One of the best ways to grow a business is to look inward at what you already do well and identify new ways to provide value to your clients. Too often, companies focus exclusively on attracting new customers when, in reality, one of the most effective strategies is to expand what you offer to the clients you already serve. By introducing complementary services, products, or programs that naturally fit alongside your existing offerings, you can increase revenue, strengthen client relationships, and differentiate yourself in the marketplace.
At LaunchUX, we recently took this approach by creating a new product called WebCare. This annual program includes updates and support for clients enrolled in the package. Before WebCare, we provided updates and support on an hourly, as-needed basis. The problem was that this reactive model often left clients unsure of what their costs would be, and in some cases, they delayed important updates to avoid unexpected bills.
WebCare changed that. Now, our clients know exactly what they will get and what they will pay each year. They receive ongoing updates, maintenance, and priority support, and we gain a predictable revenue stream. It is a win-win scenario that not only strengthens our relationships with existing clients but also adds directly to our bottom line.
Why Complementary Offerings Work
Adding a new service that complements your existing ones works because it builds on the trust and rapport you have already established. When clients are happy with the work you do, they are far more likely to buy additional services from you than from a competitor. You also have insider knowledge of their needs, which gives you an edge in creating offerings that are both relevant and valuable.
Complementary services can:
- Increase customer lifetime value by extending the duration and depth of your relationship with each client
- Provide predictable recurring revenue through subscription-style offerings
- Enhance client satisfaction by solving more of their problems and reducing friction in their experience with your business
- Improve efficiency by standardizing services that you may already be providing on an ad hoc basis
The Client-First Approach
The most successful complementary offerings are those that benefit the client just as much as the company. In the case of WebCare, our clients now receive proactive updates, faster support, and the peace of mind that their website is in good hands all year round.
This is the key. If the service only serves your business’s bottom line without making the client’s life easier or better, it will be a harder sell and will struggle to gain traction. On the other hand, if the offering genuinely improves the client’s experience, they will not only sign up but will also be more likely to recommend your services to others.
Identifying Opportunities for Complementary Services
Finding the right complementary offering starts with asking the right questions:
- What pain points do your clients experience that are related to your main service but not fully addressed by it?
- Are there services you currently provide on a small scale that could be standardized and sold as a package?
- What do competitors offer that your clients often ask about but you do not currently provide?
- Is there a way to bundle existing services to make them more appealing and easier to purchase?
For example, a landscaping company might add seasonal maintenance packages or holiday lighting services. An accountant might offer bookkeeping support in addition to tax preparation. A photographer might sell editing or retouching subscriptions alongside standard photo shoots.
Strategic Planning for New Offerings
While it can be tempting to roll out a new service quickly, success comes from careful planning. Before launching WebCare, we defined the exact scope of the program, set clear pricing, developed a marketing plan, and ensured our team had the processes in place to deliver consistently.
Key steps to consider:
- Research the demand. Talk to your clients and find out if they would be interested in the service before investing heavily.
- Define the scope. Be clear about what is included and what is not, to avoid confusion later.
- Price it strategically. Make sure the pricing is attractive to clients but also covers your costs and leaves room for profit.
- Create a delivery process. Standardize how you will fulfill the service so it can be delivered efficiently and at scale.
- Market it to your existing clients first. Your current customers are your best audience for new offerings.
The Revenue Impact
For LaunchUX, WebCare has been more than just an added service. It has become a recurring revenue stream that helps stabilize our cash flow and smooth out the seasonal ups and downs of the web development business. Instead of waiting for clients to call us for support, we now have an ongoing relationship with them, which often leads to other projects and referrals.
The recurring nature of the program also allows us to forecast revenue more accurately, which is essential for long-term planning and growth. Over time, as more clients enroll in WebCare, the program becomes a foundational part of our business model.
Final Thoughts
Whether you are in technology, professional services, retail, or trades, there are almost always opportunities to create complementary offerings that benefit both you and your clients. The key is to listen to what your clients need, design services that address those needs, and deliver them in a way that adds clear value.
By innovating and strategically planning new product releases, you can not only increase revenue but also deepen customer loyalty, differentiate yourself from competitors, and build a stronger, more resilient business.
For us at LaunchUX, WebCare is a perfect example of how a well-designed complementary service can achieve all of these goals. It has strengthened client relationships, provided consistent revenue, and positioned us for continued growth.
If you have been relying solely on your core service offering, now might be the time to explore what complementary services you can introduce to take your business to the next level.
