How To Build WordPress Maintenance Packages and Plans

Apr 09, 2024  | Website Maintenance
When searching for design and marketing agencies to build their sites, many people look for experts who can help them secure, edit, and maintain their websites, too.

But what if you’re just a creative agency? You could be losing potential clients and revenue to all-in-one services elsewhere.


It’s time to diversify and start offering WordPress maintenance packages.

Let’s explore why you should, how you can get started, and who you can call to help manage your customers’ site maintenance needs.

What is a WordPress Maintenance Plan?

WordPress maintenance plans address site owners’ ongoing needs, such as managing security, updating plugins and themes, daily backups, uptime monitoring, and providing technical support. Web agencies offering WordPress maintenance packages appeal to website owners who need help setting up and running websites regularly.

For example, they might not have the time or technical expertise to edit code, add plugins, or recover from common errors.

4 Benefits of WordPress Maintenance Packages

By supporting WordPress site owners, you’re already catering to around 43% of the web.

And, by offering WordPress maintenance alongside web development and marketing, you’re adding another powerful string to that bow.

Let’s break down some of the benefits of maintenance plans.


BenefitIn brief
1. They create recurring revenueMaintenance is an ongoing need, meaning you can rely on regular income from clients who depend on your WordPress support
2. You build stronger, longer-lasting relationshipsYour clients trust you to manage more than just website design and marketing and know they can turn to you with technical problems
3. They make winning new work easierAdding maintenance as an extra service makes you more valuable to clients looking for all-in-one support
4. You can outsource maintenance workIf you don’t have maintenance staff on-site, it’s easy and affordable to outsource the work through a white-label agency

How to Create WordPress Maintenance Plans: 2 Options

Building WordPress maintenance plans means doing more than a little digital marketing. To compete with other package providers, you must include everything your clients need for complete peace of mind.

There are two routes to create maintenance packages, one much easier and more cost-effective than the other. Let’s explore your options.

Two ways to manage WordPress website maintenance package


OptionIn brief
Option 1: Do it all yourselfDefine, build, and price packages before training or hiring employees to handle the work – then market, sell, and adjust the plans yourself
Option 2: Hire a white-label WordPress maintenance agencyDefine, build, price, and market packages, but let a white-label WordPress maintenance service handle the technical aspects

Option 1: Do it all yourself

When you DIY, you have complete control over your WordPress maintenance package and how you market it.

However, doing so can be time-consuming, and you’re at risk of making errors (even if you’re feeling confident).

Check out option two if you already know you’d prefer white-label experts to handle the technical aspects of maintenance packages.

Otherwise, let’s get started.

1. Define the services

Start by deciding what to include in your plans. What are your clients looking for in maintenance packages? What are their main pain points?

Consider, for instance, that many site owners don’t handle recommended maintenance effectively. Around 75% of WordPress users don’t use cloud backup plugins, and just under half only back up their sites a few times a year.

Couple that with almost 70% of WordPress sites having at least one backdoor, which allows hackers and malware to cause chaos. Therefore, seven out of ten customers probably aren’t doing enough to secure their websites, and you could help change that.

Ideally, your services should be broad enough to cover all bases but flexible enough to accommodate specific needs. For example, some clients might feel more comfortable updating WordPress plugins and themes themselves, so don’t assume automated updates suit everyone.

It’s worth comparing packages from other agencies and providers for inspiration. Here’s a quick cheat sheet to help you get started.

What to include in your maintenance service

  • Updates to WordPress, plugins, themes, and PHP versions
  • Malware scans and malware removal
  • SSL certificate updates and implementation
  • Firewall management
  • Backups (i.e., through plugins or your own servers)
  • Speed optimization
  • Site analytics
  • Migration support
  • Hosting management (e.g., managing cPanel, database tables, and domains)
  • Technical support (and to what extent)
  • Regular reviews

Your scope and expertise may vary. For example, not all maintenance providers have a support team to offer hosting support. It’s a great way to attract site owners who don’t feel comfortable managing hosting problems on their own.

You could also include the following:

  • Database management (under hosting support)
  • Search engine optimization (SEO maintenance)
  • Performance optimization (e.g., page speed, crash data, error management, troubleshooting)
  • Custom development
  • Content management (e.g., content updates, uploads, and edits, fixing links, adjusting for accessibility and user experience)

2. Break them down into packages

Once you know your services, split them into packages based on expertise and effort. So, to start, decide what should be part of your starter WordPress maintenance package and what to include as premium add-ons.

