I was recently asked if I thought it was wise to display my prices on my website and Facebook page by another photographer, who as it stands, doesn't display any pricing at all, and who prefers customers to contact them with their requirements before providing any cost details.
There are many arguments for and against doing so, but the main concern raised was that competitors would 'try to under-cut' me, as if money was the only deciding factor when choosing a photographer.
Every photo shoot is different, based upon the location, the style, travelling distance, number of persons to be photographed, and so on; so how can you put a price on each shoot?
Each of my pages (Portraits, Sport & Events, and Fine Art Canvases) displays a basic form of pricing, with a list of my portrait print prices displayed to show the cost of images based on the size of each image required.
For me this is important to customers because I wouldn't expect that they'd walk into a restaurant, sit down and order a meal, without knowing the cost of what they were getting. You most certainly wouldn't put your car into a garage for repair without asking how much those repairs would cost, so why would you be expected to do so when comes to choosing a photographer?
I've heard advice from both experienced, amateur and hobbyist photographers, and have heard both sides of the argument. In the end there are pros and cons to displaying prices on your website, so I've listed a few below:
Much will depend on whether a photographer can actually stick to a standard price, or whether every shoot is so vastly different (weddings, portraits, commercial, landscapes, or sports) that each requires to be priced individually. For this reason I always encourage customers to check out my pricing beforehand, and contact me to discuss any other requirements they may have.