Pricing Page Copy Template: Wording for Plans, Limits, Billing and Refunds
Pricing page copy tells a visitor which plan is theirs, what it includes, what it costs, when they are charged and how to leave. Name each plan after the person it fits, list the limits in the same order for every plan, and put the billing and refund sentences next to the button, not in a footer. Templates follow for three plans, a single price and the small print. This page gives wording, not prices: you decide the numbers.
What is a visitor deciding on a pricing page?
Three things, in order. Is there a plan that fits me? Is what I would pay worth what I get? And what happens if I am wrong? The copy has to answer all three without making the visitor do arithmetic or open another tab. Most weak pricing pages answer only the second, with a grid of features, and leave the first and third unanswered.
This page covers wording only. How to choose the actual price is a different job, and how to price a micro SaaS and how to make money from an app cover it. Everything below uses a placeholder like [price], and you should keep it that way until you have decided on a number you can defend.
How should you name and describe plans?
| Weak | Better | Why |
|---|---|---|
| Basic, Pro, Ultimate | Solo, Team, Studio | The visitor can pick the one that sounds like them |
| Starter plan | For trying it on one project | Says what the plan is for, not where it sits in a ladder |
| Unlimited | Up to [number] [units] | “Unlimited” triggers suspicion; a real limit is believable |
| Contact us | A starting point or a range, if you can give one | Hidden pricing makes small buyers leave |
- Three plans at most for a new product. More choices make people pause, and you do not yet know what the choices should be.
- The same rows in the same order for every plan. A visitor compares by scanning across; if the lists differ, they cannot.
- State what happens at the limit. “You’ll get a warning, nothing stops working” is a reason to start on the smaller plan.
- One highlighted plan, chosen honestly. Mark the plan most people with your target profile need, not the most expensive.
Template 1: a three-plan page
Headline: [Pricing that fits how you work, in one honest line] Subline: [One sentence on how billing works: monthly or annual, cancel any time or not.] PLAN 1: [Name for the lightest user, such as "Solo"] [Price] [per what, e.g. per month] For [specific person and situation]. Includes: - [Limit or capability one, with a number] - [Limit or capability two] - [Limit or capability three] Not included: [what upgrading adds]. Button: [Action word, e.g. "Start free" or "Get started"] PLAN 2: [Name for the main user, such as "Team"] (most people with [profile] pick this) [Price] [per what] Everything in [Plan 1], plus: - [Capability that matters to this person] - [Higher limit, with the number] - [Support level, stated honestly: "email, usually within [time]"] Button: [Action word] PLAN 3: [Name for the heaviest user] [Price or "from [price]"] [per what] Everything in [Plan 2], plus: - [Capability they need, such as audit history or more seats] Button: [Action word, or "Talk to me" if it is custom] Under the plans: [Taxes: included or added at checkout.] [Refund terms in one sentence.] [How to cancel in one sentence.]
Template 2: a single-price page
Many small products work with one plan, and one price is easier to explain and to defend. The copy leans on clarity: one number, everything included, and a plain sentence on what you are not charging for.
Headline: One price: [price] [per what]. Everything included. What you get: - [Everything the product does, listed in the user's terms] - [Limits, if any, with the number] - [Updates: included for how long] What you don't pay for: [the extras other tools charge for, e.g. "extra seats", "export"]. Who this is not for: [honest exclusion, e.g. "teams who need single sign-on; I don't have it yet"]. [Button: Buy / Start] [Refund and cancellation sentence.] [Tax sentence.]
Template 3: the small print, written to be read
Billing questions are what people ask a seller when they hesitate. Answer them in a short block under the button, in plain words. These sentences must match what your payment setup and your policies really do, so do not copy one that is not true for you.
Billing: You are charged [on sign-up / at the end of the trial / on the first of each month], then [every month / every year] until you cancel. [Or: One payment, no subscription.] Cancelling: [Where to click]. You keep access until [the end of the period / right away]. [What happens to your data and for how long.] Refunds: [Your actual rule, such as "ask within N days of a payment and I'll refund it", or "no refunds, but you can try free first"]. Taxes: Prices are shown [with / without] tax. [Tax is added at checkout where it applies.] Questions about a charge? [Contact address and typical reply time.]
A note on taxes: whether you must collect sales tax or value-added tax depends on where you and the buyer are, and it is a legal question. This site cannot advise on it. The copy only needs to state what actually happens at checkout. If you are not sure, say that prices are shown before tax, and look into the rules for your country.
What changes if there is a free plan?
The free plan needs the most careful copy, because it must be generous enough to be useful and limited enough that heavy users have a reason to pay. Say what is free forever, not “free for now”, unless “for now” is true. If you may charge later, say when you will tell people, and how much notice they get. A launch page on this board is itself free and has no paid tier, which is why it can be described in one line; your product may not be so simple.
- Put the free plan’s limits in numbers, and use the same units as the paid plans.
- Do not hide the paid plan, and do not shame the free one with greyed-out features.
- Write the upgrade prompt as help (“you have used 8 of 10 projects”), not a lock.
- Skip countdown timers and fake scarcity. They are easy to see through and they cost trust.
Where does the pricing page sit in the launch?
Late. You can launch your product free with a one-line pricing field on the form, a free launch needs no pricing page, and the page can come when someone asks to pay. When it does, pair it with the FAQ template, which holds the longer answers on data and cancellation, and with the landing page launch checklist. The board’s shopping ideas show how makers describe products that need a price.
Frequently asked questions
Should I show prices on my launch page?
Yes, if you can. Visitors look for price early, and hiding it makes small buyers leave. If the product is free or in beta, say so and say what might change. If pricing is not decided, state that plainly and say when you will decide, rather than writing a number you may retract.
How many plans should a new product have?
One to three. A single plan is easiest to explain, and two or three suit products with clear light and heavy users. More options before you have real customers are guesses. Start small, watch which limits people hit, and add a plan when a group of users clearly needs one.
Is it okay to offer a free plan and a paid one?
Yes, as long as the free plan is genuinely useful and the limits are stated in numbers. Say what is free permanently, and tell people how much warning they would get before that changes. A free plan that exists only to expire damages trust more than a short, clear free trial.
Do I need a refund policy?
State one, even if it is “no refunds, but you can try it free first”. A clear sentence near the button removes a hesitation, and it avoids disputes. The right policy depends on what you sell and where, so check the rules where you and your buyers are before you commit to it.
Written by Post your build ideas with AI assistance and edited for this site. Where a page names another product, the facts came from that product’s own pages on the date shown above; terms change, so check them before you rely on them. About the publisher.