Speaker A
The reason most people never grow is because they don't know how much to charge their clients, or they just don't know how to retain them. So, I'm going to show you how we charge our clients $1,000 upfront and $500 a month and
Learn how to structure a $1k upfront web design setup and $500/month retainer offer that retains clients and builds recurring revenue.
Key Takeaways
- Charge a significant upfront fee to ensure client commitment and cover initial work.
- Monthly retainers should reflect ongoing business management, not just hosting fees.
- Use ready-made templates and tools to deliver websites quickly and efficiently.
- Focus on high-value niches that invest heavily in lead generation.
- Leverage Google Local Service Ads for simple, effective lead generation without needing ad expertise.
Summary
- Most people struggle to grow because they don't know how much to charge or how to retain clients.
- Charging $1,000 upfront covers website build, system setup, and client onboarding, and increases client commitment.
- The $500 monthly fee is a retainer for managing an entire business system, not just website hosting.
- Using pre-built niche templates or copying existing websites speeds up delivery and appeals to clients.
- Target niches that spend heavily on leads, like HVAC or architects, to maximize client value.
- Google Local Service Ads are integrated easily to generate leads without complex ad management.
- Clients pay for a system that generates leads, books appointments, and manages reputation, not just a website.
- The model supports scaling by hiring others to handle setup and sales commissions.
- Retaining clients is easier when they see ongoing value from lead generation and appointment setting.
- The system creates a recurring revenue flywheel where more clients increase value and income.
Chapters
- 00:00Introduction to Pricing and Client Retention
- 00:53Why Charge $1,000 Upfront Setup Fee
- 01:49What the $500 Monthly Retainer Covers
- 02:43Using AI and Templates for Fast Website Delivery
- 04:32Choosing High-Value Niches for Clients
- 05:34Setting Up Google Local Service Ads
- 06:28Benefits of Lead Generation and Client Retention
- 07:17Automating Sales Conversations and Appointment Setting
- 08:10Managing Client Reviews and Reputation
- 09:11Summary of Pricing Model and Scaling Benefits
Full Transcript — Download SRT & Markdown
Speaker A
retain them for years. So, look, let me just break down this entire system for you. It looks complex, but I promise you it's simple. After you see this fourth step right here, you'll get that aha moment where it all clicks. But before
Speaker A
we hit that, I'll explain to you why it makes sense to charge $1,000 upfront.
Speaker A
So, let's get serious. I even put on my shirt because now I mean business. So, what does the $1,000 upfront setup fee actually cover? It covers the time to build the website. It covers the time to set up the system and also onboard the
Speaker A
client. But I'm also going to show you how to hire someone to do this entire process, this entire thing for you. So, you don't have to do this for every single person. So, why does the setup fee actually matter more than you think?
Speaker A
Yes, it's more money in your pocket. However, I've noticed that clients who pay more upfront end up staying for longer because they are way more serious. And clients know if they have to resign up in the future, they have to
Speaker A
pay that upfront fee again. So, they can't just pause their services and then restart. They end up taking your services way more seriously. And also, once you start running ads and once you start growing your business, this will
Speaker A
make sense because then your salespeople are going to need commission. Once you stop wanting to do sales, you let them do it, and then you just watch clients get added to your agency. You need that upfront fee to pay those salespeople.
Speaker A
Now, obviously, we're doing way more than just a website here. We are going to install an entire system in the client's business. And I'm going to explain to you how that all works, but that $500 per month is the retainer.
Speaker A
It's not just website hosting. I see this comment all the time. Why would someone pay so much for hosting? Why would someone pay one, two, three, four, $500 for hosting? And the answer is it's not hosting. If the client Googles
Speaker A
website hosting, they can find a hosting plan for $2 a month or freaking $10 per month. We are doing way more. We are managing their entire freaking business.
