Outline

• What is a “productized service”
• Benefits
• Example (w/walkthrough)
• How to develop your productized service
• How to scale your web design agency

What is a “productized service”

• A productized service is a standardized service that’s packaged and marketed like a product
• This is a complimentary training to the SOPs training, which you can find in your dashboard
• Recommend watching the same movie mentioned by John Saunders in the SOP training - The Founder - which is the story of how McDonalds was able to scale to dominate the market, and the world
• It’s designed to solve a specific problem for a target audience and has a defined process, pricing and deliverables
• It streamlines operations and makes it easier for customers to understand what they’re getting

Benefits

• Easy to deliver
• Easy to scale
• Saves time
• More money
• Spending less time with a productized service will allow you to have a high hourly rate, even if you’re not charging a high price overall
• Better experience for your clients

Example (w/walkthrough)

• Niche: Foam Party Companies
• Offer: One-page website ($1,500)
• About:

• Focused on figuring out the exact service (trial and error) and streamlining delivery in order to be able to save time but be able to deliver a great website for every foam party company
• Created an outline for the foam party website that can be used again and again and perfected the price point for these types of clients

Benefits:

• They get a website that’s proven to work, they have high conversion rates, well organised
• Clients get a website very fast because Fernando can create them very fast

Examples:

https://foam-example-1.netlify.app/‍
‍https://foam-example-2.netlify.app/‍
‍https://foam-example-3.netlify.app/‍
‍https://foam-example-4.netlify.app/‍
‍https://foam-example-5.netlify.app/‍
‍https://foam-example-6.netlify.app/
‍‍https://foam-example-7.netlify.app/‍
‍https://foam-example-8.netlify.app/‍
‍https://foam-example-9.netlify.app/‍
‍https://foam-example-10.netlify.app/

The process

• Once Fernando talks with the prospect and they are interested, he sends them a checkout link for purchasing the site
• Checkout is full payment upfront - clients know what they’re getting so they’re happy to pay up front
• Once paying, they get an email confirmation with next steps - intake form

Intake form:

• Business name
• URL
• Email
• Phone
• Social media links
• Service area
• Business description
• Photos
• Logo
• Videos

Intake form sends email automated to Fernando, which started checklist for Fernando

• Step 1: welcome email, templated and sent to client
• Step 2: create a Google Drive folder for client with images, website template with copy
• Step 3: Send designer brief (if outsourcing)
• Step 4: Designer sends back Figma link, Fernando develops in Webflow (builds upon his template every time)
• Step 5: Send client templated email #2 to show them completed website to review
• Step 6: Send client launch email (create Webflow account, connect URL, do a live training) once they’ve approved the site, with Fernando’s link to calendar to schedule time to launch website together

Developing your productized service

1. Identify a niche
2. Identify a problem and solution
3. Define your service (pricing and deliverable)
4. Create your repeatable workflow

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To create a repeatable workflow

• Step 1: map out a workflow
• Step 2: Use E.A.D. (eliminate, automate, delegate)
• Step 3: Polish workflow over time

Example tasks with EAD format:

• Create invoice - use a checkout link instead
• Email intake form - automate with SPP.co (Fernando’s affiliate link: https://clients.spp.co/r/9MJJR9)
• Send welcome email - semi-automate with pre-written messages
• Design - outsource
• Development - outsource (or semi-automate with templates)

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Scaling your web design agency tips

• One of the first “employees” you should hire should be your software
• SOPs are your best friends
• Outsource
• Have a “value ladder” - always have a next service you can offer, e.g. one page landing page -> offer Google Ads -> offer SEO services
• Focus on recurring income

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Q&A

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Question:

How do you find your clients?

Answer:

Facebook groups, join niche Facebook groups, provide free value, then let them know they offer websites. Network with suppliers, etc.

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Question:

How do you walk the line of having these websites being too similar?

Answer:

Up to now, it hasn’t been a problem. The structure is similar, but the design isn’t the same. Also these foam party companies are in different areas so they don’t overlap. It’s a proven website that works, so the client trusts that. 

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Question:

Any other advice about productizing the design and dev process?

Answer:

Use Webflow to create your own templates to use. Plug and play with the same elements that every business in this niche requires. In your free time, create new design assets that fit within the niche. Do everything you can to make sure you’re not starting from scratch each time. 

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Question:

Do you offer SEO and copywriting as a part of this process?

Answer:

Starts with the standard generic copy that he uses for each site, let’s the client know that so they are aware. 

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Question:

Where did you find your designer?

Answer:

Recommendation from John Saunders

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Questions:

How would you find out what niche to focus on if all your clients have been in different niches?

Answer:

Choose something you are passionate about and interested in. What websites have you had the most fun making? Focus in on those industries and niches. Also the good thing is nothing is set in stone, so you can switch it up later on if you want to.

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