---
title: Decide whether to show prices on your website
description: Decide whether to publish your prices, show a price range, or send buyers to a sales conversation, based on your deal sizes, your buyers, and your competitors, and record the decision so it doesn't get reopened every quarter.
slug: /use-cases/show-pricing-decision
page_type: use-case
lead_prompt: How do I decide whether to show prices on my website with AI?
target_prompts:
  - Can an AI marketing agent decide whether to show prices on my website?
  - Should I put pricing on my website?
  - Is it better to show price ranges or ask people to contact sales?
  - Does hiding pricing hurt conversions?
  - Should a B2B company publish its prices?
entity: Kite
category: AI marketing agent
author: Devon Wells and Kite
date_published: '2026-11-06'
date_modified: '2026-11-06'
related_integrations:
  - /integrations/google-analytics.md
  - /integrations/hubspot.md
---

# Decide whether to show prices on your website

## Key Takeaways

- Show prices when most customers pay roughly the same amount for roughly the same thing. Ask buyers to talk to sales only when the price genuinely depends on details you can't know until you've had a conversation, such as the number of locations, the amount of data, or a custom contract.
- Most companies don't need to choose between all or nothing. Publishing your smaller plans, a starting price, or a typical range, and keeping custom pricing only for your largest customers, gives every buyer a sense of cost without scaring off the big accounts.
- Hiding prices doesn't avoid the price conversation. It moves it to a sales call, a competitor's pricing page, or an AI assistant's guess. Buyers who can't find a number often leave without filling in the form, and assistants like ChatGPT can only quote a price you've published somewhere.
- Kite reads your pricing page, your sales path, your competitors' pricing pages and how they've changed, and what buyers say about your price. Then it recommends whether to publish prices, a range, or neither, and explains why.
- Kite records the decision in your team's knowledge base with the evidence and the specific things that would change it. When the question comes up again, the team starts from that record instead of arguing from scratch.

## Should you show prices on your website?

Most companies that sell a standard product at a standard price should show it. Buyers expect to see a price before they talk to anyone, and a page that hides it tells them one of two things: the product is expensive, or the company wants to qualify them before it'll say. Either way, some of them leave. The ones who stay may still fill in the contact form, but they often check a competitor's pricing page first.

Hiding prices still makes sense in some businesses. If one customer pays $5,000 a year and another pays $250,000 for a version of the product built around their systems, a single published number would mislead both of them. The same is true when the price depends on things only a conversation can uncover, such as how many sites a customer has or which compliance requirements apply.

So the real question isn't "transparent or not." It's where your price actually varies, and how much a buyer needs to know before they're willing to spend time with you. The answer is often a mix:

- **Full prices** work when plans are fixed and buyers can sign up on their own.
- **A starting price or a typical range** works when the price varies but stays within a predictable band, such as "most teams pay between $400 and $900 a month."
- **Published plans with custom pricing at the top** work when small customers buy on their own and large customers need a contract, security review, or volume pricing.
- **A sales conversation only** works when nearly every deal is large, custom, and negotiated.

Teams get stuck on this decision because the evidence is spread out. Sales has opinions about lead quality, marketing has form-fill numbers, the founder remembers a big deal that might have been scared off, and nobody has looked at competitors' pricing pages in a year. Then the question comes back next quarter and the same debate starts again. Pulling that evidence together and writing down the reasoning is careful, patient work, and it's a good fit for an AI agent.

Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Here's how it helps you make the pricing visibility decision once, with the reasoning in writing.

## How Kite helps you decide whether to show prices

Kite starts with what it already knows. During onboarding, it reads your website and records your products, plans, and prices in your team's knowledge base, along with who your customers are and how you sell to them. It already knows whether your site leads visitors toward signing up on their own, toward a demo, or toward both.

From there, Kite gathers the evidence that bears on this decision: how findable your pricing is today, where the line between self-serve and sales sits, what your competitors publish, and what buyers say about your price. It weighs that evidence against the options and recommends one, with its reasons. Once you decide, Kite records the decision, updates your pricing page and the pages around it, and measures what happens next.

### Check what your website shows buyers today

The first step is to see your pricing the way a buyer does. Kite reads your homepage, your pricing page, and your signup and contact pages. It checks whether a visitor can find pricing at all, whether they can tell which plan is meant for them, and whether the next step after choosing a plan is obvious.

Kite also checks whether your sales path fits what you sell. Two mismatches come up often. A simple, low-priced product can be gated behind a "Book a demo" form that asks for nine details before offering a time slot. A complex purchase that needs a security review can be forced through a credit-card checkout. Both cost you buyers, and they point to different fixes.

The same check looks at your site the way an AI assistant reads it. When someone asks ChatGPT or Perplexity how much your product costs, the assistant can only answer from what's published. If your site gives no price, range, or plan, the assistant either says it doesn't know or repeats a number from a third-party site that may be out of date. Kite flags a site that leaves a basic question like "what does it cost?" unanswered.

**Related use cases**

- [Build a clear pricing page](/use-cases/pricing-page.md): Rebuild your pricing page so each buyer can find their plan and the right next step.

