What it is
This check looks at whether a page that's clearly selling something also makes its pricing visible or easy to find, as opposed to requiring a visitor to fill out a form or contact someone directly just to learn what something costs. This obviously isn't relevant to every page or every business — some products genuinely require a custom quote, and that's a legitimate reason to handle pricing differently.
The check is really about intentionality: whether hiding pricing (if it is hidden) is a deliberate choice appropriate to that specific business, or simply an oversight where a pricing page was never built or linked.
Why it matters
For most everyday products and services, hiding the price doesn't create curiosity — it creates friction, and friction loses customers. A visitor comparing a few options is generally unwilling to fill out a contact form with just one goal in mind, get a price, when a competitor's site would just show it to them directly; many will simply move on rather than take that extra step.
There are legitimate exceptions — genuinely custom or highly variable pricing (large B2B contracts, bespoke services) can reasonably require a conversation rather than a fixed number — but those cases are less common than the instinct to hide pricing "to encourage inquiries" might suggest, and that instinct usually backfires.
How to fix it
- Honestly assess whether your pricing is simple enough to display directly — a fixed price, a small number of clear tiers, or a starting "from" price all work well shown openly.
- If it is, add a clearly visible pricing section or a dedicated pricing page linked prominently from your main navigation.
- If pricing genuinely varies too much to state a number (custom projects, enterprise deals), at least give a general sense of scale ("projects typically start around...") rather than giving no information at all.
- Make sure any pricing page is easy to find from the homepage — buried pricing information is nearly as ineffective as missing pricing information.
- Re-run your Launch Readiness check to confirm pricing signals are now detected, if applicable to your business.