Contents10 sections
An electrician does not have a lead problem. An electrician has a wrong-call problem. The phone rings and the person on the other end wants somebody to swap a light switch for thirty dollars, or to argue about whether a two-hour job should really cost two hours. Every one of those calls burns half a morning on the truck and on the front desk, and the caller was never going to book anyway.
A pricing page does not price the jobs. It filters the calls, so the ones that come through are the ones you want.
01What Does "Call for a Quote" Cost You?
The caller you wanted. Most electrician sites treat pricing the way lawyers treat pricing, which is to hide it and hope the caller commits before they ask. That works for lawyers because a person calling a lawyer is already scared. A person calling an electrician has three tabs open and is comparing.
If your page says "call for a quote," the person who was hoping for a two-hundred-dollar answer calls you anyway, then argues, then leaves a review. The person who was hoping for a two-thousand-dollar answer calls the shop down the road whose page named a number.
02What Goes at the Top of the Page?
The service call fee. It is the one number the caller cares about most, because it tells them what they owe if they let you through the door. Ninety-five dollars, one hundred and twenty-five, one-fifty, whatever your number is. Put it in a box in the first screen of the page. Say what it includes: the drive out, the first thirty minutes of diagnosis, and the estimate. Say what it does not: parts, and the work itself. Say when it is waived: if they book the work you quoted, or never, whichever you do.
This one number does more filtering than the rest of the page combined. The caller who was going to ask you to drive out to look at a broken outlet for free reads it and does not call. That is the win.
03Should You Publish Price Ranges?
Yes. A caller who reads that panel upgrades typically run twenty-five hundred to forty-five hundred, depending on the panel size, the amperage, and whether the meter has to move, is a caller who has already priced themselves in or out before the phone rings. The number you name is not a bid. It is the shape of a bid, and that is what somebody with money in their pocket needs before they will pick up.
Do this for the six or seven jobs you get called for the most. Panel upgrade. EV charger install. Whole-house rewire on a two-bedroom. Ceiling fan swap. Adding a circuit. Generator interlock. Outlet-and-switch replacement on a room. If a job type is a third of your book, it belongs on the page with a range on it.
04Should You List the Jobs You Do Not Take?
Yes. A "we do not do" section is worth more than most owners think. If you do not do commercial, say so. If you do not do low-voltage or alarm systems, say so. If you do not take jobs under a two-hour minimum, say so. Every one of those lines stops a call you were going to end with the words "you might try somebody else." The caller reads it, closes the tab, and dials the next result, and neither of you spends the twelve minutes.
05Is a Minimum Job Size Rude?
No. A minimum job size, printed clearly, is the same tool used the other direction. A two-hour minimum with a specific number attached to it stops the caller who wanted you to change three bulbs. It is the shape of your business, and a caller who reads it and still books is a caller who understands the trip is not free and did not need you to spend a call explaining it.
The callers who read it and do not book were not going to pay you either way. They were going to book and complain.
06What Is the Page For?
The page is for the caller sorting themselves before they get to you, whatever you charge. A shop that puts real numbers on the page ends up on the phone with people who read the numbers and are ready to move. A shop that hides the numbers ends up on the phone with people who wanted a different number, and the front desk absorbs the difference.
07Does the Form Reach Anybody?
On every site we build, the contact form's mail has to arrive somewhere a person looks. We send a copy to a second address and check it the day the site goes live, then again a week later, because a form that silently drops leads is worse than no form. It is the check the trades who lose leads to a broken form never think to run, and it takes ten minutes.
08What Should You Leave Off?
The sentence "prices subject to change without notice." Every price on any page anywhere is subject to change. The sentence signals that you already know somebody is going to be upset, and it does more damage than any specific number would.
Leave off the paragraph about your certifications too. The caller assumes you are licensed and bonded. Put the license number in the footer where the state requires it and stop.
09What Should the First Screen Hold?
The page's job is done in the first fifteen seconds, before the caller has scrolled. The service call fee, one or two ranges for the job type they came for, a line about what you do not take, and the phone number. Everything under that is for the caller who is already going to call. Put the FAQ there. Put the two paragraphs about how you handle old wiring. Put the photos of your work. But the top of the page is a filter and nothing else.
10What Does a Good Pricing Page Get You?
The measure of a good pricing page is not how many calls it produces. It is how few of the calls it produces are the wrong ones. Once a page like this goes up, a shop answers fewer calls and books a larger share of them. The front desk gets its mornings back, and the trucks stop rolling out to look at things nobody was going to hire them to fix. That is the win. If you want the page written, the service call fee, your six most common jobs with a range on each, and the list of what you do not take are all we need to start.