The Problem
The agency was designing great websites, but clients were not seeing growth. Lack of strategic context and data meant clients were not investing in ongoing optimization work.
The Strategy
Add Growth GAP Reports to the discovery phase before design begins. Use findings to inform design decisions and scope a larger, ongoing optimization retainer.
The Solution
The agency now generates a Growth GAP Report for every new design prospect during the discovery call. The report reveals gaps the design alone cannot fix (SEO, content, trust, conversion). Design recommendations are now informed by gap analysis, and the roadmap becomes the basis for a 6-month optimization retainer.
Results
- Average retainer size increased from $3,500/month to $4,900/month (+40%)
- Clients now see design as part of a larger growth strategy, not just a face-lift
- Reduced scope creep because gaps and priorities are documented upfront
- Higher client satisfaction because design addresses real growth problems