The /pricing page conversion checklist

A /pricing page that converts has 8 elements. Most pages have 3-4. Here is the checklist + the order to ship them in.

Your /pricing page is the most important page on your site. It's where buyers go after they're convinced enough to ask "how much." A page that converts gets the answer in their hands without friction.

Most B2B SaaS pricing pages get 3-4 of the 8 elements that matter. Here's the full checklist.

1. The actual price, above the fold

Not "starting at," not "talk to sales," not a contact form gate. The actual number for each tier, visible without scrolling. If you have an enterprise tier with custom pricing, that's the only tier that should not show a number.

The mistake: hiding pricing behind a sales call. Buyers leave for a competitor that shows the price.

2. A clear difference between tiers

One paragraph, not a 30-row feature matrix. The matrix is a reference; the paragraph is what tells the buyer which tier they need.

Example: "Starter is for solo operators or teams of 2-3. Pro adds team features for 5-20 users. Enterprise adds SSO, audit logs, and a dedicated CS manager."

The matrix can live below for buyers who need to compare specific features.

3. A trial — and what it includes

If yes: name the length (7 days, 14 days, 30 days), what features are included, whether a credit card is required.

If no: say so. Buyers who can't tell whether they can try the product before paying often leave for a competitor that's clearer.

4. FAQPage schema with 6-8 buyer-intent questions

Not "Why choose us." Buyer questions: "How much does it cost," "What's the difference between Pro and Enterprise," "Can I cancel anytime," "Is there a free trial," "What's your refund policy."

The questions go in FAQPage JSON-LD so AI engines can quote them. The answers go in plain prose, not bulleted feature lists.

5. A clear cancellation policy

Buyers don't sign up if they can't see how to cancel. "Cancel anytime in the customer portal. Cancellation takes effect at the end of your current billing period." That's it.

6. Annual discount messaging (if you have one)

If annual is cheaper, show the toggle prominently. The most common pattern: "Monthly / Annual (save 20%)" toggle at the top of the pricing tiers. Update the price displayed when the toggle changes.

7. Trust signals near the CTA

A quote from a customer, a logo strip, an SOC 2 badge, a count of customers — something that signals you're a real business, not a vibe-coded prototype. One element is enough; three is better. Five starts to feel desperate.

8. A single primary CTA per tier

Not "Start free trial" + "Contact sales" + "Book a demo" + "Learn more." Pick one. The right CTA depends on your sales motion, but pick one.

The pattern that works for most B2B SaaS: free trial CTA on the Starter and Pro tiers; "Talk to sales" on the Enterprise tier; nothing else on the page.

How to know if your page is missing any of these

Run the audit at withmerkava.com/try — it specifically checks /pricing for FAQPage schema (#4 above) and flags missing buyer-intent questions. The other 7 elements are visual; do a side-by-side compare with three of your top competitors and you'll see which ones you're missing.

If you don't have time to fix this manually, GROWTH (Merkava's marketing exec) ships /pricing page rewrites as PRs.