Pricing pages are one of the most-visited and least-optimized pages on most B2B sites. The version that converts has specific structural and copy requirements. Claude can help you draft and test variants. Here is the framework.
Most B2B pricing pages either hide pricing entirely (forcing "contact us" friction) or present it without context (the buyer cannot tell which tier is for them).
The version that converts has 4 elements: transparent pricing (yes — even for "enterprise"), clear tier differentiation, a recommended tier, and a real FAQ addressing common buyer objections.
Design a pricing page for [PRODUCT/SERVICE] targeting [PERSONA]. What we sell: [SHORT] Our pricing tiers: [LIST WITH PRICES AND WHAT IS INCLUDED] Typical customer mix across tiers: [WHO BUYS WHAT %] Most common buyer objections about pricing: [LIST] What we want to be true about how buyers feel after reading: [SPECIFIC] Design the page sections: 1. Headline + subhead — outcome-driven, not "Choose Your Plan" 2. Tier cards — for each tier: - Name + price - 1-line "best for" description - 5-7 key inclusions (not feature lists) - 1 thing that signals this tier vs the next (decoy effect) - Primary CTA 3. Tier recommendation — which tier most buyers should choose and why 4. Comparison table — detailed feature matrix 5. FAQ — 6 specific questions addressing real objections 6. Final CTA — for those who scrolled Voice rules: - No "Choose the plan that's right for you" (vague) - Lead with outcomes, not features - Be honest about tier trade-offs - Address pricing objections directly in FAQ Provide also: 3 alternative headlines to test.
"Contact us" with no price range at all. Suggests you charge whatever the market will bear.
Hidden fees or "additional services start at..." Erodes trust.
Recommended tier with no reasoning. People want to know why.
Comparison tables with vague feature names ("Advanced analytics"). Be specific.
No FAQ. Buyers have questions; if you do not answer them, they leave.