Introduction

In SaaS, few pages carry as much weight — or cause as much confusion — as the pricing page. It's where intent turns into evaluation… and often, either action or drop-off.

Over the years, at ThunderClap, we've worked with 129+ global B2B brands to help transform their websites into scalable growth engines. And if there's one thing we've learned, it's this: a great product needs a pricing page that actually does it justice.

But here's the problem — most pricing pages don't.

They're either too vague, too complex, or too focused on features rather than the actual value they deliver. And when buyers are already 70% through their journey before talking to sales, that misstep can cost you the deal.

So, we rolled up our sleeves and studied 50 pricing pages from the best in the game — from product-led favorites like Notion and Calendly to enterprise players like Salesforce, Stripe, and Workday.

This playbook is built from that deep-dive analysis. It's designed to give you clarity, structure, and inspiration — so you can build a pricing page that informs confidently, converts consistently, and scales with your product.

Let's get into it.