Everyone changed the number. Almost nobody changed the sentence.
Bulgarian price tags changed twice this year. First they carried both currencies, then only one — and somewhere in that stretch, nearly every business in the country opened the file where its prices live and started typing.
A conversion is find-and-replace work. That is exactly what makes it worth paying attention to. The number is the easiest thing on a page to change, so it gets changed by whoever has the spreadsheet open, while the sentence holding it up is left precisely as it was. For a lot of companies that sentence had not been touched in years.
The arithmetic was never the hard part.
Divide by 1.95583. Round to something that does not look like the output of a division. Most catalogues were done in an afternoon.
The hard part sits one line above the figure. “От 1 950 лв.” became “From €997”, and while that happened nobody asked whether “from” was still the right word, whether the three tiers underneath it were still the three tiers anyone actually bought, or whether the reason the middle one cost more had ever been written down at all.
The number is now current. The offer around it is quietly out of date, and it is out of date in the one place where a buyer looks hardest.
Questions your price page cannot answer yet
If the answers come easily, the conversion really was only a conversion and you can stop reading. Most of the time the second one is where it stalls.
When the number moved, did the reason for the number move with it?
Which tier did people actually buy in the last full year before the switch — and is it still the one sitting in the middle?
Has anyone asked a customer what they compared you against, now that the comparison runs straight across the border in the same currency?
Is there a sentence anywhere on the page explaining what the cheapest option leaves out?
Who wrote the paragraph above your prices, and do they still work here?
Rounding reads as a decision.
Nobody experiences a currency change as arithmetic. People experience it as a price change, and a figure rounded upwards reads as somebody taking their chance while there was cover for it. Shoppers here have spent this year reading conversions as inflation, and that reading does not care whether your rounding was defensible.
Half of that is a pricing problem and words will not fix it. The other half is a writing problem, and what it needs is not an apology. It needs one plain sentence about what the money actually buys, sitting where the eye already is.
Written to show method. Not delivered client work.
A Sofia dental clinic, invented for this note. Same treatment and same price in both versions — only the line underneath is different.
before
Professional whitening — from €195. Innovative technology, guaranteed results.
after
Whitening, €195. One appointment, no repeat visit, and we tell you before you pay if your enamel is a poor candidate for it.
The first version defends the price with adjectives, which is the version a rounding exercise leaves behind. The second defends it with what happens in the chair, including the part where the clinic turns the money down.
demonstrates the euro rewrite
Both languages, written rather than translated
The studio is in Sofia and works in Bulgarian and English, each written from scratch instead of carried across from the other. That matters most on exactly this kind of page. An argument for a price almost never survives being moved word for word into another language: the objection it answers is different, and so is the sentence that lands.
Start with the Positioning Diagnostic
If your prices changed this year and the words around them did not, that is the cheapest place to look. €2,400, 5 business days, and a written read on what your offer now claims against what it charges for — ranked, so you can act on the top two and ignore the rest. It commits you to nothing further.