### Look at what your competitors publish

Your buyers compare you with the companies they're also considering, so their pricing pages set expectations for yours. Kite reads each main competitor's pricing page and records whether they publish full prices, a starting price, a range, or only a "Contact sales" button. It also records what each plan includes and where the custom tier begins.

Kite can look at archived versions of a competitor's website to see how their pricing has changed over the last two years. That history is often more telling than today's snapshot. A competitor that moved from published prices to "Book a demo" may be moving upmarket toward larger customers. A competitor that started publishing prices may be going after the smaller buyers you serve.

If every competitor in your category publishes prices and you don't, buyers notice. If none of them do, publishing yours can be a way to stand out, especially with smaller buyers who don't want a sales call.

**Related use cases**

- [Compare your pricing with your competitors'](/use-cases/competitor-pricing-analysis.md): Put your plans, prices, and packaging side by side with each competitor's.
- Track competitors' pricing changes (coming soon): Hear when a competitor changes its pricing page.

### Find out where your price actually varies

The deciding question is how much your price changes from one customer to the next, and why. Kite looks at your plans and, if you share them, your recent deal sizes. Connect your CRM, such as HubSpot, and Kite can read your closed deals directly.

The pattern usually makes the decision clear. Here's a simple example for a company that sells scheduling software to clinics:

- About 80 percent of customers are single clinics paying between $150 and $300 a month.
- About 15 percent are small groups paying between $600 and $1,200 a month.
- A handful are hospital systems with contracts above $50,000 a year, each with custom integrations.

Hiding every price because of that handful makes the other 95 percent of buyers fill in a form to learn a number that barely changes. A better fit is to publish the clinic and group plans and keep custom pricing for hospital systems.

Kite also reads what buyers say about your price in public reviews and community discussions, and what your team hears in sales calls if you share notes. Complaints like "I had to sit through a demo just to find out it was $200 a month" are direct evidence for publishing. Large buyers asking for security documentation before any pricing talk is evidence for a sales path at the top.

### Weigh the options and recommend one

Kite brings the evidence together into a recommendation you can act on. It compares the realistic options for your business, usually two or three of them, and explains which one it would choose and why.

A recommendation for the clinic software company might read: "Publish the Clinic plan at $199 a month and the Group plan at $799 a month. Keep 'Talk to us' for hospital systems, and say plainly that pricing for them depends on locations and integrations. Ninety-five percent of your customers pay within a predictable range, three of your four competitors publish prices, and two recent reviews complain about needing a demo to learn the cost."

Kite keeps its own reading separate from the facts. It shows you which parts of the recommendation come from your data, which come from competitor pages, and which are its judgment. You can disagree with any part, and Kite adjusts the recommendation or records your reasoning instead.

**Related use cases**

- [Choose a pricing model](/use-cases/pricing-model.md): Decide whether to charge per seat, per use, or per outcome, and what should trigger an upgrade.

### Record the decision so it doesn't get reopened

A pricing visibility decision without a written record gets argued again every time someone loses a deal or sees a competitor's new pricing page. Kite writes the decision down in your team's knowledge base as a dated entry, so the team can see what was decided, when, and why.

Each record includes:

- **The decision.** For example, "Publish Clinic and Group plan prices. Keep custom pricing for hospital systems."
- **The evidence.** The deal-size pattern, what competitors publish, and the buyer feedback that shaped it.
- **The options you didn't choose.** A short note on why each one lost.
- **What would change the call.** Specific events that should reopen the question, such as more than a quarter of new deals landing in the custom tier, or your two main competitors removing their prices.

The last part is what keeps the question closed. When a teammate says "should we hide our prices?" in March, the answer is no longer a debate. It's whether any of the recorded conditions has happened. Kite reads the record before any later work that touches pricing, so a new landing page, an outbound email, or a sales reply follows the decision you made.

**Related use cases**

- [Review your pricing on a regular schedule](/use-cases/regular-pricing-review.md): Revisit pricing every quarter or year and record the decision, even when it's to change nothing.

### Update your pricing page and the pages around it

A decision only matters once buyers see it, so Kite does the website work that goes with it. On a website Kite hosts, it updates the pricing page, adds the price or range where it belongs, and makes the self-serve and talk-to-sales paths clear. If your site runs on a supported content system such as Webflow, Contentful, Sanity, or Storyblok, Kite makes the changes there.

Kite also checks the rest of your site for pages that contradict the new decision, such as an old blog post with last year's prices or a landing page that still says "Contact us for pricing." It adds a short, quotable answer to "how much does it cost?" on the pricing page, so buyers and AI assistants get the same number. You see a preview of every change, and Kite publishes once you approve.

**Related use cases**

- [Write pricing plans for each type of buyer](/use-cases/pricing-plan-descriptions.md): Describe each plan so buyers can tell which one is meant for them.

