Unlock Your Agency’s True Value: From Web Builder to Strategic Consultant

Digital Insights

I've been thinking about an important shift in our industry that we've discussed in the Agency Academy I run. It's time we dive into this subject and explore how we can adapt our approach to stay competitive.

The landscape for web design agencies and freelancers is evolving, but don't worry - this isn't about abandoning our core services. Instead, it's about recognizing and charging for the expertise we often give away for free.

While DIY platforms and templates have made the technical aspect of web design more accessible, our strategic knowledge is more valuable than ever. It's time we position ourselves not just as implementers, but as strategic partners who offer both consultancy and implementation.

Let's break down why this matters and how you can make the most of it:

The Real Value: Knowledge Alongside Implementation

Clients can get a website from many places, but what they truly need is strategic insight to align their digital presence with their business goals. This is where we excel. Our experience, understanding of user behavior, and ability to see the big picture are incredibly valuable assets.

By offering both consultancy and implementation, we're not just building websites; we're comprehensively solving business problems. This approach allows us to charge separately for our knowledge and our technical skills, potentially increasing our overall project value by 20-30% or more.

Adding Consultative Services to Your Offerings

To make this transition, start by expanding your service offerings. Alongside your existing web design and development services, consider adding:

• Digital Strategy Workshops: Help clients align their digital presence with their business goals.
• User Experience (UX) Audits: Identify pain points in existing digital products and prioritize improvements.
• Performance Optimization Consulting: Improve website speed, SEO, and conversion rates.
• Technology Stack Consultation: Guide clients in choosing the right technologies for their needs.
• Custom Training Programs: Empower client teams while maintaining your role as the expert implementer.
• Coaching and Mentoring Services: Offer ongoing support to help clients develop their digital strategy skills and make informed decisions about their online presence.

The key is to focus on outcomes rather than features. Instead of just selling a redesign, sell the strategy behind it, and then implement that strategy.

Packaging and Pricing Your Expertise

Justifying higher rates for consultative work as a freelancer who also handles implementation can be challenging, but there are several compelling reasons to do so:

• Strategic value: Consultative work focuses on high-level strategy and business outcomes, which typically have a greater impact on the client's success than implementation alone.
• Specialized expertise: Consultancy leverages your years of experience and industry knowledge, offering insights that go beyond technical skills.
• Problem-solving focus: As a consultant, you're solving complex business problems, not just delivering a product.
• Outcome-driven approach: Emphasize that you're selling outcomes and strategies, not just features or deliverables.
• Separate pricing structure: Consider packaging consultancy as fixed-price "products" distinct from implementation work. This helps clients understand the unique value of each service.
• Language and positioning: Position your consultative services as "strategic advisory" to differentiate them from implementation work.

By clearly communicating the distinct value of your consultative services and focusing on the outcomes they provide, you can justify charging higher rates for this aspect of your work, even as the same person delivering both services.

Benefits of the Combined Approach

This shift benefits both us and our clients. Here's why:

For your agency:

• Increased perceived value and higher overall project fees
• Stronger, longer-lasting client relationships
• Diversified revenue streams
• Opportunity to develop and charge for proprietary methodologies

For your clients:

• Comprehensive solution: strategy plus implementation
• More effective digital presence aligned with business goals
• Access to expert knowledge throughout the project lifecycle
• Long-term value beyond just immediate deliverables

Embracing Your Role as Both Strategist and Implementer

As we wrap up, I want to emphasize that this transition is about expanding our role, not changing it entirely. We're not abandoning implementation to become pure consultants. Instead, we're recognizing the full value of what we offer: both strategic insight and technical expertise.

This shift might feel daunting, but remember, you already have the knowledge. It's just a matter of packaging and presenting it as a distinct, valuable service alongside your implementation work. Start small if you need to - maybe offer a paid strategy session before your next website project. See how it goes, and build from there.

If you would like to discuss this further, you should consider joining the Agency Academy. Let’s share our experiences, ask questions, and support each other in this transition. Remember, we're all in this together. By embracing our dual role as consultants and implementers, we can add more value, command higher rates, and build stronger relationships with our clients.