Turn Your Expertise Into a High-Converting Offer

You’ve probably been there…

You’re on a discovery call with a potential client, and when they ask, “So how does it work?” and you hesitate.

You’ve got services, sure. Maybe even some pricing scribbled in a Google Doc.

But when it comes to clearly articulating what’s included, why it matters, and how it solves their problem?

Things get a little… murky.

Maybe you’ve listed your services on your website (which looks suspiciously similar to a restraunt menu), but people keep asking for your rates, if you do xyz, and every client wants a custom this and that but can we take away the other thing?

You’re left wondering if you’re charging too much, offering too little, or just not presenting it in the right way.

You end up feeling more like a freelancer than a business owner.

If that sounds familiar, you’re not alone, and you’re not doing anything wrong. Most service providers start out offering everything custom or hourly, and that works… until it doesn’t.

You end up attracting clients that want a bargain more than results, and don’t respect your expertise or advice.

Creating strategic, clearly structured packages is the difference between:

• Feeling unsure on sales calls → feeling confident in your value
• Being seen as a freelancer → being trusted as an expert
• Selling one-off services → booking out your calendar with dream clients
• Starting every project from scrap → have a repeatable process that gets results

In this post, we’re walking through exactly how to structure packages that convert, with examples for coaches, designers, consultants, strategists, and more.

Let’s make your offers a no-brainer.

Step 1: Get Crystal Clear On Your Ideal Client

You won’t understand how to package your services if you don’t understand what your clients really wants or what they’re really struggling with.

On paper this might seems like a simple step but I can tell you from experience (both my own and from clients!) that sometimes it feels a lot harder than it sounds!

You might feel pressured to niche or vice versa, feel scared to exclude others when you narrow down your ideal client, but this is one of the best ways to get really clear on how you can help your clients.

Go beyond basic demographics like “Women between 18-45 who want to do XYZ” and dig deep!

Ask yourself who you really want to work with. Take into account whether or not this person has the budget to afford your services (are you budget friendly, or premium?) and wether they align with your personality.

Ask yourself:

• Do they want a high-touch expereince, or do they want a hands-off approach?
• Do they want a lot of control, or do they want someone to tell them how to do it?
• Do they want something quick, or something long-term?
• Do they want options, or do they need a single solution?
• How are they feeling right before they decide they need your services?
• What are they doing before working with you?
• What have they tried before, and how did that turn out for them?
• Is there something that might be turning them off from other competitors?

Outline these answers to build your UVP (Unique Value Proposition) and make it really clear who and how you help.

Examples:

EXAMPLE A:
A wealth coach
I help women who want to make more money → I help women retire early by making smart investments and building passive income streams.

EXAMPLE B:
A wedding planner
I plan weddings for couples who want their day to be special → I plan refined, detail-rich weddings for busy professional couples who want a stress-free planning process and an unforgettable guest experience.

EXAMPLE C:
A marketing pro
I help small businesses grow through marketing → I help interior designers attract high-end clients with custom content marketing strategies that highlight their design expertise and increase referrals.

Don’t overthink it, your ideal client will evolve over time and you can shift this messaging at any point if it starts to feel off. You’re not marrying this ideal client, you’re just defining who they are.

Step 2: Define the Transformation or Outcome

Clients don’t just buy tasks, they buy results.

Going back to your UVP, don’t just tell people what you do, tell them WHY what you do matters.

You might not think there’s much a transformation behind what you do, but trust me when I say there is! If there wasn’t no one would need your services!

Your results don’t need to be life-changing, it just needs to create a feeling, make something easier for them, provide convience, help them save or make money, or provide an expeirence.

Ask yourself:

• How does your service make a difference in their life, business, relationships, etc?
• What problems or obsticals does this help for your clients?
• What is it like before and after working with you?
• What are you taking off their plate?
• What are you helping them move closer towards?
• What stress/factor are you removing for them?

Examples:

EXAMPLE A:
A bookeeper
I do bookeeping for small businesses → I take the stress and guesswork out of bookeeping for even the most complicated business models

EXAMPLE B:
A doula
I support women through birth and postpartum → I de-mystify the birth and postpartum experience for my clients to help remove any fear or doubt that might come up during the transition.

EXAMPLE C:
A hair stylist
Great quality haircuts and styling → I specialize in cutting thinning hair, and provide a variety of solutions to not only give you a cut that best suits your hair type but give you actionable solutions to hair health so you can take control over your hair growth journey and get your confidence back!

Step 3: Choose the Right Package Format

People want to feel like they have options, but not too many.

If you have your services listed out like a take-out menu, straight to jail, do not pass go, do not collect $200.

Not only does this overwhelm your clients but it attracts clients who want an employee not an expert.

They’ll pick and choose what they want and then ask for a discount.

It’s natural that you would want to list out all of the deliverables of each service but this shouldn’t be the first or main thing that is laid out in your packages or services.

Cut the fluff!

Ask yourself:

• What do most of my clients want/need?
• What is my favorite thing to do?
• Which services make the biggest difference for my clients?
• Which services are the most profitable?
• Which services are the easiest/quickest to impliment?

Once you’ve narrowed down exactly what services you want to offer, who those services are for, and how to talk about these services from a transformation perspective, it’s time to start packaging them up.

