Should you publish your prices? Exact, ranges or "from" prices

Why it matters

People ask AI assistants the same question they used to ask friends: "How much does a bookkeeper cost in Luxembourg?", "What does an electrician charge per hour?". An assistant can only quote a price that is written somewhere. If your website has none, it has nothing from you to work with: it may answer with a general estimate, or name a business that does show its prices.

You do not have to publish a full price list. A range, a "from" price or a clear explanation of what changes the price already gives people, and the assistants they ask, something concrete. This guide helps you pick the format that fits your work and write it so that it cannot be misread.

Illustration with a fictional business.

Reference

Five ways to show a price

Pick per service, not for the whole business. Most businesses use two or three of these.

Examples

What it looks like in four kinds of business

Illustration with fictional businesses and prices.

Luxembourg

Say clearly whether VAT is included

An assistant that quotes "€650" cannot know whether that is with or without VAT unless your page says so. Write it next to every price, not once in the small print at the bottom.

This guide is not legal advice. If you are unsure which rules apply to your prices, for example because you sell to both private and business clients, ask your accountant, lawyer or professional chamber.

Before you start

Have these ready

• Your current prices or rates, with what each one includes.
• Your fact sheet from Guide 04, where you will record the prices and the date.
• A list of every place your prices appear today: website pages, PDFs, Google Business Profile, directory listings, social media.
• A login to your website editor, or your developer's contact.

Steps

Publish prices people and AI can read

1. Write down the price questions customers ask

   List the three to five price questions you hear most, on the phone, by email or in person. Use the customers' words: "How much is a company formation?", not "Formation services". If you did Guide 01, add any price questions from your list there. Each question should end up answered on one page.

2. Choose a format for each service

   Use the table above. If you hesitate between "no price" and a full list, a range or a "from" price is usually possible: you only need to be sure of the lower limit and what it includes. For work that is different every time, publish your rates and what changes the total instead of a single figure.

3. Write the price block on each service page

   Put the price on the page for that service, in plain text, close to the top. Not only in a PDF, an image or a pop-up. Use this pattern:

   Price block, example for a fictional electricianCopy

   Price
   Hourly rate: €78, VAT included.
   Travel within Luxembourg: €25 per visit, VAT included.
   Materials: at cost, listed on your quote.
   What changes the price: access, materials, urgent call-outs.
   Free written quote before any job over €300.
   Prices valid from 1 October 2026.

   • Write amounts the same way everywhere, for example "€78".
   • Say "VAT included" or "excl. VAT" next to the amount.
   • Add the date. When an assistant finds two different prices, a date tells everyone which one is current.
   • Write the block in each language your site has (see Guide 08), with the same figures.

4. Use the same prices everywhere, on the same day

   Update every place on your list from "Before you start", then write the prices and the date into your fact sheet. Two prices for the same service in two places leave an assistant to choose one.

   • Google Business Profile: go to your Business Profile, select Edit services, select the service, add the price and a description, then Save. Google asks that custom service names do not contain prices: put the price in the price field. See Guide 18 for the rest of your profile.
   • Directories and listings: update or remove old prices on the listings from Guide 07.
   • Old PDFs and price lists: replace them, or delete them from your site, so that an old file does not contradict the page.

5. Optional: add the prices to your structured data (for whoever edits your site)

   If you added structured data with Guide 05, you can describe your prices there too. Two options:

   • priceRange on your business. Google's local business page lists it as a recommended property: "the relative price range of a business", written as a numerical range such as "€10-15" or as currency signs such as "€€". It must be shorter than 100 characters, or Google will not show it.
   • offers on a service. schema.org's Offer takes a price and a priceCurrency. For a range, use a PriceSpecification with minPrice and maxPrice; valueAddedTaxIncluded says whether VAT is included, and validFrom dates the price. Google's local business page does not mention Offer, so check it with the Schema Markup Validator, not only Google's test.

   Service with a price range, for a fictional fiduciaryCopy

   <script type="application/ld+json">
   {
     "@context": "https://schema.org",
     "@type": "Service",
     "name": "Monthly bookkeeping for small companies",
     "url": "https://www.fiduciaire-veldrin.example/bookkeeping",
     "provider": {
       "@type": "AccountingService",
       "@id": "https://www.fiduciaire-veldrin.example/#business",
       "name": "Fiduciaire Veldrin"
     },
     "areaServed": "Luxembourg",
     "offers": {
       "@type": "Offer",
       "priceSpecification": {
         "@type": "PriceSpecification",
         "minPrice": "210.00",
         "maxPrice": "530.00",
         "priceCurrency": "EUR",
         "valueAddedTaxIncluded": true,
         "validFrom": "2026-10-01"
       }
     }
   }
   </script>

   • schema.org asks for a full stop as the decimal point and no currency sign in the number: "210.00", with EUR in priceCurrency.
   • Only mark up prices that are visible on the same page. Google's guidelines say not to mark up content that readers of the page cannot see.
   • When you change a price, change the page, the markup and your fact sheet together.

Check it worked

Read your prices like a stranger would

Open each service page in a private browser window and read only the price block. Could someone who has never met you say what they would pay, what is included and whether VAT is in it? Then ask an assistant one of your price questions. It may take time before it reads your updated pages, so treat this as a check you repeat, not a test you pass on day one.

Common mistakes

What usually goes wrong

• "Price on request" for everything. It answers no one's question. A range or a "from" price usually commits you to less than you think.
• No VAT label. "€650" read by an assistant could be quoted to a customer with or without VAT. Say which.
• Prices only in a photo or PDF menu. Put them on the page as text as well.
• Two prices for one service. The website was updated, the Google profile and an old PDF were not. Update every place on the same day and date the price.
• A "from" price nobody actually pays. If almost every client pays three times the starting price, publish a range instead.
• Structured data that disagrees with the page. The markup must describe the prices people can see.