78 / 100

Termly pricing teardown

https://termly.io/pricing

Termly's pricing page is a well-executed self-serve funnel with a free entry tier, a clearly badged 'Popular' mid-tier, and per-website pricing that scales naturally with business size. It layers multiple discount mechanics (annual toggle, promo code, bulk licensing) and a detailed comparison table, though the stacked discounts and custom Agency tier add some complexity and opacity.

Tier structure

Free

$0

Starter

$10-14/website/mo

Pro+

$15-20/website/mo (Popular)

Agency

Custom

Value metric

flat-rate per website/month with per-license add-ons for additional websites

How limits scale

Legal policies 1 (Free) → 2 (Starter) → Unlimited (Pro+) → Unlimited (Agency)
Policy edits 0 (Free) → 10 (Starter) → Unlimited (Pro+) → Unlimited (Agency)
Monthly banner views 10,000 (Free) → 50,000 (Starter) → Unlimited (Pro+) → Unlimited (Agency)
Users 1 (Free) → 5 (Starter) → Unlimited (Pro+) → Unlimited (Agency)
Included websites 1 (Free) → 1 (Starter) → 1 (Pro+) → Starting at 10 (Agency)

Escalation logic

Plans escalate from a limited Free tier through Starter and Pro+ by unlocking unlimited policies/edits/banner views and adding compliance automation (weekly scans, auto-updated policies, Google Consent Mode v2, IAB TCF, custom branding), then Agency offers custom bulk pricing for multi-website/reseller needs.

Psychological anchors

  • Most Popular badge — Pro+ is visually highlighted in blue with a 'Popular' tag, steering users toward the mid-tier priced at $15-20/mo.
  • Annual discount toggle — Annual billing is pre-selected by default and advertised as 'Save 25%', showing strikethrough-style dual pricing ($10 vs $14, $15 vs $20).
  • Stacked promo code discount — A banner offers an 'Extra 20% OFF using code SUMMER2026' on top of the annual discount, creating urgency and layered savings.
  • Free tier as anchor — A $0 'Free' plan with real functionality lowers signup friction and anchors paid tiers as clearly more valuable.
  • Bulk pricing calculator — A 'Calculate Now' bulk license savings tool with a visible table (10 licenses at $9/$12 per license, 40% savings) rewards larger commitments and nudges toward higher spend.
  • High-priced custom Agency tier — An uncapped, 'Custom' Agency plan anchors the visible tiers as affordable while capturing larger reseller/enterprise deals.
  • Trust badges and social proof — 4.8 Trustpilot rating, IAB/BBB accreditation badges, '2 Million businesses' claim, and customer testimonials reinforce credibility near pricing.

What this page is optimizing for

Primarily self-serve conversion — prices are fully transparent, CTAs are instant ('Choose Plan', 'Continue Free'), and the free tier plus annual/promo discounts are designed to convert visitors without sales contact; the Agency tier siphons off larger accounts to a lead-gen 'Learn More' path.

Red flags

  • Stacking annual discount + promo code + bulk discount creates pricing complexity that may confuse users about their real final price.
  • Per-website pricing with 'pay per license' for additional sites could punish fast-growing businesses managing many domains.
  • Agency tier has no visible pricing or minimum criteria, requiring a sales conversation despite the rest of the page being self-serve.
  • Feature comparison table is extremely long and granular (30+ rows), which may overwhelm rather than clarify differences.
  • No free trial for paid tiers — users must choose Free or commit directly to a paid plan.

Best-practices scorecard

What works · 6

  • Clear recommended tier — Pro+ is explicitly badged 'Popular' and visually distinguished with color.
  • Visible prices — All tiers except Agency show exact monthly and annual per-website pricing.
  • Annual discount offered — 25% annual discount plus an additional 20% promo code, defaulted to annual billing.
  • FAQ or objection handling — Detailed FAQ covers billing, legal coverage, refund policy, and setup time.
  • Trust signals present — Trustpilot rating, BBB/IAB badges, customer testimonials, and usage stats (2M+ businesses) are prominently displayed.
  • Clear CTAs per tier — Each tier has a distinct, action-oriented CTA ('Choose Plan', 'Continue Free', 'Learn More').

Half measures · 2

  • Value metric matches usage — Per-website pricing scales reasonably but additional websites require separate per-license purchases, adding complexity.
  • Tier differences are scannable — Cards show key differentiators, but the full comparison table is very dense and could overwhelm casual scanners.