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Value Ladders: What Are They and Why Should You Care?

Value Ladders: What Are They and Why Should You Care?

Wouldn’t it be fantastic if we could instantly increase our company’s takings by 10%, 50%, or even 100%? 

Don’t worry, I’m not trying to sell you some too-good-to-be-true service – there is a way to increase the value of every one of your sales, and you don’t have to pay some online ‘guru’ to help you do it. 

So, what is this not-so-secret way to increase your company’s financial success? Value ladders. 

If you implement a carefully-crafted value ladder to the services you provide your clients, you’ll be able to get serious results for your business. You’ll increase the value of every sale you complete – which means more money and less stress in the long term. 

Sounds too good to be true? Well buckle up, we’re going to tell you exactly what a value ladder is, what one can do for your business, and how you can start mapping out your own today. 

Let’s get started.

Value Ladders 101 Graphic - Emtwo

What is a value ladder?

A value ladder is essentially a method of visually mapping out your products or your services in ascending order of price and value. 

It’s the perfect tool to help you cater to all of your clients’ needs no matter where they’re at.

Value ladders aim at getting potential clients into your sales funnel and nurturing them long-term to become repeat customers. 

At the bottom of your value ladder, there’s free content that your potential clients can download and access in exchange for their contact information, usually their email – otherwise known as a ‘lead magnet’. 

As these clients ascend your value ladder, they’re met with other offers. These options gradually increase in price as they go up – but they also increase in value. This increase in value makes your company and its products or services more appealing to your potential clients. 

Essentially, the value ladder  takes interested prospects on a buying journey until they’re ready to purchase your premium product or service package. 

A value ladder is an incredibly effective way to increase the trust between you and your clients while maximizing the lifetime value of each client.

Why your business should be using a value ladder

It can be difficult to get people to buy from you straight away. People buy from companies they like and trust – which takes time.

There isn’t a magic word you can use to get your potential clients to hand over their money instantly, but you can use a value ladder to help guide them along. 

If you use a value ladder you can meet people at whatever stage they’re at in the decision-making process. Whether they’re almost ready to commit to buying your product or they’ve only just discovered your business, a value ladder will help you connect with them and give them what they need at the stage they’re in. 

Your value ladder leads them to eventually buy your top product or service by offering them smaller alternatives at lower prices in the beginning of their interactions with your company.

how to create a value ladder for your services

How does a value ladder work?

Value ladders essentially work on three premises.

1. Uses customer psychology and increases retention

This is one of the benefits that makes value ladders so important. Everybody knows that as soon as a person makes a purchase from you, no matter how small, they’re more likely to purchase from you again. 

It’s a lot less expensive (and labor-intensive) to sell to an already-existing customer than it is to get a new one which is why using a value ladder is so helpful. 

If somebody is interested in your product or your service but they’re not quite sold or they don’t have enough to be at a stage where they can buy your premium offer then all you have to do is show them the lower ticket offer. 

By giving them this lower, sometimes free, offer you can get access to their contact details and pitch them upgrades that:

  • Solves their problems
  • Gives them an easy-to-understand outcome
  • Is priced according to the value of the outcome
  • Builds on the trust you’ve established as the expert

2. Upsells service offerings

As soon as you’ve got all the steps (or rungs) on your value ladder ready you’ll be able to upsell along the clients’ journey. For example, if your client starts out with your low-priced offer you can try to upsell them to the next stage. Then after they bite this offer you can introduce them to the one higher than that and so on. 

You can also experiment with the order. Your potential clients don’t necessarily have to go through each step. You could hold a webinar, which would be a low-priced offer, and after that send them an email enticing them to go for your highest offer. If they enjoyed the webinar and felt you provided them with valuable information then they’ll probably jump at the chance to check out what your premium content is like.

3. Extends the lifetime value of a customer

By incorporating different values into your lineup you’ll be able to extend the lifetime value of a customer. 

The introductory or lower-priced offer sets your customer up and hooks them into your business. By exposing them to your stream of higher offers you can keep them interested and increase the length of time they stay with your company as a loyal customer. 

How to create a value ladder

To get your value ladder up and running, you’re going to want to come up with four offers – each building on the last.

