Should You Put Your MSP Pricing on Your Web Site?

(Hint: Yes)

I got a great question from one of my SBT Community members, Armando, based on something he saw in an email from Paul Green: Should you put your MSP pricing on your web site?

My answer is a solid yes. But it's not a simple answer. First, you need to accept the reality of the world we live in, in 2025. If you ask Google a question about "MSP Pricing" or "MSP Pricing in MyHometown," you're going to see a discussion from AI (Gemini), which may or may not be representative of the real world. But it's what prospects will see!

Then, to the right, you'll see references to specific sites. When I tried this, the third site was a defunct, abandoned company in my area. Why was it on the list? Because they have a very clear, very transparent discussion of MSP pricing in Northern California with "real" numbers and a list of services. In other words, even though it's completely out of date, it's very specific information that answered the question.

So, run three of four different queries for your city and see what prospects might find. That's the context in which they might wander to your web site.

You have three primary kinds of things you sell: Products, managed services, and custom projects/project labor. Let's look at each. 

1) I absolutely think it would be good to have a "store" where you post up your recommended desktop/laptop setups. You could offer up a a fully loaded desktop with your preferred hardware and software, including setup on their network. Price it fairly ... and take a credit card right there for those willing to buy.

And then say that you offer a side variety of all systems, so folks can contact you to discuss their needs. The actual goal here is not to sell hardware off the web site, but if someone buys, you should take the opportunity to meet a new prospect. The actual point is to gather a few leads and get folks to engage you in a conversation.

2) Managed Services. I think you *should* list your core services, and probably the basic components of your 3-tiered offering or cloud bundle offering. Many MSPs just post up their complete 3-tiered offering, with pricing.

As for specific pricing, you should give some idea of the range that will be charged. You might even list actual pricing per person or device, but be sure to make clear that you say it's a ballpark and the visitor probably needs a customized solution.

I think it's better to give a range, but a realistic one. Write up a simple 1-2 sentences about how people are normally charged, and that this varies depending on the complexity of their network and support demands.

You might even give some common ranges of prices that people can expect. For example, an office with 1-10 employees ranges from about $X to $Y.

3) Project labor. I think you should clearly list your standard and after-hours rates. If you think you need to justify it, you can say something about your years of experience with a wide variety technologies and challenging circumstances. And brag about the fact that clients don't have to pay for your on-the-job training. 

I don't think you need to justify your hourly rate. We used to simply say something along the lines of, "Would you rather trust your business to an $80 technician or a $150 technician?"

And don't forget: With managed services, many clients don't buy a lot of extra hours outside the regularly monthly maintenance, so the hourly rate is interesting but not really a good indicator of what a given prospect's cost might be.

Overall, I believe that prospects who want to know the price of what you offer will keep looking until they find some web sites that giving them pricing. And they'll pick one of those. If they don't find it on your site, you will be eliminated. 

These are NOT just bottom-shoppers. I've tried to find pricing on services and been frustrated because I don't know if the cost is $100 or $10,000. I literally don't know where to start. So, I assume that a site is very expensive if they don't give me an idea of what the cost will be.

At that point, I am VERY reluctant to fill out a form and talk to a sales person in order to get pricing. Whenever I have to go through a sales process to get pricing, I'm immediately suspicious. And I assume the price is very high.

Remember: You're a consultant! You are not primarily trading dollars for hours. (If you are, then post your rates and be aware that price will be the only "feature" you have to offer.) As a consultant, you should offer enough honest transparency that people know who they're engaging with. And you should make it clear that every client is different and every engagement is unique. 

Ultimately, all of these options should be presented so that prospects are temped to 1) Fill out your contact form, and 2) Request a meeting or network assessment.

Bonus Tip: Your pricing page(s) should feature a number of client endorsements. Happy clients bragging about how you improved their business are a great way to put your pricing in the right context.

Feedback Welcome.

:-)