When you get down in the weeds, and start describing how exactly to get from A -> B, you start to lose them a little as glazed over eyes stare back at you.
how will we get from a to B
More often than not, clients are paying us based on trust. Or a leap of faith. Or our smiles and fashionable clothes.
You piece together a meager cost plus estimate that rarely includes Profit (and you’ve undoubtedly underestimated Project Management), double check the marketplace, and rush it out the door.
cost plus is bad for seller
In contrast, the best, most profitable agencies use value-based pricing. Instead of starting with what their internal costs might be, they start with forecasting:
But how do you Determine Value?
historical averages of traffic and leads.
We need this baseline – traffic, leads from SLXdo we have a conversion rate?
Boom. If simple conversion tweaks and changes can lead to $40K-$160K+ in new revenue, there’s MORE than enough room to pay you 20-30% of that.
Why Fixing Your Client’s Analytics Should be Priority #1
hey I am my own client
If they don’t have a complete view of their marketing and sales funnel – which, like 97.75% of companies are guilty of – you’ve got a problem.
Maybe the conversion-tracking pixel is on the wrong page (or even worse, sitewide). Or perhaps they’re using legacy CRM software that doesn’t allow you to figure out what happens after someone becomes a lead (like, where’s da revenue coming from?!).
hey that sounds right
accurate benchmark of where a company is at right now.
Reason #1. Determine Where Results are Currently Coming From
But the real value comes in analyzing which channels specifically are driving leads and customers (and how much each is worth).
Reason #2. Isolate Campaign/Promotion Attribution
helping you identify patterns and discrepancies between how visitors from each channel (like cold vs. warm traffic) add items to your cart or complete a purchase.
or progress to meetings
For example, SEO is a lagging indicator
new leads converted from said traffic,
My favorite thing to witness is a fiftysomething executive who has literally zero knowledge of art and design, or the owner of an old-school insurance brokerage, make specific design critiques and changes (like, “I think that shaded border should be gold instead of gray”).
So how can design, something so subjective that every client thinks they can do better than your Creative Director, deliver quantifiable results that will allow you to charge more?
Ok cool – then in reality they don’t just want or need one landing page, but they’re gonna want (and need) multiple ones. Here’s why (and how to sell it).
Landing page design will help dictate Quality Score, which has been proven multipletimes to influence your Costs Per Click (and thus, Cost Per Conversions).