We all like options when it comes to making business purchases, but sometimes, options can make things overwhelming.
Sometimes, it’s helpful to be told exactly how to create profitable web design packages you need by an expert who understands you and your goals.
My clients close more sales because they know how to host sales calls that offer their prospects the best of both worlds.
If you are selling websites after creating a lengthy proposal (where sometimes you get ghosted!) or you’re hearing no a lot on your discovery calls, then you might benefit from selling from an offer stack”
What is an Offer Stack? Consider this analogy.
Picture standing on one side of a river. Your “goal” is on the opposite shore line.
You have three different ways to cross the river.
One, is one of those moving walkways like you see at the airport. Fast, direct, and definitely high value. (It was probably pretty expensive to install one of those over water! 😣)
Next, you see a wooden bridge. It’s longer and you’ll have to actually walk across, but it’s clear that a solid way to get across.
Then, you see a rope bridge like you see in the movies, the ones where the adventuring hero must traverse the rickety bridge that crosses over a waterfall that flows into alligator invested waters.
(Woah, that was imaginative. Sorry, this is web design, not Indiana Jones!)
Here’s the point, you have three ways to get to your goal. You can choose your path because they’ll all get you there, but you’ll make a few sacrifices depending on which one you choose.
Which Path Matches Each Offer?
The rope bridge is your entry-level offers, the ones that attract new clients and introduce them to your services. They might solve a singular problem, be less comprehensive, or might be a smaller investment.
Next, the wooden bridge. It’s your depending offer that most clients buy, that delivers a balance of service inclusions, a steady timelines, and a reasonable price point.
Finally, your moving walkway offer. Your VIP offer that focuses on the speed of the transformation. It’s loaded with value, high-touch, and comes with a premium price tag.
This, in essence, is the concept of an offer stack. It’s a strategic approach to structuring your web design services in a way that guides clients towards making a choice between your offerings, with each one being “right” for a different type of client.
How to Create Profitable Web Design Packages: Benefits for Agencies & Designers
For web designers, an offer stack provides numerous benefits:
- Increased Revenue: By offering a range of services at different price points, you can cater to a wider audience and increase your earning potential.
- Improved Client Relationships: An offer stack allows you to build deeper relationships with your clients as they progress through your offerings, increasing loyalty and repeat business.
- Streamlined Sales Process: A well-structured offer stack can support and guide clients towards making the best choice for their business. They still feel in control of the process, but you’re able to guide them toward the option that best meet their needs, simplifying the sales process and improving conversion rates.
- Enhanced Brand Positioning: Offering a variety of services showcases your expertise and positions you as a comprehensive solution provider for web design needs.
Types of Offers in a Winning Web Design Offer Stack
An effective offer stack typically includes a mix of low-ticket, mid-ticket, and high-ticket offers, as well as one-time and recurring services.
You can also look at your offer stack in terms of time or the level of sophistication you offer.
Here are some examples:
Low-Ticket Offers:
- Landing Page Design: A focused service that helps clients create high-converting landing pages.
- Website Audit: A valuable service that identifies areas for improvement on a client’s existing website.
- One Page Website: A short, focused site that provides just the essentials for getting a business found online.
- Website Refresh: Updating an existing website with a new design or functionality.
Mid-Ticket Offers:
- Your Core Website Offer: This is your most frequently sold package, and includes support around incorporate design, photography, copy, and tech into your client’s digital home.
- Website + Branding Package: Developing a brand identity, including logo design, color palette, and style guide, and then incorporate that into their new multi-page website.
High-Ticket Offers:
- Full Website Design: Creating a custom website from scratch, and provide all the services (copy, photography, tech setup) via your team or your collaborative partners.
- Website Maintenance Package: Providing ongoing website updates, security, and support.
- VIP Experience: A full-day intensive session that focuses on getting a great looking site up and running fast.
Recurring Offers:
- Monthly Website Maintenance: Providing ongoing website updates, security, and support for a monthly fee.
- Content Marketing Package: Creating and managing a content marketing strategy for clients.
- SEO Consulting: Providing ongoing SEO guidance and support.
How to Structure Your Web Design Offer Stack for Success
The key to a successful offer stack is strategically arranging your offers to guide clients towards the right fit option for them, based on the challenges and desires they share with you.
I teach my clients to present three offers, starting with the highest priced offer, and then moving through to the lowest priced offer.
This sales process is one that has produced higher than average conversion rates for me and many of my clients.
How many offers do you need?
I often help my clients create between 5-7 offers. Some of them are marketing offers, and others are sales focused, but in the end, it’s not the number of offer you have that counts the most.
It’s the variation you create in the ways you can solve your clients problems and challenges that you’re aspiring to create.
Promoting Your Web Design Offer Stack: Attract & Convert Clients
Effectively promoting your offer stack is crucial for attracting clients and generating revenue.
You might not want to share everything you offer. Some offers are bespoke, and thus only for a specific type of client.
Just because you can offer something doesn’t mean it needs to be on your website.
For example, I have lots of ways that I work with my clients, but most people come to me wanting either a Strategy Intensive or some kind of 1:1 support.
I don’t tell you about every way I can help you on my site, but rather focus on the most popular and encourage each prospect to have a strategy call that will truly let me customize how we work together based on their challenges and goals.
You will want to talk about your offers in your marketing. Here are some ways.
- Website: Consider listing just a few of your offers, in the clearest possible way, to help your prospects see themselves in one of your offers.
- Marketing Materials: Talk about one of your marketing offers that is designed to solve a specific problem for your ideal client. Give them an easy way to dive into your world.
- Client Communication: During consultations and sales calls, talk about your recurring offers, or the “next step” that will make sense for them in a conversational way. You’re pre-seeding your next sale, but in a way that feels natural and of service.
- Content Marketing: Create blog posts, videos, and other content that educates clients about your different offerings and their value, while keeping the call to action clear.
Craft Winning Web Design Offers & Scale Your Business
Creating an offer stack is a strategic approach to structuring your web design services in a way that benefits both you and your clients. By offering a range of services at different price points, you can cater to a wider audience, increase your revenue, and build deeper relationships with your clients.
Ready to Scale Your Web Design Business with a Powerful Offer Stack?
Building a sustainable and fulfilling web design business requires crafting offers that benefit both you and your clients. It’s about finding that sweet spot where your expertise aligns with their desires, creating a win-win scenario for everyone involved.
I specialize in helping website designers and web agency owners craft offers that are irresistible.
If you’re ready to work with a business coach for web designers who “gets” your industry. I’m happy to talk strategy with you. Schedule a free discovery session with me today. Let’s discuss how you can design an offer stack that transforms your business!
