Hey, guys. This is Stephen Floyd. In this video we are going to talk about the pricing table. In this video I want to talk about how I use a pricing table to close my monthly deals, and also to make some one-off money. A one-off for those of you who are not familiar with the term is just simply an a la carte purchase. It's when someone purchases something from you one time instead of multiple times. Now of course most of us are going for recurring revenue from our clients. That's what you're going to want to do most of the time. That's going to make this industry the most passive for you. However, there are going to be times when it makes sense for you to offer a one-off type pricing. For example, one-off pricing is a good fit if you have a client that comes to you and the search volume just does not justify a monthly commitment.
Maybe there's a client that's in a smaller city. Someone has come to you, and you run the numbers. There's just not enough for them to send you a check every month. You just can't justify it with a budget. It doesn't mean that you have to turn these clients down. You can simply offer them a one-off purchase. That's what this table is for. Now Josh Becraft, one of the members of our group was nice enough to go ahead and put this up on a website for us. He turned it into a table. After this video there's also going to be a section by Josh where he explains exactly how to upload this to your website, and the plug-ins he uses, and all that stuff. Huge shout outs to Josh for this. This is how we're all going to win, guys, is by everybody helping each other out, and making this a strong community.
Let me go over this real basically for you. What I have here is the top portion of the pricing table. You should be able to see it fairly well in the screen there. Now these prices are by no means set in stone, and these items that I'm giving them are by no means set in stone. These are just the things that I like to use. I'll tell you something, also. Even if you're not going to do a one-off, using a pricing table like this is going to help you close those monthly accounts. People, it's easier for them to make a buying decision if they see something in writing. They see something that they're purchasing. It's very hard sometimes to get someone to commit to a monthly account when they don't really know what they're getting.
They're always going to ask you, "What am I getting for this?" They want to know what you're doing. Of course, we're not going to give them our proprietary information, but something like this can not only get you some money with one-off purchases, but it also can help you close your monthly deals. From a one-off perspective, what you're going to do is you're simply going to look at their situation. You're going to offer them one of these packages, which ever one you think fits best in their budget and fits their needs. This is simply a one time purchase. Now I'll tell you that the cost for me on average to fulfill this $1,750 package is approximately about $150 on the high end, as low as $75 on the low end, so anywhere from $75 to let's say $100-150 max. Then when you go to the more expensive ones it only slightly goes up.
You're looking at maybe $200 out the door max. You can see obviously from a ROI perspective for you, obviously, if you get someone to give you a check for $1,750 and it only cost you $100, you did pretty well on that. Don't forget also one-off opportunities. Just because they're a one-off for SEO doesn't mean that they can't be your client for other services. They may want to do some pay-per-click. They may want to do some retargeting. They may want to do some media buy. They may want to do some video marketing. They may want to do all kinds of different things. They may need some website design. They may need some email marketing. Just because they're a one-off client doesn't mean that that's the only money you're every going to be able to get from them.
You've got them on your list, as you release new products and new services, and as Google changes things. For example, not too long ago Google announced that SSL certificates were going to be a ranking factor, so sites that were secure were supposedly going to rank higher. That would be an opportunity to go back to your client and say, "Google's got this thing going on. Not only is it going to make you rank higher, but also it makes your site secure, so people are more comfortable shopping." That's somewhere where again, this would be more of an arbitrage situation. You can get that SSL certificate for $20, $30, $40, and charge them $100 for it. Charge them $200 for it, whatever. Charge them monthly for it, however you want to do that. Just remember, a one-off is not necessarily a one-off.
Once someone is your customer one time, they're potentially your customer for a long time. Again, the rationale for this initially is going to be as a one-off. I tell you psychologically, and from lots of years of experience in sales outside of SEO even, this is really going to help you convert. Let's say that this is a monthly client. They do need a monthly budget, so your regular clients that we're going for. Then what you would do is something like this. Let's say that I've tracked them out at maybe a $3,500 a month account. I'll tell you a little secret. I never use one of these packages on a monthly straight up. I never say, "You need to use the gold. It's going to be $2,500 a month." I never, ever, ever do that. What I do is, I tell that each situation is unique and due to their special needs they need a custom quote.
