A price rarely appears without a reference point. People compare it with a previous purchase, a competing service, a budget or another option on the same page. The question is whether your comparison is genuinely useful.
Compare equivalent things
If one option includes implementation and another does not, explain that difference. If a package uses an estimated value for its components, make the basis clear. A large crossed-out number is not useful evidence when nobody could reasonably buy the components at those prices.
For services, compare scope, level of involvement, delivery time and support. Price alone can conceal differences that materially change the decision.
Let the recommendation have a reason
A recommended tier should correspond to a recognisable need. Explain who it suits and when a smaller or larger option is appropriate. A deliberately poor option may make another look attractive, but it also asks the customer to navigate a less honest product structure.
The same principle applies to proposals. Show the assumptions behind the work instead of relying on the visual contrast between a high number and a lower one.
Audit the supporting claims
Check previous prices, included items and any stated saving before publishing. Keep enough evidence to explain the comparison later. Consumer guidance from the ACCC is a useful reference for avoiding misleading claims.
A fair comparison may still make an offer look compelling. Its advantage is that the explanation remains credible after the customer reads the detail.