The best SaaS pricing page examples have one thing in common: a B2B visitor understands in a few seconds how much the product costs, what the price depends on and which plan fits their team. Below are nine real SaaS pricing page examples, what each does well, and the questions B2B visitors bring to a pricing page.
The pricing page is often the most important page on a B2B website after the home page. This article is part of our guide on how to improve your B2B website conversion rate, where showing a price is one of the seven levers. Here we look at how the best companies do it.
Why the pricing page matters so much in B2B
B2B buyers do most of their research alone. In the TrustRadius 2022 B2B Buying Disconnect survey of 2,185 technology buyers, 81% said they want to find pricing information on their own, and virtually all of them want to self-serve all or part of their buying journey (B2B Marketing, on TrustRadius).
A visitor who opens your pricing page is not browsing. They are checking whether you fit their budget before they spend time on a demo. If the page does not answer, they rarely ask. They leave. First Page Sage estimates that only about 2.5% of visitors to B2B SaaS websites become leads (First Page Sage, 2026). The pricing page is where losing the other 97.5% costs the most.
What do B2B visitors look for on a pricing page?
Before looking at examples, it helps to list the questions visitors actually come with. They usually fall into five groups:
- The order of magnitude. Is this a $50 a month tool or a $50,000 a year contract?
- The unit. Do you charge per user, per seat, per task, per contact, per outcome? Who counts as a user?
- The right plan. Which plan fits a team of 12 salespeople? What do we lose on the cheaper one?
- The fine print. Is there a commitment? Can we start monthly? Is there a trial? Is VAT included?
- The fit. Does it work with our stack? Is it secure enough for our IT team?
A good pricing page answers the first four on the page itself. The fifth often needs a conversation, and that is fine, as long as the visitor can start it easily.
9 SaaS pricing page examples, and what each one teaches
The details below were checked on each page in October 2026. Prices change often, so follow the links for current figures.
1. Slack: four plans, one clear upgrade path
Slack's pricing page shows four plans: Free, Pro, Business+ and Enterprise+. Prices are per user per month, with a monthly or annual option. Enterprise+ shows "Contact sales for pricing", but the comparison table below still explains, row by row, what it adds.
What to copy: a free plan with clear limits (such as 90 days of message history) makes the value of paid plans obvious without a sales pitch.
2. Notion: a recommended plan and a currency switcher
Notion lists Free, Plus, Business and Enterprise, priced per member per month. Business is marked "Recommended". A toggle switches between monthly and yearly billing, with "Save up to 20% with yearly", and a currency switcher shows local prices.
What to copy: the "Recommended" label. Visitors who hesitate between plans get a default, which removes one decision.
3. HubSpot Sales Hub: "starts at" prices and free view-only seats
HubSpot's Sales Hub page shows Free, Starter, Professional and Enterprise, each with a "Starts at" price per seat. It answers a classic objection up front: view-only seats are available at no additional cost. A "Calculate your price" link lets visitors build their own quote.
What to copy: answer "who has to pay?" on the page. In B2B, the person reading is rarely the only user.
4. Intercom: seats plus a price per outcome
Intercom combines two units: a price per seat for its plans (Essential, Advanced, Expert) and a price per outcome for its AI agent, Fin, at $0.99 per outcome at the time of writing. The page explains what counts as an outcome and adds a cost calculator.
What to copy: when your unit is new, define it in one sentence next to the price. A usage-based price nobody understands creates more questions than it answers.
5. Zapier: the price follows the volume
Zapier's pricing page is built around one unit: tasks per month. Visitors pick a volume, from 100 to 2,000,000 tasks, and the price adjusts. The page says plainly that a higher tier costs more in total but lowers the cost per task, and that annual billing gives 33% off the monthly rate.
What to copy: if price depends on usage, let visitors choose their usage and see the result, rather than asking them to contact sales.
6. Calendly: an Enterprise plan with a starting price
Calendly lists Free, Standard, Teams and Enterprise. Teams carries a "Popular plan" label. Enterprise does not hide behind a form: it "Starts at $15k/yr", with a minimum of 50 seats. The page also states that meeting invitees do not need a seat.
What to copy: the Enterprise starting point. A large account knows immediately whether it is in range, and a small one knows it should look at Teams.
7. Linear: free plan limits stated in numbers
Linear offers Free, Basic, Business and Enterprise. The Free plan's limits are concrete: 250 issues and 2 teams, with unlimited members. Paid plans are priced per user per month, billed annually.
What to copy: specific limits. "250 issues" lets a team check in seconds whether it will outgrow the free plan; "limited usage" does not.
8. Pennylane: tax status and commitment stated up front
Pennylane, a French finance tool, shows four plans priced per month excluding VAT, with Essentiel marked as popular. The page states that the subscription has no commitment and can be cancelled at any time, and offers a 15-day free trial.
What to copy: answer the fine print (tax, commitment, trial) next to the price, where the question arises.