Again, if I think that $3,500 is a good budget for them monthly, then what I'll tell them is, "What I'm going to do for you is I'm going to go ahead and do basically my platinum package for you, which is $4,750 a month." I'm going to go ahead and do it for you for $3,500 as an introductory offer." What I will do with this is I tell you is I would go ahead and make the first month the regular price though, so say, "Look, my price for this is going to be $3,500 a month. Your implementation fee for our project is typically going to be double that. Typically, that would be $7,000 to implement that, but in this case I'll go ahead and implement you for the normal implementation fee of $4,750 for this package." That gives you a little bit more money upfront to get everything going, and get them launched, and get everything that they need bought.
Again, if you're going to do this as a one-off, then this works great to get it in. Get some money in your pocket. This also is really good for family, friends, you know that kind of stuff. Anybody that is not sure about it, this is something good to use as part as your sales [file 00:07:28]. Seeing something in writing, seeing something in numbers, it just makes a difference for them. Again, remember these things are all interchangeable. You don't have to use what I use in here. You can use all kinds of different variables in here. If we move down to this part, then what this is, so the top part is going to be my one-off. The bottom part of this table is going to be the monthly. Let's say now that we're moving to a monthly client, then what I have in here is I have some of my ongoing tasks that I'm going to do.
Again, feel free to copy this, or feel free to use your own. For example, let's say that they were paying me $2,500. I would change that to monthly is what I would change that to. Keyword research, you're going to continue to do that. You're going to continue to do competition analysis. You're going to continue to monitor their on-page. What these means is most of this is stuff you're going to keep track of, but like citations here. This one, you know if you do this, they would be expecting 50 citations each month, 15 social profiles, 3 YouTube videos, this kind of stuff. Be careful what you put in here, because they're going to hold you to it. Be sure that you can provide reports for these things if you need to do that.
Again, this is the one-off pricing tables that I use when sell clients. Again, Josh Becraft has very, very graciously put this together for you guys. I had it in another format. He was nice enough to go ahead and do this for me, so I could get it out to you quicker. Again, when you watch this video please go to the Facebook group and give a like to Josh for this. I am going to sign off now, but what I'm going to do is I'm going to go ahead and have a very short pause. Then it's going to launch right into Josh's video. If you have any questions about this, feel free to hit up Josh in the group, but please don't kill him. He's not your personal mentor/coach. He runs a business. He's not going to have hours to explain things to you like how to add a plug-in to WordPress.
If you have a problem with implementing this, I would probably go ahead and throw it in the Facebook group first before you reach out to Josh personally. All right, guys, so hold tight for about 5 to 10 seconds, and Josh's video is next.
Hi, guys, Josh Beechcraft here. We're doing a little tutorial today on how to set up the pricing tables that Stephen uses for his business, so that way you guys can put them on your website lickety split. Here is what we are going to do. You can see that I'm in the admin panel for this particular page. It's a fairly fresh install, so not much here. The first thing you're going to want to do is come down to plug-ins and click add new. Now when I was doing this, I searched through maybe 10 or 15 different plug-ins. This particular one was the one that is going to allow us to do this without any crazy expense or anything like that. This will be totally free to do this for you guys. The one that we need is called WPT Pricing Table. We'll search for that. Now I believe the company that makes it is called KentoThemes.
You'll just want to verify that, because there's a couple of things that come up. You want this one right here KentoThemes Pricing Tables. This one here, I don't know if it just came out, or I didn't see it, last updated 5 days ago. Nonetheless, this is the one that you want. This is the one that has been tested to work, so we will install that. Give that just a moment for my internet connection to catch up here, activate it. In a moment we will have this particular plug-in installed. You see right here this little WPT showed up. We're going to click that. If you have done this part, you should have exactly this, nothing, nothing found at all.
What we are going to do is come down here to tools and click import. When we do this, it's going to give us a list of different things that are as possible to import into WordPress. What we're going to click here is at the very bottom. It says WordPress, click that and it's going to prompt to download the plug-in called WordPress Importer. In fact many of you, if you do a lot of site swapping or moving content from site-to-site, you probably already have this plug-in in which case you'll be going to a slightly different page. For now, we're going to click activate plug-in and run importer. We'll come up to the page that if you already have this on there, this is the page you would come to. We'll click browse here. We'll grab the file that we need, which is the Bulletproof Pricing Table.
We're going to go ahead and open that up and upload file and import, that simple. It's going to ask you to sign authors here. You're just going to select your admin. Whatever login you have right now that you're into the site is the one it will auto assign if you forget to check that. If you just check whatever admin folder you have, you'll be fine. Check the download and import files and submit. Let that go. Now let me get this out of here, my search engine tool bar there. This part here takes just a minute or two, and then we will have active pricing tables on the website, which is cool. All right, so here we have it all done. It's all uploaded. Now mine actually is telling me these things already exist. That's because of my testing and stuff. There was already spots in the database for those.
