Many web development companies rely on one-off projects. Create a website. Launch a campaign. When the job is done, the deliverables are delivered and the web development company moves on to the next job. It's simple, but this makes it difficult to predict revenue. If the project pipeline dries up, income will stop. That's why you need to focus on securing a continuous source of income .
Building a stable income base rather than starting from scratch every month is smart. It will give you a stable cash flow, deepen client relationships, and allow you to grow your team without constantly chasing the next job. It will also lay the groundwork for scaling your web design company in a more sustainable way.
In this article, we'll discuss proven, practical strategies to help web companies move beyond the "make or break" cycle. You'll learn how to implement ongoing services, resell servers , build subscriptions, form white label partnerships, and leverage affiliate programs , all while providing long-term value to your clients.
1. Providing ongoing maintenance and support
Providing ongoing maintenance and support gives you more than just a one-time revenue stream. By turning your expertise into a monthly service, you generate a steady income while providing consistent value to your clients.
What is Continuous Maintenance Service?
Maintenance services typically cover the essential upkeep required to keep any website safe, fast, and functional . Specific services vary, but these are general terms.
Software/middleware updates : Keep WordPress core , plugins , themes , etc. up to date
Security monitoring : Scan for vulnerabilities, malware , and suspicious activity
Backups : Create and maintain regular, restorable backups (daily or real-time, depending on the plan)
Performance Check : Monitor rendering times and resolve speed issues
Tweaks and edits : Small content or design changes requested by the client
Many people don't seek help until something breaks - in fact, they typically don't realize a problem exists - Continuous Service helps you proactively resolve these issues.
Why ongoing service is preferred over one-off solutions
Most customers don't want to maintain their own sites, nor do they want to go through the trouble of getting new quotes and finding developers every time they need to make a last-minute change. This is something that is often overlooked by those selling the service, but it's a big job for the "customer who makes the inquiry or requests a quote."
Continuous service provides peace of mind. It sends a message to your customers: "We're here to take the hassle out of your life. Just let us know when you need us, and we'll take care of it." This reliability builds trust and increases long-term customer retention.
Ongoing Maintenance Services Pricing
While there is no one-size-fits-all model, most web development companies fall into one of three categories:
Monthly flat-rate ongoing service : A service is provided for a predefined range of services at a monthly rate (for example, updates, backups, and support tickets for 14,980 yen per month)
Tiered service packages : Multiple tiers such as Basic, Pro, and Premium, with each level offering benefits such as faster response times, uptime monitoring, and priority support
Time-based ongoing services : For example, 5 hours of development or consulting for $X.
At this time, we also recommend incorporating server maintenance management into your ongoing services , which will allow you to increase the sales price (and therefore profits) of the service itself.
Whatever model you choose, it's important to clearly define what the service includes and avoid scope creep. Continuous services can easily become ambiguous, so be sure to set clear boundaries and communicate the value you're providing to your customers.
2. Resale of managed servers for WordPress
Reselling managed servers for WordPress is a useful strategy that directly leads to increased ongoing revenue for web development companies. You may already be recommending servers to your customers or signing contracts on their behalf. You can turn your "introduction and that's it" business into "securing a long-term source of income."
In server resale , the actual infrastructure is provided by the server company, allowing the web production company to focus solely on resale. The process is to purchase high-quality servers at a discount, incorporate them into your company's services as a package, and resell them to clients.
But this isn't just about reselling servers - the difference is that they offer servers as a service, backed by web development company support, performance monitoring and other support, so customers have peace of mind knowing they're getting the whole package, including the servers.
There are many benefits to reselling servers.
The relationship with the client is yours : Since the web production company is the middleman, not the server-client contract, there is no need to worry about losing that important relationship. You can maintain a close connection with your customers.
Ability to bundle and upsell : You can flexibly add value through maintenance, ongoing services, updates, consulting, and more.
Recurring revenue : Servers become a monthly or annual line item on your bill, turning what was once a one-time referral into a steady income stream.
