How we price page: write a pricing philosophy that ranks

Why people look for a “how we price” page

When someone searches for pricing, they’re rarely asking only “How much?” They’re also asking “Can I trust this?” and “Will the rules change after I sign up?”

That’s why pricing evaluation searches tend to sound like:

• How is your pricing calculated?
• Why is it more expensive than alternatives?
• Do you charge per user, per project, or per usage?
• What makes the price change over time?
• Are there hidden fees or add-ons?

A clear “how we price” page helps because many buyers aren’t ready to compare plans yet. They want the logic first. If your rules feel fair and consistent, they’ll accept the numbers on your main pricing page. If the logic feels vague, they assume the worst and leave.

This is also a risk-check page. People worry about getting locked into costs that climb faster than their budget. They want to know what makes the price go up, what stays stable, and what they can control.

Writing the logic down reduces friction inside your business too. Sales and support get fewer repetitive questions and fewer tense conversations later. And it prevents mismatched expectations: a buyer who understands the rules up front is less likely to feel surprised by a renewal, an upgrade, or a usage spike.

A quick example: someone comparing SEO services might see a low monthly price, then wonder what it actually includes. If they’re considering premium backlinks, they’ll expect cost differences based on factors like site authority and placement difficulty. Without a simple explanation, the same buyer may assume the pricing is arbitrary.

A “how we price” page doesn’t need to convince everyone. A good one:

• Helps the right visitors self-qualify faster
• Gets more people to the pricing page with fewer doubts
• Reduces “Wait, why is this so expensive?” conversations
• Prevents “I didn’t realize…” moments after purchase

When it works, curiosity turns into confidence.

What belongs here vs the main pricing page

A “how we price” page has one job: explain your pricing logic before someone asks for a quote or compares you to a competitor. It should read like clear rules, not a brochure.

Your main pricing page has a different job: show plans and help someone choose.

Think of it like this:

• The pricing page answers “How much is it?”
• The “how we price” page answers “Why does it cost that, and what makes it higher or lower?”

On the “how we price” page, focus on things that stay true even if you change your plans next month:

• The principles you use to set prices
• What drives your costs
• How you keep pricing predictable
• Definitions of terms that affect cost (seats, usage, volume, delivery speed, support level, quality tiers)

On the main pricing page, keep the details people want to compare quickly:

• Plan names and exact prices
• What’s included in each plan
• Add-ons, upgrades, and limits
• Billing cycles and any minimums
• The primary call to action (buy, start a trial, request a quote)

To keep both pages consistent without copying tables, reuse the same language for your main price drivers and the same definitions. If you say “pricing depends on volume and turnaround time” on the logic page, use the same labels on the pricing page.

If prices vary by customer or usage, be direct about what varies and what doesn’t. A trust-building pattern is: name the inputs, show how the customer can control them, and clearly state what you don’t do (for example, no surprise fees or retroactive charges).

The 3 principles to cover: fairness, predictability, value

A good “how we price” page isn’t a defense. It’s a set of rules.

Fairness: define what “fair” means for your business

“Fair” means different things in different categories, so say what you mean in plain language and tie it to something a buyer can verify.

Fairness might mean:

• You charge based on what it costs you to deliver
• You charge based on usage or scope
• You charge based on risk or complexity
• You charge based on outcomes you can actually measure

Keep it concrete. If pricing changes by customer type, explain why without making it sound like a penalty. For example: high-authority placements cost more because those sites are harder to access and have stricter standards.

Predictability: help people forecast costs

Most pricing anxiety comes from surprises. Predictability means a buyer can estimate what they’ll pay before they talk to you.

Explain what stays stable and what can change. Then show the buyer the “levers” they control.

A few patterns that make pricing feel predictable:

• Price depends on a small set of drivers (scope, volume, authority level, support level)
• It’s easy to start small and expand later
• Billing timing is clear (monthly, yearly, per order, per usage)
• Changes happen only after an explicit action (upgrade, add-on, renewal), not a surprise invoice

Value: describe what they get (and what they don’t)

Value isn’t “we’re premium.” Value is what someone can expect to receive, why it matters, and where the boundaries are.

Use specific, checkable language. Examples:

• You’re paying for access to vetted placements and editorial standards
• You’re paying for quality control and a consistent process
• You’re paying for speed compared to slow outreach

Also say what’s not included. That one step does more to build trust than extra hype ever will.

Avoid vague lines like “competitive pricing” or “custom solutions.” Calm, specific wording reads more confident and matches how people actually search.

A simple structure that works

A strong “how we price” page answers one thing clearly: how you decide what someone pays, without turning into a second pricing table.

Start with a short summary (one or two paragraphs). Say who your pricing is designed for, what it rewards (higher volume, longer commitments, simpler scope), and what it avoids (surprise fees).

Then follow a straightforward structure:

• Your pricing approach (one paragraph): the model in plain words (tiers, usage-based, per-project)
• What moves the price: 4 to 6 real-world drivers (scope, speed, complexity, support level, quality bar)
• How billing works: when you charge, what renewals look like, and how mid-cycle changes are handled
• What’s included vs optional: what everyone gets and what’s extra
• What happens next: how someone picks a plan or gets a quote, and what info you need

Add a simple line that exact numbers live on the main pricing page. It prevents confusion and saves you from updating two pages every time plans change.

Mini-FAQ prompts

End with a short FAQ that mirrors real objections you hear. Keep answers tight and decision-focused.

Useful prompts:

• Why do two customers pay different amounts?
• Do you have minimums or setup fees?
• What happens if I upgrade or downgrade mid-cycle?
• What’s included by default, and what costs extra?

