Contrast and Compare : How your product or solution compares to similar products or solutions. Reviews : Honest and unbiased opinions and observations about your products, solutions, and more. Best Articles : What are the best solutions available. Here's why these topics matter, and how to address them in a way that guides buyers to their next steps. Pricing and Cost Most businesses don't talk about costs on their website for the following reasons: " Our solutions are custom ." Even custom solutions come at a cost. If your service is so customized that you can't offer buyers a clear price, give them an approximation. Having information is better than no information. "Our competitors will know." Chances industry mailing list your competitors already know your charges. Also, don't let your competitors dictate what you share with potential customers online. Focus on your buyers and their needs - specifically. "We might scare away customers ." Explaining the cost won't scare your customers away, but keeping them from knowing the information will. You know the answer, and so do your prospects. If you don't share cost information with them, they will feel that you are withholding the information and will not trust you. If you're not willing to solve the problem and explain how materials, production, location, etc. affect your costs (essentially explaining the market to your buyers), they won't understand what's in your process and will always be looking for the cheapest s Choice. This is a cost article published by one of our clients ,