Offer and pricing clarity
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Visitors should know who the offer is for, what they get, and how to find price — or that the path is sales, on purpose. A self-serve claim with pricing two clicks away is a leak; a sales-led offer that hides the calendar is the same leak in reverse. Put a “starts at” or an honest next step next to the primary CTA — the same decision-band rule CXL uses for landing structure. Sample · free grade.
What good looks like
- Who it is for / not for is stated or strongly implied on the first screen or the decision band.
- What they get is an artifact or outcome (a grade, a trial, a booked demo) — not only a category.
- Price or plan path is findable if you claim self-serve: “starts at $49,” a pricing link, or the three plans in reach.
- Sales-led paths are explicit. “Talk to sales” is fine when that is the product; it is a leak when the page also pretends to be checkout.
- Risk reversal you claim is visible — trial length, cancel, or what happens after pay — not three clicks into a help center.
The sample scores Offer 6/10 and shows a pricing-anchor wireframe: primary CTA with no price signal.
Common gotchas
- “Get a demo” as the only path when a pricing page already exists two clicks away.
- Price in the ad, absent on the hero — the click expected a number.
- Split plan framing — monthly vs annual, seat vs credit, “from $X” that only applies to a dead SKU.
- Trial that requires a card without saying so next to the CTA.
- Packaging names that do not map to outcomes (Growth, Scale, Boost) with no “this is for…”.
- Contact-us wall on a low-ticket self-serve product so the visitor cannot complete the job they were sold.
- Discount or annual toggle that hides the number the visitor uses to compare you.
How SiteRevenue scores it
New full jobs emit Offer on the scorecard (0–10, higher = healthier) for who/price/path. Engine key offer_clarity is shared with Hero (fold/promise) for letter-grade math — weights are unchanged. Older jobs stay omit-safe and may say Offer Clarity.
The sample scores Offer 6/10 and shows a pricing-anchor wireframe: primary CTA with no price signal.
Findings you may recognize: price absent near the hero, split plan framing, weak who-it-is-for, H1 / button / price using different commercial names (offer_name_split). A cheaper related SKU on a trial product page is a fork, not a second plan to shop. If FAQ or fine print splits who gets the trial, seats, or price, the buy block must say so (offer_segment_split) — we do not invent the segment. The teaser will not show the scorecard — only titles. Unlocking the $19 page file recaptures the public page; we do not crawl a logged-in billing portal. Checkout as a later public URL gets its own page grade.
Dollar ranges in findings are estimates for prioritization, not a forecast or financial advice. See How to read a revenue audit.
Ship this week
| Change | Effort | Why |
|---|---|---|
| One line next to the hero CTA: “starts at $X” or “$49 one-time” | S (~10 min) | Cuts comparison-exit before value lands |
| “For [audience] who [job]” under the H1 | S | Offer includes who, not only what |
| Link Pricing (or the real sales calendar) in the decision band | S | Path matches the self-serve or sales claim |
| Name card-on-file / trial length beside the button if true | S | Risk is visible where the click happens |
Ship the decision band, then re-audit the live URL.
Related guides
- Conversion leak checklist — Offer items 10–12
- Trust and risk reversal — trial, cancel, guarantee
- Hero clarity
- Message match — advertised price vs page
- What is a website revenue audit?
- All guides
Start with a free grade
Run the public marketing URL from the home page. Compare your decision band to the sample pricing-anchor wireframe. Full file of record: Pricing.