Writing to rank for evaluation queries (without stuffing keywords)

Most people don’t search for “pricing philosophy.” They search for answers while evaluating, like “is it worth it,” “why so expensive,” or “how is pricing calculated.”

The easiest way to match those searches is to turn real questions into headings. Readers can skim, and search engines see that the page matches the query language.

Use question-style headings

Pick a handful you can answer without listing plan prices. Keep each answer short, then add one concrete detail that makes it believable.

Examples:

• Is it worth it for my size of business?
• Why can pricing look high compared to cheaper options?
• How is pricing calculated?
• What’s included, and what’s not?
• What keeps costs predictable month to month?

Avoid “best” and “guaranteed.” Stick to checkable statements like “pricing usually increases when…” or “most customers pay more when they choose…”

Define terms people might not know

Evaluation searches often come from buyers who are new to the category. Define terms the first time you use them:

• Usage-based pricing (you pay more as usage grows)
• Minimum commitment (the shortest paid period)
• Overage (fees after you pass the included amount)

Small definitions reduce confusion and keep people reading.

Compare without naming competitors

You can give context without calling out brands. Use neutral framing: “lower-priced options often trade off X,” or “some providers include Y, others charge for it separately.”

If someone asks “why so expensive?”, answer with what drives cost (quality checks, delivery speed, support level, risk reduction) and what makes it change (volume, complexity, higher-grade inputs).

How to explain price drivers without listing numbers

You can explain what changes the price without building a second pricing table. The goal is to help people predict their likely range and decide if you’re a fit, while keeping exact plans and numbers on the main pricing page.

Start by naming drivers buyers already expect to matter, and tie each one to a reason.

Common drivers:

• Scope: how much work, how many deliverables, or how many outcomes you’re committing to
• Support level: self-serve vs hands-on help, response times, who’s involved
• Volume: larger commitments usually lower per-unit cost
• Risk and complexity: tight timelines, higher stakes, custom requirements
• Review requirements: extra checks, documentation, approvals

Add one short example without numbers: if a team needs faster turnaround plus extra review, the price goes up because it takes more time and more people.

What stays stable vs what can change

Say what’s stable (your method, what’s included, how you define tiers) and what can change (customer needs, supplier costs, market rates).

If you adjust pricing over time, explain the rule: when changes apply (often at renewal), how you communicate updates, and what triggers a change. Keep it factual.

Then show how customers control costs. Name the levers: choosing a smaller scope, lowering support needs, selecting different quality tiers, or adjusting volume.

Example: a buyer using your pricing logic to decide

Maya runs marketing at a small B2B software company. She needs help improving search rankings, but her budget is watched closely. She’s comparing two vendors: one promises results with a custom package after a call, and the other has clear tiers but doesn’t explain why prices change.

Before she talks to anyone, she reads the “how we price” page to answer one thing: “Will I feel tricked later?” She isn’t looking for exact numbers yet. She wants the rules behind them.

She checks:

• Fairness: what she’s paying for, what’s not included, and what makes one customer pay more than another
• Predictability: when changes happen, and what she can control
• Value: what the price maps to in real terms (access, review standards, turnaround, support)

When she’s ready for specifics, the page nudges her to the main pricing page for current rates and plan details.

Common mistakes that hurt trust (and rankings)

A “how we price” page is a trust page first and an SEO page second. Most problems happen when it tries to be the pricing page, or when it avoids saying anything real.

Common mistakes:

• Copying the full pricing table into the page (duplicate content and unclear purpose)
• Saying “custom pricing” with no inputs or next step
• Promising outcomes you can’t control instead of stating what you deliver
• Hiding key rules like minimums, fees, renewals, cancellation timing, usage limits, or upgrade/downgrade behavior
• Writing like a contract: long sentences, heavy disclaimers, no examples

A simple reality check: “pricing varies, contact us” blocks evaluation. “Price depends on site authority, placement type, and number of placements, and we confirm what’s included before you pay” allows a fair comparison.

Quick checklist before you publish

Read the page like a buyer comparing three options in one sitting. If it doesn’t answer the first doubts quickly, they’ll leave.

Make sure:

• Your core pricing principle appears in the first 100 words
• You explain 3 to 6 price drivers in normal language, plus one concrete example
• You state billing timing and when pricing can change (especially at renewal)
• You clearly separate what’s included vs optional
• The rules sound consistent, not negotiable by default

Add one short FAQ that mirrors a real evaluation query.

Q: Why does my price differ from another customer’s?

A: Tie it to your drivers and rules (plan level, usage, scope, contract length). Keep it factual and repeat the fairness principle so it doesn’t feel arbitrary.

Next steps to improve visibility (and when backlinks help)

Treat this page as a living reference. The fastest way to improve it is to track what people still ask after reading.

Pull a week or two of sales notes, chat logs, and support tickets. If the same questions keep showing up, that’s your update list.

A few practical upgrades that usually help:

• Add the exact questions you hear as subheadings, then answer in 2 to 4 sentences
• Update the page whenever a pricing rule changes
• Replace vague wording with customer language from emails
• Add one example that helps a buyer estimate fit without quoting numbers
• Ask a new teammate to read it and explain it back to you

If the page is already clear and up to date but still doesn’t rank for evaluation queries, you may need stronger trust signals. Authoritative backlinks can help in that situation because they act like third-party votes.

If you go that route, keep it quality-first and aligned with what the page is trying to do: build credibility for buyers who are evaluating. For example, SEOBoosty (seoboosty.com) provides subscription-based access to premium backlink placements on highly authoritative websites, where you choose from a curated domain inventory and point the backlink to your page. That kind of trust signal can support an evaluation-focused page, as long as the on-page explanation is already honest and specific.