9 Strategies to turn one-time projects into retainer clients

Your current and past clients are your warmest leads for retainer work. Since you’ve already worked with and for them, they already know and trust you, which makes them much more likely to sign on for ongoing services.

See which of your clients could go from projects to a retainer

Go through your past projects and identify clients with recurring needs. Did you design a website that could benefit from monthly maintenance? Or did you create a branding strategy that needs regular updates to stay relevant? Clients with ongoing challenges are your best retainer prospects.

Pitch retainers as a value-added service

Pitch going on a retainer to your clients as the solution to their ongoing needs. Instead of saying, “Do you want to sign up for a monthly service?” try, “Your business is growing fast, and regular support will keep your website secure and optimized for SEO. A monthly package will keep everything running smoothly while freeing up your time to focus on other priorities.”

A monthly newsletter is the perfect way to keep the conversation going with past clients while giving your brand a personal, human touch. It shows that you care about their success beyond the initial project and want to keep them informed and supported.

Use your newsletter to share valuable insights, industry trends, and actionable tips that are relevant to their goals. Highlight updates from your business or showcase new services they might find helpful. You can even include curated resources or tools to show you’re always thinking about how to add value to their work.

This isn’t just about staying top of mind—it’s about fostering a relationship that feels genuine, supportive, and ongoing. A thoughtful newsletter reminds clients why they worked with you in the first place and opens the door for future collaborations, whether that’s a retainer or a new project down the line.

Let’s face it—clients don’t always know what they need, and “open-ended agreements” can sound a little... vague. Productizing your services makes everything clearer and easier to sell. It’s about taking what you already do and turning it into structured, recurring offerings that feel straightforward and valuable.

Create clear packages

Start by looking at your most requested services and grouping them into easy-to-understand packages. Clients love knowing exactly what they’re getting, and you get the benefit of streamlined pricing and smoother onboarding. Here’s what it might look like:

• The Basics: Perfect for clients who need peace of mind. Includes website updates, plugin management, and performance tracking to keep things running smoothly.

• The Growth Plan: A step up for clients ready to level up. Monthly SEO optimization, A/B testing, and quarterly strategy sessions ensure their business keeps moving forward.

• The All-In-One: For clients who want it all (and then some). Includes everything in the Growth Plan plus on-demand design work and weekly consulting calls for maximum support.

When you package and price your services like this, it’s easier for clients to see the value—and for you to upsell them into the level of support that works best. It’s a win-win: they get exactly what they need, and you get a recurring revenue model that’s easy to manage.

Use introductory packages to ease clients into a monthly retainer

Not everyone’s ready to dive into a long-term commitment right off the bat—and that’s totally fine. That’s where an introductory package comes in handy. Think of it as a “try before you buy” option. Create a low-pressure, three-month trial that focuses on the essentials, like website updates, performance monitoring, or a quick SEO audit to deliver fast wins. It’s all about giving clients a taste of what you can do without overloading them.

During those three months, show up and show off. Deliver results they can’t ignore—whether it’s better performance, smoother processes, or the peace of mind that comes with knowing they’re in great hands. By the end of the trial, they’ll wonder how they ever managed without you, making the transition to a full retainer feel like a no-brainer.

One of the easiest ways to secure retainers is to upsell clients after completing a project. Many agencies miss this low-hanging fruit, but it’s a great approach to building recurring revenue.

Keep collaboration going beyond the project

Just because the project is finished doesn’t mean the collaboration has to stop! Offering ongoing support is a great way to stay connected with clients and keep things running smoothly for them. It’s about showing you’re invested in their long-term success.

For example, after delivering a fresh new website, you could suggest a monthly retainer for updates, performance monitoring, and security patches—keeping their site in top shape without them lifting a finger. Or, if you’ve wrapped up a marketing campaign, pitch ongoing optimization and regular reports to make sure they’re consistently hitting their goals. It’s all about being their trusted partner, not just a one-time fix.