1. Free offer

The purpose of your free offer is to generate leads and get people interested in your company. With free offers, you’ll be able to demonstrate your expertise and show your potential clients how you can solve their problems. 

Your free offer has to be something that is valuable to your potential clients otherwise they won’t be interested. Remember that just because it’s free doesn’t mean it can’t have value.

Examples of free offers you can use are:

  • Downloadable content
  • Free ebooks
  • Webinars
  • Introductory courses

This free offer might get people to your website but that doesn’t mean they’re going to want to commit straight away. It might take a good few interactions with your company to get them to invest in what you’re selling.

2. Intro offer

This is the lowest price of the paid options that your company has to offer. It should solve a problem that your audience has – and offers a bit more value than your free offer. 

You’re still nurturing trust with your audience so your intro offer should be valuable and it should solve a specific problem that your client has. 

Some examples of intro offers are:

  • Paid workshops
  • Paid webinars
  • A mini-course

Your intro offer isn’t designed so you can make a lot of profit but more so to quickly turn a visitor into a paying customer, so you can encourage them to move onto higher offers later on. 

how to create a value ladder for your services

3. Lead offer

Your lead offer will cost more for your customers but it will have much greater value. These are all designed to be profitable and your lead offer should completely wow your clients. 

Try to focus your lead offer on a specific outcome to show your clients that they’ll be able to achieve something important to them. This offer needs to solve problems – and shouldn’t create any issues. 

Some other examples of lead offers are:

For example, you shouldn’t offer an audit at this stage, as it’ll only bring up issues for the client. Instead, offer them a road-mapping session to help them see what their opportunities are.

  • A playbook
  • Road-mapping sessions
  • Digital marketing strategy
  • A full course
  • A consultation session

4. Core offer

This is the offer that solves all your customers’ problems. You pull out all the stops to make sure that you and your business can solve your clients’ problems with this offer.

You should price your core offer based on the value or the perceived value of the outcome. So in this regard, the sky’s the limit. Depending on what services you offer depends on how much your core offer is going to cost. 

Some examples of a core offer could be:

  • 1-on-1 services 
  • Full courses with multiple modules
  • Detailed strategies for business success

Getting your value ladder set up and organized can be a bit daunting, but luckily for you our expert team is here to help you figure it all out.

So, if you’d like help figuring out your value ladder and how best to attract and serve your customers, get in touch today!

The Benefits of Keywords In Content Creation Go Beyond Ranking Your Business

Using the right keywords can attract your audience to your website because it can help your website’s URL land higher in search engine results, but what else do those words do? Are they simply terms to help get people on your website, or is there more to them? The truth is, getting visitors to your website for the right reasons is one of their main responsibilities, but there are more things that your keywords can do. Here are some of the responsibilities that are left to your keywords.

Keywords Bring About Brand Awareness

Your pet business may be totally unique in your niche or your geographic location, but it is one of many under the category of pets. You need to figure out ways of standing out. The keywords that you choose to represent your brand are going to help bring your brand out of the shadows and into the light, where you want to be. Just make sure that each of the keywords you pick are relevant to what you have to offer so that when your brand is attached to those words, people understand the connection.

The Right Keywords Help Your Brand Catch the Right Kinds of Attention

When you pick keywords that talk about more than the basic point of your product or service, you are going to catch the attention of people looking for those services or products. You can use those words to catch the eye of local community organizations that are looking for what you have to offer, pet rescues that you may be able to partner up with, and even school groups that are looking to give back to the pets in your area. The more appropriate keywords that you choose to represent you and your company, the more recognition you are going to get from the right people, for the right reasons.

Keywords Offer You an Authority Point of View

Having an authoritative point of view coming from your website is going to help you build up trust and readership on your website. You want people to trust in the advice you give or stance that you have so that they come to you to buy whatever they need, as they need it. Using keywords to help them see that you have the experience and knowledge to cover the topics they would be looking for can really help build up a solid core of buyers that can help build up your business. Picking solid keywords for your business’ website is important for ranking purposes, but they are also important beyond the search engine results. If you want to build up a solid website that people want to visit and return to when they have questions, then you should carefully pick out accurate and relative keywords to help people know who you are and how you can help. Take the time to pick out the best, and use them on each page that you create.

