So, I hear you want to create a package for your services?!
There are sooo many reasons why creating a package for your services is a brilliant idea, but if you still need a little more convincing, click here to read this post. Then, once you’ve decided you totally need to create a package, let’s talk about what to include to make sure it sells!
All good packages should include 3 things:
1. The final outcome
Let’s start with the easy one – the final outcome. Your potential clients are likely already coming to you with an idea of what you do, but it never hurts to realllly spell it out for them! Plus, they might know the big picture, but by providing the more in-depth details of exactly what you provide (without going over their head), you’re only going to elevate the perceived value of your package even more.
For this, you need to think about allll of the things that go into creating the final outcome, not just the final outcome.
For example, I create websites and brands for people. My All-Inclusive Package is a Website and Brand package, and the final outcome of all my projects is… you guessed it: a website and brand.
But if you were to take a look at the my entire All-Inclusive Package, you’d see I go into MUCH more detail than just saying “website and brand package”.
Start by making a list of all the primary “pieces” that go into creating the final outcome.
In my website and brand package, that looks like this:
- Home Page
- About Page
- Work With Me Page (Services)
- Praise Page
- Contact Page
- Blog Page
- Links Page (free LinkTree alternative)
- Coming Soon Page
- Primary Logo
- Alternative Logo
- Black & white alternative logos
- Custom color palette
- Custom font pairing
- Master Style Guide
For some packages, this may be plenty sufficient. The key is breaking down your larger outcome (website and brand) into bite-size pieces to showcase how much they’re really getting from you!
However sometimes, you might want to go even further than that…
Typically, the higher the price tag on your package, the more detail you should provide. So if you have a high ticket service, you may want to dig a little deeper.
In addition to the obvious, what else does your service include that’s valuable? Perhaps it’s something that might often get overlooked or seem unimportant?
For my package, I took a look at the typical features that go into my websites, and bulleted those out in my package like so:
- Fully Customized Website
- Brand incorporated into website
- Desktop and Mobile Friendly
- Connection of Social Media Accounts
- Basic SEO (Search Engine Optimization)
These are things that most non-website designers might not even realize goes into a website, but are all vital parts of the final outcome! So toss them in, showcase the package’s value, and really seal the deal!
2. The value you provide
In addition to the final outcome you’re creating for your clients, it’s important to highlight the value you’re providing as well. “Value” might seem subjective or obscure, so try thinking of it as the intangible things you’re providing – such as consultation calls, guidance, coaching, or other helpful resources.
Just because something isn’t a tangible, visible piece of the project doesn’t make it negligible or unimportant.
Here’s how I include the intangible, yet valuable aspect of my service into my packages:
- Content Coaching – I will guide you and provide recommendations for what you should consider including on your website in order to best convey your brand personality, encourage engagement of visitors, and ultimately land clients that you will love to work with
- Creative Brief Questionnaire
- Guided Copywriting Content Documents
- Website Training Tutorials – At the time of launch, I’ll provide you with a Website Video Training Series so you have the know-how to manage your own website #likeaboss
This “Guidance” portion of my package is a great way of showing clients how I’ll have them setup for success right from the get-go, with guided documents and content coaching to help us get started, AND how I’ll prepare them for success beyond our project by providing website training tutorials so they can confidently manage their own website when we’re done!
Another aspect that should be included in your package, and one that is often overlooked, is YOU. Don’t downplay the value that YOU bring to the table. Anytime you’re guiding, educating, strategizing, or even just simply communicating with your client – that’s valuable to them! Emphasize that!
Here’s how I do it in my package:
- 30 minute Intro Call
- 60 minute Strategy Session
- Unlimited Email Communication
- 1-on-1 Launch Call
Not only does this show my client a bit of what it’ll be like to work together, it’s also showing them that they’re getting one-on-one time dedicated solely to THEM!
If you’re providing your time or expertise to your client (which you are – duh!) that’s valuable! While it might not seem like much when it’s an obvious part of the process in your mind, to your client it might seem like everything! So make sure you’re including the value you provide in your package. This one’s an absolute must!
3. The price of your package
Alright, so we’ve outlined all the bits and pieces that need to go into your service’s package. Hooray!! Just one last teeny, tiny step – the price.
I’m only going to say this once, and I know it’s uncomfortable, but I need you to hear it: You must, must, MUST include your price in your package.
Maybe that was three times, but this one is 100% absolutely, positively non-negotiable. You must include your price in your package.
So many people are afraid that listing their prices will scare people off, but the reality of it is that NOT having prices scares even more people off.
By not including your prices, you’re allowing people to make the immediate assumption that your prices are too high for them… And just like that, potential client who could’ve been awesome = vanished!
Including prices in your packages won’t scare clients off – it will only scare the wrong clients off… you know, the ones who can’t afford your service but will totally give you a shoutout on social media when you’re done! 😒😒 #byefeliciaaaa!
If you offer a customized service where the price may vary from client to client, consider listing a “starting at” price. (This is what I do!)
This is your base, bare-bones package price and gives them a ballpark of what your service will cost… ish.
You could even include an à la carte add-on “menu” to show how much additional requests would cost. These should be complementary, non-essential aspects of your service that some clients might like, and others won’t want.
This add-on menu allows you to list a price in your packages while also having the flexibility to customize the price (and package), if need be.
Best practices for creating packages
Now that you’ve got your 3 essential components laid out to create a kickass package, it’s time to tie a bow on top with 2 super simple and easy best practices
1. Use bullets
People are visual beings. Don’t give them your package written as a word-vomitted paragraph all mushed together. Break it down into bulleted sections to make it more easy to understand. Plus bulleting out each point really emphasizes just how much you’re providing them! 😉
2. Use terminology your client understands
Tone it back on the fancy lingo. We all know you’re super wicked mega heckin smart… but try not to rub it in our faces, ok? Make sure that your package is easy for someone to understand who doesn’t know the industry slang and fancy terms. You want them to feel confident in what you’re providing, not intimidated.