Many web development companies will mark up the actual server usage by 30% or more, depending on the level of service and value they provide. Interestingly, higher prices tend to be paid for concierge-level server packages that are managed by a trusted person or company (i.e., a web development company).
The big advantage of reselling a server is centralization. Managing multiple client sites from a single dashboard saves you time and allows you to perform a variety of tasks more efficiently. Some servers even allow you to white-label them, meaning you can even brand them as your own service.
It also eliminates the hassle and confusion of juggling 10 different servers, logins, or customer-owned accounts, and makes troubleshooting, updates, and support easier for your team by providing a single, centralized management screen.
Kinsta is recommended for server resale
Kinsta has a great agency partner program for reselling, designed specifically for web agencies who want to resell or manage servers at scale.
Many web development companies are listed on the "Agency Directory" page
Many web development companies are listed on the "Agency Directory" page
Here are some features that will help you generate recurring revenue:
Web production company: Free server fees for corporate websites and discounts on client plans
Built-in one-click staging environment , backups and performance monitoring
White labeling of MyKinsta admin panel
Support from knowledgeable engineers (so you don't have to worry about dealing with all your technical issues alone)
Manage dozens or hundreds of sites from a single dashboard
Instead of building your own server infrastructure , you can instantly provide your customers with enterprise-level performance, security, and reliability.
3. Building a subscription service
Subscription services are a great way to turn your expertise into revenue without constantly chasing new projects. They're particularly useful for web agencies, who can offer their clients a simple monthly plan that provides ongoing value over time, rather than selling them a one-off big deliverable.
Think of it as monthly or quarterly packages that focus on recurring needs -- not large projects, but small, repeatable services that customers need to keep their business moving forward.
Some common examples include the following:
Content updates : Monthly blog posts, product page updates, and content reuse
Ongoing SEO : Keyword tracking, technical audits, link acquisition, page optimization
Analytics Reports : Monthly traffic, conversion and performance reports
Design adjustment : Fine-tuning the design, creating landing pages , creating banners and advertisements
Social media content : Post scheduling, visual asset creation, campaign strategy
By focusing on continuous improvement rather than a one-time service, you give people a reason to continue to need you month after month.
Subscription services are a great option for growing web development companies because they offer great scalability. They are often highly repeatable and templatable, allowing you to serve more customers without having to start from scratch every time. They also make revenue more predictable, which can help with strategic decisions like business planning, budgeting, and hiring.
Subscriptions and packages are typically cheaper than larger projects, making them easier to sell, and more importantly, they're easier to renew, meaning you can spend less time chasing new business and more time building relationships with your existing customers.
Ongoing engagement also allows you to gain a deeper understanding of your customer's goals and challenges, which can lead to future upsells, referrals, and larger projects.
Pursuing efficiency through "productization" of services
One way to make subscription-based services more efficient is to "productize" them. This means clearly defining what you offer and packaging it with a set scope and price. For example, "Creating and posting long, high-quality blog posts four times a month: 29,800 yen" or "SEO tuning once a month: 36,000 yen."
Service productization provides the following benefits:
Simplify sales by making your offerings clear
It allows you to draw clear boundaries to prevent scope expansion and endless revision requests.
Standardizing processes makes it easier to entrust tasks to junior members
You have the flexibility to start with a basic plan and upgrade as your needs change.
Platforms like Content Refined and Design Pickle are built on this model.
But we can also provide more hands-on support, deeper integrations, and personalized services that are tailored to each client's brand.
4. White Label Partnership
One of the simplest ways to efficiently expand the revenue of a web development company without hiring many staff is the white label contract . With this system, you can provide more services than before under your own brand, while a trusted partner handles the actual work behind the scenes.
White label refers to a form of business in which a service is outsourced to a third party, but is provided to customers as the company's own service. The partner carries out the work behind closed doors, while the company acts as the public face, dealing with customer relations, pricing, and progress management. This allows the company to appear as if it is a full-service web production company, and deliver solid results to customers.
