A prospect wants to know roughly what a new website would cost and whether an agency works on retainers. They search the agency's site and find "every project is unique, get in touch". They do not want a sales call just to learn how the agency charges, so they move on to one that explains it.
How an agency charges is one of the first things prospects want to understand. Explaining it clearly, without a call, keeps them interested.
Why prospects ask
Prospects want to know whether an agency is in their range before investing time. They also want to understand the model: will they pay a fixed price, a monthly fee or for time spent? Each has implications for budgeting and risk. We looked at the budget conversation in scripts for the is this in our budget conversation.
Common pricing models
Fixed price. A set fee for a defined scope. Good for clear projects. Prospects like the certainty.
Retainer. A monthly fee for ongoing work or a set amount of time. Good for continuous marketing, content or support.
Day or hourly rate. Charging for time spent. Good for flexible or uncertain work.
Hybrid. A fixed price for a build, then a retainer for ongoing work.
Example scripts
These are examples an agency might adapt. Answers should reflect your own pricing page.
Prospect: Do you charge a fixed price or by the hour? Answer: Most website projects are quoted at a fixed price once the scope is agreed, so you know the cost up front. Ongoing work, like content or ads management, is usually on a monthly retainer. The pricing page explains both.
Prospect: What does a typical website cost? Answer: Small business websites typically start from the figure on the pricing page. The final price depends on the number of pages, features and content. If you share a little about the project, the team can give you a rough range.
Prospect: What happens if the project needs more work than planned? Answer: Changes outside the agreed scope are discussed and quoted before any work starts, so there are no surprises on the invoice.
Prospect: Can I cancel a retainer? Answer: Retainers run month to month after an initial period, as explained on the pricing page. You can give notice at any time after that.
Pages that leave people guessing
Service pages that avoid pricing entirely often cause these questions, as covered in service pages that leave prospects guessing. Adding even a sentence on how pricing works helps.
Pricing questions come up across sectors. Educational and nonprofit buyers often ask about discounts, as covered in education pricing and nonprofit discount questions. Buyers comparing service costs in other areas, such as how much a phone answering service costs, look for the same clarity.
Answering at any hour
SpideyChat for agencies can answer pricing model questions from your own pricing page at any hour, then capture details for a tailored quote. It only shares what you publish and does not invent figures.
When to avoid numbers
If your pricing varies too much to publish figures, explain the model and the factors that affect price. Prospects appreciate honesty about why a price depends on scope more than vague reassurance.
Setting it up
Write a pricing page that explains your models, then train the assistant on it. The guides to installing the widget and training your bot explain how.
Prospects who understand how you charge arrive at the first call ready to talk about the work, not the basics.