For example, in your basic care plan package, you could include:

  • WordPress updates
  • General support
  • Malware and vulnerability detection
  • Site analytics and SEO rankings
  • Warnings and reports
  • Migration services

You could then build a package with additional website maintenance features and support, such as performance monitoring, SEO maintenance, database management, and regular one-to-one reviews.

Lastly, consider your premium offering – the highest tier where you include everything you’re capable of (or can hire for). Here, you might include hosting support, content management, and additional hours of advice or development.

Ultimately, you should build packages around your own time and effort expectations and customer demand.

Try to package your second plan, the midpoint, with the most popular options. This way, you don’t price yourself out and can still make a healthy profit from the effort you put in.

3. Price the packages

Again, pricing up packages often depends on client demand. You must look carefully at rival agency pricing to be competitive without underpricing yourself.

Consider the services your clients demand or struggle with the most. Do they regularly ask for help with hosting or updating content? Consider charging a little more for these elements.

Effective pricing also revolves around how you market your packages. For instance, if you lean into how much time and effort your plans could save your clients, you can justify the money they’d save and even build in the long run.

Don’t undersell or underestimate your services. Sometimes, it might be efficient to offer custom pricing so you can review a client’s website and needs before settling on a cost.

Remember, you’re pricing for time spent as well as expertise offered.

4. Hire maintenance staff

From here, consider hiring maintenance experts as part of a private team or outsource tasks to third-party services.

Hiring employees gives you maximum control, and it’s easy to communicate with people working in the same office. In-house staff are also likely to understand how your business works and what your clients need.

However, outsourcing maintenance to third parties is frequently more cost-effective. You only pay for the expertise you need and don’t need to set up salaries and employment contracts.

What’s more, you’re paying for expertise from the get-go. You’re hiring someone you don’t need to train.

There’s no right or wrong way to hire staff for maintenance packages. Ultimately, you need to consider your budget, your customers, and your ability to manage either option.

5. Market and the service

Marketing WordPress maintenance packages is a long-term project. You might already know that because you run a marketing agency of your own!

We’re not here to teach you how to do your job – use this section as a brainstorm to kickstart inspiration.

First, clearly list what each WordPress care package includes, how the pricing works, and what your clients’ rights are.

Will your clients pay for a package annually or monthly? Are there any cost-saving benefits to doing so? What terms and conditions are attached, and can clients upgrade services if they wish to later on?

Again, you could pivot toward security and the hassle of tightening up a WordPress site. Around 22% of WordPress users spend less than an hour each month on security measures, suggesting they might not have more downtime available for such tasks. Take care of the time and effort for them!

Here are a few ways you can start marketing your new services:

  • Create a unique service web page and landing page
  • Ensure your page is SEO-optimized
  • Promote your services through social media and Google Ads
  • Create an email marketing funnel where prospects can register their interest

These are just the basics. Here are a few techniques to use to help market your plans further:

  • Drive home the fact maintenance is necessary but time-consuming
  • Consider your unique selling point or USP – what sets your packages apart from others? (e.g., do you offer CDN support,
  • detailed analytics, or more development time than other agencies?)
  • Sew maintenance packages into your current offerings to new clients entering your sales funnel
  • After running your packages for a while, use client testimonials to show prospects what to expect
  • Similarly, show before-and-after proof (e.g., performance analytics of a client’s site before and after they took up your packages)

6. Offer the services

By offering the services, we mean selling them. Your marketing’s sorted out, but now you must convert those warmed-up leads into buying into your maintenance plan.

Use the following points as suggestions:

For instance, you might come across an interested customer who has filled out an online form with details about what they need.

During a sales call, focus on their pain points and give direct solutions. So, if they explain they want someone to ensure the website you design is fully secured, mention that your WordPress monthly maintenance plan covers SSL certificates, malware plugin subscriptions, and core WordPress updates.

Then, consider your prospect’s budget carefully. If short-term cash flow is tight, pitch WordPress monthly maintenance packages, but advise that it’s better value to pay annually.

Don’t lean on jargon. Instead, actively listen to what your prospect has to say and find ways to take time and hassle off their hands.

Do also consider how you complete sales. With an effective landing page design, it’s possible to set up new customers without speaking to them. Otherwise, give the option to speak via phone or video.

Many people prefer the human touch. Offering both avenues on their terms gives them confidence that you genuinely care about their needs and that you’re a legitimate company.

