Look for a real ongoing need
Start with clients whose websites matter to new business and whose teams want to improve them. Some will only need maintenance; others have clear visibility problems or unused content opportunities. Do not assume every maintenance client wants or needs an SEO retainer.
Model contribution, not just monthly sales
Use a simple calculation: client fees minus platform and data costs, delivery time, account management and specialist support. Onboarding takes time too. Keep an allowance for revisions and unexpected issues, and distinguish that contribution from profit after all your agency overheads.
- Estimate take-up rather than assuming every client buys.
- Measure review and implementation hours during a pilot.
- Revisit scope when delivery effort exceeds the allowance.
Build a service clients can keep choosing
A retainer lasts when the client understands what is being monitored, what work happened and what is next. Sitewell’s ongoing checks and reporting can support that rhythm. Agency pricing is still being explored, so validate your model against agreed beta terms before quoting a wider rollout.
Introduce the service to existing clientsA few useful answers
What margin should I expect?
There is no reliable universal margin. Your scope, client complexity, time costs and agreed platform terms determine whether the service works commercially.
Should I offer SEO to every client immediately?
Identify good-fit clients first. A small pilot reveals delivery costs and client expectations before you commit your wider portfolio.