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How to Charge Your Clients for Landing Page Services

Pricing any service at an agency is tough because of all the variables — unexpected delays, crazy review cycles and borderline-silly-and-sometimes-seemingly-impossible client requests.

agency-pricing-structure-650
“It needs to pop more! Give it some pizzazz!” Image source.

And when it comes to adding landing pages to your list of services, things can get especially tricky. (Still working on convincing your clients of the value of landing pages? Here’s some help.)

Is landing page design a staple service of yours? Will you offer follow up, maintenance and optimization services? Or are landing pages simply an add-on that you’ll teach clients to maintain themselves?

No matter which pricing model you go with, you want to present landing page services to clients in a way that shows their potential for exponential ROI, while leaving the client feeling like they’re getting a good deal… all while turning a profit.

Let’s take a look at a couple of ways that agencies are charging their clients for landing page services, while keeping both their clients and accountants happy.

1. Include landing pages in your retainer fee

A lot of agencies work on a retainer fee model. They get paid upfront to provide specific services over a period of time. For these agencies, a good practice is to build the fees for landing pages into that initial retainer.

Jacob Baadsgaard, the founder and CEO over at Disruptive Advertising in Provo, Utah, uses this pricing model. Says Jacob:

jacob-baadsgaard copyIt’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.

Clients are often receptive to an agency charging for a third-party marketing tool like Unbounce, as long as it’s clearly outlined in a retainer fee breakdown and they’re aware of the positive impact it will have on their business.

Guidelines for using this pricing structure:

  • Make sure you account for all variables before calculating the fee. Will you offer analytics and optimization services? What level of service is reasonable for your flat rate?
  • Set expectations about the revision process and whether you’ll provide ongoing support. Is your client expecting more advanced functionality, mock-ups, or other things that will be resource-intensive for you? If clients want to go over the bar that you’ve set, work together on additional pricing.

2. Charge your client for landing pages directly

For other agencies, it makes more sense to charge landing pages as a separate line item.

Maybe your campaign requires particularly sophistical landing pages with custom coding and custom design. Or, as Liesl Barrell, CEO at Montreal boutique digital marketing agency Third Wunder has found, different campaigns might require more landing pages than others. Liesl asks:

liesl-barrell-200How many landing pages will they need? Will they require updates to copy or creative? Do they need ongoing support? These are the questions we need to ask to establish pricing and manage expectations.

Based on the answer to this question, Third Wunder establishes a flat fee and then makes additions based on the client’s needs.

Vancouver agency Titan PPC, charges a flat fee of around $500-$700 for a custom landing page. That may sound like a lot, but included in that price are as many variations as the client desires for the lifetime of that page.

Guidelines for using this pricing structure:

  • Start by identifying the scope of your project. How many pages does the campaign call for? Which additional resources (custom functionality, custom design) will be required?
  • Make sure that the client understands what they’re getting and at what price from the very beginning. This will help you manage expectations and keep them happy in the long term.

The best landing page pricing model

It’s worth sitting down with your team and establishing how landing pages fit into your offering. Are they a critical part of the service you provide or are they add-ons? How can you offer continued support without undervaluing any custom work your clients might ask of you?

The best pricing model is the one that works best for your clients and for you — it’s all about finding that sweet spot where clients feel that they’re getting a great deal, and you feel that your expertise is being properly valued. 

About Amanda Durepos
Amanda Durepos is Unbounce’s Blog Editor and an aspiring dog owner. Former gallery director and freelance blogger, she has a love for curating great content. Find her on Twitter: @amandadurepos
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Comments:

  1. Dan

    Hi All,
    I’d be interested to know the going rate for a landing page from other agencies out there? I see one agency in the article is charging $500-$700. Anyone else got thoughts on this and how to price them?
    Thanks!

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    • Amanda Durepos

      Great question, Dan. Hopefully some of our readers can weigh in!

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      • Steve

        Going to the other extreme we can spend 80 – 100 hours on the strategy and creation of landing pages. This costs as much as $20,000 ($AU). We also have a monthly fee for optimisation and marketing management (40 hours). After 4-5 months we can get conversions rates of 30%-50% though. We’re specialists and don’t do anything else. Hope that doesn’t freak anyone out.

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        • Dan

          Hi Steve, Thanks for your response. It’s great you’re able to offer a specialist service. I’d be interested to know the average conversion rates you get for lead generation pages that need first name, last name, email and phone numbers. There doesn’t seem to be any data on this subject, other than the usual stuff that’s touted.

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          • Steve

            Our focus is in the finance/insurance space. The highest performing campaign is 52%. So if 100 people hit the page 52% of them convert (fill in a 17 field form or phone the call centre). That’s in a month with high buyer intent. A bad month for that client is 21%.
            It’s difficult to base the success of a campaign on conversion rate though. The wider the net the less the conversion rate and visa versa.
            The best way to judge performance is conversions from the previous providers marketing budget. In this regard it’s achievable to deliver a 350 – 400% increase in conversions over a 5 month period.
            Today, with consumers moving to Smartphones, large B2C’s are saying I don’t just need leads, I want better qualified leads and I want the entire form to be filled in without the need for call centre help.
            So user journey’s are where we’re moving to. We’re just trying to catch up with consumers because they’re driving this change.
            Exciting times.

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          • November

            Hi,
            I tried e-mailing my FB friends to visit a landing page to put in their first name, last name, e-mail address, phone number, best time and date to contact. I got a 3% conversion rate. I’m new in the web lead generation, so I actually don’t know if that is really low.