Speaker A
And we are setting up a system that helps them get more customers. This is the best way that you can position yourself. And again, even if you get 10 clients at $500 per month, you're looking at around $5,000 per month in
Speaker A
monthly recurring income. So even if you don't sign any new ones, you have a baseline level of revenue. So, let me actually show you what's inside of these services. So, the first component is going to be the website. This could be
Speaker A
AI built. This could be a niche template that you download or just take from someone else. And then you're going to drop in the client's logo and you can have it live in a couple hours. I call this the website in a day model. And
Speaker A
this is extremely attractive to clients because they're used to waiting weeks and weeks and weeks for a new website to be developed. And most web designers will charge their clients thousands and thousands of dollars. So, we are doing
Speaker A
the opposite. And a lot of times we'll even reach out to clients and say, "Hey, we built you a free website. Do you want to see it?" Now, this free website is only free if they sign up for
Speaker A
our entire business system. And then with that, they get a free website. So, that's just the slight positioning tweak that I have found that works extremely well. So, we do all this inside of gofreetrial.com.
Speaker A
And you can head over to where it says sites, websites, and you could just pick a niche template right here. So, if you decide to work with roofers, for example, you can just search that in here and just pick any one of these. As
Speaker A
you can see, these are all pre-built. These are all done. Now, the other thing you could do is just copy someone else's website, so you don't have to reinvent the wheel. Obviously, don't blatantly copy it. Change the images, maybe change
Speaker A
some of the colors. We're going to be changing the text, but we're going to use a tool like this right here. And once you set up your account, you can just head over to where it says search.
Speaker A
Let's say I'm working with kitchen remodelers, but really all the industries are right here. If you want to select roofing contractors, you can just select the number of results you want and then hit search and it will show you all the websites that are built
Speaker A
on GoHighLevel. This is one website I found. You can click through all of them and just find one that you like. But the Chrome extension allows you to copy this. So let's select it. Let's hit copy
Speaker A
this funnel. Now you can head over back to your GoHighLevel account. Select new website right here. And then just create a new page from blank. Now, once you see this page and there's nothing in it, you can head over to the Chrome extension,
Speaker A
hit paste, copied funnel, just like this. And now, as you can see, pasted successfully. And now we have the whole thing imported on your account. Again, swap the images, swap the logo, find a website that you like. This isn't even
Speaker A
the greatest looking one, but overall, this is now your new demo website. What I would recommend you do is work with an industry that spends a lot of money on their leads. Now, what I mean by that is
Speaker A
most people go after the common niches right here. But what I want you to do is look at the niches. Look at the industries that spend more per lead. For example, central air conditioning installation for businesses. These guys
Speaker A
are spending $80 to about $120 per lead just for one person that's interested in their business. As you can see, oil furnace installations, right? Radiant floor heating system. These are crazy niches, crazy industries, but they are spending a lot of money. Things like
Speaker A
architects work super well. Now, the next thing we want to do is install Google Local Service Ads. Now, I promise you this is way easier than it sounds.
Speaker A
If you head over to this page right here, Google Local Service Ads. All it does is it creates a campaign that looks like this for your clients. Okay? You don't need to be an expert in Google Ads. You don't need to
Speaker A
know how to run Google Ads. All you do is just integrate it with their Google Business page and it gives them this little check mark right here and then you just tell it what service areas they work in. Whether it's Las Vegas, the
Speaker A
surrounding areas, it doesn't matter. And then it just shows this campaign. There's no header. There's no images you need to select. You don't need to be creative here. And you just set a budget and let it run. Let's say you want to
Speaker A
generate about 20 leads per month. Let's say you're working with electricians. You can hit estimate budget right here.
Speaker A
And now you have an estimated budget that you can actually show your client before you even ever sign them up. So they have to spend this every single month with Google. But remember, they're getting 20 freaking leads. If they close
Speaker A
just one lead, this could be potentially thousands of dollars, especially if someone has to rewire their entire home for some kind of electrical service. So this is what justifies you charging that high upfront fee. And the best part is
Speaker A
you don't have to set up any sort of crazy advertising campaigns. You just integrate this with your client's business. And now because they're closing sales, they're happy to keep paying you that $500 per month because even if they get one sale every month or
Speaker A
every week, it's easy to keep paying you every single month. Now, what we want to do is install a second component. Cool.
