top of page

What to Include in Your Services & Pricing Guide for your Online Business

Updated: Apr 7, 2022

Today we're talking about what to include in your services and pricing guide - otherwise known as a Client Introduction Packet - for potential clients.

Before we begin, I want to take a second to talk about the difference between a Client Introduction Packet (Services & Pricing Guide) and a Client Welcome Packet. A Client Welcome Packet is what you would provide a client when they have already signed on to work with you - that is not what we are talking about today. Instead, we're talking about the Client Introduction Packet, which goes over your services and pricing and all the other information you want a potential client to know.

To show you what should be included in a Services & Pricing Guide, I'm going to share the exact template I use for my clients below -

Pages 1 & 2 | a cover page & table of contents

You always want to include a cover page to keep things looking professional. A nice photo, a summary of what your client will find inside, and your URL will work just fine. And then, when your potential client opens up the packet, the first page should be a table of contents - this way, your client can see where they want to go, quickly and easily.

You'll see that I divide most of my templates up into sections - I think it's easiest for the client this way. It's nice to break down the information for them and include all relevant things together.

Section 1 | the basics

Welcome Page | The welcome page acts as a "what to expect in this packet" page. This helps the client understand what they're about to see, and I think it's a nice touch to make things a bit more personal.

Introduction Page | This is where you'll want to introduce yourself and give a quick background - make sure to point out why you're qualified to do what you do, so your potential client knows you're an expert!

Are We a Good Fit? | Next, you'll want an "are we a good fit page?". Seems a little odd, I know - but you want to ensure that you're a good fit for your potential client and they're a good fit for you early on in the process. Describe the person that is a good fit and the person that isn't - make it super easy for your potential client to decide. You don't want to waste anyone's time!

Section 2 | the details

Package Options | Even though you're going to go through each package individually, I think it's a good idea to include a packages overview page. List the most important details of each package, so your potential client can see everything in one place to help make their decision easier.

Detailed Package Page(s) | Here's where you'll really dive into everything you offer. I suggest a page per package. My template includes 3 package pages, but you can increase (or decrease) that depending on how many packages you offer.

Timeline & Milestones | Include a timeline & milestones page, but make sure to point out that it's just a "rough" draft based on a typical project. This shouldn't be specific since you're not talking about a specific project. Just write out the major milestones and how long they generally take. For example, maybe Milestone 1 is 2 days, milestone 2 is 3 days, and then milestone 3, 4 and 5 are one week each. Just something basic like that, so your potential client has a rough idea of how long of a time period they're looking at for their project. You'll get into more detail in a Client Welcome Packet when you sign a client on to work with you.

Typical Process | Write out your typical process, so your potential client understands how you work - this page will generally get people excited as they imagine you working on their project! Showing your process is different than showing your timeline. Your process shows how you work - what you do first, second, and so on. In this section, you might also want to include a brief overview of what you need from the client in each step of your process to make sure they're aware from the very beginning.

Deliverables | Again, deliverables will change per project, but it's a good idea to list general deliverables and specifics of what they include. This will give the potential client a good idea for their specific project.

Pricing Schedule | No specifics here again, but let them know your general rule of thumb - is there a deposit? Do they pay at the end? Installments? Give the details so people can plan!

Section 3 | portfolio

Recent Work | This is how you suck people in! Show off some beautiful recent work you've done. Give a few testimonials, a project description, a pretty photo or something that represents the quality of your work. If you're a photographer, show a photo from your latest wedding. If you're a web designer, show a screenshot of the last website you created. Show off a little!

Visual Portfolio | This part is less organized than the recent work page - here you just want to create a visual representation of your work - it can be from different projects, the same projects, whatever you prefer! You just want to show something beautiful to your potential clients.

Section 4 | the finals

Policies | Here's where you want to lay out any specific policies you have for your business. This can include things like like payment, cancellation, privacy policies, etc. It's also a good idea to include this for both protection and professionalism.

FAQ | Be sure to include FAQ to keep things as simple as possible for you. If you've been in business for awhile, you know what clients typically ask. Include those questions in your packet, so you don't have to answer each one for every client.

Next Steps | People always want to know what happens next - are you going to follow up? Should they reach out to you? Include all of this in your 'next steps' section! The idea is to make it as simple as possible for your potential client sign on with you. Be sure to include all of the different ways to contact you, as well.

Why Me? | The last three pages of the packet are really just to try to convince your potential client to work with you. I include a 'Why Me' page because I want to show what it means to work with me - why should they pick me over someone else? Include that all here!

My Promise | Write something personal here, just to make your potential clients feel a little extra love.

Back Cover/Thank You | Keep things professional with a back cover and always thank them for reading through!

And there you go! That's everything you should include in your Client Introduction Packet. And now, I want to make things simple for you...

You can purchase the EXACT template shown above to use for your business. It's in Canva format, so it's simple to customize to match your business. Instead of wasting hours or days building your own, simply purchase this template, customize and start sending it out immediately!


Recent Posts

See All


bottom of page