Here's My Client Pricing Chart- Am I Charging Enough?

26 replies
Hi,

Looking for input as to whether or not my offline SEO pricing is too low/too high/or pretty good for the services I offer. Here is a sample:

My goal was to try and duplicate Apple's successful pricing models with their products: buying more is justified in the little extra cost. That's what I was aiming for anyways...I don't know if I hit it or not.

Anyways, I recently got my first official client and used this as my reference point for pricing and I got my asking price...but I was wondering if this model should be manipulated based on the businesses I present my services to or not (lower for local plumbers/roofer, higher for medical profressionals, ect)

Any input is appreciated!

Basic SEO/ MAP SEO services
  1. 1 local keyword (Charleston, SC paitner) on first page of google for organic results - 600.00 and 99.00/month maintain.
  2. 1 local keyword on first page of google organic results in the top 5 results - 1,000 and 129/month
  3. 1 local keyword in the 7 "box...now changed some, same concept" - 1,000 and 129/month
Discounts for Basic SEO services
  1. 2 keywords-- 10% off total price and monthly fee
  2. 3+ keywords--15% off total price and monthly fee
Video SEO services
  1. Create a simple video and rank it on page 1 for local keyword--1,250 and 99/month
Total SEO Solution Combo Packages
  1. 1 Keyword for top 5 organic results, in "7 box" for maps, and SEO Video creation and ranking -- 2600 and 285/month (20% off)
  2. 2 keyword for top 5 organic results, in "7 box" for maps, and SEO video creation (would be 2 videos made) and ranking -- 4899 and 535/month (25% off)
  3. Local SEO Domination: 40% off cost of original service plus monthly cost for 3 or more keywords for top 5 organic results, in "7 box" for maps, and SEO video creation and ranking (each keyword is a new video created)
#charging #chart #client #pricing
  • Profile picture of the author John Callaghan
    This seems pretty inexpensive but it all comes down to whatever the going rate is in your local market and niche.

    You could definitely charge more if you were to focus on niches that have a high lifetime value of a new customer (e.g., new home builders, dentists, etc.).

    My rule of thumb is to always keep the pricing VERY simple. If you give the prospect a headache while explaining your pricing formula you'll never land the deal.
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    • Profile picture of the author adriver38
      Personally I would have to charge more per month because I dont always want to have to seek out new business. It really just depends on your ideal number of clients and how much you want to make to live comfortably. For me....6 - 12 clients making anywhere from $3,500 - $7,000 per month.
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      • Profile picture of the author jkstam3
        Originally Posted by adriver38 View Post

        Personally I would have to charge more per month because I dont always want to have to seek out new business. It really just depends on your ideal number of clients and how much you want to make to live comfortably. For me....6 - 12 clients making anywhere from $3,500 - $7,000 per month.
        So are you saying with 6-12 clients you would be baning 3500-7000 just on the residual monthly payments they make?

        Can you give me an example of what you would charge monthly for 1 or 2 of the services I have listed?
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        • Profile picture of the author adriver38
          Well I really dont offer an SEO plan for 1 keyword only. My minimum is 3 keywords. Depending on competition Id probably charge at least $350 or more per month for that, mabey an initial fee of $600 with a minimum of 6 month contract. Just depends on the business and the competition I guess.

          *Definitely cool to see other peoples pricing structures btw Im still debating if one-size-fits-all model is the way to go or have it be situational. Ugh....decisions lol
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          • Profile picture of the author jkstam3
            thanks!

            yes I wanted to post my structure because it seems like no one wants to give up their pricing structure...I've asked around and only seem to get the response "just feel the customer out" or "never charge too little because you can ask for more later but you can always go lower if your customer thinks it's too much"

            I built this from scratch...this is also based on paying a salesperson commission and cost to outsource stuff I cannot do on my own...so I actually see A LOT less than these figures.

            I'm still working on structure for web design and social media.

            I really like the 3 keyword minimum though, I mean if a business is serious about results, they should be ranking for as many as possible...plus allowing a business to ONLY rank for 1 might bite you in the @$$ if the business sees little increase in traffic or leads.