Speaker A
So now they're getting new calls, new customers. And with this tool, they're only being billed per phone call. Google Ads traditionally works is they charge you per website clicks. You need to have really good websites. You need to be
Speaker A
able to optimize them for advertising. But
Speaker A
automatically get an email like this. As well as they automatically get an SMS. So if I'm on a roofer's website and I say, "Hey, my roof is leaking." And then I hit submit on that form. Then it will
Speaker A
automatically email me and say, "Hey, John, thanks so much for filling out a form. Can you tell us a little bit more about what you'd like done?" And it will also send me that as an SMS. and it will
Speaker A
start that sales conversation. They will not call their leads immediately that come in. So, we can start that conversation for them and help them get more appointments even though they're busy. Maybe the guy is standing on a roof somewhere else. So, next time he
Speaker A
checks his phone, he has an appointment that is waiting to be booked. And that is why they are happy to keep paying every single month. And then we have all sorts of more complex automations on was this reply positive, was it negative. we
Speaker A
can automatically pre-record a voicemail and send it to that client and so forth. The third component here is going to be the Google review system. And this is super powerful because clients know that Google reviews are extremely powerful,
Speaker A
but a lot of times they don't ask because they just don't know whether someone's going to leave five stars or four stars or three stars and they're just scared. So by having this campaign, it allows us to filter the bad reviews
Speaker A
and the good ones. So if someone selects five stars, it redirects them to Google.
Speaker A
if someone selects two stars and then it just pops up this form that goes directly to the business owner and doesn't get published anywhere. So, the chances of them going on Google and leaving that terrible review goes down
Speaker A
drastically. And the other thing we do is anytime we sign up a new client immediately what we run is what's called a Google reviews campaign. We'll take a list of their past customers, we'll import it into go high level, and then
Speaker A
we just run it in a Google reviews campaign. And to summarize, all that campaign says is, "Hey, thanks so much for being a valued customer. It would mean the world to us if you could leave us a fivestar review and let us know
Speaker A
your thoughts on Google." Boom. And then we have a link to this funnel. So if they have a list of 500 customers, 6, 700 customers because a lot of times these businesses have been in business for 10 plus years, 15 years. Think about
Speaker A
all the customers they have. We send that campaign and in that first week they could go from seven reviews to 57 reviews even if a only small percentage of those people respond. So clients absolutely love this service and we get
Speaker A
them that huge win in the first week. If you want everything imported into your account and just copy and paste everything that we've built with a click, you can now do that. It's working like crazy. Not just for me, but we've
Speaker A
proven that this works for people with all kinds of experience levels and backgrounds. In fact, Gohigh Level themselves rated us the number one course because of the results that we get for people and the support that we give. I'm going to show you a toz how to
Speaker A
get clients, deliver results, grow your business, and then even hire employees to run it all for you. I'll even talk to you on Zoom and answer questions to make sure that you succeed. If you want all this for free, go to laptop CEO.com or
Speaker A
check the link in the description. And the last component is going to be the mobile app. And this is how it works.
Speaker A
It's called the Lead Connector app right here. And basically everything that you set up for the client inside of GoHigh Level, all those automations, all the appointments you book will be in their pocket. It'll be in this app and they'll
Speaker A
see all the reviews that you generated for them. They'll see all the appointments that you have helped them set. And the best part is once you integrate them right here, all you do is just hit connect on their Google
Speaker A
business, connect on their Facebook, and the whole thing will then be done. All their conversations will be in here, their leads and their customers, everything will be under contacts. but they don't need to use their computer to log in. So when you're working with the
Speaker A
home service businesses like roofers and plumbers, they're just not by their computers. So by having this on their phone, they can see your value. They could see all the new leads coming in from that Google local service ads
Speaker A
campaign that you already set up. So your service stops becoming, oh, I'm just paying for like this random thing.
