine | Pricing model, cost drivers, minimums and how a quote works |
Notice that no band says 'show nothing'. Even at enterprise scale, a buyer can learn whether you charge per seat, per usage unit or per platform fee, and whether there's a minimum. That one paragraph saves a discovery call for both sides.
Why do companies hide pricing behind contact sales?
Companies hide pricing behind contact sales for four common reasons, and only one of them is about the buyer. Knowing which reason applies to you tells you whether hidden pricing is a strategy or a habit.
- Prices genuinely vary by scope. Legitimate. Publish the model and the drivers instead of a number.
- Sales wants to qualify every lead. Understandable, but it trades lead quality for lead quantity. Many buyers who would have qualified leave instead of filling in a form.
- Fear of competitors seeing prices. Weak. Competitors can get your prices from one sales call. Buyers are the only people actually blocked.
- The offer isn't defined yet. The most common reason, and the most useful to admit. If you can't write down what each plan includes, the pricing page is the symptom, not the problem.
Does transparent pricing attract the wrong customers?
Transparent pricing attracts buyers who can afford you and filters out the ones who can't, which is usually what you want. The fear is that a visible entry price brings in small, price-sensitive customers. That happens when the entry plan is too generous or poorly fenced, not because the price is visible.
The fix is in plan design, not in hiding: fence the cheap plan with real limits, make the step up obvious, and say who each plan is for. Our guide to how many pricing tiers to show goes deeper on naming and fencing plans. If you're unsure whether your page is losing buyers at the price reveal, the diagnostics in pricing page conversion rate will show where they drop.
What should an enterprise pricing page show instead of prices?
An enterprise pricing page should show everything about price except the final number: the pricing unit, the minimum commitment, what's included at every level, and what makes a quote go up or down. That turns 'Contact sales' from a wall into the next logical step.
Name the pricing unit
Say what you charge for: seats, usage, locations, records or a platform fee. Buyers can then estimate their own scale.
Publish a floor
A 'from' price or a minimum annual commitment tells a buyer whether to keep reading. It's the single most useful number you can share.
List the cost drivers
Three to five factors that move the quote, such as volume, support level, deployment model and contract length.
Show what's always included
Security reviews, SSO, onboarding or a named contact. Procurement teams look for these first.
Explain the quote process
What happens after the form, who replies, and what they'll need from the buyer. Our pricing page FAQ guide has ready answers for this.
For example: rewriting a contact-sales-only page
For example, suppose a data platform shows three plan cards that all say 'Contact us'. A rewrite would keep the first two plans priced, say what the platform fee covers, list the three things that change an enterprise quote (data volume, number of workspaces, support level), and add a short 'How enterprise pricing works' section above the form. The enterprise card still says 'Contact sales', but the buyer now knows roughly where they'll land before they click it. This is a hypothetical example, not a client project.
How do hidden pricing and transparent pricing compare?
Transparent pricing wins on trust, self-qualification and search visibility. Hidden pricing wins only on flexibility in negotiation, and that matters mostly when deals are large enough to justify a sales cycle.
Factor | Transparent pricing | Hidden (contact sales) |
|---|---|---|
Buyer trust | High, the vendor answers the first question | Lower, buyers assume high or variable prices |
Lead volume | Fewer unqualified leads | More form fills, more of them poor fit |
Sales cycle | Calls start at scope and fit | Calls start with budget discovery |
Negotiation room | Less, the list price is public | More, every deal is priced fresh |
Search and AI answers | Can rank and be quoted for '[product] pricing' | Little to quote, third parties fill the gap |
The last row is easy to overlook. When your page has no prices, review sites and forums answer '[your product] pricing' for you, often with outdated numbers. Our pricing page examples teardown shows how well-known products handle the top tier without going dark on the rest.
How do you move from hidden to published pricing?
Move from hidden to published pricing one tier at a time, starting with the plan your customers buy most often. You don't have to publish everything in one launch, and staging it lets sales see the effect on calls before the enterprise tier changes.
- Write down what each plan includes and excludes. If this takes more than an afternoon, fix the packaging first.
- Publish the most common plan's price, with limits, and keep 'Contact sales' on the top tier.
- Add the pricing unit and cost drivers to the enterprise card.
- Track pricing page views, plan clicks and sales-call questions for a few weeks. Our guide to redesigning a pricing page without changing prices covers the copy and layout side.
- Review what buyers still ask on calls, and answer those questions on the page.