5 Ways to Make Your Website Content Stand Out

5 Ways to Make Your Website Content Stand Out

5 Ways to Make Your Website Content Stand Out 1

It may seem like people would rather look at your website’s images and read a few excerpts here and there, but that is generally not the case. Think back to the last great book you read. It probably had a writing style that really drew you in, from catchy phrases to concise details. Your website content needs to accomplish the same goals in order to draw readers in, and keep them entertained; in turn, this will help them learn more about your company, and what you have to offer.

Quality vs. Quantity

You might feel like you need to write a lot to explain what your company is all about. Just as you probably dread the thought of typing out long sentences for each page, think about how a visitor to your site will feel when he or she tries to read through the content. It is almost guaranteed that visitors would quickly lose interest in the text, and may even stop coming to your site altogether.

The goal is to create content that emphasizes quality rather than quantity.

Bigger is not always better, especially when website content is involved.

Content should be the most engaging part of your website, so it is time to figure out how you can make your content sparkle. Whether it is headings for video clips, paragraphs on your “about us” page, staff bios, or something else, you should create content that is concise and fresh.

Catchphrases – or even single words – are useful, along with keeping the content brief. Many visitors want to see quality content, especially when they are researching a service or product. If your website content is riddled with typos and grammatical errors, it is likely that it will not be taken very seriously.


Creating unique and fun visuals can catch the reader’s attention sure, but more importantly, content posts with images are 90-120% more likely to be clicked on than posts without images.  If you scroll back through some of our previous blog posts, you’ll notice that we have an image attached to nearly all of them.

You can take your own photos, or download stock images from istockphoto.com, shutterstock.com and similar services. Then using a service like canva.com or picmonkey.com, you can add effects and text to really make your photo standout.

Large Font

From books to research papers, everything is easier to read when the font is larger. For websites, having a larger font means less space to use when creating content. In other words, large font forces you to focus on precisely what you want to say. A large font is also more enticing to readers, as they feel like they can browse through the content much more quickly and efficiently.

Focus on the Audience

In order to come up with content that will really wow visitors, you need to consider who the majority of your audience really is. Then, with this target audience in mind, it becomes much easier to give your content a tone and purpose. Even certain words or phrases may be more easily understood by a specific audience, so go ahead and use those as well, if they apply.

Break the Monotony

Large or even medium-sized paragraphs of text can seem daunting, particularly when there are several on a page. Instead of writing paragraphs, try just a sentence or a few sentences at a time to shake things up and keep readers engaged.

Links and photos can help to brighten up a page. Just be sure not to make your page too busy, or you run the risk of discouraging readers.

These are really simple ways to make your content stand out; ones you can start implementing today. Go look through your site and pick one page to improve the content on. You won’t be sorry.

Key Methods That Help your Business Build and Maintain a Strong Client Relationship

Key Methods That Help your Business Build and Maintain a Strong Client Relationship

Key Methods That Help your Business Build and Maintain a Strong Client Relationship

Solid client relationships are vital in the working world. Achieving them doesn’t have to be complicated or hard.

Once you have built up a trustworthy relationship, you will want to keep it going strong. Whether you are a small business or a freelance worker, it is essential to understand how these relationships are built in the first place, and the best ways to maintain them over the years.

Remember that a strong ongoing relationship will also ensure that you have work in the future. And who doesn’t need that?

Key Methods That Help your Business Build and Maintain a Strong Client Relationship 2

Carefully Plan Projects in Advance

By carefully planning out projects in advance, you will show that you are able to take initiative and that you want to understand the project completely before getting started. This is true whether your client has provided you with accurate and detailed guidelines, or a vague explanation of what needs to be done. You should establish guidelines as soon as possible, and return them to the client for review; this will allow both of you to see exactly what the work will entail.

How we do it: Every proposal we send out has a deliverables schedule that outlines what is expected from us and from our client. Clear expectations right from the start. This makes my OCD very happy, but even better, it makes our clients feel secure and understand how everything is going to go down. We like some surprises, like when the puppy jumps up on our lap in the middle of a conference call;  not when it comes to client expectations though.

