How to Price Your Frontend Offer
Pricing a frontend offer is not the same as pricing your premium consulting services. The goal is different: you are not trying to maximize profit per transaction — you are trying to maximize the number of qualified leads who convert into premium clients.
This guide explains how to set the right price for your entry-level document products.
The Pricing Sweet Spot: €350–500
Most professional consulting frontend offers are priced between €350 and €500.
This range works because:
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High enough to filter out non-serious inquiries — Someone willing to pay €400 to work with you is a real prospect, not a tire-kicker.
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Low enough to reduce friction — The price is accessible without requiring budget approval or a lengthy decision process.
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High enough to cover your time — At €400, after platform fees and review time, you are making €300–350 per document. This is worth your time even if the client never converts to premium services.
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Low enough to feel like a "first step" — The client sees it as a way to test working with you before committing to a €2,000–5,000 engagement.
If you price too low (€100–200), you attract price-sensitive buyers who are unlikely to convert. If you price too high (€800+), the friction approaches that of your premium service, defeating the purpose.
How to Calculate Your Price
Start with this formula:
Base price = (Your hourly rate × Review time) + (Platform fee) + (Margin)
Example (safety consultant):
- Your hourly rate: €150
- Time to review and approve one document: 20 minutes = €50
- Platform fee (12% on Flex plan): €48 (if you charge €400)
- Margin (buffer): €50
Total price: €400
At this price:
- You earn €352 after platform fees
- You spend 20 minutes reviewing the document
- Effective hourly rate: ~€1,056 (€352 / 0.33 hours)
This is higher than your standard hourly rate because the AI handles the drafting work, and you only review.
Pricing by Sector and Complexity
Different consulting sectors support different price points based on client expectations and document complexity.
€300–400 range:
- Basic compliance checks
- Simple risk assessments
- Self-audit questionnaires
- Document reviews (contracts, policies)
€400–500 range:
- Detailed risk assessments (safety, cyber, financial)
- Carbon footprint reports
- ISO readiness assessments
- HR compliance audits
€500–700 range:
- Comprehensive self-assessments (multi-domain)
- Technical feasibility studies
- Regulatory compliance reviews (complex sectors)
If your premium service sells for €2,000–3,000, price your frontend offer at €350–450. If your premium service sells for €5,000+, you can price your frontend offer at €500–700.
The ratio should be roughly 6:1 to 10:1 (premium to frontend).
What If You Are Unsure?
Start at €400.
This is the most common price point across professional consulting frontend offers. It works for most sectors, most clients, and most consultants.
Run your first 10–20 documents at €400, then adjust based on:
- Conversion rate to premium services
- Time required for review
- Client feedback on value
If clients frequently say "this was worth more than I paid," raise your price. If conversions are strong but review time is minimal, raise your price. If you are attracting serious buyers and converting 15–25%, you are priced correctly.
Should You Offer Discounts or Promotions?
Generally, no.
Discounting a frontend offer sends the wrong signal. You are not trying to compete on price — you are trying to attract clients who value expertise.
Exceptions:
- Early adopter pricing for your first 10 clients (announce it as limited-time)
- Referral discounts (€50 off if referred by an existing client)
- Bundled pricing (buy 3 assessments, get a discount) for clients with multiple locations
Avoid ongoing discounts, seasonal sales, or price-cutting to increase volume.
What About Tiered Pricing?
Some consultants offer tiered pricing for the same document type:
Basic (€350):
- Standard document
- Email delivery
- No follow-up call
Premium (€500):
- Detailed document
- 30-minute consultation call to review findings
- Priority delivery
This works if:
- The premium tier includes a tangible consultation element
- You want to test different price points
- You can clearly communicate the difference
For most consultants, a single price point is simpler and easier to communicate.
Pricing and Platform Fees
EzyFront charges a percentage-based transaction fee:
- Flex: 12%
- Starter: 10%
- Professional: 8%
- Business: 6%
If you price at €400 on the Flex plan, you receive €352 after platform fees (before Stripe's ~2.9% payment processing fee).
As your volume grows, upgrading to a paid plan reduces the transaction fee, increasing your margin per document.
Example (20 documents/month at €400):
- Flex: €960 in fees = €48/document
- Professional (€249/mo + 8%): €889 in fees = €44.45/document
At 20 documents/month, Professional saves you €71/month and provides additional features (custom domain, analytics, branded emails).
Should You Display Pricing Publicly?
Yes.
Transparency builds trust. If a client has to contact you to learn the price, you are adding friction and filtering out people who want to move quickly.
Display your price on your portal landing page, clearly and prominently. If you offer multiple document types, list the price for each.
Example:
- Workplace Risk Assessment: €400
- ISO 9001 Readiness Review: €450
- Carbon Footprint Report: €500
What If Clients Say It Is Too Expensive?
If a client objects to a €400 frontend offer, they are unlikely to buy your €2,500 premium service.
This is a feature, not a bug. The frontend offer is designed to filter for clients who value professional expertise and are willing to pay for it.
If you consistently hear price objections, check:
- Are you communicating the value clearly?
- Is your target audience the right fit?
- Is the deliverable substantial enough to justify the price?
Do not lower your price to accommodate objections unless you are consistently hearing them from your ideal clients.
Example Pricing: Three Consulting Scenarios
Scenario 1: Solo Safety Consultant
- Premium service: €2,800 (full site safety audit)
- Frontend offer: Workplace Risk Assessment at €400
- Platform: Flex plan (€0/month, 12% fee)
- Net per document: €352
- Conversion target: 15% to premium
Scenario 2: ISO Certification Firm
- Premium service: €5,000 (full ISO 9001 certification consulting)
- Frontend offer: ISO Readiness Assessment at €500
- Platform: Professional plan (€249/month, 8% fee)
- Net per document: €460
- Conversion target: 20% to premium
Scenario 3: ESG Consultant
- Premium service: €8,000 (comprehensive sustainability audit)
- Frontend offer: Carbon Footprint Report at €600
- Platform: Professional plan
- Net per document: €552
- Conversion target: 18% to premium
Final Pricing Checklist
Before you set your price, confirm:
- [ ] Price is between €350–500 (or justified if outside this range)
- [ ] Price covers your review time at your hourly rate
- [ ] Price filters for serious buyers (not bargain shoppers)
- [ ] Price feels like a "first step" compared to your premium service
- [ ] You can deliver consistent value at this price point
- [ ] You are comfortable defending this price to prospects
If you check all boxes, launch at that price and adjust based on real-world feedback after 10–20 sales.
Ready to Set Your Price?
Choose a price in the €350–500 range, test it with your first clients, and refine based on conversion data.