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Still unsure what to charge for your agency services? Scared to raise your rates in case clients leave?
If you’re like many agency owners who are busy as hell but barely turning a profit, it’s time to face a hard truth: your profit model might be broken. Fixing it isn’t about selling more… it’s about keeping more.
In this episode, we break down the pricing strategy you need to attract high-quality clients, boost profits, and finally charge what you’re worth.
Stop Selling Time
The first mindset shift you need: Your value isn’t in the hours you clock, it’s in the outcomes you deliver and the confidence you bring.
If you’re still selling time or generic services, AI is your biggest competitor right now. But if you position your agency as a niche expert, you become irreplaceable. Clients pay for leadership, not tasks.
3 Core Agency Pricing Models (and Where They Break)
1. Hourly Pricing
Punishes efficiency: work faster, get paid less. It also attracts micromanaging clients who treat your team like task rabbits.
2. Project-Based Pricing
Scope, deliver, get paid. Works for one-off builds like websites, but it traps you in feast-or-famine if you aren’t stacking and upselling strategically.
3. Value-Based Pricing
This is where serious growth happens. Instead of selling a website, you sell a result like converting traffic into sales. You price outcomes, not hours.
Common Pricing Mistakes
We see it all the time:
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Underpricing to “close the deal.”
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Using one-size-fits-all pricing.
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Failing to adapt pricing to market demand.
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Giving away strategy for free.
Make Your Pricing Work for Your Growth
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Find your ideal client. Not everyone deserves a proposal. Shape your messaging to attract clients who want to pay for results.
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Know your margins. You can’t price confidently if you don’t know your true delivery costs.
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Price for profit, not survival. If you’re scraping by every month, you’re running a hobby, not a business.
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Position as a partner, not a vendor. Premium clients want an advisor, not a task-doer.
Where to Start
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Define your freedom goal. Price to support the life you want, not just your expenses.
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Say your price with confidence. Nervous energy kills deals. Say it, then stop talking and let it land.
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Anchor to outcomes. Tie your price to the results you create, not the tasks you deliver.
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Treat pricing like a stock. Demand goes up, so do your rates.
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Use milestone-based increases. Got ten new clients? Raise your rates for the next ten. Once there’s a gap between your old and new rates, circle back and raise your legacy clients.
Pricing isn’t just a number, it’s your positioning and the path to building an agency that buys back your freedom.
Go back, tighten your offers, raise your rates if they’re due, and say that number with confidence. Because once you believe you’re worth it, your clients will too.
Want Help Making This Shift?
Sick of giving away strategy for free? The Foot in the Door (FITD) System shows you how to get paid $2,500+ just to meet. No more free calls, no more tire-kickers. Grab it by clicking HERE.
Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies