Discounting your prices does neither you nor your client any good. This is another version of “say no” more.
Existing client asked for a quote on a new project. Gave them a very specific quote because we’re already familiar with the intimate details of their model.
Design & Development
- Custom design and templating of the website
- homepage
- headers
- main layout
- subpages
- menu structure
- design revisions
- team pages and profiles
Development of the approved design
- homepage
- blog and blog post templates
- team and team profiles
- plugin for website optimization
- training videos on website updates and functionality
- analytics setup
On-page optimizations for SEO
- optimized page h1s
- optimized titles and meta descriptions
- addition of schema markup for search engine enhancements and indexing
- speed optimizations for fast loading times
- service page additions
Initial SEO
- Keyword research to determine money phrases
- Ongoing blog calendar topics to target the money search terms
- Competitor analysis for hidden opportunities
Cost = $16,500 for design and dev+ one-time static content + $2950/mo for ongoing SEO
Given our relationship, offered to bundle a few phases since they run in parallel to save $4,000 from the website development and design cost.
Adjusted total = $12,500 for design and dev + one-time static content + $2950/mo for ongoing SEO.
Client came back with:
Hi guys, our program is small. We probably don’t need as much seo behind it there. Getting some pushback from the team. We also don’t need a very extensive website. Are there some less expensive options? I get that the value would not be as much. Transparently, we’ve been losing a bit of money on our women’s program. We’re going to be opening a residential program in February that should help boost some revenue there. It’s also a much less competitive market out there in Idaho.
Any ideas on maybe doing around a 5-7K website and ~$2500/mo seo?
I replied with:
Thanks for the opportunity to support you on another project. Here’s the catch.
We can’t cut budget on content, because if any is repurposed from the domains will cannibalize each other.
I’d be willing to do the site build closer to cost at $10k for the benefit of it having a proper foundation for SEO to be successful, and we’ll consider the second campaign as a “referral,” and I’ll extend a discount.
But SEO at $2500 would also be at cost, allowing no room for profit in the design nor the SEO. We’d be taking a loss on both.
If we reduce budget we’re not really reducing price, we’re reducing scope to reduce the price, which reduces the effectiveness.
Just like a 401k, yes, you can put in less. As little as you want. But nothing is saved, just compounding interest is lost.
Yes, I am contradicting a bit here. I did offer a discount, but on my terms for the long-term SEO and benefit of the relationship, and in areas we could truly have flexible margins.
The result? Happy client ant profitable prices, that appreciated the transparency.
Only shitty clients want a “yes man.” Good clients will respect you more when you serve them with confidence.
