So as great as WordPress is, it’s not a maintenance-free product.
And the issues tend to add up over time. The most common indication that something is not right, and the easiest one to spot, is site speed going down. This is always a wake-up call for the webmaster to do some maintenance.
However, what if the webmaster isn’t that WordPress-savvy? What if it’s a client of yours who just wants their damn site to work properly(!) and doesn’t care that much about doing the administrative work.
Therefore, here’s what I will be covering in this post:
- how to introduce a WordPress check-up package into your offering,
- how to make it a safe recurring income on your bottom line,
- how to set things up in a way that will also allow you to make extra money further down the road,
- and above all else, how to make the client happy along the way.
“Isn’t WordPress easy-to-use enough that clients can maintain it on their own?”
As much as we’d like to believe that WordPress can be maintained by anybody, it’s not entirely the case.
Let’s look at the most basic maintenance-related task of them all – updating the WordPress core. As we can see from the official stats, the most popular version of WordPress is 4.1, but it’s still used only by around 46 percent of all WordPress sites. This means that the other 54 percent run on outdated software.
Maybe they don’t know they should perform an update. Maybe they don’t know how to do it. And maybe they don’t know that the possibility is even there (some developers give their clients only Editor accounts, instead of Administrator, plus a simplified admin interface).
Therefore, since most people can’t perform even the most basic maintenance task on their own, what makes you think they don’t need your help?
Why sell a check-up package
First of all, it saves you a lot of stress.
Here’s what I mean. Who do you think your client will call if their site goes down all of a sudden, or when there are any problems with it whatsoever?
And the issue with this is that those calls tend to come when the problems are already more than serious.
Therefore, you can pretty much prevent all this by being the first one to reach out, and by offering an ongoing service right from the get-go. This also gives you a great opportunity to set the right expectations and describe exactly what your service is about, what is a part of it and what isn’t. This can be all said in the contract.
But there are actually more reasons why a check-up package is a good idea.
For instance, the life of a WordPress freelancer can be tough at times.
In this line of career, it’s easy to find yourself having so much work that you don’t even have time to make coffee, and then go back to having no work at all the next month. This can be killer on your bottom line and on your ability to keep the lights on.
Introducing some recurring income into this picture can be huge. Even if the amount isn’t huge at all. What it gives you, though, is the certainty that no matter what, you can still expect $X to come your way on the 30th.
But that’s just one benefit.
I’d say that an even more important one is the fact that by offering any kind of an ongoing service, you’re effectively staying in touch with your clients and building relationships. This creates a huge opportunity to offer them something new every once in a while without sounding like you’re just throwing things against the wall.
For example, you can offer them a design refreshment every year. Or an SEO audit. Whatever it might be, the client is going to be much more responsive if you’ve stayed in touch with them throughout the year.
Lastly, recurring income tends to add up over time. In other words, if your clients find your service really useful then they are unlikely to cancel on you. In this case, every new client you convince to give you a shot just adds up to your bottom line.
What to offer as part of your check-up package
There are multiple possibilities, but the good part is that you don’t need to be offering everything under the sun. You can comfortably pick and choose the things that make the most sense to you – the things that you’re proficient at.
Again, the idea is to make the work easy on your end, so it can be performed relatively quickly and not cause much headaches along the way.
Here are some individual sub-packages to consider:
Lastly, about the elephant in the room – the pricing. I’m afraid figuring this part out is entirely on you. I’m in no position to tell you what an hour of your time should be worth so you’ll have to fire up Excel and calculate this yourself.
Here’s a cheat-sheet you can use:
- Try estimating how many hours per month you’ll have to spend with each client as part of the check-up package.
- Once you have this number, just multiply it times your desired hourly rate and you should have a nice ballpark amount you can start with.
- Over time, adjust it based on client feedback.
How to sell a WordPress check-up package
Like with most products or services, the first thing you need to do is convey the main benefit of having your services – in other words…
Tell them what’s in it for them
I’d say that what you’re really selling here is peace of mind. Here’s the thing; maintaining WordPress is a task that can take a lot of time, a task that is tedious and needs to be performed with care (so the site doesn’t go down during maintenance due to some issues). Also, it’s technical, it’s important for the site’s well-being, speed and overall accessibility to both the visitors and Google.
Therefore, positioning your service as a solution that gives the client peace of mind by passing this responsibility onto you can be a good selling point.
Now, when is the best time to sell?
Not surprisingly, it’s when you’re working on your initial proposal for a new client – when they are just about to take you up on your main offer (you building a site for them). At that time they are also more susceptible to any upsells you might have.
However, the trick is to position those upsells cleverly.
I asked Ruben Gamez, the founder of Bidsketch (proposal software) and an expert on client proposals, to help me out here and share what would be his #1 selling/proposal advice for freelancers who want to offer their clients ongoing services. Here’s what he said:
- The first one is the most basic and lowest priced option, which doesn’t include ongoing services.
- The next higher priced tier includes ongoing services that most closely relate to the work that you just did for them.
- The highest priced package includes everything from the other two, but more comprehensive and hands free type of ongoing service.
At the highest priced tier you can also experiment with including a service or two a little less directly related with the work you accomplished for them (but still relevant and useful).
Here’s an example of how you can apply this:
- The first option is your standard site building package, with no ongoing service added. This is the cheapest package.
- The second option is the more expensive one. It is option #1 plus, say, the updates package and the security and backup package that we discussed earlier in this post. Those two packages are likely the least labor-heavy on your part.
- The third option is option #2 plus your other more comprehensive ongoing packages.
Now here’s the kicker, offer options #2 and #3 at the same price point.
This is a trick I learned by reading Predictably Irrational by Dan Ariely. The idea is to convince clients to always take your most expensive package. If they can compare the value between two packages directly and then see that the price is the same, they are much more likely to indeed go for the top-of-the-line option. This was proved by Ariely in his research and experiments.
Okay, I guess that’s all for now on the topic of offering WordPress check-up packages. Feel free to let us know if this sort of service is something that might be a good idea for your business.
Don’t forget to join our crash course on speeding up your WordPress site. With some simple fixes, you can reduce your loading time by even 50-80%:
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