2.2 Designing Your Pricing Structure

As an agency pricing out your landing page services, how do you keep your services at a high value, without nickel and diming your clients?

There are two major ways that other agencies tackle this issue using Unbounce.

Method 1: Include Unbounce Services in Your Retainer Fee

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For agencies that work on a retainer model, a common practice is to incorporate the agency fees for Unbounce into your initial retainer. In order to do this effectively, you’ll need to determine the level of service that you can reasonably build into your flat rate, without undervaluing any custom work you might have to do if a client requests a more involved design or page layout. If you’ve got this covered, carry on!

One obstacle in implementing this model might be outlining the landing page charge in your retainer fee breakdown but experience has shown that clients are receptive to the fact that Unbounce is a third-party tool your agency is accounting for.

Here’s Jacob Baadsgaard from Disruptive Advertising to share a bit about how this model impacts his business:

 

[Our clients] don’t have a problem with [it]. In fact we just say that it’s included in the pricing. That’s just one of the perks that we give them…We just say ‘this is a simple, inexpensive solution that’s included in our pricing anyway, whether you use it or not’. I’d say 95% of our clients use it.

 

As always with a retainer model, make sure you’ve puzzled out the level of service included in that flat rate, so there’s clarity when you enter any above-and-beyond territory.

Method 2: Pass Unbounce Charges Directly to the Client

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For other agencies, passing along Unbounce fees directly to the client helps ditch some of the stress.

Over at Titan PPC, our friend Patrick Schrodt has used this method to build strong, trusting customer relationships.

From the outset, Titan PPC outlines with clients that they use Unbounce as a third-party tool to build and test clients’ pages.

“We just say, ‘this is what we’re going to do, this is what you’re going to get. We’re even passing the fee along to you.”

Because they have multiple clients on the go, Titan PPC can charge the customer a $20 per month rate – a steal compared to the $49 per month that the client would be forking out on the Unbounce pricing structure as a customer.

From there, Titan PPC charges a one-time, flat fee to design a custom landing page. Included in that fee are as many text-based page variations as the client requires, while small fees are charged for larger chunks of work. This provides a lot of added value for clients who might otherwise be charged per page variant. As an added bonus, the modest charge helps customers avoid the “DIY” temptation, which can often create frustration on both sides of the client/agency relationship.

We don’t charge a lot…anywhere from around $500 to $700 to create a custom landing page with as many variations as [clients] want. Some people might say ‘oh my goodness, you’re using Unbounce, you’re going to charge $500-$700 for a landing page?’ Yeah, it’s from scratch…and we’re also going to create all the variations of that page for its lifetime. There’s no other charge that will come other than that $20 monthly fee to cover the usage. Otherwise, [their option is to] pay [basically] $50 per month, that’s $600 per year, just to try it out.

The Final Word on Pricing

The perfect landing page pricing model will make your clients feel like they’re getting your service at a steal, and make you feel that your work and expertise is being properly valued.

A lot of factors need to be considered in setting up your pricing model, including workflow, partnerships, and the extent of the services that you want to offer. The model you use will also be dependent on the types of clients you’re working with, and whether you want to consider landing page management a staple service or an add-on. We’ve seen our agency customers come at this in a variety of ways, each with successful results.