The cost guide page

Silence about price does not protect your margin. It fills your calendar with people who were never going to buy, and it loses the people who would have.

Somebody planning a pond types "how much does a koi pond cost" months before they type "pond builder near me". If your company has nothing to say at that moment, someone else gets the relationship.

The fear is that publishing numbers lets people shop you. What actually happens is the opposite. A cost page qualifies people before they call. The ones who call already know the range and have decided they are fine with it.

Structure

Title: What a [feature type] costs in your town, your state

Open by answering it, in the first two sentences, with a range. Not a paragraph of throat clearing first.

Then: what drives the number. This is the body of the page.

• Size and depth
• Access, which is the one homeowners never think about and the one that moves the number most
• Rock, quantity and type
• Excavation and what happens to the spoil
• Filtration and pump sizing
• Plumbing runs
• Lighting
• Fish and plants
• Site conditions: slope, soil, groundwater, utilities

Then: three or four worked examples at different levels. A small pondless feature, a mid size ecosystem pond, a large build. Give each a range, a short description, and what you get.

Then: what is not included. Permits, electrical to the site, landscape restoration, whatever you exclude.

Then: what makes a cheap quote cheap. Thin liner, undersized pump, no underlayment, rock stacked rather than set, no skimmer. Say it plainly without naming anyone.

Then: FAQ, five to seven real questions. What does maintenance cost. Can I do part of it myself. How long does it take. Does it add value to my home. What happens in winter.

Close with one call to action and your phone number.

Rules

Ranges only. Never a single figure, never a "starting at" number that goes stale the week costs move.

Say the season and year the ranges reflect, and review them every spring.

Do not apologize for your prices anywhere on the page.

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