It’s easy to fall into the tedious mid-year slump; no one is really contacting you, your current clients are on vacation, and the sun is inviting you to have a picnic all afternoon under its warm rays.
I totally vote for some outdoor time, to renew the oxygen in your brain, and revamp your services!
“I don’t want to think about my service packages,” might be your first whiny reaction but hold on – this doesn’t have to be painful!
Taking the time to design service packages that actually resonate with and excite you might be the best thing you can do for your business.
And now is the best time to do it (and I want to help so you can get back to some sunshine)!
Before we get into some service package ideas, I want to remind you of something: when is the last time you said, “I want to hire someone who has no idea that their services will bring me the results I want for my website and business.” Never, right?
From the minute a client reaches out to you about potentially working together, you have the opportunity to build trust and a relationship that isn’t just about technical tasks, but about value in a strategic and emotional way.
The reality is we all want to work with passionate and smart people who are not only doing their jobs but also thinking creatively when it comes to the problems coming up right now specifically for their business. Robotic task completion is not only boring but guarantees you will blend in with all your competition.
One way to show this strategic street smarts is by using data from Google Analytics to shine awareness on the changes being made to a client’s website. When there is a spike in site traffic, more opt-in downloads, or a higher visitor rate, then we know we’ve done something positive to the website and we want to share that with our clients!
Combining specific information about the data and your technical tasks is the one-two-punch that your clients will not only value, but they will be unable to stop talking about how you helped them (get ready to become unforgettable)!
I’m going to give you three package ideas you can offer to new or ongoing clients that include Google Analytics data review.
You can use these fully or take parts that inspire you; whatever feels relevant for your business now.
Without further ado, your service packages:
1) Monthly Maintenance
Having a monthly service is really one of the simplest ways we show long term value for a client.
This could include loading new blog content, updating their opt-ins, or just any ad-hoc site changes that they want.
Along with this, depending on your client’s business, you can provide them a monthly report with metrics like visits, and unique visitors. This is a simple place to start but it could get more intensive like most effective marketing channels, top performing content, and affiliate website traffic.
The cool part of all this is Google Analytics actually gives you the possibility to automatically send your client a dashboard with these reports.
It isn’t the prettiest thing but for some clients, it will be enough (and you will look like a rockstar!).
Along with this, you can recommend changes to their website or content that you think might be connected to the data. For example, they changed up their opt-in and you noticed a huge traffic spike. Maybe that opt-in is working a lot better so why not share it more and place two more opt-in bars on the site.
When it comes to Google Analytics, sharing a recommended action along with the data is how to show distinctive value to the client.
2) Quarterly Goal Alignment Upgrades
Understanding your client’s short term and long term goals is one way to start shifting into a strategic part of their team (yay! awesome for you). If you aren’t doing this already with a client, I recommend you start doing it now!
Send them these questions in an email or ask on your next call:
- What are your quarterly goals?
- What is your number one priority this month?
- What are your most worried about right now?
- What are your most excited about right now?
Not all of these might relate to the work you are doing, but getting the bigger picture on your client’s needs will make sure you are positioned smartly and know exactly where your client is headed.
Once you know your client’s quarterly goals, you can look at their Google Analytics and look to see if their content, marketing, and audience are aligned.
For example, if your client is a coach and they want to write a book this year, you can check their blog content data and see which blog posts have been getting more traffic. You can then send them a data summary on this topic, with specific recommendations that will get them closer to their book proposal goals. You can also offer to make changes to their website to promote their book project (you just created a work opportunity for yourself).
Being aware of your client’s next big project makes it easier to pitch them services that resonate with them in meaningful ways (which they are more likely to say yes to!).
3) Decluttering Website Cleaning
I always say that having a website is like having a house plant; you need to water it regularly because once it turns brown, you probably need to get a new one. Next time someone asks you what you do, you can say “digital gardener”.
If you are already sprucing up a client’s website, why not add in some data to make the changes you are making more relevant!
Here are some specific reports you can look at in Google Analytics:
- Behavior > Behavior Flow: how do visitors go from one site section to another. What is the interaction between these pages? Could you simplify the navigation based on this data?
- Behavior > Site Content > Landing Page: what site sections are visitors landing on first? what are the calls to actions at the bottom of these? Can something be improved based on where the traffic is coming from?
- Behavior > Site Content > All Pages: again, looking at high-level site sections, are there any getting less traffic than the rest? is there anything you can do improve their visibility?
So, there you have it! Want to bring on bigger clients who are willing to pay more and work with you long term? Being smart about your packages and starting to offer these today will change who you attract.
It is our job to lead clients through a unique process where they feel taken care of, listened to, and get excited by all the potential opportunities that will arise from working with us.
Even if you feel you aren’t 100% ready to work like this with a client, offering if anyway will change the vibe you put out there. Happy service revamping!
Cinthia is the part data-nerd, part creative mastermind behind Digimorph. With over four years of corporate experience in digital marketing and web analytics, she is on a mission to inspire women entrepreneurs to unleash the untapped power of their data without feeling all the overwhelm. Check out her Google Analytics course for Web Developers and Web Designers who want to grow their biz strategically to bring on more clients + opportunities!