Options move a client from "yes or no" to "which one." Offer two or three tiers, anchor with the most complete one, and spell out the value, not the hours.

A simple three-tier shape

• Essential. The core deliverable that solves the stated problem. The honest floor.
• Standard (most popular). Essential plus the one or two additions most clients want. Mark this as recommended.
• Premium. Standard plus the extras for clients who want speed, depth, or ongoing support.

Language that helps

• Name the outcome each tier buys, then list what is included beneath it.
• Put the recommended tier in the middle and label it. Most people choose the middle.
• State payment terms plainly: a deposit to start, the balance on delivery, or milestones for larger work.
• Avoid hourly framing on fixed-scope work. Price the result.

Payment terms to pick from

• 50% deposit to book, 50% on delivery.
• Three milestone payments tied to phases.
• Monthly retainer for ongoing work, billed in advance, [N] days notice to cancel.

What not to do

• Do not present a single take-it-or-leave-it number. It invites a flat no.
• Do not bury the price. Make it easy to find and easy to say yes to.
• Do not discount on the spot. If budget is tight, remove scope, do not cut the rate.