            I will probably implement this with an introductory offer of allowing the business to rank for only one keyword to just see that I can actually get the work done, but not promise a significant increase in traffic. I would probably charge full price for this with a discount for just going ahead and doing the minimum 3 that isn't offered if the business decides to go with the 3 minimum at a later time...sort of an incentive to go big or go home IMO.
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          • Profile picture of the author jkstam3
            [QUOTE=adriver38;2811901

            *Definitely cool to see other peoples pricing structures btw Im still debating if one-size-fits-all model is the way to go or have it be situational. Ugh....decisions lol[/QUOTE]

            I think I've sort of decided that a one-size-fits-all model isn't the best way to go. I think you should have a base model to adjust upwards and downwards for based on potential value of the lead. Some people like to determine the lifetime value...but I find this difficult to calculate sometimes because a lead could move, ect.

            I think I will start adjusting a base model according to potential value of a lead for a year.

            So for a dentist...a new client means an inital exam, xrays, and cleaning. Exam and xrays are 65-90 bucks and a cleaning is 90-125 bucks. The cleaning is done twice a year. SO 65+(90x2)= $245.00 bucks for the general dentist. So if you charged 400-600 a month...then this is clearly profitable for the dentist if even one possible lead converts a week. (However, it should be made clear to the client that converting the lead is NOT our job...our job is simply to make our clients more visible and get them increased exposure to possible leads...it's the office and dentist's and front desk person ect job to convert the lead via phone ect)

            But a plumber on the other hand would have a significantly less lead value.

            Actually in this case maybe it would be best to present OUR client the lifetime value? I feel like I just contradicted myself..

            I agree...UGH...DECISIONS!
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            • Profile picture of the author adriver38
              plus allowing a business to ONLY rank for 1 might bite you in the @$$ if the business sees little increase in traffic or leads.
              Exactly what I thought too. That was one of my main concerns actually. I also totally agree that its difficult to base the price structure on the the lifetime client value as well. I think you're spot on in having a base model and adjusting accordingly. Probably what I'll end up doing. Are you doing any basic social marketing packages at all?
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              • Profile picture of the author jkstam3
                I am doing social media packages...they range from having a completely custom fan page designed to helping a fan page go viral with a lot of targetted fans through giveaways, ect.

                I have not yet decided on a base pricing model yet, as I still need to figure out how much of my time it will take and what it will cost me.
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                • Profile picture of the author adriver38
                  Kind of off topic but Im actually in the middle of a Giveaway on Facebook for a client that owns a salon right now. Its a great giveaway (services at the salon for the winner and a friend worth over 2k) and Im using NorthSocial. I designed a really IMO nice, girlie, retro looking graphic for the fan page.

                  Its been like pulling teeth getting people to sign up for it for whatever strange reason. Apparently they have a sign up in the salon about it and Ive told them to have all the stylists talk it up to their friends and clients but only 10 people have signed up (7 are people I know from my personal FB page lol) They have 96 fans on the page and Ive posted on the facebook page once daily about the giveaway. So it must be on their end, I cant make them promote it or make people sign up. It really makes me wonder if Im doing something wrong though.
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                  • Profile picture of the author thesanto
                    Originally Posted by adriver38 View Post

                    Kind of off topic but Im actually in the middle of a Giveaway on Facebook for a client that owns a salon right now. Its a great giveaway (services at the salon for the winner and a friend worth over 2k) and Im using NorthSocial. I designed a really IMO nice, girlie, retro looking graphic for the fan page.

                    Its been like pulling teeth getting people to sign up for it for whatever strange reason. Apparently they have a sign up in the salon about it and Ive told them to have all the stylists talk it up to their friends and clients but only 10 people have signed up (7 are people I know from my personal FB page lol) They have 96 fans on the page and Ive posted on the facebook page once daily about the giveaway. So it must be on their end, I cant make them promote it or make people sign up. It really makes me wonder if Im doing something wrong though.
                    How's NorthSocial working for you? what the package you're using to build fan pages for your clients?

