The Retainer Dream: How to Convert Project Clients into Ongoing Contracts

We’ve all been there: you finish a great project, the client is happy… and then it goes quiet. The dream for most of us isn’t just another one-off project, but a steady retainer—that reliable monthly work and income.

For those who’ve successfully made this shift:

• What was your strategy? Did you propose it at the end of the project, or was it baked into your initial proposal?

• What does your retainer package include? (e.g., a set number of hours, specific ongoing tasks, priority support).

• How did you frame the value to make it a no-brainer for the client?

For those still figuring it out:

• What’s the biggest hurdle? Is it knowing what to offer, how to price it, or mustering the confidence to ask?

I’ll start with a small win: After a website copy project, I offered a “Content Refresh Retainer”—3 hours per month to update their blog and news page. I framed it as a way to keep their investment working and their site fresh for SEO. They said yes!

What’s your retainer story or sticking point? Let’s crack this code together.