The number creates the doubt. Answer it there.

Everything else on a pricing page is preparation. The moment of doubt arrives at the figure, and whatever is next to that figure is what the reader has available to resolve it.

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Put evidence in the same eyeline as the price: a named review that mentions value, a photograph of exactly that work, or a short example with a real outcome. Proof placed elsewhere on the site does not reach the person hesitating over the number, which is the only place it was needed.

Why placement outweighs quantity

Most businesses have more evidence than they use, and use it in the wrong place. Reviews collected on a testimonials page reach the people who were already reasonably convinced.

The reader who needs convincing is looking at a number and deciding whether it is reasonable. What is available to them at that moment is what changes their mind.

What to put there

Not everything. One or two well-chosen pieces do more than a wall of praise, which readers skim and discount.

  • A named review that refers to value or to being worth it.
  • A photograph of exactly the work being priced.
  • One short example: situation, what was done, what changed.
  • A specific credential where it genuinely reduces risk.
  • A guarantee or protection, if you offer one you can honour.

Reviews that mention value are worth finding

Most reviews praise the outcome or the people. A smaller number say something about the price being justified, and those are the ones that belong here.

You can encourage them by asking a specific question afterwards: was the result worth what you paid, and why. People answer that honestly, and the answers are precisely what a hesitating reader needs.

Show the work, not the office

Photographs beside a price should show what the money produces. A picture of your premises or your team is fine elsewhere and does nothing at this particular moment.

If the work is not visually interesting, a before and after description works instead. The principle is that the reader should see what they are buying while looking at what it costs.

Guarantees, only if you mean them

A clear guarantee is powerful next to a price because it moves risk from the buyer back to you. It must be one you will honour without argument, or it will cost you far more in reputation than it earns.

Be specific about what it covers and how somebody claims it. A vague promise of satisfaction reassures nobody who is paying attention.

Keep it honest

Everything in this section carries a warning. Invented reviews, borrowed photographs, and results that were estimated rather than measured are all found eventually, and being found at the pricing page is expensive.

Use real material, name your sources for any figures, and where you have nothing yet, describe the work plainly rather than filling the space with something that sounds convincing.

How Licheo places evidence

The conversion agent puts the specific piece of proof that answers the specific doubt directly beside the number, rather than distributing testimonials evenly across the page.

We publish only figures we can source, so nothing beside a price is an estimate presented as a measurement.

Part of a larger guide

This page is one part of The pricing page. The other parts:

Questions people ask

Where should proof go on a pricing page?
In the same eyeline as the price. The number creates the doubt, so the evidence that answers it has to be visible without scrolling away, not collected on a separate testimonials page.
What kind of proof works best next to a price?
A named review mentioning value, a photograph of exactly the work being priced, or one short example with a real outcome. One or two well chosen pieces beat a wall of general praise.
How do I get reviews that mention value?
Ask a specific question after the work: was the result worth what you paid, and why. Most reviews praise the outcome or the people, so the value-related ones have to be asked for.
Are guarantees worth offering?
When you will honour them without argument and can be specific about what is covered and how to claim. A vague promise of satisfaction reassures nobody who is reading carefully.
What if I have no proof yet?
Describe the work and the process plainly rather than filling the space with something invented. A page that is honestly thin is recoverable; a page found to contain fabricated evidence is not.

Answer the doubt where it appears

The specific evidence that resolves the specific hesitation, placed in the same eyeline as the number.

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