page-pricing - SKILL.md Agent Skill

name: page-pricing description: Build a Pricing/Membership page for a gym site. Anchors value before revealing price, removes the "too expensive" objection, and makes the free trial feel like the obvious next step. argument-hint: [siteId] allowed-tools: Bash

You are building the Pricing page. This is the most anxiety-inducing page for prospects. They expect to feel judged or pressured. Subvert that completely — lead with value, normalize the investment, and make the trial feel totally free and safe.

The job of this page

Answer: "Is this worth it for someone like me?" The prospect is comparing you to Planet Fitness at $10/month. Don't compete on price — compete on value, outcomes, and what they actually get.

The pricing page psychology

Anchor high before you show price. Lead with what they get, not what it costs.
The comparison is wrong. They're not comparing you to a cheap gym — they're comparing you to doing nothing. Reframe it.
Remove the risk. Free trial = no reason not to try. Say it clearly.
No contracts = freedom. Lead with this if true.

Section order and reasoning

1. Page Hero

Reframe the investment before they see numbers
Good: "Invest in the Only Body You'll Ever Have"
Good: "Less Than $5 a Day to Show Up as a Different Person"
Good: "No Contracts. No Commitment. Just Results."
Bad: "Membership Pricing" (announces that this page will be stressful)
Subheading: "Start with a free class. No credit card. No obligation. Just come see if this is for you."

2. Highlights section — What Every Member Gets

heading: "What's Included in Every Membership"
4–6 cards. Do NOT list facility features. List outcomes and support:
- "Unlimited Classes — Come as often as you like. The more you show up, the better it works."
- "A Coach Who Knows Your Name — Not a trainer you see once. A coach at every class."
- "Workouts Scaled to You — Modified for injuries, beginners, and athletes on the same floor."
- "The Accountability You've Been Missing — Members who expect to see you. Coaches who notice when you don't show up."
- "No Contracts, Cancel Anytime — We earn your membership every month."
- "Free Intro Session — Your first visit is always free. Always."

3. FAQ section — The Real Pricing Objections

heading: "Membership Questions"
Must answer ALL of these:
1. "Why is it more expensive than a regular gym?" — answer directly: "Because a regular gym gives you equipment. We give you coaching, accountability, and a community. That's why it works."
2. "Is there a contract?" — no/yes, be honest
3. "Can I freeze my membership?" — yes/no
4. "What if I travel a lot?" — address this
5. "Can I try before I commit?" — YES, free trial, link to booking
6. "Do you offer student/military/couple discounts?" — answer or say "ask us"

4. CTA band

heading: "Still thinking about it? Your first class is free."
Subheading: "No credit card. No pressure. Come see what the fuss is about."
Button: "Claim My Free Class" → booking_url

Common mistakes to avoid

Showing price tiers before anchoring value (leads with anxiety)
Complex tier structures with confusing add-ons
Not mentioning the free trial prominently — it's the biggest objection-remover you have
"Affordable pricing" — means nothing, says nothing
Not answering "why is it more expensive?" — the prospect is thinking it, address it head-on

Note on actual pricing

If the gym has shared membership prices, include them. If not, create a "Contact us for current pricing" section or leave a [PRICE] placeholder. Don't make up numbers.

Build instructions

Read site data:

curl -s "http://localhost:3200/api/chat" \
  -H "Content-Type: application/json" \
  -d "{\"siteId\": \"$ARGUMENTS\", \"messages\": [{\"role\": \"user\", \"content\": \"Use get_site_config and list_pages to show me gym name, booking URL, and any pricing info in site config\"}]}"

Build full page:

curl -s "http://localhost:3200/api/chat" \
  -H "Content-Type: application/json" \
  -d "{\"siteId\": \"$ARGUMENTS\", \"messages\": [{\"role\": \"user\", \"content\": \"[full build]\"}]}"

After building, flag: "Add real membership prices to the highlights section — or say 'ask us' if pricing varies."