Before we get started, I want to say three things about sharing your pricing on your website:
- If you don’t show your pricing on your website and it’s working for you, you don’t need to change a thing unless you want to.
- Even if your pricing is everywhere on your website, I can’t promise you’ll never get another inquiry again from someone whose budget is outside that range. (Luxury is aspirational, after all.)
- Couples aren’t looking for an exact number on your website—they know that there’s always going to be some customization. All they want to know is whether they should bother reaching out, or if your minimum is $10K more than they’ve budgeted for your service.
What 2025 couples are saying and doing re: pricing
The day before I sat down to write this, I saw a Reddit post titled, word for word, OH MY GOD, JUST GIVE ME YOUR RATE. It now has over 300 comments, virtually every one agreeing with the poster.
Part of my job is to quietly observe what engaged couples do online, and here’s what else I’ve seen:
- People stating outright that if you can’t share any pricing before a call, they’re moving on to another vendor
- People compiling spreadsheets with quotes they’ve received, and then either sharing them or selling them on Etsy
- People asking for rates on specific high-end photographers, videographers, and planners
The thing is, when your pricing is shared by someone other than you, you lose control of the narrative.
Because they might share a quote from the most lavish, complicated 3-day wedding weekend you’ve ever done, or a weekday elopement done at a discounted price. Or they might share what their sister’s friend was quoted…in 2022.
Another thing to note is that “custom” pricing isn’t a selling point in and of itself. Today’s couples expect the proposal you send to be custom, but they’re skeptical of “custom pricing” being used as a means to get them onto an initial call.
7 ways to share your pricing on your website
Your minimum price
Remember how Linda Evangelista told Vogue that “I don’t get out of bed for less than $10,000”?
This is whatever your equivalent is.
You can use the words “minimum” or “minimum spend” to describe this, and it works best for vendors whose work is fully custom, like bakers or florists.
(By the way, that $10,000 from 1990 would be $25,000 in 2025. Something to think about.)
Starting at
‘Starting at’ is the equivalent of ‘minimum spend,’ but for photographers, videographers, and other creatives.
KT Merry, for example, uses ‘starting at’ pricing on her website, as do many other photographers and videographers who are firmly in the luxury market.
One note: If you have one package or service that’s significantly cheaper than the others, you may not want to include that as your ‘starting at’ price.
For example, if you’re a photographer, you likely have different pricing for weekday elopements versus wedding weekends, just based on hours of coverage. Couples may feel misled if you list your elopement package as your ‘starting at’ price without specifying.
A price range
Another common way to share pricing is with a range:
On average, couples who work with us spend between $4000 and $8000 on florals.
This works well with language such as ‘average’ or ‘typical,’ because we want to gently remind clients that these prices aren’t a guarantee, as Ava and the Bee and I did on Ashley Peraino’s website.
Depending on your category, you can add more details. A photographer might clarify that the final price depends on the guest count, because larger weddings often require a second shooter.
The website copy for Jessamine, a florist based in New Jersey, included both a minimum spend and a range. We paired it with copy about why florals are so important and how they work with you to make the biggest impact within your budget.
A flat fee (with upgrades as needed)
This works best for productized services, like a photo booth. And even when you opt for a flat fee, you can let them know that add-ons, travel fees, and extra hours may cost more.
My client Mike Readings is a DJ who has fixed-price packages, followed by a listing of add-ons. Before they ever get on a Zoom call with Mike, a couple can do some back-of-the-napkin math and know exactly what it will cost to have him at their wedding. (This is a huge selling point!)
A budget dropdown on your inquiry form
If you’re thinking “that doesn’t count,” I’m here to tell you that it absolutely does.
This is one of the softest, least intrusive ways to share your pricing, and many luxury photographers and videographers go for this option.
For individual vendors, such as photo, the question typically takes the form of “What is your expected photography budget?” For planners, you’ll ask for their estimated or target event budget.
One tip: don’t make the lowest option an open-ended “less than $X” or it defeats the purpose. If you’re not likely to book a wedding for less than $6K, set $6K as the lowest number. We can’t eliminate inquiries from people who don’t have the budget, but ideally we can cut back on them.
Per-person spend
A wedding with a $200,000 budget looks wildly different if there are 75 guests vs. 200 guests, but that’s not always obvious to people who’ve planned a wedding before.
For some vendor categories, it can be beneficial to list the average spend per guest, instead of the overall budget. Per-guest spend is even more useful if it specifies what’s included and what’s not. (You might clarify that the per-guest cost was for the wedding day only and excludes what the couple spent on attire and hair/make-up, for example.)
Planners often choose this option to set expectations with potential couples.
An example wedding
My client Lindsey, of Lovely Day Events, is based in Napa Valley, but most of her clients live elsewhere. She likes to say that Sonoma and Napa are the “Whole Foods of weddings.” Everything’s gorgeous and well-organized…and it probably costs more than it would elsewhere.
To ease couples into thinking about costs, her services page has a mini-breakdown of what couples spend, how many guests they host, and what that covers.
Then, because she knows that people are typing “what does a Napa wedding cost” into search, she sends them to a blog post that goes into more detail. It educates her clients, positions her as the expert, and also has lots of gorgeous images from events she’s planned.
Which option is best for me?
In most cases, there isn’t one right answer—it depends on how custom your pricing is, what your competitors are doing, and the specific vendor category you belong to.
That said, all marketing is an experiment—based on what you’ve read above, select one approach and try it out on your site. Then track your inquiries and how they convert after a sales call—after a few months, you should have insight into how it’s working for you. Don’t like the results? You can try another method.
Still not sure which approach is right for you? As I write your website copy, I make recommendations based on your market, your pricing itself, and your niche. Take a look at my services—I’m ready whenever you are.
