| name | pricing-page-copy |
| description | Writes SaaS pricing page copy with tier descriptions, feature comparisons, and objection-handling FAQ. Use when launching or redesigning a pricing page. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Pricing Page Copy
When to Use This Skill
Use this skill when you need to:
- Write copy for a SaaS pricing page with multiple tiers
- Create feature comparison tables with clear tier differentiation
- Draft an objection-handling FAQ section for the pricing page
- Redesign pricing page messaging to improve conversion
DO NOT use this skill for pricing strategy (what to charge), sales proposals, or e-commerce product pricing. This is for SaaS pricing page copywriting only.
Core Principle
THE PRICING PAGE IS A DECISION PAGE — EVERY WORD MUST HELP THE BUYER PICK THE RIGHT PLAN AND FEEL CONFIDENT DOING IT.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Product name | "What is the product?" | No default — must be provided |
| Pricing tiers | "What are your plans and prices? List name, price, billing." | No default — must be provided |
| Key features per tier | "What features are included in each plan?" | No default — must be provided |
| Target plan | "Which plan do you want most customers to choose?" | Middle tier |
| Top objections | "What concerns do buyers raise before purchasing?" | Price, features, commitment |
| Free trial or freemium | "Do you offer a free trial, freemium plan, or money-back guarantee?" | 14-day free trial |
GATE: Confirm the brief before writing.
Phase 2: Plan
Page Architecture
- Headline + subheadline — Value statement, not "Pricing"
- Billing toggle — Monthly/annual with savings callout
- Tier cards — Side by side, recommended plan highlighted
- Feature comparison table — Full feature list with check/cross per tier
- Social proof strip — Logos, testimonials, or user count
- FAQ section — 5-8 objection-handling questions
- Final CTA — Reinforced below FAQ
Tier Naming Strategy
Choose a naming convention:
- Size-based: Starter, Growth, Scale
- Persona-based: Solo, Team, Business
- Feature-based: Essential, Professional, Enterprise
GATE: Confirm architecture and naming before writing.
Phase 3: Write
Headline and Subheadline
- Headline: Frame around the value, not the price. "Grow faster with the right plan" beats "Our Pricing."
- Subheadline: Address the buying context. "Start free, upgrade when you are ready" or "All plans include [key feature]."
Tier Card Copy
For each tier, write:
- Plan name — Clear, intuitive
- Price — Monthly price shown, annual savings highlighted
- One-line description — Who this plan is for in one sentence
- Feature list — 5-7 top features, most valuable first
- CTA button — Action-oriented: "Start Free Trial," "Get Started," "Contact Sales"
Feature Comparison Table
- List ALL features, grouped by category
- Use checkmarks and dashes (not confusing iconography)
- Bold the features that differentiate the recommended plan
- Add tooltips for features that need explanation
FAQ Section
Write 5-8 FAQs that handle real objections:
- Can I switch plans later?
- What happens when my trial ends?
- Do you offer refunds?
- What payment methods do you accept?
- Is there a contract or can I cancel anytime?
- Do you offer discounts for annual billing / nonprofits / startups?
- What is included in the free trial?
- How does billing work if I upgrade mid-cycle?
Copy Rules
- Use "you" and "your" — speak directly to the buyer
- Avoid ambiguity — "Unlimited" must mean unlimited, "Up to 10" must be precise
- Highlight the recommended plan visually and verbally ("Most Popular")
- Annual savings shown as percentage AND dollar amount
Phase 4: Polish
1. Conversion Elements
- Social proof placement: logos or testimonial quote near the CTA
- Trust badges: SSL, uptime guarantee, money-back guarantee
- Urgency (if applicable): limited-time pricing, early-bird rates
2. Mobile Optimization Notes
- Tier cards stack vertically on mobile
- Feature comparison table converts to accordion or tabbed format
- CTA buttons are full-width on mobile
- FAQ uses expandable accordion
3. Quality Checklist
## Pricing Page Checklist
- [ ] Headline focuses on value, not "Pricing"
- [ ] Each tier has a one-sentence description of who it is for
- [ ] Recommended plan is visually highlighted
- [ ] Feature lists lead with most valuable features
- [ ] Annual savings shown as percentage and dollar amount
- [ ] FAQ addresses at least 5 common objections
- [ ] CTA buttons use action verbs (not "Submit")
- [ ] Social proof appears near the purchase decision
- [ ] All pricing is clear with no hidden fees
- [ ] Mobile layout is specified
Example
Product: Email marketing tool for solopreneurs
Headline: "Email marketing that grows with your business"
Subheadline: "Start free. Upgrade when your list does."
Tier card excerpt (Growth plan):
## Growth — Most Popular
$29/month ($24/month billed annually — save $60/year)
For creators and solopreneurs scaling past 1,000 subscribers.
- Up to 5,000 subscribers
- Unlimited emails
- Automation sequences
- A/B testing
- Priority support
- Custom templates
[Start Free Trial]
FAQ excerpt:
"Can I switch plans anytime? Yes. Upgrade instantly and we will prorate your billing. Downgrade at the end of your billing cycle — no penalties, no calls required."
Anti-Patterns
- "Contact us for pricing" on non-enterprise plans — transparency builds trust. Show the price.
- Feature dumping — listing 30 features per tier overwhelms buyers. Lead with 5-7 differentiators.
- Identical CTA text — "Get Started" on every tier gives no guidance. Vary by tier: "Start Free," "Upgrade," "Talk to Sales."
- Hiding the comparison — if buyers have to click around to compare plans, they leave. Put the table on the page.
- No social proof — the pricing page is the highest-intent page on your site. Reinforce trust here.
Recovery
- Only one plan: Skip the comparison table. Focus on value justification, social proof, and FAQ.
- Pricing is complex: Simplify the display. Use a calculator widget suggestion or "starts at" pricing with a detail link.
- No testimonials yet: Use metrics instead — number of users, uptime percentage, emails sent, or satisfaction scores.
- Enterprise tier with custom pricing: Include a "Contact Sales" card with a brief description of what makes Enterprise different.