### Measure what happens after the change

Kite measures the result so the decision is based on more than opinion. On a website Kite hosts, its built-in analytics track visits to the pricing page, clicks on each plan button, completed signups, and contact-form submissions, and it compares them with the period before the change. For a site measured elsewhere, Kite reads the same numbers from a connected analytics product such as Google Analytics.

Kite looks at both paths. If you published prices, it checks whether more visitors start signing up on their own and whether the sales team still hears from large buyers. When someone asks to talk to sales, Kite researches their company and role and drafts a reply with a proposed next step, so the large accounts get a fast, informed response.

If you're unsure, Kite can test the change before you commit. On a Kite-hosted site, it can show one version of the pricing page with prices and one with a range to different visitors, then measure which one brings in more signups and qualified sales conversations. The result goes into the decision record.

**Related use cases**

- [Test your pricing and pricing page](/use-cases/pricing-page-tests.md): Show different versions of your pricing page to different visitors and measure which converts better.

## What you get

- **A review of your current pricing page.** It shows whether buyers can find a price, tell which plan fits them, and see the next step, and whether your sales path fits what you sell.
- **A view of competitor pricing.** It shows which competitors publish prices, ranges, or nothing, and how their pricing pages have changed over time.
- **A recommendation.** It names the option Kite would choose, such as full prices, a range, or published plans with custom pricing at the top, along with its reasons and the evidence behind them.
- **A decision record.** Saved in your knowledge base, it holds the decision, the evidence, the options you rejected, and the conditions that would reopen it.
- **An updated website.** Kite updates the pricing page and every page that mentions price so they agree, and publishes once you approve.
- **Before-and-after results.** These include pricing-page visits, plan clicks, signups, and sales inquiries, compared with the period before the change.

## How to get started

Ask Kite in plain language. You might say, "We hide our pricing behind a contact form. Should we publish it?" or "Our sales team wants to remove prices from the website. Help us decide." You can work with Kite in the Kite web app or in Slack.

Kite starts with what it already knows about your plans, customers, and competitors, and tells you what else would help. Share recent deal sizes or connect your CRM if your prices vary by customer. Kite then reviews your pricing page and your competitors' pages, and comes back with a recommendation.

Once you decide, Kite records the decision and proposes the website changes. You see a preview before anything goes live. Kite publishes after you approve, then reports how buyers respond.

## Integrations used to decide whether to show prices

Kite does most of this work with its own research, so you can start without connecting anything. It reads your website and your competitors' pricing pages, looks at archived versions to see how pricing has changed, and finds public reviews that mention price.

### Understand your deal sizes

- [HubSpot + Kite](/integrations/hubspot.md): Kite reads your closed deals to see how much your price varies from one customer to the next, which is the main evidence for publishing prices, a range, or neither.

### Measure the result

Kite measures pricing-page traffic and conversions on websites it hosts with its built-in analytics. For other websites, connect your analytics product:

- [Google Analytics + Kite](/integrations/google-analytics.md): Kite compares pricing-page visits, signups, and form submissions before and after the change.

## Common questions

### Does hiding pricing hurt conversions?

It usually lowers the number of people who reach out, and it may or may not raise their quality. Buyers who can't find a price often leave rather than fill in a form, especially smaller buyers who expect to buy on their own. The people who do reach out have already accepted a sales conversation, so they can look more qualified. The right test is whether you lose buyers you would have wanted. Kite measures this by comparing signups, sales inquiries, and the size of the deals that follow before and after a change.

### Should a B2B company publish its prices?

Many should, at least for their smaller plans. B2B buyers research on their own before they talk to sales, and a published price helps them decide whether to put you on their shortlist. Keep custom pricing for deals that truly depend on scope, such as enterprise contracts with security reviews, many locations, or custom integrations. Publishing your entry plans while keeping the top tier custom is a common middle ground.

### Will showing prices scare off larger buyers?

Usually not, if the page makes room for them. A larger buyer who sees a $199 plan doesn't assume that's what they'll pay. They look for the tier built for companies like theirs. A clearly labeled custom tier that names what larger customers get, such as volume pricing, security review, or dedicated support, tells them there's a path for them. Kite writes that tier so a large buyer recognizes it right away.

### How should I word a price range?

Make it specific and say what moves the price. "Most teams pay between $400 and $900 a month, depending on the number of users" is far more useful than "Plans start at a low monthly fee." A starting price works too, as long as it's a price a real customer could pay. Kite drafts the wording from your actual deal data so the range reflects what customers really pay.

### Can I change my mind later?

Yes, and the decision record makes that easier. Because it lists the conditions that would reopen the question, you'll know when a change is justified rather than just tempting. Kite can also include the question in a regular pricing review, so you look at it on purpose once a quarter or once a year instead of every time someone loses a deal.

### Can I use ChatGPT to make this decision?

A general chatbot can explain the trade-offs well, but it can't see your evidence. It doesn't know how your deal sizes are spread, what your competitors publish today, or what your buyers have said about your price. Kite gathers that evidence, makes a recommendation from it, records the decision, updates your website, and measures the result. For more examples of how other companies present their plans, see our guide to pricing page examples from small SaaS teams (coming soon).