What’s It Worth?

Let’s figure out what your work is worth if you were to value price your next project.

There are three things we need to balance when value pricing a web design project.

  1. What is the value to the client?
  2. What is the value to you?
  3. What can the client actually afford?

Making Your Offer Accessible

This third category about what the client can afford really only applies to your least expensive option because we want to make sure you’re making yourself accessible. For any other level of your pricing tier, the only thing that actually matters is that the client is seeing a positive return on their investment.

In other words, some of your packages might be awesome and offer a huge ROI, but the client just doesn’t have the available budget to get started. It is sort of like if you were going to invest in real estate. You might know that if you were to buy a certain property, the value would go up, and you’d make a lot of money, but you just don’t have the cash on hand for the downpayment. The deal is profitable, just not accessible.

As long as you can get the client into your starter package, you can make them enough money so they can afford to ascend your value ladder. But you have to at least get them on the first step of your value ladder.

Start With Choosing Your Niche

To pull this off, you have to know your niche. If you don’t have a niche yet, check out my free Niche Mastery course, where I’ll help you pick the right niche for you and help you find virtually unlimited free leads within the niche you select.

When you pick your niche, choose one where you know at least one person in the niche that you could interview about their business. This will make it a lot easier to build (and test) your solution so you’re not building everything in a bubble of isolation.

Repeat Business Niches

Businesses that are designed for repeat business tend to have the highest value clients.

Here are a few of the most profitable niches in the home service industry.

Pool Maintenance
$1,500/year ($1,200 – $2,5000)
$80 – $150/mo + $400 to open or close the pool for the season

Mobile Dog Grooming
$450/year per dog
$75 per dog per visit – 6 per year (every 2 months)

Mobile Auto Detailing
$435/year per car
$175 per car per visit – 2 to 4 times per year

At-Home Piano Teachers
$1,800/year per student
$150 per month for 30-minute weekly lessons

House Call Pediatricians
$1,200/year per child
$100/month per child

Calculating The Client’s Value

Let’s pick pool maintenance for this example, where we know the average annual value of a client is about $1,500. How many customers per month could you get for a pool maintenance business?

Given a budget of $750 per month, could you get at least one customer per month for your client? That would be a 200% ROI.

What if you pulled in two customers per month?
Revenue: $1,500 x 2 = $3,000
Cost: $750
Return on Investment: 400%

Delivering a 400% ROI is great and only requires you to pull two customers per month for your client. That’s just one new customer every other week. That’s great value.

Calculating The Value To You

For an entry-level package like this, I generally recommend not buying ads so you can channel 100% of the client’s marketing budget to yourself. What is the point of your client buying ads if you’re not there to convert the traffic? Add the paid traffic strategies in your higher tiers.

Given that you’re not going to be buying ads, what can you do to pull at least one or two pool maintenance customers per month for your client?

Think about ways you can drive traffic organically without the long wait that comes with traditional SEO. For example:

  • Optimize the client’s Google Business Profile
  • Build a system to automate the process of getting more reviews
  • Set up and manage a Yelp profile
  • Get listed in other local business directories
  • Forge a business referral network with related businesses like pool installers, property managers, and pool supply stores.
  • Develop lead magnets and nurturing sequences to harvest more leads from their website traffic.
  • Design business cards to hand out at networking events

There are a bunch of things you can do to start moving the needle without having to buy ads. Once a few more customers roll in, your client will have more revenue to invest in marketing, and they will have more confidence in you. Move them up to your next pricing level, where you introduce a paid traffic strategy that will really blow their hair back!

They secret is to work backward. Given the pricing constraints of your entry-level package, what can you provide that will deliver at least one or two customers per month?

Staying Within Reach and Within Reason

The only pricing tier that really matters in terms of accessibility is your entry-level package. You can help your client raise their revenue to the point where they can afford to graduate to your higher pricing tiers. Just be sure that the lowest step on your value ladder isn’t too high.

There is a limit to this. Don’t go so low that your package fails to move the needle. For example, don’t just offer a new logo design for $500 and leave it at that. They’ll have a better logo, but they still won’t be driving traffic or pulling leads. A new logo is not enough to make a measurable difference in their business.

I recommend that you give yourself a bare-bones-bottom minimum package price of $500 setup + $350/month. I say this because I want you to be making about $100/hour, and you’re probably going to need at least five hours to onboard a new client and get them set up to start pulling in more customers. Then, you’re going to want to spend at least 45 minutes to an hour per week focusing on helping your client. If you don’t at least have that much time, it’s going to be very hard to do anything that moves the needle.

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