It’s one of the most common questions I hear from studio owners, especially when it’s time to open enrollment.
Should your class pricing be listed right on your website for all to see? Or should families have to reach out and request it?
Let’s walk through the two common approaches. I’ll share where I personally stand, along with a compromise that might just be the best of both worlds.
1. Transparency First (aka: “Let’s Make This Easy”)
This approach is straightforward and refreshingly helpful. Pricing is listed clearly on your website, either on a tuition page, in your FAQ, or as a downloadable PDF.
Why I lean toward this strategy:
-
- It builds immediate trust with families
-
- It respects their time and autonomy
-
- It helps qualified parents move forward and filters out those who aren’t a fit
Let’s face it, today’s parents are used to researching everything online. If they can’t find what it costs to dance at your studio, some will simply click away.
I believe your website should feel like a warm, welcoming front desk. One that says, “Here’s what we offer. Here’s what it costs. We’d love to have you.”
Being upfront with pricing reflects confidence in your studio’s value. It also makes it easier for the right families to say yes.
2. Lead Generation First (aka: “Get Pricing After You Submit the Form”)
This is the approach where pricing is withheld until the visitor fills out a form. These forms often ask for full name, email, phone number, and class interest. Only after they submit does the studio follow up with schedule and tuition info.
Why some studios use this strategy:
-
- It captures contact info for future marketing
-
- It creates a way to follow up with interested families
-
- It allows the studio to “sell the value” before sharing the cost
You’ll often see this promoted as a savvy enrollment funnel. And to be fair, it can work. But let’s be honest. It can also feel like a bait-and-switch.
If someone is just browsing or comparing options, requiring a form (especially one that asks for phone numbers) can feel intrusive. And if that’s followed by texts, emails, or phone calls they didn’t ask for, it can come across as pushy.
A Thoughtful Middle Ground
Here’s a version I love, and it might be in-between:
Try offering your tuition info as a downloadable PDF… but ask for just a first name and email to access it.
This way:
-
- Families still get the information they’re looking for
-
- You grow your email list without requiring a phone number
-
- There’s no pressure or hard-sell, just value up front
With this strategy, you can follow up with helpful, friendly emails that introduce your studio gradually. Think welcome tour, what to expect, or a peek into studio life. Not a string of salesy messages.
This approach respects boundaries and gives you a way to stay in touch. It’s a win for both sides.
Which Strategy Fits You Best?
At the end of the day, the “right” approach depends on:
-
- Your enrollment process
-
- How hands-on you want to be with follow-up
-
- What kind of experience you want to create for prospective families
But if you value trust, ease, and connection, transparency (or a light-touch version of it) may be the best path forward.
You don’t have to make people jump through hoops to fall in love with your studio. Just give them the information they need, and let your warmth and professionalism do the rest!
Best wishes to you and your studio,
Stacey