They arrive with one question
Not “what are all the options” but “can I afford this and which one is me”. A page organised around your packaging rather than their self-identification makes them do the mapping work, and some of them won’t.
Name who each option is for
A single line above each tier saying which kind of buyer it suits does more than the feature list beneath it. Buyers self-select by description far faster than by comparing rows.
People don’t compare features. They look for the option that sounds like them.
Three options, one recommended
Long comparison tables cause deferral rather than decision. A small number of options with one visibly recommended reduces the cognitive cost, and a recommendation is a service to a buyer rather than a manipulation.
Answer the objections on the page
What happens if I need to change, what is not included, is there a commitment. These are the questions that stall a decision, and answering them here is also what makes the page usable by AI search.
If it is bespoke, say the range
Custom pricing is legitimate; “contact us” with nothing else is a dead end. A range with the variables that move it qualifies buyers and keeps you in the answer, rather than ceding the question to third-party estimates.
One action, and no surprises after it
Whatever the next step is, make it the same on every tier and state what happens when they take it. A pricing page with three different calls to action divides the decision at the exact moment it was about to be made — the one-action rule at its most consequential.