Leverage your results to upsell

Clients love results—that’s what they’re paying for, right? When you’ve knocked it out of the park with a project, don’t let that momentum go to waste. Show them how ongoing work can build on those wins and make things even better.

For example, if their recent marketing campaign doubled lead conversions last quarter, let them know. Then, pitch the next step: “With a retainer, we can keep refining the strategy to drive even stronger results.”

It’s not just upselling: it’s showing them the value of sticking with you for the long haul.

Switching from projects to retainers isn’t just a business move—it’s your chance to stand out as the pro clients can rely on for the long haul. People want someone they can trust to deliver consistent value, and that’s where you come in.

Share your wins and tips online—whether it’s a quick LinkedIn post, a blog, or bite-sized social media content—showcasing how your retainer services have helped others grow. Success stories and useful insights don’t just show off your skills—they get potential clients thinking, “I need that too!”

Make retainers your signature service by spotlighting them on your website and in conversations with clients. Highlight the perks of steady support and throw in testimonials from happy customers to back it up. Add a casual, clear call-to-action like, “Ready for stress-free growth? Let’s team up!” to make the next step obvious. By positioning yourself as the go-to for ongoing support, you’re not just offering a service—you’re building trust and partnerships that last.

There’s nothing like a glowing recommendation to land new clients, especially for retainers. Referrals are hands-down one of the easiest and most effective ways to grow your business. Plus, they come with a built-in trust factor because someone they know already loves your work. Now, let’s make those referrals work even harder for you.

Incentivize your clients

Your happy clients are already talking you up—why not give them an extra reason to do it more? Set up an incentive that’s hard to resist, like, “Refer a new client and get one month of free services.” It’s simple, effective, and makes everyone feel like a winner. Not only does this bring in fresh business, but it also strengthens your bond with existing clients.

Team up with other businesses and partners

You don’t have to do it all yourself! Partner with businesses that complement your services, like web developers, photographers, or content creators. A referral agreement where you trade leads can open up a whole new stream of potential clients—without stepping on each other’s toes.

For example, if you’re a marketing whiz, you could partner with a branding agency or a video production team to pass along clients who need your magic touch (and vice versa). Everybody wins, and your client list grows without breaking a sweat.

If you want to attract retainer clients, your marketing should do more than showcase your work—it should clearly highlight how you make life easier for your clients.

Retainers aren’t just about ticking boxes: they’re about building meaningful, long-term partnerships that deliver the solutions your clients truly need.

Showcase your wins

People love a good success story, so don’t be shy—show them what you’ve got! Use case studies to prove how your work and monthly retainer packages deliver consistent, measurable results. For example, you could share, “Our retainer helped Client X boost sales by 30% in just six months.” Those kinds of numbers don’t just catch attention—they inspire action. Toss in a testimonial or two, and you’re not just selling services—you’re building trust.

Hone in on the right people

Not everyone is retainer material, so don’t waste time casting a wide net. Instead, focus your energy on high-value clients who need what you offer and will stick around for the long haul. Run targeted ads or email campaigns that speak directly to their pain points. Use snappy headlines like, “Tired of stressing over updates? Let our retainer packages handle it all for you.”

When you tap into their challenges and show how you’re the solution, they’ll be lining up to work with you.

Strategic marketing isn’t just about getting noticed—it’s about showing clients why partnering with you long-term is the best decision they’ll ever make. Make your message clear, confident, and packed with value, and you’ll attract clients who are ready to stick with you for the ride.

Managing retainers efficiently requires solid systems and processes. Without them, you risk overpromising and underdelivering.

Make your processes work for you

Streamlining your processes is the way to go, and it all starts with SOPs (standard operating procedures). These are your step-by-step guides for handling recurring tasks like reporting, updates, or keeping communication on track. With a clear plan in place, you can save time and keep everything running smoothly without the stress.