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      • Dan

        Amanda I think a blog post about average conversion rates for each type of landing page would be very helpful :-)

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    • Stuart Mitchell

      Hi Dan,

      We work on landing pages that have advanced functionality like improved DKI, email/phone validation, animations etc. Our landing pages costs depend on what the client wants it to do. It literally ranges from £500 – £5000 a page. Custom web hooks? no problem, but it takes time, expertise and manpower so we have to charge for it. We always have discussions along the way at key points of the projects to make sure the end result matches the clients expectations which also include any unforeseen changes to the budget, hours and costs. I realise this is a more consultative approach than just get a brief and build it, but it means the client really gets what they want and need for their business.

      Hope that helps.

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      • Dan

        Hi Stuart, Thanks for your response. That’s helpful info. I’m guessing your in the UK, which makes it particularly helpful! :-)

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      • Wágner dos Santos

        How are you able to produce landing pages at £500 or even a few hundred higher? Certainly you base the cost on a billable hourly rate of labor correct? If so, how low is your hourly rate in order to achieve such inexpensive landing page builds?

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    • Fred

      It’s hard to say since it depends entirely on your skillset and what you can offer, what the client wants the landing page to do, and so on. It’s kind of like asking “how much does a car cost?”

      When it comes down to it, you’ll pretty much just have to pick a price and see if your clients will pay it! And be sure you don’t underestimate the value of your services…

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  2. Adam Lundquist

    We include it as part of a setup fee. Customers are often uneducated about what landing pages even are so it was hard for us to include it as a line item.

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    • Andre

      I agree. I think implementing the landing page fee into the set is the best way to do it. People are coming to you as the expert in the industry and they often times know very little about the potential value you can offer them in a campaign.

      It’s pretty much quite similar to going to a doctor. You can do your own research on the potential solutions for a health problem, but you go to the doctor for the final say because they have the knowledge and experience which you wouldn’t have.

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    • Amanda Durepos

      Interesting! Do you find that it’s easy to educate them about landing pages?

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  3. Saint Claire

    Does your landing pages come with count down timers features?

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    • Joel

      Hey Claire,

      Joel from Unbounce’s Custom Success Team here!

      At this time we don’t include countdown timers as a built-in feature in Unbounce. That being said, you can definitely embed third-party timers into your Unbounce page quite easily. There’s a free source countdown timer widget that you can find right here: http://www.timeanddate.com/clocks/freecountdown.html.

      Once you have the countdown timer designed from that online app, you’ll receive some basic HTML coding. You can then copy and paste the HTML code into your Unbounce page using our Custom HTML widget. Check out our documentation on how to use this here: http://documentation.unbounce.com/hc/en-us/articles/203879070#content10.

      If that doesn’t work on your end, feel free to reach back out to us at support@unbounce.com. We’d be more than happy to help you get this set up on your page : )

      Best,

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    • Dan

      Hi Claire,
      Unbounce doesn’t have a count down feature directly integrated into it. However I’ve figure out a way to do this on an Unbounce page. If you’d like to hire me for a job then feel free to get in touch! :-)

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  4. Alex

    I don’t see why landing pages shouldn’t be included within a retainer package. If the page demands are very heavy, then the retainer goes up.

    But asking for landing page fees apart from the usual retainer fee to me, is like tacking on excessive baggage fees, or slapping a customer with heavy shipping charges at checkout. It just doesn’t leave a great taste in their mouths.

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  5. Tiger Shroff

    Does your landing pages comes with audience targeting features ? Can i target visitor based on their location? I want to show different landing pages to people from different countries.

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    • Joel

      Hey Tiger.

      Joel from the Unbounce Customer Success Team here!

      At this time dynamic content triggered by your visitor’s location isn’t an available feature within Unbounce. However, depending on your traffic source you accomplish this functionality prior to sending the visitor into Unbounce.

      For example, Google Adwords has the option to target ads via specific location. Using this feature you could send your location specific ad traffic to Unbounce pages that are designed specifically for that ad’s audience. Our duplication function makes it very easy to create multiple pages with consistent branding and unique content. Check out Google’s documentation on this here: https://support.google.com/adwords/answer/1722043?hl=en

      Also, we have a feature called dynamic text replacement, which will allow you to have one landing page with text that changes based on URL parameters. That way you only need one page for various geolocated ads. Check out our documentation on that here: http://documentation.unbounce.com/hc/en-us/articles/203661004. It’s especially useful if you have a large amount of page variations but if it’s just a handful of variants you may be better off creating separate pages.

      I hope that helps you out a bit. If you’d like any more info about this process, feel free to email into support@unbounce.com.

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  6. Abhinav Kumar Sharma

    Very nice put up the question.. i think, its depends only business and response. how’s type of business.. if product is more demanded in world market.

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  7. Sabbir@news Barisal

    I think it’s a difficult task to charge clients for landing page services.Because many agencies are offering varios rates to catch the markrt place.But i think offering a flat rate like $500-$700 written in the above article is suitable for reputed agencies.But i think those agencies who offers quality service for a minimal price will get more customer.Pardon me if my decision is faulty.Thank’s for the article.Keep publishing.

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  8. Tom@Miditech

    I usually charge nominal price to make a landing page for my client. Although after reading your post I’m thinking to increase my fee.

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  9. Brad Fogel

    Nice article Amanda. Good to see how various agencies go about this. We usually do landing pages included with the retainer fee unless the scope of landing page seems to be much more in extra work than initial set-up.

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  10. Anamika Mishra

    awesome your campaign requires particularly sophistical landing pages with custom coding and custom design.

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  11. software development company

    I think, It’s a very helpful article. But I have a question does your greeting pages accompany tally down clocks highlights?

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  12. Yev Marusenko

    What about landing page consulting at a premier level? Without building anything.
    Taking highly trafficked websites, making a tweek that can potentially bring the company extra thousands or millions of dollars. Do businesses outsource expertise for this or they have their own people implement best practices and split testing?…

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Comments