Make Communication Personal

In today’s fast-paced and technology-centered society, emails and short text messages are the norm. While these forms of communication are fine, you can make yourself stand out more and build a substantial relationship with your clients if you take a few extra minutes to insert something personal into your next message.

For example, if you are interested in building a relationship, add in a specific detail or two in your email to prospects. A good way to do this is to mention something of personal interest, such as a big win of their favorite sport’s team. This is a great first step towards establishing a strong, long-term relationship.

How we do it: When a prospective client reaches out to us, we check out their site and any social media accounts they might have in order to get a better feel for who they are and what is important to them. Then during phone calls, or emails we make mention of some tid bit we connected to. I don’t suggest you fake it, because that will only get you so far. Instead truly invest in finding out more about them that you can also relate with. I’m not a sports fan, so for me to say hey, big win with those Yankees…isn’t going to sound authentic. If you are a sports fan though, it will.

Focus on Like-Minded Individuals

The business world is full of people with unique personalities and interests. One way to ensure your success in the future is to find a client with a similar personality and goals as your own. In doing so, you are showing the client that you are interested in forming a lasting relationship.

When the initial sale or project has ended, let the client know that you are keeping her in mind in the event that another similar opportunity should arise in the future. Also let the client know when something new comes along, as this will help to keep the lines of communication open between you two, even if the client does not take on the new opportunity or offer.

How we do it: One of our core business practices is to make sure that the clients we work with align with our business beliefs. The Do Not Hire Us page is the perfect example of who we are and the types of clients we work with. We want to put all of that out there from the get-go and we’ve found that our clients love it. We get more compliments and opening dialogs because of that one simple page. People are drawn like a magnet to like minded people.

Effective Communication is Vital

When you are working on a project for a client, you should strive to maintain frequent contact with that client. This may involve emailing on a daily basis, or calling periodically to check-in and make notes about your progress.

Today’s high-speed society means that there are many different forms of communication, from email to phone, and instant messages. Take advantage of this to find out which method your client prefers, and use it often. Let your client know the best and worst times to contact you before you even begin working on a project.

How we do it: For most of our projects, we use Basecamp to not only track the project but also keep in touch with our clients and send them messages.  This is what works with the type of projects we take on. We also connect via Skype, and email as well. I’ve yet to move to text but I’d be open to it if it were a client preference. Figure out what works for you and your client, then do it.

These simple but vital details can seriously improve your client’s overall experience with you and your business; turning a one-time project or sale into a recurring and devoted client. The majority of our clients are recurring or referrals from other clients.

Be yourself dammit. No one else can.

Be yourself dammit. No one else can.

Yesterday I had a meeting with a corporation located in Charlotte.  Most of our clients are located around the world, so it’s not often we get to meet them face to face and I get to wear something other than my pajamas.

I started to get ready for the meeting and I hunted down my one pair of dress pants and I grabbed a pretty blouse. As I stood in the mirror, making sure everything looked as it should, I realized how uncomfortable I felt.

Not because the clothes didn’t fit, but because the person I saw in the mirror wasn’t me.

I was pretending to be someone else, someone who wore dress slacks and blouses. It wasn’t intentional, I wasn’t trying to be misleading or fake. But for some insane reason, I was equating “professional” with my attire, instead of my attitude…instead of the service we provide and the expertise, we bring to the table.

We talk a lot about brand messages with our clients, and here I was, being completely untrue to our own brand.

  • We are not corporate.
  • We are not an agency.
  • We are not suits and ties and dress pants and blouses.
  • And we love that we are none of those things.

So I tore off that ridiculous outfit and grabbed a nice pair of jeans and a shirt, along with my fluffy comfy clogs and I was all set. When I checked myself out in the mirror, I felt completely comfortable, confident, and professional.

Be yourself dammit. No one else can. 3

I’m not saying you need to go out there in cutoffs and a wife beater – but be real. Don’t be afraid of who you are or try to fit into a mold of what you think something should be.

Have you ever caught yourself trying to be someone you think other people want you to be or expect you to be?


People will either love you or hate you and it’s far better to be hated for being who you are than be loved for someone you’re not. The latter is much too exhausting to maintain anyway.

No one else can be who you are, so take advantage of that.

It’s life lessons people, even in branding. Go figure.