Lead generation is critical to growing a business, which means customer acquisition services are in high demand.

If you’re a growth expert scoping your next project, here’s our top customer acquisition scope of work template to use as guidance.

Welcome to Scope Smarter, Not Harder, a series from Wethos highlighting our services and scope of work templates from the Wethos Services Library. In this installment, we’re highlighting our Customer Acquisition scope of work template!

Wethos users have access to over 60 scope of work templates and 700 services ranging from brand strategy to social media and design. Our scope of work tools streamline your proposal process so you can skip the freelance pricing mistakes and get to work.

Here’s our breakdown of a Customer Acquisition scope of work so you know how to charge for your next project!

Please note that our pricing recommendations are powered by tens of thousands of data points, all from real studios on our platform. If you have feedback on the pricing below, please let us know! We always want our system to become smarter with your help.

Customer Acquisition scope of work

Phase 1: Onboarding & Customer Acquisition

Customer acquisition is all about generating quality leads. This project requires the expertise of three roles: a paid social media manager, SEO manager, and a CMS developer. 

The paid social media manager will kick off the project by creating search ads and developing an appropriate advertising budget based on the client’s ad goals. 

Also during this phase, the SEO manager will conduct extensive keyword research to identify high- and low-competition keywords that people will use to find the client's products or services. Our scope of work template recommends charging for one keyword report. The SEO manager will also configure the search console to track organic traffic and keyword performance.

Both of these roles require valuable expertise, so don’t forget to communicate to your client that the scope is based on value-based pricing.

Phase 2: Refine Advertising Strategy & Channels

The second phase of this project will focus on digging deeper into the audience and creating a more refined advertising strategy based on insights from the previous stage. 

The paid social media manager will take the lead for this phase starting by creating a branding style guide, followed by developing Facebook ads, and completing the phase by building buyer personas and putting together a target plan.

Phase 3: Website and Content Redesign

For the final phase of the customer acquisition scope of work, it’s time to bring in a CMS developer. If you don’t already have a developer in your network, consider tapping into a community of creative independents to find an experienced website developer to team up with.

The developer will handle the creation of custom website themes, building out the website layout and pages, and the test and launch of the website. Our scope of work template recommends including up to 20 pages, but if you choose to include more, adjust your price accordingly. 

Finally, the social media manager will also be involved in this phase to help source images and write the website copy.