How to Extend The Life of Your Agency's Contracts

How to Extend The Life of Your Agency's Contracts

Agencies are often too focused on new business when it's actually way harder to get new clients than to keep the ones you have. Re-signing clients to a new contract after their current one lapses should be a core part of your business strategy.

Start Early

Be proactive about thinking about contract extensions a few months before the contract ends. For 12-month SEO contracts, begin this process in month 9. This gives you time to course-correct if needed.

Step 1: Evaluate Client Satisfaction

Begin by evaluating the client's overall satisfaction. Think about this early because if you're not meeting expectations, you can dedicate attention to improving the situation before the contract is up for renewal.

Step 2: Create a Wrap-Up Report

There needs to be a report that wraps up the work done for your client. This becomes a valuable sales tool when renegotiating a new contract — it documents the value you've delivered and makes the case for continued investment.

Step 3: Present New Opportunities

Use the data from your campaign to identify new growth opportunities for the client. Showing them what's possible next creates excitement about continuing the engagement.

Step 4: Strategic Pitch

We have 4 solid tips to help you extend the contract value of your current clients. The key is framing the renewal not as more of the same, but as the next phase of growth that builds on the foundation you've already established.