THE SHORT ANSWER
Sell three tiers, price them on what the client gets rather than your hours, and send a branded report every month. Clients renew when they can see the work. With our white label plans, your cost starts at $25 a site and a fair resell price starts at $59.
Most agencies launch a site, send the final invoice and never earn from that client again. A white label care plan turns every launch into monthly revenue. The catch: clients cancel plans they can’t see value in. Here is how to price a plan that clients keep paying for.
01Why clients cancel care plans
- They never hear from you, so they assume nothing is happening.
- One price for everyone, so small sites feel overcharged.
- Something broke and the fix was billed on top of the plan.
- The plan lists tasks, not results, so it reads like a cost.
Every pricing choice below fixes one of these.
02Three tiers that work
Three tiers give clients a real choice without a long list. This is the structure we run for agencies, with our cost and a suggested resell price.
| Tier | What it covers | Your cost | Suggested resell |
|---|---|---|---|
| Essential | Monthly updates, weekly backups, monthly security scans, 48h response | $25/mo | $59/mo |
| Growth | Weekly updates, daily backups, 1 hour of edits, quarterly speed check, 24h response | $40/mo | $99/mo |
| Priority | Daily scans, 3 hours of edits, monthly speed check, same-day response | $99/mo | $229/mo |
FROM OUR DESK
The middle tier is the one most agencies sell most. Content edit hours are what move clients up: once they know they can ask for small changes, the plan stops feeling like insurance.
03Price on value, not hours
Updates and backups take less time each year thanks to better tools. If you price on hours, your plan gets cheaper as you get better. Price on what the client avoids: a hacked site, a lost sale, a week offline.
- Tie each tier to a kind of client: brochure site, lead generation site, store.
- Stores and sites that take bookings belong on the higher tiers. Downtime costs them real money.
- Include fixing anything an update breaks. It costs you little and removes the main reason clients feel nickel-and-dimed.
- Raise prices for new clients first, then for existing clients with notice.
04The monthly report sells the renewal
The report is the only part of the plan most clients ever see. Make it short, branded and in plain words.
- Updates applied and backups taken, as simple counts.
- Uptime for the month.
- Security scan result and anything that was fixed.
- One speed number, with the trend.
- One line of advice: the next thing worth improving.
Want plans you can resell this month?
White label care plans from $25 a site, with your logo on every report. Free health check for your first 5 sites.
05Selling plans to past clients
Your easiest buyers are clients you already built for. Start with a free health check, then show them what you found.
- Pick your five oldest sites. They usually have the most outdated plugins.
- Run a health check and write down three real findings for each.
- Send each client their findings with one recommended tier.
- Offer the first month at no charge if they sign up within two weeks.
If the health check finds a Divi 4 site, that is a second conversation. Our guide on whether to move a site to Divi 5 helps you frame it.
06The margin math
Care plans only make sense if the numbers work at scale. Here is the margin on each tier, using our cost and the suggested resell price.
| Tier | Your cost | You charge | Your margin |
|---|---|---|---|
| Essential | $25/mo | $59/mo | $34/mo |
| Growth | $40/mo | $99/mo | $59/mo |
| Priority | $99/mo | $229/mo | $130/mo |
Say you put 20 past clients on plans: 10 on Essential, 8 on Growth and 2 on Priority. That is $1,072 a month in margin, every month, for work your team never touches.
07Sell the plan with the build
The easiest time to sell a care plan is before the site launches, while the client still feels the value of the project.
- Put the plan in the original proposal as a line item, not an afterthought.
- Include the first month in the project price, so the plan starts on launch day.
- Explain what happens without one: no updates, no tested backups, no one watching uptime.
- Make the Growth tier the default choice in the proposal.
08Raising prices without losing clients
- Review prices once a year, at the same time every year.
- Give existing clients at least 30 days notice in writing.
- Tie the increase to something they can see, like added backups or faster response.
- Offer a yearly prepay at the old price for clients who want to lock it in.
FROM OUR DESK
Agencies are usually more worried about price increases than their clients are. Clients who get a clear monthly report rarely leave over a few dollars. Clients who never hear from you leave over anything.
09FAQ
How much should a WordPress care plan cost?
Most agency plans sit between about $50 and $250 a month per site, depending on backups, edit hours and response time. With our white label plans your cost is $25, $40 or $99 a month, and our suggested resell prices are $59, $99 and $229.
Should edits be included in a care plan?
A small number of hours, yes. One to three hours a month keeps clients engaged and is the main reason they move up a tier. Bigger changes become separate projects.
Monthly or yearly billing?
Offer both. Monthly is easier to start; yearly with a small discount improves retention and cash flow.
Will my client know you do the work?
No. Reports, emails and plugin notices carry your brand or none, and we never contact your client.
What margin should an agency make on care plans?
Most agencies aim for at least half the plan price as margin. With our white label plans, margins run from $34 to $130 a site each month at the suggested resell prices.
Should hosting be included in a care plan?
Only if you run or resell the hosting yourself. Otherwise keep it separate, so a hosting outage isn’t treated as a broken promise in your plan.