Use a CRM for client management

As your agency grows and shifts into transitioning into a retainer model, juggling warm leads, managing clients, deadlines, and deliverables can quickly turn into chaos. That’s where a customer relationship management (CRM) platform like Copper comes in to help you stay organized and focused.

Here’s how it simplifies everything while working seamlessly with the tools you already use:

• Put those SOPs to work: Assign tasks and track progress so nothing falls through the cracks. And for those repetitive emails you have to send? Email automation can step in and send emails to new prospects when they fill out a form, or send an email when an opportunity reaches a new stage in your pipeline. All without you having to type “hope this finds you well.”

• Keep everything in one place: Copper brings all your lead and client details—emails, meeting notes, files, and timelines—into one easy-to-access hub. No more jumping between apps or digging through inboxes. Plus, it integrates with hundreds of other tools, from Gmail and Google Calendar to your favorite SOPs, and more. Everything you need to manage your clients is connected and in one place.

• Automate the repetitive stuff: Forget scrambling to meet deadlines or send updates. Copper’s automation features handle reminders for warm lead follow-ups, client check-ins, project deliverables, and sending reports, ensuring nothing falls through the cracks. Your clients stay happy, and you get back time to focus on growing your business.

• Focus on what matters: Copper’s customizable pipelines let you see where every client stands at a glance. Prioritize your most valuable clients, track key tasks, and stay on top of your workflow with crystal-clear visibility.

With Copper, not only can you manage your clients efficiently, but you can also connect all your favorite tools, creating a seamless ecosystem that works for you. It’s your one-stop shop for running your agency like a pro.

Landing monthly retainer clients is a huge win, but it’s just the beginning. The real magic happens when you keep refining and growing your process. To stay ahead of the competition and consistently deliver value, you need to measure, improve, and adapt.

Keep your finger on the pulse

A happy client is a loyal client. One of the best indicators of your success is how long clients stick around—and why they leave when they don’t. Regularly track client retention rates to understand how well your retainers are meeting their needs.

Gather feedback at key points in the relationship, whether you choose to use quick surveys or casual check-ins. Ask questions like:

• What’s working well for you?

• What’s one thing we could do better?

• What other services do you wish we'd offer?

• What made you choose us over other options?

• How do you measure success for this partnership?

This step isn’t just about fixing problems, it’s about spotting opportunities to blow your clients away. Maybe they’d love more strategic guidance or an extra deliverable each month. Small changes can turn satisfied clients into long-term partners.

Track your financial health like a pro

You’re running a business, and the numbers don’t lie. Dive into your monthly recurring revenue (MRR) to get a clear picture of your financial stability. Is it climbing steadily? Are there dips you didn’t anticipate?

Knowing your MRR isn’t just about bragging rights. It helps you make smarter decisions about hiring, tools, and scaling.

And just as important is your churn rate: how many clients are leaving and why. If you notice patterns, dig deeper. Are they leaving because they’ve outgrown your services, or are there gaps in your offering? Use this insight to refine your retainers and boost your retention rates.

Moving from projects to a retainer setup isn’t just about locking in consistent revenue—it’s about building real, meaningful relationships.

Think about it: when clients see you as their go-to partner, not just another vendor, you’re setting yourself up for long-term success. By leaning into those existing relationships, testing out niche offers, and fine-tuning your processes, you’re creating a model that works for both your business and your clients.

And here’s where tools like Copper come in handy. Copper helps you manage all the moving parts, from staying on top of client information to meeting deadlines to automating follow-ups, so nothing slips through the cracks. Plus, you can try it out with a 14-day free trial to see how it transforms your client management game.

At the end of the day, it all comes down to relationships. When you focus on delivering value, building trust, and creating a seamless experience, your clients won’t just stick around—they’ll become your biggest cheerleaders.

So take that leap, get those processes in place, and start scaling. You’ve got everything you need to thrive!