Steady leads, opt-ins and offers for an agency
Steady leads come from one lead source you master, a free download that turns visitors into contacts, follow-up by email or text, and a sales call that closes the work. In our view, that's the path a new client takes, from stranger to signed client.
What makes a lead source work?
A lead source works when you give it steady effort until it brings in clients on a regular basis.
- Lead sources include referrals, partners, search, social media, video, podcasts, posts that show what you know, cold email and paid ads.
- Pick the source your ideal clients already use.
- Count the leads and the new clients it brings each month before you add a second source.
What's an opt-in, and why does an agency need one?
An opt-in is a free download, such as a checklist or a cheat sheet, that a visitor gets in return for an email address. It turns a reader into a contact you can follow up with.
- Make it fix one small part of the pain point your marketing is built on.
- Offer it on the pages your lead source sends people to.
- Follow the email rules where you and your readers live.
How do you follow up without chasing?
Follow up with a short series of emails or texts that teach the reader something and keep your agency in mind.
- Educate. Share what you know about the pain point, who you help and what changes for them.
- Follow up. Send the series on a schedule, so nobody has to remember to write.
- Close. Invite the readers who are ready to a sales call, and follow up with the ones who don't book.
How should an agency package its offers?
Package your work so a client can buy it without a custom quote each time.
- Common ways to price are by the hour, by the project, on a monthly retainer, by the value of the result, or as fixed packages.
- Give each package a clear scope, a price and due dates.
- Put the scope, the price and the due dates in writing for every client.
Which added services earn without taking your hours?
In our view, the added services worth building earn every month without taking your own hours. The Tobie Group, an Arizona agency, is one example. After nearly three years with DeskTeam360, it sells website care to its clients, with detailed reports and regular updates. It earns from that work every month. That's one agency's story, and it isn't a promise of income.
- Look for work your clients need every month, such as website care or reports.
- Hand the production of that work to someone else, so it doesn't eat your hours.
- Offer it to clients who are already happy with your main service.
When new clients bring more work than your hours can hold, the four ways to add help are on the team building page. Until then, get the Free Agency Growth Course, a set of three free video playlists for stages 1 to 4. It opens when you enter your email.
How we worked this out
The path and the steps here are DeskTeam360's own approach to winning clients, set out as its view. The notes on pricing and packages are plain guidance, with no figures. The one agency example comes from DeskTeam360's published case study of The Tobie Group, posted June 30, 2025.
Citation
Leads, Opt-ins and Offers | Grow Marketing Agency California. https://growmarketingagencycalifornia.com/revenue-engine
Sources
Each source below was read on October 28, 2026.
- DeskTeam360's founder, Jeremy Kenerson, on how new clients come in, from his own notes (not published)
- DeskTeam360, case study of The Tobie Group, deskteam360.com/case-studies
- DeskTeam360, Ultimate Task Delegation Template page, start.deskteam360.com/ultimate-task-delegation-template
What changed
- : the page was first written.