The nuances of sales tactics and funnel guiding can go on and on. The bottom line is to be confident in the company and your maintenance service and to actively listen so you can line up solutions to people’s problems.

7. Review and adjust based on profitability and workload

You can’t expect to launch your maintenance packages and drive consistent revenue without some editing.

So, keep track of how many packages you sell each month, quarter, and year as part of your income reporting. Based on labor, time, and tool expense, are they worth investing in?

Look carefully at your team’s workload, too. Use a time tracker such as Toggl Track, for example, to measure how much time your workforce spends on website care.

Are you spending too much time on low-value maintenance packages and too little time on other high-ticket offers? You might need to repackage some services or reprice them so they drive more value.

Don’t be afraid to change packages completely if some offers aren’t appealing to customers. You could, for example, reduce the cost of your all-in-one package if customers are mainly choosing the middle option but still struggle with issues you cover in the top-priced option.

Option 2: Hire a white-label WordPress maintenance agency

Adding a maintenance service to your web design or marketing package makes it more attractive – you’re offering the cherry on top of the cake.


However, your expertise might be in setting up and advertising websites, not necessarily ongoing management. You might not even have the time to maintain clients’ sites properly – but you still want a slice of that extra profit!

Here’s the easiest option to do just that: With StateWP’s white-label WordPress maintenance plans, you don’t have to hire staff or manage individual outsourcers to offer extra services.

You’re simply hiring instant expertise for a flat rate, billed monthly or annually.

We handle your clients’ maintenance while you focus on design and marketing.
As easy as that!

We offer a single point of maintenance access for WordPress sites through our dashboard, Proto. That means everything you need to know about all your clients’ sites is manageable from a single screen.

And, if you’re worried about the services you need to include in your maintenance packages, we cover all the important bases. In our Plus plan, for example, we offer:

  • WordPress core updates
  • Backup support
  • SSL management
  • plugin updates and theme updates
  • 24/7 security monitoring
  • Google Analytics
  • An hour of website editing per month
  • Database optimization and management
  • Host migration
  • Monthly reports
  • Hacking support and error troubleshooting
  • Complete training
  • Site and data restoration
  • Discounts on multiple site management

Delegate all the above to our experts, and your clients’ maintenance is completely covered – peace of mind all around. All you need to do is package, market, and sell these services through plans that drive profit into your business. You’ve just taken a major shortcut.

What’s more, you haven’t just saved time and money setting up your maintenance packages – but you also save time and money in the long run.

Outsourcing all of the above to StateWP gives you more time to manage your clients’ marketing and site-building needs, meaning you can keep building revenue elsewhere.

Create WordPress Maintenance Packages and Start Building More Revenue

With efficient, well-managed WordPress maintenance packages, everybody wins.

Your design and marketing clients get extra support managing their websites, meaning they can relax and focus on running their businesses.

For you, it’s an extra sales funnel – and a fantastic new revenue stream you can scale and adjust over the years to come.


It’s entirely possible to set up WordPress packages and plans on your own. But, honestly, that’s a lot of time, effort, and money lost.

Instead, consider partnering with experts in WordPress white-label maintenance. With StateWP, you only need to build and sell your packages. We handle everything else.

Reach out to our team and start making WordPress maintenance a key part of your agency offering.

WordPress Maintenance Packages and Plans FAQs

Let’s close with a few frequently asked questions about WordPress maintenance packages.

Do WordPress sites need maintenance?
Yes! WordPress owners must maintain websites regularly to ensure they’re secure, performing at optimum speed, and providing fantastic customer service. However, many people don’t have the time to maintain their sites regularly or simply lack the technical expertise. Therefore, they look for help from web maintenance packages.
Do I need a WordPress maintenance plan?
Yes – WordPress maintenance plans ensure websites are updated with the latest plugin releases, PHP adjustments, and core file patches. Meanwhile, WordPress design and marketing agencies benefit from offering maintenance plans to appeal to customers who need help managing their sites and building and advertising them.
How much does a website maintenance plan cost?
On average, you can expect to pay between $99 and $600 per month for WordPress website maintenance plans. However, pricing can vary depending on the expertise required, the type of website (simple business site vs. complex eCommerce site), and labor demands. If you’re considering offering WordPress maintenance packages through your design agency, read our guide for tips on how to price them effectively for your clients.
How long does WordPress maintenance take?

You could spend several hours a day simply managing, editing, and updating a WordPress website. That’s time you could better spend focusing on other business areas. When you partner with a maintenance agency, you can free up this time and keep other revenue streams healthy.