                    How much are you charging to build a fan page on FB?

                    Thanks,
                    Henry
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                    • Profile picture of the author adriver38
                      I dont want to hyjack jkstam3's thread and I do already have one going for this....My Facebook Promotion Thread

                      I think I'll add my little rant from above there too as an update. Mabey someone will have some good tips of ideas for me.
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                      • Profile picture of the author jkstam3
                        Originally Posted by adriver38 View Post

                        I dont want to hyjack jkstam3's thread and I do already have one going for this....My Facebook Promotion Thread

                        I think I'll add my little rant from above there too as an update. Mabey someone will have some good tips of ideas for me.
                        Do you have something like, "get an additional entry for every friend you refer to become a fan?"
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                        • Profile picture of the author adriver38
                          That might be a good idea. I'll say that in my next post about it on the fanpage. Thanks
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                          • Profile picture of the author DaniMc
                            Originally Posted by peter.max View Post

                            The PPC values for the niche should give you an indication of what the level of pricing should be whether you provide SEO/PPC/Article Marketing/Video Services/Social Media Services.

                            Google spends a huge amount of money understanding the value of certain markets and my view is that you should factor that in.
                            That is a great tip...thanks Peter!

                            Originally Posted by adriver38 View Post

                            *Definitely cool to see other peoples pricing structures btw Im still debating if one-size-fits-all model is the way to go or have it be situational. Ugh....decisions lol
                            You should have a list with all your prices and plans on it that YOU use privately. Trying to come up with things on the fly can be difficult. So every time you come up with a new service or plan, add it to your pricing structure.

                            Do not show this structure to your prospects, they don't care. You need to be more concerned about what is important to them and the approach they want to take. They don't know or care about the specifics.

                            When you talk to them about their sites and how it is working out, listen for clues about what they like about their site and what they think could be better. Both of these areas are strong selling points. Any questions they ask are also strong selling areas. They are telling you what is important to THEM, those are the things you sell them.

                            You then use this information, go back to your pricing structure, and generate a plan.

                            Building trust is game number one. When they trust your expertise, they will look forward to hearing how you can help them.
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            • Profile picture of the author tryinhere
              Originally Posted by jkstam3 View Post

              So for a dentist...a new client means an inital exam, xrays, and cleaning. Exam and xrays are 65-90 bucks and a cleaning is 90-125 bucks. The cleaning is done twice a year. SO 65+(90x2)= $245.00 bucks for the general dentist. So if you charged 400-600 a month...then this is clearly profitable for the dentist if even one possible lead converts a week. (However, it should be made clear to the client that converting the lead is NOT our job...our job is simply to make our clients more visible and get them increased exposure to possible leads...it's the office and dentist's and front desk person ect job to convert the lead via phone ect)!
              how is it clear ? what are the costs to that dentist for that client ? the leads are 150 per week
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              • Profile picture of the author marciayudkin
                jkstam3,

                Have you showed this pricing chart to any typical or actual clients yet?

                I'm not sure they're going to feel like they understand it.

                I have a certain degree of understanding of your services and it gives me a headache to look at your breakdown. For offline clients who barely understand what the terms "SEO" and "keywords" mean, I have serious doubts about whether they will be able to grasp your system and understand how it applies to them. Most won't know what "organic" means, for example.

                Consider adding "dumbed down" explanations or examples. Whenever we specialize in an area, whatever it is, we tend to overestimate what non-specialists can understand.

                Marcia Yudkin
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                • Profile picture of the author jkstam3
                  Originally Posted by marciayudkin View Post

                  jkstam3,

                  Have you showed this pricing chart to any typical or actual clients yet?

                  I'm not sure they're going to feel like they understand it.

                  I have a certain degree of understanding of your services and it gives me a headache to look at your breakdown. For offline clients who barely understand what the terms "SEO" and "keywords" mean, I have serious doubts about whether they will be able to grasp your system and understand how it applies to them. Most won't know what "organic" means, for example.

                  Consider adding "dumbed down" explanations or examples. Whenever we specialize in an area, whatever it is, we tend to overestimate what non-specialists can understand.