Some examples of popular white label services include:
SEO and SEM : Keyword research , technical SEO, local optimization, ad management
Content Creation : Blog posts , emails/newsletters , landing pages, lead generation
PPC Campaign Management : Google Ads, Facebook/Instagram Campaigns, A/B Testing
Design and creativity : Social media materials, video editing , advertising creative, UI/UX support
Website maintenance : security , backups, plugin updates, uptime monitoring
Instead of saying, "We can't do that," you can say, "Of course we can." That's the great value of a white label agreement. It creates a new revenue stream and frees your clients from having to look elsewhere.
The appeal of such a partnership goes beyond mere convenience, with specific benefits including:
You can expand your service menu without increasing salary costs
You can try out new services without making a large initial investment.
A lean and flexible structure can be maintained even during business expansion
More importantly, white labeling helps you strengthen your relationships with your clients. By offering a variety of services through a single point of contact, you make it harder for them to switch to another company, building trust. And by keeping you at the forefront, you maintain full control over your customer relationships.
These white-label services can also be combined with existing subscription services or ongoing plans to offer higher-end plans with greater added value.
Kinsta is great for white labeling
Kinsta is a service that is extremely compatible with the white label model. Its partner program for web development companies provides high-performance server environments, expert support, and tools to streamline service delivery.
By using Kinsta, you get the following benefits:
API access and multi-site management functions that are easy to integrate with white-label site maintenance services
Uptime monitoring , automatic backups , and staging environments that are easy to incorporate into your maintenance plan
A fast and secure server environment that does not impede the work of partners who place importance on SEO measures or site improvement work
Additionally, if you have a white label partner who specializes in things like analytics and email marketing, Kinsta's integrations and third-party compatibility make it easy to connect multiple services together, making Kinsta more than just a server; it's a partner that supports your white label strategy.
5. Increase your earnings through affiliate marketing
Affiliate partnerships are an easy way to increase revenue, especially for web development companies that often get asked about tools and services by clients. If used well, they can provide a steady, passive income stream without putting too much strain on your team.
Affiliate marketing is a system where you receive rewards according to the results when someone applies for a service or tool that you introduced. If the application is made using a dedicated link, you will receive a commission.
Some programs even allow you to receive a monthly fee as long as the client you introduced continues to use them. For example, web development companies are already in a position to influence the client's decision-making, such as by providing servers, email delivery tools, and SEO tools. In that case, you should be able to receive a fee that is commensurate with that "trust."
In fact, have you ever been asked a question like this?
Are there any servers you can recommend?
What should I use for analytics?
Are there any plugins that are good for SEO?
Answering these questions with a trusted tool that you actually use will make your advice more compelling. Rather than just providing a link, you can incorporate it more naturally in the following ways:
Introduce the tool in your onboarding materials and welcome emails
Explain how to use the tool by using it in an actual project
Write practical content like comparison articles, setup guides, and explainers
The important thing is to position affiliate marketing as "providing useful information to clients." Rather than just recommending unrelated products to receive commission, introduce products that you are convinced of and use with confidence.
Kinsta Affiliate Program
Kinsta offers one of the most generous affiliate programs in the industry, allowing you to earn a steady stream of additional income just by referring clients to us.
Earn $50 to $500 per successful referral, depending on the plan
10% monthly recurring commission for as long as the referred customer remains a member
Real-time performance tracking and detailed reports available
A screenshot of the Kinsta affiliate program page (showing information such as commission for each plan)
The Kinsta Affiliate Program is a great way to generate new revenue streams
Kinsta is a managed server that you can rely on . Users tend to renew their contracts for the long term because of its convenience. In other words, the retention rate after signing a contract is high, and you can expect affiliate commissions to accumulate.
Although affiliate income won't replace your other sources of income, it will provide you with a fair share of compensation for the value you already provide.
