Homeowners researching kitchen remodels often have a number in mind that's lower than reality - national coverage of "budget" remodels skews expectations. A quote that lands far above that expectation with no context can feel like sticker shock, even when the price is completely fair for the scope.
The fix isn't lowering your price, it's managing the expectation earlier - through content on your site (realistic cost ranges, what drives price up or down) and through how the quote itself is presented (broken into scope categories, not just one intimidating total number).
Remodelers who publish honest pricing guidance tend to get better-qualified leads overall, because homeowners who weren't a realistic fit self-select out before ever requesting a quote - saving both sides time.