                  Marcia Yudkin
                  I totally get what you're saying and you are correct. Simply showing them the chart would confuse a lot of people...I have not showed it to anyone, but rather explained the options to my 1 (first) client. If I choose this method I will have my sales person always explain the pricing without discounts and inform the lead of discounts we are currently offering...similar to what an apartment leasing executive does during promotions...that way there is a need to act quickly

                  for example: this is the cost of our services, however we are offering a new client sign up discount of so and so for the next week.
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              • Profile picture of the author jkstam3
                Originally Posted by tryinhere View Post

                how is it clear ? what are the costs to that dentist for that client ? the leads are 150 per week
                costs for the services described are negligible. For a 90 dollar cleaning, the dentist will pay the hygienist 25-35 dollars an hour ( the time it takes for one cleaning) and for the exam, its simply 30 minutes or less to see if there is any decay or such, and the cost of the xrays are already included as most dentists now have gone digital.

                So if a dentist gets a NEW client a week, who just get's cleanings and the yearly exam...that dentist has increased their business to $980.00 a month...

                If I charged 400-600, then the dentist is making money.

                The reason I can say then clearly the dentist is making money is because very rarely will a new patient visit the dentist without having a dental problem. If I were to average how many composite restorations, root canals, crown preps, vneer cases, ect that come from these new patients...the actual yearly value of a new patient would be more like a 1000-2000. Just depends. Sorry if I lost you, I'm in dental school and this is my area of expertise.
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  • Profile picture of the author Chad Heffelfinger
    Thanks for posting your list, I always like to see what other people are offering and charging for their services.
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  • Profile picture of the author thesanto
    Good Post,

    This is my dilemma right now, I am in the same boat - I am starting and just landed a client for static website with blog integration,SEO, Social media, Video creation and not sure what to charge. Now, in my deal I am bartering services. The services that I am bartering with are lowered priced than mine, and that's what I am trying to deal with in order to present my pricing to my client, we're meeting in 2 days and I am trying to research what to charge.

    He's charging me $300 for his services, but already told me that he kind of want to break even with the services we're exchanging and doesn't want to pay much more than that.

    Any advise? I also talked to him about a couple or 3 keywords, etc, etc...!

    Thanks,

    Henry
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  • Profile picture of the author Mike Grant
    Having one size fits all pricing structure is a perfect way to leave money on the table.
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  • Profile picture of the author peter.max
    The PPC values for the niche should give you an indication of what the level of pricing should be whether you provide SEO/PPC/Article Marketing/Video Services/Social Media Services.

    Google spends a huge amount of money understanding the value of certain markets and my view is that you should factor that in.
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  • Profile picture of the author WilliamL
    Video SEO services
    1. Create a simple video and rank it on page 1 for local keyword--1,250 and 99/month
    I think the one time fee is way too much! But this is just my own opinion.
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    • Profile picture of the author redlegrich
      You need to look at the lifetime value of a new client. For dentist's it is not uncommon to have a client for decades, and then their kids as well. A new client for the dentist can be worth tens of thousands of dollars! A funeral home is more of a one off sale (but having other family members use them is quite common in smaller cities), but a high ASP transaction none the less.

      If you can determine the average lifetime value of a new client it will better help you set the rates. Using the PPC average will help you understand what the market value of those referrals is. Another helpful data point. Even at a few hundred a month for SEO and the start up fee most businesses will be well served over the long term.
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      • Profile picture of the author LarryS
        It's great to hear what others are charging for their services.

        Is anyone else concerned about promising a client that they could get a keyword on page 1 of Google or in the top 5 positions after all the radical changes that Google has been making in the past few months? I've had SEO optimized sites that were on page 1 for months suddenly disappear for no apparent reason. I've also had sites bounce all over the place for a matter of weeks. Seems to me a client would be upset if you showed him his site on page 1 one day and the next day it was gone.

        Anybody else have this concern?
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        • Profile picture of the author naruq
          You should test your different price points with your Clients/Customers. Analyze your results on the different price points where your Clients/Customers are investing their money.
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