Agency owners frequently undercharge for their services due to fear rather than market limitations. From 13 years running my own agency and coaching over 100 agency owners, here are strategies for implementing successful price increases.
The Price Ceiling Method
Track your win rate. If you’re closing more than 70% of proposals, your pricing is likely too low.
Test the market by raising quotes by £500-£1000 on comparable projects until clients decline. This tells you where your actual ceiling is.
The Incremental Approach
Rather than sudden price jumps, gradual increases allow confidence to build.
One client moved from £3,000 website quotes to £10,000 while maintaining consistent project wins. The difference? Demonstrating commercial value at every step.
The Anchoring Strategy
Present higher anchor prices with payment options.
For example, quote £10,000 with terms of “£5k now and £5k in 30 days” or “£8k today.” Clients feel they’re negotiating while you reach your target price either way.
The Critical Missing Element
Pricing increases must align with genuine value increases.
Successful agencies shift from order-taking toward strategic partnership positioning, discussing business outcomes rather than design preferences.
Don’t just raise prices. Raise what you deliver.
Bottom Line
Price signals market quality. Focus on becoming genuinely valuable before raising rates, not the reverse.
The market will pay for value. Your job is to deliver it, and then ask for what it’s worth.