Common formats:

• Tiered Packages: (Starter, Standard, Premium)
• Flat-Rate Project Packages: One clear deliverable and price.
• Retainers or Ongoing Services: Great for long-term support.
• VIP Days or Intensives: For fast action-takers.

Examples:

• Copywriter:
  • VIP Day (write your launch emails)
  • Full Launch Package (emails, sales page, strategy)
• Therapist or Coach:
  • 3-month container vs. 6-month deep dive
  • Monthly check-ins for maintenance clients
• Social media manager:
  • Content Planning Intensive
  • Monthly management & reporting

Step 4: Set Clear Boundaries and Deliverables

If you’re finding yourself starting from scratch (or close to it) for every new client, or you find your projects dragging on and on, or if your project shoud take 1 month but ends up going 2 months beyond schedule… You need to set boundaries and create a repeatable process for yourself.

This is one of the biggest advantages that comes from packaging your services properly.

With clear set packages and offers, you end scope creep, create stress free timelines, and build a repeatable process that not only reduces the amount of time you spend working, but it also makes it easier to automate or outsource!

Tips:

• Be crystal clear on: what’s included, how long it lasts, and how communication happens.
• Templatize anything that you can as you go
• Standardize the experience where you can (no more winging it and doing every random little thing)
• Include a FAQ or “What’s not included” section in your sales material.

Examples:

• “Includes one round of revisions within 7 days of delivery.”
• “Strategy call + 10 custom post templates — no ongoing posting included.”
• “1 Month of high touch support via Zoom, and 2 emergency calls good for 3 months”

Step 4: Price Based on Value (Not Just Hours)

PSA: The amount of time it takes you, doesn’t equal the cost of your services.

You’ve been doing this for awhile, you’ve invested your time (and probably your money) into developing your skills. If you are still charging hourly or determining your package rates based on hours, then you’re still treating yourself like a freelancer or contractor.

You’re a business owner!

There is a time and a place for hourly rates (we offer a hourly rate for existing clients who need occasional maintenance) but generally speaking you should be pricing your packages based on the value it provides instead of how long it takes you.

In fact, the quicker you can accomplish it, the higher you should be pricing it!

Factors that make your services valuable to clients include:

• How much time it saves them
• How much money it saves them
• How much money it MAKES them
• Does it make their lives easier?
• Does it help them achieve a result they can’t get on their own?
• How does it make them feel? Confident, healthy, peaceful, safe, etc.

Tips:

• Consider the ROI to the client, emotionally, financially, time saved.
• Use anchor pricing (show what they’d spend elsewhere or on DIY) to highlight value.
• Check out competitors and ask yourself what you can do to stand out and where your skills fall in the range of beginner to expert.

Step 5: Add Strategic Bonuses and Urgency

Being strategic about what bonuses you include and creating limited time offers add even more appeal to your offers, especially if your ideal client is an impulsive buyer or needs logical reasons to say “yes” now vs next month.

Consider this a great “sandbox” to play around and test out what your clients are interested in.

These are great to include in your funnel, after someone has opted into a relavent lead magnet or joined a lower ticket offer/program.

Bonus Ideas:

• Free audit
• Limited spots/month
• Early bird pricing
• Templates
• 1:1 Support/call

Examples:

• Photographer: “Book by June 15 and get a complimentary print set.”
• Marketing strategist: “Only 3 VIP Days left this month — grab your spot!”

Step 6: Test and Refine Based on Feedback

The first version of your packages probably won’t be perfect, and that’s okay.

Over time you’ll find that clients are consistently asking for and needing the same things.

You’ll also find patterns in which packages your clients are generally selecting.

Using that data and insight you can perfect your offers and packages, craft add-ons, upsells, and lead them from one stage to the next!

Tips:

• Start with a “beta” version of your package.
• Track what questions clients ask and where they get stuck.
• Update based on feedback and sales data.

Common Questions

Q: Should I offer custom quotes or stick to packages?
A: Packages build trust and make it easier to compare value, but custom quotes can work for complex projects. Consider building a base package, there should be at least some sort of common ground that your clients come to you for, use that as a base and then add on any custom work after meeting with them and gaining a better understanding of what they need.

Q: How many packages should I offer?
A: Ideally 1–3. Too many = decision fatigue. Just enough = clarity and momentum.

Q: How do I handle clients asking for more than what’s included?
A: Set boundaries up front. Be crystal clear that this is what is included, anything beyond that will be additional charges (and say no to the things you don’t want to do!)

The way you package your services and speak to your ideal clients is an integral part of your brand strategy.

A strong brand isn’t just about how things look, it’s about how clearly and confidently you communicate who you help, what you offer, and why it matters.

If you want to build offers that actually sell, you need a solid foundation first. That means deeply understanding your ideal clients, getting clear on your unique value, and building packages that speak directly to the results your clients are craving.

If this feels overwhelming, you’re not alone, and you don’t have to figure it all out from scratch.

Grab our free Brand Strategy Workbook, it’s filled with the exact questions we use with our paying clients to help them uncover their brand’s purpose, clarify their messaging, and start making strategic decisions that drive sales.

If you struggle to create a cohesive brand out of the answers to these questions then just know you don’t have to do it alone!

If it was easy to piece together we would be out of business!

Reach out to see how we can help you build a brand that actually helps you run your business.