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How to build a six-figure website maintenance program
The document is a summary of a webinar hosted by Andrew Erickson from Alaniz Marketing and Isaiah Tsau from WP Engine, focused on building a successful website maintenance program generating $100,000 in recurring revenue. It outlines key strategies for crafting offers, pricing, and maximizing the value of service offerings for clients, while emphasizing the importance of consistent cash flow and client retention. Additionally, it includes rules and recommendations for effectively transitioning to a maintenance program while providing valuable educational resources for agencies.
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How to build a six-figure website maintenance program
- 1. #wpewebinar Andrew Erickson, AlanizMarketing Isaiah Tsau, WP Engine How to build a six-figure website maintenance program. (It’s easier than you think)
- 2. #wpewebinar What You’ll Learn ●How to build your own $100k recurring revenue program ● Step-by-step instructions on crafting your offer, pricing, sales and ops ● How to do it with < 40 SMB websites ● Bonus: How Alaniz tripled prices overnight ● Q&A
- 3. #wpewebinar Ask questions aswe go. We’ll answer as many questions as we can after the presentation Slides and recording will be made available shortly after the webinar Use the “Questions” panel throughout the webinar
- 4. #wpewebinar Managing Partner Alaniz Marketing AndrewErickson ● Run a 10 person agency in SF N. Bay ● Extent of coding skills: hyperlink ● Surf in the 55* NorCal Red Triangle Reseller Account Manager WP Engine Isaiah Tsau ● Resellers has always been my focus ● Extent of cooking skills: microwave ● Single father of two dogs
- 5. #wpewebinar Isaiah Tsau andAlex Barrera of WP Engine visit Alaniz’s North Bay Marketing Meetup. How it all happened. Large body copy L1 lorem ipsum dolor sit amet, mel ut saperet phaedrum Large body copy L1 lorem ipsum dolor sit amet, mel ut saperet phaedrum Bold body copy L2 lorem ipsum dolor sit amet, mel ut saperet phaedrum Body copy L3 lorem ipsum dolor sit amet, mel ut saperet phaedrum Headline L2 Headline L3 lorem ipsum dolor sit amet The backstory. More great stuff goes here
- 6. #wpewebinar Stay Tuned: Howwe tripled our prices overnight.
- 7. #wpewebinar So, let’s framethe conversation.
- 8. #wpewebinar Our Hosting Story Theday everything changed.
- 9. #wpewebinar Poll Time! What doyou charge for hosting and maintenance? ● $0 ● Under $49 ● $49 - $99 ● $100 - $199 ● $200+
- 10. #wpewebinar Why should weprovide maintenance as a service?
- 11. #wpewebinar #1 - It’sthe right thing to do for our clients. We are their advisor. They’re counting on us to deliver: 1. The Best Tech Stack - Quality, security, customer service 2. The Best Service - Advice, process, updates, monitoring
- 12. #wpewebinar #2 - It’sthe right thing to do for our agency. Offering maintenance services provides us with: 1. Consistent Cash Flow 2. High Margin (while still high value to the client) 3. Creates Loyalty and Retention
- 13. #wpewebinar Many ways toget to $100K ARR. ● $25 / mo = $300 / yr = 333 websites Going Broke ● $50 / mo = $600 / yr = 166 websites Not Worth Your Time ● $100 / mo = $1200 / yr = 83 websites Marginally Worth It ------------------------------------------------------------------------------------------------- ● $200 / mo = $2,400 / yr = 42 websites Getting Ahead ● $300 / mo = $3,600 / yr = 28 websites Killing It! ● $400 / mo = $4,800 / yr = 21 websites Baller Status!
- 14. #wpewebinar Six Rules toBuild Your Own Hosting & Maintenance
- 15. #wpewebinar Rule #1 You mustbelieve how important it is. And you must believe that the value you deliver exceeds the cost.
- 16. #wpewebinar Rule #2 Consolidate yourtech stack. Focus on quality, stability, longevity and customer service over price.
- 17. #wpewebinar Rule #3 Build ahigh value offer stack. The value of your offer stack must greatly outweigh the cost of your service.
- 18. #wpewebinar Offer Stack Example HighPerformance Hosting - Security Hardening - SSL Certificate - CDN - Staging Server - Backups with Single Click Restore Managed Server Side Maintenance - WP Core Updates - Theme Updates - Plugin Updates - Ecommerce Updates - QA Testing - Up to 1 Service Hour / Month Plugin Licenses - Gravity Forms - WooCommerce plugins - Image Optimization Service Level Agreement - Website monitoring - Response time Add-On Services - Search Engine Optimization - Website Audits and Analytics Reports - Performance Optimization - Website Edits / Tasks
- 19. #wpewebinar Rule #4 Set yourpricing model. Know your costs and make sure that you build in adequate margin.
- 20. #wpewebinar Pricing Example: Scenario: Youhave P1 Server at WP Engine with 30 clients. You maintain around $1k / year on plugin license fees. You spend on average 20-30 minutes updating each site. - Hosting: $20 / month - Licenses: $10 / month - Labor: $30 / month Total Cost: $60 / month / site How much “should” you charge? - Typical target cost of labor at a healthy agency is ~40% of revenue. - If you consider the $60 as “labor cost,” then you should charge at least $150 / mo. - However, there is more value there and room to charge more.
- 21. #wpewebinar Rule #5 Develop education andoffer materials. Build an eBook, one sheet, web page, service description, proposal, contract.
- 22. #wpewebinar Rule #6 Educate. Discussearly and often. Assume the close. Seamless Transition: Launch → Managed Services
- 23. #wpewebinar 1. Commit! Everysite you launch will now pay you for managed hosting. 2. Develop your program. Work on your tech stack, offer stack, pricing, materials, and process - but don’t let it hold you up. 3. Set your prices high. Make sure you deliver more value than you charge. Know your margins. Don’t price under $150 - shoot for $200, or more if you can. 4. Transition legacy customers to a paid hosting plan. Give them the option to upgrade or be ok with letting them go. You have nothing to lose here. Where do we go from here?
- 24. #wpewebinarSlides and recordingwill be made available shortly after the webinar QUESTIONS AND ANSWERS
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- 26. #wpewebinar Upcoming Events The Businessof Web Design - Podcast, videos, and articles Free Webinar - The story of how our agency tripled prices overnight The Pricing Super System Workshop - Learn how to triple your prices overnight Super System Agency Masterclass - A full agency transformation Join the Elite Agency Mastermind - Join a group of like-minded pros transforming their agencies. Super System Group - Connect with other Super System practitioners. Get In Touch. Complete the form to get notified. wpsupersystem.com/wpengine Email me. [email protected] Transform Your Agency Get the Resources - Slide Deck - Hosting One Sheet - Guide to Hosting eBook - Web Page Available for the next 24 hours at: wpsupersystem.com/wpengine
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