Pricing Page Copy

---
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

1. **Headline + subheadline** — Value statement, not "Pricing"
2. **Billing toggle** — Monthly/annual with savings callout
3. **Tier cards** — Side by side, recommended plan highlighted
4. **Feature comparison table** — Full feature list with check/cross per tier
5. **Social proof strip** — Logos, testimonials, or user count
6. **FAQ section** — 5-8 objection-handling questions
7. **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.