Yours should actually just say, "All done, have fun. That's it." If we come over here and click to WPT, again, we will see that you have two different tables. You have your monthly pricing table and your set up fee pricing table. If we come into either of these, and you just click edit on one of them, I'm going to show you a couple of things to pay attention to with these. In all reality, this is not the most flexible of tables. Now everything is done for you. All of the content is there and stuff, but to change any of that stuff, it's not the most flexible and easy to do out of any of them out there. That's the price of a free plug-in, right. What we have is this is where you're able to edit everything with the tables. Let me start from the top here.
You have your short code. This is what you'll put into the WordPress page in order to have the table actually display in that page. You can choose these themes here. I've just always left it at default. I think that looks better than the flat one. If you want to put a background image in there, you can select one of these, or you can put a URL where you have an image that you want to use for the background of the table. This part here, the table column width, that's pretty important actually. I found 180 to be about as slim as you want to go. If you're trying to put this into a WordPress post or something like that, it really does require quite a bit of space. If you figure 180 pixels times 3, whatever that is, almost 600 pixels.
You're going to have ... Let's do my math here, 540 pixels wide. Then there's spacing and padding and everything in between that. That's a good chunk of space to take up on your site. You want to keep that in mind when you're displaying that stuff. I think the max I was able to get with a full width page template was maybe 250 on those. That might even have been a little too wide, so just know to pay attention to that. Select style here, you want to always display blank fields. What that is going to do, I'll show you in a second. If there's a blank spot, it's going to leave an X. When you're comparing it side-by-side you can see what maybe one package has that another one does not. Then you have your color to select, so you can pick the color of the actual table.
How many rows, and how many columns; this is something I want you to pay real close attention to. This can mess you up if you're playing with this at all. Basically, this right now is set to have 10 rows. This is the monthly pricing table, so everyone of these is a row. You have your top row here, which is basically the header for it, your pricing points, and then all of the little features that are in each one of those packages. If I was to adjust this to 9 rows or to 8 rows, it's going to pull the rows off of the bottom, the one up from the bottom. This bottom one here is part of the footer for it. It's going to pull it from right here where it says, "Social Signals." That one would disappear if I selected nine rows. These two would disappear if I selected eight.
It's always going to go up from what I have seen thus far. The big important thing that you want to do if you're making any edits to this at all is update after every single edit. That way you're not accidentally doing anything where you're losing some information. Now as I said, this is not the most flexible of themes. I wish that I could just come in here and click out, say if I wanted to click out the track rankings that I could just delete that row. Unfortunately, you cannot. You would have to adjust all of the content accordingly. I don't expect you guys will have to do any editing that way, but so at least we have a touch point on it. You know what you're getting into using this. I'm going to grab this short code here and copy it.
I'm going to come over to Pages, and I'm going to add a new page. In a moment here we'll paste that in there. I'll show you exactly what this looks like live on a page. All right, here we are. We are live on, well, at least the editor page here. We'll type this in as pricing tables. Let's go ahead and paste in our short code. That's all we have to put there. Let's click preview here. Pull up a different page, and this should show us our live pricing table, or at least what it will look like live. Here we are, so page title of pricing tables. Then you have your monthly for your silver, gold, platinum, and then all of the little details. Then right here, this is what I was saying with leaving that one check mark checked, because it puts that little X here.
This package does not include tracking of social signals or adding any new social signals monthly. That is the deal there. Now you have two different pricing tables in there. Let me get rid of that again. We'll go back over here to WPT, and I'll show you what the other one is. We don't need to save that page. Use the other one exactly the same way, but the other one has all of the initial set up costs. We broke this into two different tables, so that way it wasn't confusing. You can actually put both tables on the same page. There's no concerns that way. Down here you'll see quite a bit more fields. Quite a bit more fields is that a real way to say that? Anyways, you know what I mean. There's a lot more content here. If I come down here and hit preview, you'll see that you have the same thing with the set up fees and all of that.
With that being said, again, my name is Josh. If you guys have any questions on how to do this or anything like that, feel free to private message me from the Facebook groups. I'm more than happy to help out with this sort of thing. If you don't know how to get a hold of me, I'm sure if you message Stephen or one of his staff, they can get a hold of me. With this little project, I've spent a little bit of time with it now, so feel free to ask any questions. That being said, have a wonderful, wonderful day. We'll see you guys around the SEO communities.