9. Qonto: split by audience before splitting by plan
Qonto separates its pricing into two tabs: one for freelancers and one for small and medium businesses, each with its own plans. A visitor sees only the plans meant for a company like theirs.
What to copy: if you sell to very different customers, let visitors say who they are first. Seven plans on one screen is a comparison exercise; three plans for "companies like you" is a choice.
What makes a SaaS pricing page convert?
Looking across these examples, the same patterns come back:
- A price or a starting point on every plan, including Enterprise when possible.
- One clear unit (user, seat, task, outcome) and a sentence that defines it.
- A recommended plan, so hesitant visitors have a default.
- A comparison table for the visitors who want detail, below the plan cards.
- A FAQ that answers objections, not marketing questions: billing, commitment, who needs a seat, what happens when you exceed a limit.
- Plain words. In Unbounce's SaaS data, pages written at a 5th to 7th grade reading level convert at 12.9%, against 2.1% for pages written at a professional level (Unbounce).
- One next step per plan: sign up, start a trial, or talk to sales.
Should you show prices or say "Contact sales"?
Many B2B companies hesitate to show prices because every deal is different. That is a real constraint, but "Contact us for pricing" on every plan pushes away the visitors who were closest to buying. They want to know if they are in the right range before they talk to anyone.
There is a middle ground, and several of the examples above use it:
- show a starting price ("Starts at"), as HubSpot and Calendly do;
- say what the price depends on (number of users, volume, options);
- keep "Contact sales" for the top plan only, and explain what that plan adds.
If you are not sure what your pricing page costs you, estimate what your lost visitors cost you with our calculator. Then read our article on the demo request form: it is often the only exit a pricing page offers.
Common pricing page mistakes
- Hiding the unit. A price "per month" without saying per what leaves every visitor guessing.
- Too many plans on one screen. Past four plans, visitors compare instead of choosing.
- A FAQ that does not answer. "Contact us to learn more" is not an answer to "Is there a commitment?".
- No way to ask a question. The pricing page is where specific questions arise ("Can we start with only the sales team?"), and a form with seven fields is a poor way to ask them.
- Measuring it like any other page. Track the conversion rate of the pricing page separately. Our article on the average website conversion rate explains how to set the definition before comparing.
Answering pricing questions during the visit
Even the best pricing page leaves questions: a discount for a non-profit, a team that is half sales and half support, an integration the page does not mention. The visitor has two options: dig through your site, or fill in a form and wait.
A third option is to answer while they read. That is what Nudge does with its Website agent: it answers from your own pages and documents, cites the page each answer comes from, and offers a meeting slot in the conversation. We cover the wider approach in our guide to the AI agent for website visitors.
Take a typical case. A visitor on your pricing page asks: "Is the price per user or per team, and do read-only users count?" Your pricing FAQ answers it, but further down the page. The agent replies with the answer and a link to that FAQ entry, then asks whether they would like to discuss a plan for their team, and proposes a slot.
How Nudge handles pricing page questions
Nudge answers the questions your pricing page leaves open, while the visitor is still on it. The Website agent is trained on your site and your documents, answers during the visit, cites the page each answer comes from, and books the meeting in the conversation, without a form. Because each answer cites its page, the visitor can check it in one click.
Visitors who leave without writing are not lost either. The Outreach agent recontacts those who come back without writing, for example at the third visit to the pricing page, with a message the agent prepares for you. Ask the agent on our home page a question about your own pricing page to see how it answers.
Frequently asked questions
What should a SaaS pricing page include?
At minimum: plan names, a price or a starting point for each plan, the unit you charge for (user, seat, task, outcome), what each plan adds, a comparison table, a FAQ and one clear next step per plan. Strong pages also say who each plan is for and highlight a recommended plan, so visitors do not have to work out the choice alone.
Should a B2B SaaS company show its prices on its website?
In most cases, yes, or at least a starting point. TrustRadius found that 81% of B2B tech buyers want to find pricing information on their own. If your pricing really depends on the deal, say what it depends on (users, volume, options) and give a range. A bare 'Contact us' filters out visitors who were close to buying.
How many plans should a SaaS pricing page have?
Most of the examples in this article show three or four: a free or entry plan, one or two paid plans and an Enterprise plan. Fewer plans make the choice easier. If you need more, split them by audience first, as Qonto does with separate tabs for freelancers and small businesses, then by plan.
What is a good conversion rate for a pricing page?
There is no reliable public benchmark for pricing pages alone. Use your own data: pricing page visitors should convert far better than your site average, which First Page Sage puts at about 2.5% for B2B SaaS websites. If they do not, look at the questions visitors still have when they reach the page.
Monthly or annual pricing: which should you show first?
Most SaaS pricing pages show a toggle and default to annual billing, with the saving stated in plain words: Notion says 'Save up to 20% with yearly', Zapier gives 33% off for annual plans. Showing the annual price first lowers the displayed amount, but make sure the monthly price stays one click away so the visitor does not feel tricked.
