If you’ve ever purchased a high-ticket service, chances are you received a pricing guide or client proposal. A document that outlines the investment you’re about to make, and everything that this investment includes. When done well, a pricing guide does so much more than just tell people how much things cost—it sets expectations, establishes credibility, builds trust, and makes the decision-making process smoother for prospective clients.
If you’re wondering what to include in your pricing guide (beyond just the dollar signs), here’s your checklist for creating one that sells your services and elevates your brand. Plus, a sweet little gifty for you at the end of this post to get your first pricing guide up and out the door in no time to your eager-to-buy clients!
1. Start Your Pricing Guide with a Personal Brand Introduction
Your pricing guide should introduce the prospective customer to you and your brand. Start with a warm welcome, tell people why you’re here, what makes you stand out, and how you serve your ideal audience. Clients should immediately feel like they’ve come to the right place. Share:
- Your mission, vision, and values
- A short, clear blurb about who you are and what you do
- A lifestyle photo or brand image that reflects your vibe
Think of this as your chance to say, “Hey, here’s why I care about the work I do—and why that is important to you.”
2. What You Offer (At a Glance)
Your clients have an idea of what they are looking for. They have the minimum and non-negotiables outlined in their head. But you want to show them what you offer that meets those needs… plus everything ELSE you can do to enhance their experience. Before diving into pricing, outline your services in broad strokes. A visual summary or overview section lets clients quickly identify what fits them best.
✔ Helpful hint: Use clear, benefit-driven language. Instead of saying “Brand Photography Package,” try “Full-Day Brand Shoot for Bold, Adventurous Storytelling.”
3. Beyond Just Pricing- Include Your Process (Step-by-Step)
Clients love knowing what to expect. Break down your process into 3–4 clear steps. For example:
- Step 1: Discovery Call & Brand Questionnaire
- Step 2: Creative Strategy Session
- Step 3: Photoshoot Day!
- Step 4: Image Delivery + Post-Booking Support
This builds confidence and reduces friction—especially for first-time buyers. It also lets them see how much time and effort you’re devoting to THEIR project. People want to know what they’re paying for, and this sets up expectations clearly for everyone.
4. A Pricing Guide Always Includes Detailed Package Descriptions
This is the core of your guide. Include:
- Package Name
- A short, compelling description
- What’s included (bullet points are your friend!)
- Investment (be clear about pricing or use “starts at” if your services vary)
- Optionally, include: estimated timelines, number of photos or revisions, and any add-ons.
Remember: clarity sells. A confused client won’t buy—but an informed and confident one will.
5. Frequently Asked Questions
This is where you preempt concerns and eliminate hesitations. Reduce the number of emails you get with repeitive questions that many customers ask in order to make a decision about diving in.
Cover things like:
- “How do I book?”
- “Do you offer payment plans?”
- “What happens if I need to reschedule?”
By offering reassuring answers to common questions, you’re reinforcing your professionalism and helping clients feel supported before they even hit ‘send.’
6. Testimonials In Your Pricing Guide
Plain and simple. Social proof = instant trust. When was the last time you went to buy something off your favorite website or Amazon without reading at least ONE review or testimonial?
Sprinkle in 1–2 client quotes with first names and locations (if you have permission). Bonus points if you include photos or links to work you did for them. Show people that others (just like them) trusted you and loved what they recieved!
7. Your Call to Action
Don’t leave them wondering what’s next. End with a confident call to action:
- “Ready to book your session?”
- “Have questions? Let’s chat!”
Include your contact info, social links, and website. Make it easy for them to take the next step.
8. Design Details That Match Your Brand
For some, this is the first opportunity to introduce your brand and connect with a customer. Your pricing guide should feel like an extension of your brand. It should allow people to feel that magical spirit you put behind your brand when you created it! Keep your pricing guide on-brand by:
- Using your brand colors and fonts
- Adding visuals that reflect your aesthetic
- Keeping the layout clean and skimmable
If your pricing guide looks good, your business looks good. And that builds your confidence to charge what you know your worth. Stand tall and proud with a pricing guide that communicates your business’ value.
Final Thought:
Your pricing guide isn’t just a document—it’s a first impression. It’s a chance to offer transparency and professionalism in a way that is now-a-days rare and sometimes overlooked by small busness owners looking to step on the scene.
Consider your pricing guide an extension of you and your voice. Give your potenital clients a chance to comfortably get to know you without the fear of a pressure-infused phone call. By intentionally designing a guide that informs and inspires, you turn a potentially awkward conversation about money into a beautiful moment of alignment and understanding.
Need help designing a pricing guide that reflects your business? That’s kind of my thing. I have THIS free template for you to get started today on your very own pricing guide that will make you stand out and feel CONFIDENT about your offerings!
