Thanks for coming back. Last week we talked about the positioning problem and the three client types.
This week, the actual language you can use to position WordPress as an operational platform.
Not theory. The exact words.
The Problem Most Agencies Have
Here's what usually happens:
Client says: “We need a website with a booking feature so customers can schedule appointments.”
Agency says: “No problem, we'll integrate Calendly. It's the easiest solution. That's $300 for the integration.”
Result:
- You get $300 one-time
- Client pays Calendly $480/year
- You're “the website person”
- They depend on Calendly, not you
You just locked yourself out of operational value.
What You Can Do Instead
Same scenario. Different response.
Client says: “We need a website with a booking feature so customers can schedule appointments.”
You say: “We can build your booking system directly into your WordPress platform instead of using external software. You'll own it, it works seamlessly with your site, and we manage it for you. No monthly subscription to another company.”
Result:
- Setup fee: $500-700
- Operations management: +$50/month ongoing
- Client owns the infrastructure
- They depend on you for operational systems
Three-year comparison: $300 vs. $2,300.
More importantly, you're now the operations partner, not the website person.
Real Client Scenarios
Scenario 1: Booking System
Background: A wellness coach needed a website to promote her services and let clients book consultation sessions.
Old way conversation: Client: “I need people to book time with me.” Agency: “We'll add Calendly. It's $20/month for you, and we charge $300 to integrate it.”
Platform Development conversation: Client: “I need people to book time with me.” You: “We'll build a booking system into your platform. Clients book directly on your site, in your branding. You set your availability, manage appointments, get email notifications. We handle all the technical stuff. You own it.”
Client picked platform development. Why?
Because you positioned it as ownership (not renting), integration (seamless with their site), and simplicity (one partner managing everything).
She's been with you for two years now. The booking system works. When she needs changes, she calls you. You're not just her website person. You're her operations partner.
Scenario 2: Customer Management (CRM)
Background: A small consulting firm needed to track client interactions and manage their pipeline.
Old way conversation: Client: “We need to track our leads and customer conversations.” Agency: “You should use HubSpot CRM. It's free to start, and we can integrate it with your site for $400.”
Platform Development conversation: Client: “We need to track our leads and customer conversations.” You: “We can build a customer management system into your platform. Track every interaction, manage your pipeline, store notes and documents. All your customer data lives in your WordPress platform, not scattered across different tools. We manage it for you.”
What this replaces:
- HubSpot Starter: $180-360/year (once they outgrow free)
- Setup fee: $400 vs. $600-800
- Operations management: +$50/month
Client owns their customer data. You manage their CRM infrastructure. When they need custom fields or workflows, you build it. No waiting on HubSpot support.
Scenario 3: Forms & Lead Capture
Background: A professional services firm needed multiple forms for different services, lead capture, and automated follow-ups.
Old way conversation: Client: “We need contact forms for each service, and we want to capture emails.” Agency: “We'll use Typeform for your forms and Mailchimp for email. That's $200 to set up, plus $300/year for Typeform and $348/year for Mailchimp.”
Platform Development conversation: Client: “We need contact forms for each service, and we want to capture emails.” You: “We'll build professional forms directly into your platform with automated email sequences. When someone fills a form, they get added to your email list and receive your welcome series. Everything managed from one dashboard. You own all the data.”
What this replaces:
- Typeform: $300/year
- Mailchimp: $348/year
- Total: $648/year in subscriptions
- Setup: $200 vs. $500-600
- Operations management: +$40/month
Client has unlimited forms, unlimited contacts, full control. You manage the infrastructure and automation.
The Pattern You're Seeing
Notice the pattern across all three scenarios:
Old way:
- Suggest external SaaS tool
- Small integration fee
- Client rents forever
- You're the connector
Platform Development:
- Build into WordPress
- Higher setup fee
- Client owns it
- You're the operations partner
The conversation shift is the same every time: ownership, integration, simplicity, partnership.
The Proposal Language You Can Use
Don't call it “website design.” Call it “Platform Development.”
Here's the structure:
Platform Development: $9,000
What's included:
- Professional design and development
- Mobile-responsive, fast-loading
- SEO foundation and analytics
- Integrated booking system (replaces Calendly)
- Customer management system (replaces basic CRM)
- Professional forms with automation (replaces Typeform)
- Email capture and welcome sequences (replaces basic Mailchimp)
What this replaces:
- Calendly: $480/year
- HubSpot/CRM: $180-360/year
- Typeform: $300/year
- Mailchimp: $348/year
- Total: $1,308-1,488/year in external tools
Operations Management: $150/month
What you handle:
- Weekly backups and security monitoring
- All updates (website + operational systems)
- Performance optimization
- Infrastructure monitoring and support
- Technical troubleshooting
- Annual license renewals included
The key line: “Everything in one place. You own all your operational infrastructure and data.”
Why This Works
You're selling four things clients actually care about:
Ownership: “You'll own this infrastructure” (vs. renting from SaaS)
Integration: “Everything works together natively” (vs. middleware chaos)
Simplicity: “One dashboard, one support contact” (vs. juggling vendors)
Partnership: “We manage your operational platform” (vs. basic maintenance)
Notice what you're not selling: features, page counts, plugins.
You're selling operational infrastructure.
Handling the Objection
This comes up sometimes:
Client: “But I've heard [tool name] is really easy to use.”
You: “It is easy. But with integrated systems, everything works together on your site, in your branding, with your workflows. It's seamless.
Plus, when you need changes, you call me. One person who knows your entire operation. With external tools, you're dealing with their support teams who don't know your business.
Which sounds better: one operations partner who manages everything, or juggling multiple vendors?”
They almost always choose the partner.
Your Action This Week
Take your next new project proposal and rewrite it:
Change the positioning:
- “Platform Development” not “website design”
- Include 2-3 operational systems in the base quote
- Show what external tools it replaces
Reframe the monthly:
- “Operations management” not “maintenance”
- Emphasize you're managing their operational infrastructure
Use these words:
- Ownership
- Integration
- Simplicity
- Partnership
Pick the operational systems based on what your client actually needs: booking, CRM, forms, or all three.
Test it this week. See what happens.
What's Next
Next week: Implementation specifics. Which plugins to use for booking, CRM, and forms. How to set them up. What to charge.
For now, just try the language shift with any of these scenarios.
Because that's what this is. A language shift that changes perception.
Forward this to an agency friend still suggesting external tools for every operational need.
— Great
WordPress Advisor & Evangelist
Platform Over Pages
P.S. The goal isn't just more revenue. It's positioning yourself as the operational infrastructure partner they depend on.