Take a look here for some
Beginning SEO tips then ask questions if you need to.
As to the pricing - you can't ask people to sign up for something you're charging them for without it. If you don't want to put your charges there - then don't have the sign-up and basically you're saying you simply want people to call for services.
If you want to take advantage of the fact that people online will sign up directly from your site- then you have to have prices. And much more detailed information.