Most expiry conversations happen at the desk, a few days too late. Someone has two classes left on a pack they thought had another month. Nobody did anything wrong. The rule was just written somewhere they never looked.
The pricing page is the place to fix that. It is where people decide what to buy, and for most of them it is the last page they read before paying.
One page, every option
Put every price on one page: intro offer, class packs, memberships, private sessions. When packs sit on one page and memberships on another, people compare from memory. They tend to pick whatever looks cheapest and find the conditions later.
A simple order works. The intro offer first, then packs from smallest to largest, then memberships, then privates. Give each one the same layout: name, price, what it includes, how long it lasts. If you are still deciding which to lead with, we wrote about the trade-offs in class packs or memberships: which keeps people longer.
Expiry in plain words, next to the price
"Valid for 3 months" is close. "Valid for three months from your first class" is better, because it answers the question people actually have, which is: from when.
Put the line directly under the price, in the same size as the rest of the text. Not in a footnote, not behind an asterisk, not only in the terms. Some wording that reads well:
"10 classes. Use them within three months of your first booking."
"20 classes. Valid for six months from the day you buy."
"Monthly membership. Renews each month until you cancel. One month's notice."
If a pack starts counting from purchase rather than first class, say so plainly. That is the version people get wrong, usually after a holiday.
Freezes, extensions and cancelling
These are the rules behind the longest emails in the inbox. Write them down once, on the pricing page, in a sentence or two each.
Freezes: "Away for two weeks or more? We can pause your membership twice a year. Email us before you go."
Extensions: "Pack about to expire? Ask us before it does. We can usually help once."
Cancelling: "Cancel any time with one month's notice, by email or at the desk."
If you don't offer one of these, say that too, kindly. "Packs can't be extended" is clearer than silence. Silence is what leads to the conversation at the desk.
Show the maths, once
People work out the price per class whether you help or not. One small line under each option saves them the arithmetic.
An example, with made-up numbers: a 10-pack at 250 works out at 25 a class. A membership at 200 a month works out at about 23 a class for someone who comes twice a week. Written plainly, that does more than a "Best value" badge ever has.
Keep it to one line per option. It is a pricing page, not a spreadsheet.
The checkout should say the same thing
The pricing page and the checkout were often written at different times, by different people, sometimes in different systems. One says three months. The other says 90 days from purchase. People notice, usually after they have paid.
Open your own checkout and read every line before the payment button. The expiry, renewal and cancellation wording should match the pricing page word for word. If buying happens inside your booking system, embed its pricing widget on your own page, so the description people read and the one they agree to are the same one.
A one-minute test
Ask someone who has never bought from you to read the pricing page for one minute, then close it. Ask them how long the 10-pack lasts, and from when. Then ask how they would cancel a membership.
If they hesitate, the wording needs another pass. It is a small edit, and a lot quieter than the conversation at the desk.
If you'd rather we looked
Our free website check comes back with three specific fixes within two business days. If the pricing page is one of them, the Site Tune-Up ($350) moves your prices onto your own site and lines the wording up with the checkout.
