- Use a benefit driven H1 that speaks to your customer“Pricing” is not an H1. It’s a placeholder.Take the opportunity to speak to your customer like Bidsketch does. Benefit copy has been largely proven to be a more effective way to connect to your customer’s point of view. People tend to make emotional decisions and benefit copy speaks the emotional language people use to evaluate products.
- Use clear plan names that don’t require explanation to distinguish. It’s fairly clear what we mean by Basic, Standard, Pro, Enterprise or Bronze, Silver, Gold, Platinum. I have no idea if the Tiger plan is better than the Cheetah plan. Don’t get too creative for the sake of it on plan names. Opt for clarity.
“Usually I like to maintain continuity from the main page on the core messaging for the software and then start tinkering with the headline. By the way, the very worst headline that you can have on a pricing page, which is present on many, many pricing pages, is pricing or plans and pricing. That tells you nothing.”
– Patrick McKenzie