How To Present Web Design and Marketing As A Solution First Offer
One thing I've realized is that when you're offering something good, there are essentially infinity clients. This is especially true when you're doing something significantly different and better than what the mainstream approach has to offer. So, I'm happy to share the details of one of our Solution First packages because there are so few agencies offering anything like this that it is a blue-sky opportunity.
Five Step Lead Generation Solution
The solution includes these five components:
- Web design and branding
- Hosting, maintenance, and support
- Google Business Profile management
- Local SEO
- Google Local Service Ads
Some of the components of this offer are essentially one-time services. For example, once you have designed the logo, you're finished. Branding isn't a monthly service. The same is true with building the client's website – at least the foundational architecture.
Other components will require ongoing attention and will be packaged up in your monthly retainer. For example, there is a long list of things you can do on a monthly basis for Local SEO, like keyword research, blogging, backlink building, etc.
What's It Worth?
Since some of the components of the offer are one-time services and others are ongoing, we break the pricing up into a setup fee and monthly retainer.
Also, the components of this offer are modular (you don't have to do them all), and they can be scaled in intensity to get more results faster. Take blogging, for example. Blogging is not required, so you could theoretically omit that component of your offer. If you include blogging as part of the offer, you could have different degrees of intensity, such as one post per month, two posts per month, or a post every week. The more you post, the faster you will build authority. Authority improves search engine rankings. Better rankings bring in more traffic which you can convert into more leads.
Therefore, this Solution First example gives you the ability to offer multiple levels of service at increasing price ranges.
When we offer this solution, the prices fall within these ranges:
- Setup: $2,000 – $5,000
- Monthly: $250/mo – $2,000/mo
That means the average annual client value works out like this:
- Gross Annual Revenue: $5,000 – $29,000
- Net Annual Revenue: $5,000 – $17,000
The higher price tiers include an ad budget that we pay on behalf of the client. For this particular offer, we include the ad spend as part of the monthly retainer. Therefore, the Net Annual Revenue is what you keep after paying for 3rd party costs like the ad spend.
How We Present The Price
In our high-end package, we present the price as $2,000/month. We use the first (and sometimes the second) month's payment to complete the setup. Then each subsequent payment goes toward the monthly marketing plan (Local SEO, Google Business Profile management, and ads).
For the entry-level package, the monthly fee is often too low to cover the setup in a timely manner. For example, if the client is only paying $250/month we'd probably need the first eight to ten payments to cover the setup. That's far too long. So, we'll charge a setup fee that is separate from the monthly retainer.
How To ALWAYS Get The Monthly Retainer
We always want every client to be on one of our monthly plans for at least $250/month. Here's the secret sauce that makes the whole thing work.
Sell the outcome of the marketing plan FIRST. Then sell the setup LAST.
Present your offer as a lead generation package. We even offer a guarantee of a certain number of leads per month for our upper-tier packages. Do your homework upfront so you know roughly what your client's average customer is worth so you can demonstrate the ROI they'll get from your lead generation offer. Once everyone understands the ROI and feels excited about it, then you say…
In order for this marketing plan to work, we're going to need to set up a few things first.
Now you mention the highlights of what you need to get set up (the one-time services) so that you have a foundation to work from. Once the foundation is ready, the marketing plan can start driving in the leads.
Now you've positioned the one-time services, like web design and branding, as prerequisites to being able to deliver results. That's why all your clients buy both the website and the monthly retainer.
It's impossible to get results from the marketing plan without the setup. Since results are the whole point, nobody buys the setup without the marketing retainer. That's like buying a car but refusing to buy fuel. Nobody does that.
Now, all your web design clients are on monthly retainers worth thousands of extra dollars per year. This is a 6-figure Web Agency BLUEprint.
Want The Step-By-Step BLUEprint?
I've documented every single detail of this Solution First BLUEprint in our Blue Theory community.
You get detailed checklists and step-by-step instructions for all five pillars of the offer. You will get access to our example website presenting this offer that you can copy/paste if you want to. You even get all the math and price breakdowns for how to present different pricing tiers to your clients.
If you're looking for high-ticket clients that are always paying you every month, I guarantee you'll love Blue Theory.
Your 6-figure Business In A Box
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