Maximising Revenue from Your Existing Clients: A Guide for Digital Agencies

Maximising revenue from your existing clients: A guide for digital agencies

October 7, 2024

Oliver Wales

Managing Director

Introduction: The hidden potential within your existing clients

As a digital agency, the pressure to acquire new clients is always present. However, many agencies overlook the potential revenue sitting right under their nose—their existing customers. Your current client base can be a goldmine for repeat business, yet many agencies are unsure how to engage these customers effectively for long-term growth. This article explores strategies to help you unlock hidden value and build sustained relationships with your existing clients.

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Addressing the challenges around untapped revenue

Understanding why you’re leaving money on the table
Many agencies struggle with converting one-time clients into long-term, repeat customers. The key challenges typically include:

Untapped revenue: You’ve delivered a project, but there are additional services your clients could benefit from that haven't been explored yet, such as ongoing SEO, UX enhancements, or maintenance packages.
Uncertainty around client engagement: You might be unsure how to pitch repeat or retainer-based services to clients who already feel their project is "complete."
Long-term strategy: Without a clear approach, it can be difficult to create a lasting relationship with clients that keeps them coming back for more services.

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An example of how Waypoint Advisory has planned projects such as this in the past.

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Strategies to unlock additional value from current clients

‍Conduct a performance review and identify new needs
Start by conducting a review of the services you’ve already provided and look for areas where ongoing work could benefit the client. For example, after completing a web development project, you could offer regular UX updates, technical audits, or SEO optimisation.‍‍
- ‍SEO audits: Many clients don’t realise the ongoing nature of SEO. Offer regular reports highlighting performance insights and opportunities for improvement.‍
- UX and page speed optimisation: Website speed and user experience are critical for conversions, but often require continuous attention. Propose retainer-based services to keep the website in peak form.‍
Offer tailored retainer packages
Once you've identified opportunities, the next step is to offer tailored retainer packages that focus on solving ongoing client challenges. Consider creating tiers of retainer services based on different client needs, such as:‍
- ‍Basic maintenance: For ongoing updates, bug fixes, and performance optimisation.‍
- Growth-focused retainers: Focusing on conversion rate optimisation, UX improvements, and more strategic enhancements aimed at driving revenue for your client.‍
- Comprehensive support: Including everything from website updates to digital marketing strategies.‍
Build long-term value with strategic roadmaps
Clients are more likely to commit to long-term partnerships when they see a clear roadmap of growth. Offer them a strategic plan that maps out the next 12 months, highlighting where you can help them grow. This includes regular check-ins, reports, and quarterly strategy updates.‍
- ‍Use data: Present findings from ongoing work (such as traffic growth from SEO efforts) to build trust and showcase the value of continued engagement.‍
- Demonstrate ROI: Regularly show how your work contributes to their business goals. Clients will be more likely to re-engage if they understand the return on their investment.

Our team of advisors will look through all areas of your client's digital strategy and help you to assess the opportunity.

Implementing long-term client retention strategies

‍Account management and relationship building
Having a clear account management strategy is essential for retaining clients. Regular communication, consistent updates, and understanding their evolving needs can help you build long-term relationships. Assign a dedicated account manager to maintain the relationship and identify new areas where you can provide value.‍
- ‍Regular check-ins: Schedule periodic meetings to discuss their current performance and identify new areas of growth.‍
- Proactive proposals: Don’t wait for the client to come to you—proactively suggest solutions to problems they might not even realise they have.‍
Create opportunities for continuous engagement
Offer workshops, webinars, or exclusive insights that position your agency as a thought leader in your client’s eyes. This not only reinforces trust but also opens doors to future projects.
- ‍Educational content: Provide insights on the latest digital marketing trends, which can spark ideas for future collaborations.‍
- Exclusive reports: Regularly offer performance insights tailored specifically to their business to demonstrate continuous improvement and growth.

A look from your perspective: What is involved in a project like this>

Unlocking value from your existing clients is a cost-effective way to grow your agency. With retainer services, audits, and customised strategies, you can turn one-off projects into long-term partnerships.

Speak to a Digital Advisor

What does Digital Advisory mean?

While you were becoming a leader or subject matter expert in your business and industry - we were climbing the agency ranks to become Senior and Executive level digital strategists.