Speaker A
I don't know what they're doing to now they can see real tangible results. And so it makes sense for them to keep on paying because they can see all the leads, all the appointments, and just in general all the conversations. Even if
Speaker A
they're not getting sales, they're happy that conversations are being started because they know more conversations equals more sales. Now, when it comes to pricing, the only real difference is if you're doing Google local service ads, you can charge the $1,000 setup and $500
Speaker A
per month. Look, if you don't want to do that advertising campaign and you don't want to run this right here, the rest of this stuff, you could just offer it for $297 per month and just install the Google reviews campaign. Install the
Speaker A
automations on their website. Give them a nice functional AI website that you either imported or you built and you're using this as a template for all clients. That's going to be up to you.
Speaker A
But if you're scared of running this for some reason, you can still do this. And a lot of times, even if clients want to pause the advertising campaign, what we do is we downsell them into $300 a month. We say, "Look, we already have
Speaker A
this whole system set up for you. You don't want to run this ad campaign. No problem. Let's just keep you on at $300 per month. We already have your whole business integrated." So, we have clients on this plan as well. So,
Speaker A
clients are spending hundreds and hundreds and hundreds of dollars every single month with us. Why don't they cancel? Well, because they see the value. Anytime a client cancels, it's just because they're not seeing the value. If you set up everything
Speaker A
correctly and they're getting conversation started and appointments booked, then they will stay. They're seeing the incoming leads. We want to show them the automatic replies that are sent and we want to show them the appointments booked. In the earlier days
Speaker A
when I was doing this and I didn't get clients on the mobile app, they just had no idea what was going on. Like I've had clients that we were crushing it for, I thought, but then the client never
Speaker A
checked their dashboard. They never logged in on their computer like I thought they would. So they had no idea all this stuff that we were doing. So you want them to install that app as soon as humanly possibly and train them
Speaker A
on that habit of checking that mobile app every single day so they see what it is you're doing for them even though it's automated. Now framing is going to be everything here in this business.
Speaker A
They are not paying for a website, okay? They are paying for a business system. A system that follows up with every lead, automatically books appointments, builds reputation on Google. You want to position this as a service that fixes
Speaker A
all the holes in their business. If they have a leaky bucket, you are patching that freaking bucket and you are solving all those problems for them. No matter what advertising campaign, maybe they're already running Facebook ads or Google
Speaker A
ads or anything. You can still come in, install this, and help them get more customers from whatever it is that they're currently doing. And look, clients who get even an extra one job per month or every couple months, it's
Speaker A
still well worth it. I've worked with a roofer who made over $10,000 in the first like two weeks of us being together because we helped reactivate one of his old leads. And now that roofer that just paid for like 6 months
Speaker A
of services. So he was ecstatic even if a couple months went by and he didn't get any appointments or any sales. So always position it based on the value that you are providing. We are not employees here and you are not getting
Speaker A
paid per hour. You are getting paid based on the value that you are bringing. Now, the best part about this entire model, the setup fee, the monthly retainer, the structured system that we have, is the more clients you sign, the
Speaker A
more copy and paste it becomes. The more you figure out one industry, whether it's plumbers or roofers or landscapers, the better you become in that space.
Speaker A
Because think about it, after 10 roofing clients that you signed up, you're going to learn about what worked in their businesses, and then you're going to take that and you're going to implement it to your other businesses. This is
Speaker A
what we did with remodeling. The first couple clients, it was kind of random, but then I saw one client was crushing it and I saw what that client was saying to his customers. And then my other clients, I started implementing the same
Speaker A
style of language. And now they were able to get more appointments because of what I learned from that one client. So, as you learn and as you get this stuff set up, you'll see what works and integrate it with all of your clients.
Speaker A
This works in a flywheel. Most businesses when you sign on more clients, your services get worse because now you can spend less time per client.
Speaker A
In this one, it gets better. So, look, even if you have just 20 freaking clients at $500 a month, you are looking at $10,000 per month in recurring services. So, even if you don't sign any new clients, you are still making that
Speaker A
$10,000 a month. And this is why this is so powerful and your income can grow every single month consistently because you are not starting from zero. If you are wondering how you can actually generate leads for this business, I'll
Speaker A
link up this video for you
Topics:web design pricingclient retentionrecurring revenueGoogle Local Service Adslead generationbusiness systemweb design templatesagency scalingclient onboardingmonthly retainer
