A clear price can help the right customer decide whether to enquire. A vague “from” figure or an unsupported discount can create the wrong expectation before you have even seen the job.
The Advertising Standards Authority (ASA) says marketing communications must not materially mislead, omit material information or make objective claims without evidence. Price comparisons must not falsely claim an advantage, and the basis of a comparison must be clear.
Make a starting price meaningful
If you advertise “from £X”, make sure the service at that price is real and explain what it covers. If the price depends on access, materials, size, location or condition, say that the advertised figure is a starting point and that a site visit or specification is needed for a firm quote.
Do not use a low figure that almost nobody can obtain just to attract clicks. Keep examples of jobs that qualify for the advertised price and update the post if your costs or service scope change.
Be careful with discounts
Before publishing “was £X, now £Y” or “save £X”, record the actual comparison price and when it applied. Do not create a temporary reference price that was never genuinely charged, or use an old price that no longer gives a fair picture of the offer.
If a discount applies only to selected work, customers, dates or materials, put that condition where people are likely to notice it. Important qualifications should not be hidden in a later message after the customer has clicked or enquired.
Keep proof for objective claims
Save the price list, quote template, dated offer and job specification that support the claim. “Our fastest install yet” may be an opinion; “completed in one day” is a factual statement that needs to be true for the job shown.
Before posting, ask:
- What exactly is included?
- Who can obtain this price?
- What can change the final quote?
- What evidence supports any saving or comparison?
- Are dates and exclusions prominent?
For broader website pricing decisions, see our guide on whether tradespeople should list prices on a website. Check the CAP Code section on misleading advertising and the ASA's advice on promotional savings claims. This is general information, not legal advice.