Maximising agency partner performance

With over 12 years of agency experience working with businesses in Melbourne and Sydney, we specialise in communicating effectively with your agency partners and optimising their performance, ensuring you achieve the best possible results.

Operational improvements for your digital marketing strategy

Already implementing marketing campaigns? We take a deep dive into your holistic digital strategy, assessing every element to uncover gaps and operational improvements that lead to tangible success and measurable growth in both Sydney and Melbourne markets.

Data-driven decision making

We don’t rely on intuition alone. By leveraging comprehensive data analysis, we empower businesses in Sydney and Melbourne to identify which digital strategies are delivering results and which areas require improvement, ensuring long-term growth and optimised marketing efforts.

A trusted extension of your team

Consider us a seamless extension of your team, guiding your shareholders or leadership in Sydney and Melbourne with clear, data-backed strategies and actionable insights that foster sustainable business growth and improved decision-making.

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Frequently asked questions?

What is a digital advisory service, and how does it benefit my business?

A digital advisory service provides expert guidance to help businesses make informed decisions on digital strategies, improve sales processes, and enhance their marketing efforts. We offer tailored solutions that drive revenue growth, improve operational efficiency, and maximise customer engagement.

How can digital advisory services improve my marketing and sales strategies?

Our digital advisory services focus on refining your sales processes, optimising pre-sales strategies, and improving proposal quality. We provide data-driven insights to help you make informed decisions, ultimately boosting your marketing effectiveness and sales performance.

What should I expect when working with a digital advisory partner?

When partnering with a digital advisor, you can expect strategic guidance tailored to your business needs. We offer comprehensive support, helping you with SEO, paid search, and digital campaigns that drive customer engagement, enhance brand visibility, and grow revenue.

How does a full-service digital agency approach web design and development?

As a full-service digital agency, we handle everything from concept to execution. Our web design and development services create visually appealing, user-friendly websites that are optimised for search engines and designed to enhance user experience, increase traffic, and drive conversions.

Why is web design important for my business’s online success?

A well-designed website acts as the foundation of your online presence. It not only enhances your brand’s credibility but also improves user experience, boosts engagement, and encourages conversions, which are all essential for growing your business and revenue.

What web design services do you offer for small and medium businesses?

We offer a full range of web design services, including custom website development, responsive design, eCommerce solutions, and SEO optimisation. Our team creates websites that are tailored to your business needs, ensuring they perform well and generate leads.

How can your plug-and-play design services support other digital agencies?

We offer flexible, on-demand design services for digital agencies, helping you create high-quality campaign assets, banners, and visuals. Our team seamlessly integrates with your workflow to provide fast and efficient support, ensuring you can meet tight deadlines without compromising on quality.

What overflow UX/UI design support do you offer for agencies?

We provide overflow UX/UI design support for agencies that need additional resources to handle large or complex projects. Our experienced designers step in to support your team, ensuring smooth project delivery and maintaining the high standards your clients expect.

How does your Webflow development support work for agencies?

Yes, we offer a free trial period for our SaaS product. You can sign up for the trial oWe offer Webflow development support for agencies that need extra capacity. Whether it's building new pages, optimising existing websites, or managing updates, our Webflow experts provide seamless integration, ensuring fast turnaround times and top-notch execution without disrupting your workflow.n our website and explore the features and functionality of our product before making a purchasing decision.

How can SEO and PPC campaigns improve my brand’s visibility?

SEO and PPC campaigns work together to increase your brand’s visibility by targeting potential customers searching for your products or services. SEO improves your organic search rankings, while PPC helps you reach audiences with paid ads, driving more traffic to your website.

What makes your performance marketing (SEO and PPC) services different?

Our performance marketing services focus on delivering measurable results. We use data-driven strategies to optimise SEO and PPC campaigns, ensuring they drive high-quality traffic, increase conversions, and generate a strong return on investment (ROI) for your business.

How do you measure the success of SEO and PPC campaigns?

We measure the success of SEO and PPC campaigns through key performance indicators (KPIs) such as search engine rankings, click-through rates (CTR), conversion rates, and overall return on investment (ROI). Regular reporting ensures transparency and tracks progress towards your business goals.

What people say

Oliver and the team at Waypoint have been highly supportive of our needs - a Webflow design & development resource on hand we couldn't live without.

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Our new website made by the team at Waypoint ticks all the boxes for us. It's engaging and easy to navigate. We're very pleased with the result.

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