Even without public pricing, your pricing page should include clear packaging logic — what's included in each tier, what varies, and what drives the price. Add FAQs that remove procurement friction: contract terms, implementation timeline, security compliance, and support levels. The CTA should set honest expectations like "Get a custom quote" or "Talk to sales" and keep the form short.
The biggest mistake SaaS companies make is treating an unpublished price as a reason to hide all packaging information. Buyers want to self-qualify before talking to sales. If your page doesn't help them do that, you'll either lose them entirely or fill your pipeline with unqualified leads. Optimizing your form page is critical here — every unnecessary field bleeds prospects. Think of the pricing page as a high-converting website asset, not just a placeholder before the sales call. Also consider how your website resonates with your ICP — the pricing page should speak their language and address their specific buying concerns.
