A pricing page for a small software product

Short answer: A good pricing page for a small software product shows real prices, two to four plans that differ in one obvious way, and a clear answer to "which plan is for me?" Put the plans and the main button first, then a short comparison, then a FAQ that handles the objections people email you about. Hide prices behind "Contact us" only for genuinely custom deals, because hidden prices send researchers to competitors.

For a small software company, the pricing page is often the second most visited page after the homepage, and the one where people decide whether to try you at all. It doesn't need clever psychology. It needs to make the decision easy.

Why show the price at all

Nielsen Norman Group has argued for years that price is visitors' first information need, including on business-to-business sites. In a 2013 article, it reported watching usability study participants go to competitors' sites when a website didn't show prices, and warned against assuming prospects will contact sales during early research. An older NN/g piece suggests that when pricing is genuinely complex, you should list representative cases and their prices rather than show nothing.

For a small product, that's a competitive edge: big competitors with "Talk to sales" buttons are easy to beat on clarity.

Anatomy, top to bottom

1. A one-line headline

Something that frames the choice, not a slogan: "Simple pricing for teams of any size" or "Start free, upgrade when you're ready". Add one supporting line on what every plan includes, such as support, updates and data export.

2. The billing toggle

If you offer annual billing, a monthly/annual switch above the plans is standard. Show the saving in plain terms and make sure the displayed price clearly says whether it's per month billed annually or per month billed monthly. Default to the option most of your customers actually choose, not the one that looks cheapest.

3. The plan cards

Two to four plans, side by side on desktop, stacked on mobile. Each card needs:

Plan name that hints at who it's for ("Solo", "Team", "Business") rather than abstract tiers.
Price with currency and billing period, and the unit it's charged per.
Who it's for in one line.
Three to six key inclusions, starting with what's different from the plan to its left ("Everything in Solo, plus…").
One button, with words that match what happens next: "Start free trial", "Buy now", "Book a demo".

Highlight one plan as the recommended choice if most customers end up there. Don't highlight the most expensive plan just because it's the most expensive.

4. The value metric, explained

Your value metric is the thing price scales with: users, projects, locations, contacts, bookings, storage. Pick one that grows as the customer gets more value, and explain it in a sentence under the plans. If you have usage limits, say what happens when someone hits them (a prompt to upgrade, a soft cap, a charge for extra use). Surprise overage bills are a fast route to cancellations.

5. The comparison table

Below the cards, a full feature table for people who want detail. Group features into sections, use ticks and short labels, and avoid internal jargon. Keep it collapsible on mobile.

6. Enterprise or custom

A "Contact us" option is reasonable for very large accounts or custom terms. Give it a starting point where possible ("for 50+ users" or "custom contracts and invoicing") so smaller buyers know it isn't for them.

7. Trust

Short and specific: real customer logos (with permission), a couple of genuine quotes, security or data-handling notes your customers ask about, and how support works. Avoid invented numbers like "trusted by thousands" unless they're true and current.

8. FAQ

Answer the questions that arrive by email: Can I change plans later? What happens at the end of the trial? Do you offer refunds? How do I cancel? Can I pay by invoice? Are prices shown with or without VAT? Do you offer discounts for charities or education?

9. A final call to action

Repeat the main button at the bottom for people who read everything.

If you use Stripe for billing

Stripe offers an embeddable pricing table: you build it in the Stripe Dashboard and add it to your site with a script tag, and it sends customers straight to Stripe Checkout. Stripe's documentation says it supports flat-rate, per-seat and tiered pricing plus free trials, and allows up to four products per pricing interval. It's a quick way to launch, though a custom-built page gives you more control over layout, comparison tables and copy.

Common mistakes

Too many plans. Five or six plans with small differences create paralysis. Merge or drop the least used.
Plans that differ on everything. If price, limits and features all change at once, people can't compare. Let one main thing scale.
Hiding the price for normal customers. Save "Contact us" for genuinely custom deals.
Annual prices disguised as monthly. "€9/month" that is only available billed yearly, without saying so, feels like a trick.
Feature lists in your team's language. Write what the customer gets ("send invoices from your own email address"), not internal names.
No mobile check. Side-by-side tables often break on phones; test the stacked layout.
Pricing that contradicts checkout. Every price, limit and trial length on the page must match what the billing system actually does.
Never revisited. Review the page whenever plans, limits or common questions change.

FAQ

Should I offer a free plan or a free trial?

It depends on your product and costs. A free plan suits products that spread through use; a trial suits products where value shows quickly but serving free users is expensive. Some products do both.

How many plans should a small SaaS have?

Many start with two or three. You can add an enterprise option later when larger customers start asking.

Should prices end in 9?

There's no universal rule. Clean, round prices are easier to read and compare; consistency matters more than the exact ending.

Is it okay to change prices later?

Yes, many products do. Be clear with existing customers about what changes for them and when.

If your pricing page is getting visits but few sign-ups, send it over and we'll suggest a clearer layout.