We Removed the Pricing Block and Made the Audit the Only Door

We had two pages doing the same job badly.

/ai was the top-level landing page. /ai/operations-engine was the product page for our AI operations service. Both described roughly the same thing. Visitors who found one didn't necessarily find the other. The nav pointed to /ai. Internal links pointed to /ai/operations-engine. The two pages competed.

The operations engine page also had a pricing tier block. Three columns. Monthly retainer options laid out before anyone had talked to us.

We deleted it.

The Problem with Pricing Before the Call

Pricing tiers on a service page look like transparency. They're not. They're a shortcut that lets a prospect make a decision without enough information, usually the wrong one.

A service business owner who sees a $3,500/month tier and has $2,000 in mind doesn't email to ask questions. They close the tab. But that same owner might have one specific workflow that takes 15 hours a week off their plate and pays for itself in a month. That conversation never happens because the number on the page ended it.

The audit call exists to do one thing: find the gap between what the prospect thinks they need and what will actually move their numbers. You can't have that conversation with a pricing table. The pricing table is an answer to a question the prospect hasn't finished asking yet.

Removing it was uncomfortable. The instinct is that hiding the price looks evasive. But publishing a number before context exists doesn't serve the prospect, it just reduces the friction of leaving.

One Page, One Redirect

The fix was straightforward. We moved everything worth keeping from /ai/operations-engine into /ai. The content that described the service, the four phases, the fit/not-fit criteria, the ticker of what a running engine actually does. One page holds all of it now.

/ai/operations-engine 308-redirects to /ai. Existing links keep working, nothing breaks, no split traffic.

{
  source: "/ai/operations-engine",
  destination: "/ai",
  permanent: true,
}

That's it. Two pages became one. The nav, the sitemap, and internal links all point to the same place.

The Audit Form Is the Only CTA

The page ends with a form. One form. It collects name, email, optionally a website, the service they want to focus on first, their timeline, their biggest operational headache, and a budget range for the first phase.

The submit button says: "Book my free audit call."

There is no "learn more" path. There is no option to download a guide or get on a newsletter. The only next step is the call. Either you're ready to talk about what's broken in your operation, or you're not. The page is designed to find that out quickly.

The form itself does pre-qualification work. Selecting budget range before the call means we're not walking into a discovery conversation blind. The "biggest operational headache" field surfaces whether someone has a real, specific problem or is exploring in the abstract. We only want to talk to the first group.

What the Page Is For

A service page can't close a deal. It can rule people out, earn credibility with the right people, and lower the cost of taking the next step. That's it.

The former version of our /ai page tried to do too much. Multiple paths, pricing options, two competing URLs. The new version does one thing: it gives a working service business owner enough to decide whether to book thirty minutes.

If the answer is yes, the form is right there. If the answer is no, the disqualifier list told them that before they hit the form. Either outcome is the right outcome. The page is just doing the sorting.

The call is where the actual conversation happens.