Pauline is a talented author and web designer for authors.
Despite her deep expertise in her niche, Pauline was stuck in a frustrating cycle: free consultations that dragged on, unclear project scopes, and proposals that clients didn’t fully understand—or worse, didn’t accept.
Despite offering valuable insights during these calls, she struggled to get the details she needed to price projects confidently. Clients weren’t committing, and when they did, they often opted for the lowest-cost option rather than the solution that would serve them best.
Everything changed when she implemented paid discovery. Instead of giving away strategy for free, Pauline positioned paid discovery as the first step to a successful project—allowing her to build trust, clarify client needs, and present recommendations with confidence.
The results?
A 70% close rate on paid discovery clients and more clients choosing higher-priced packages instead of the cheapest option.
In this case study, I’m sharing exactly how Pauline made the shift, what worked, and what she learned along the way—so you can do the same in your own business.
Phase 1: The Struggle – Free Consultations Were Draining Time & Undermining Value
Like many service providers, Pauline believed that offering free consultations was the best way to attract and convert clients. She scheduled 30-minute calls to discuss potential projects, but in reality, they often ran much longer—sometimes an hour or more.
And this biggest problem was these consultations weren’t leading to better projects or higher close rates.
The Problem: Time-Consuming, Ineffective Consultations
❌ Unstructured Conversations: Clients would come to these calls unsure of what they actually needed, making it difficult for Pauline to gather the right details.
❌ Unclear Project Scopes: Without a deeper understanding of the project’s needs, she struggled to create accurate proposals, often underpricing her work or over-promising deliverables.
❌ Low Commitment: Many clients would take the free strategy insights and disappear, leaving her with unpaid work and no return on her time investment.
She was putting in significant effort without seeing the results she wanted—clients weren’t moving forward, and when they did, they weren’t choosing the higher-value packages that would actually serve them best.
💡The Lightbulb Moment
Everything changed when Pauline attended my first session on paid discovery. In that workshop, I taught my structured approach to offering a structured, upfront strategy session where clients pay for expert insights before committing to a full project.
For Pauline, this addition to her sales process made everything click!
💡 Instead of giving away strategy for free, she could charge for it—ensuring only serious clients moved forward.
💡 A structured discovery phase would allow her to fully understand client needs, create stronger proposals, and eliminate pricing guesswork.
💡 It would establish trust and authority and give her a chance to educate her authors on what they really need before they see pricing.
She decided to test the paid discovery model in her business—and things started to shift.
Phase 2: Implementing Paid Discovery – The Step-by-Step Transformation
Once Pauline saw the potential of paid discovery, she committed to integrating it into her process. Instead of offering free consultations that left clients uncertain and under-informed, she structured a clear, strategic first step that ensured both she and her clients had the clarity needed to move forward confidently.
Here’s how she made the shift:
Packaging Paid Discovery as the Default First Step for Custom Projects
Pauline knew that if she treated paid discovery as optional, clients would be hesitant. So, instead of presenting it as an add-on, she made it the first step in working with her.
💡 She changed the conversation from “Would you like to do this?” to “The next step is…”
💡 This small shift reframed discovery as a natural, necessary part of the process, eliminating resistance before it even started.
At first, she priced her paid discovery session at a lower price, making it an easy yes. As she gained more confidence and saw its impact, she raised the price and plans to increase it even further as demand grows.
Implementing Our Paid Discovery Process
To ensure clients saw the value in the process, Pauline implemented the structured, repeatable paid discovery framework we developed at GreenHouse Creative:
✅Our Client Strategy Workbook: She downloaded my free client workbook template and customized it for her ideal clients. Now, her clients complete this workbook before the discovery session, helping them clarify their goals and priorities. The workbook sets the stage for deeper, more productive conversations.
Pauline recently told me, “Almost every client who’s gone through the preparation workbook has told me that they found it really helpful. Even though some of the questions seem pretty obvious to me, it’s surprising how relatively established and accomplished business owners still find that a very helpful exercise.”
✅ Our Comprehensive Blueprint Presentation: Pauline grabbed our strategy presentation templates and made them her own. Instead of sending vague, one-size-fits-all proposals, she crafts beautifully designed, detailed roadmaps that outline clear recommendations based on her client’s specific needs.
✅ Our Strategic Proposal Process: Pauline follows our strategy for offering multiple pricing options to implement the recommendations and a proposal walkthrough video. These strategies create the leverage that helped Pauline reach a 70% conversion rate!
Overcoming Client Resistance & Adjusting Her Approach
While most clients embraced paid discovery, some hesitated—especially if they weren’t used to paying for strategy up front. Pauline refined her messaging to emphasize outcomes rather than process.
Instead of saying:
💬 “This session will help us scope your project.”
She shifted to:
💬 “This process ensures you get not just any solution but the right solution.”
This small tweak helped clients understand why discovery mattered—not just for Pauline, but for them.
That was the moment Pauline realized that paid discovery wasn’t just about pricing projects accurately—it was about building trust.
Pauline also refined her workflow to schedule follow-up calls before the discovery session ends, eliminating the common problem of clients disappearing after receiving their proposals. By keeping the momentum going, she increased conversions and helped clients feel fully supported throughout the process.
With these key adjustments, Pauline wasn’t just booking more projects—she was attracting better-aligned clients who were eager to invest in high-value solutions.
Phase 3: The Results – Higher Conversions, Bigger Projects & More Confidence
A year after implementing paid discovery, Pauline has seen a complete shift in how clients engage with her services.
Here’s what she had to say about what our paid discovery process has done for her business:
“What I have loved about your paid discovery process is the opportunity to dig deep, establish that trust, really understand where the client is coming from. Then, I can present back to them a very thoughtful, comprehensive rationale behind my recommendations. I have had super results. I’m convinced that more people are hiring me, and they are choosing the more comprehensive higher price package because of the paid discovery phase.”
Measurable Wins: Clearer Clients, Higher Conversions, Bigger Projects
📌 70% Conversion Rate – Out of 14 offers she’s made in the last year, 10 clients booked a paid discovery session, and 70% chose to move forward, proving that positioning it as a required first step didn’t deter serious clients.
📌 Clients Chose Higher-Priced Packages – With a clear roadmap in hand, clients feel confident investing in larger, more comprehensive website projects, leading to higher-value contracts.
📌 Less Price Resistance – Because discovery clarifies each client’s needs and educates them on what is possible, Pauline no longer faces pushback on pricing like she once did. Clients see exactly how her work impacts their success.
Unexpected Benefits: A More Efficient, Strategic Business Model
Beyond just higher conversions, paid discovery has transformed how Pauline works.
✅ Attracting Thoughtful, Organized Clients – Discovery naturally filtered out clients who weren’t serious, ready to invest, or failed to plan ahead. Those who said yes were engaged, strategic thinkers who valued planning—her ideal clients.
✅ Creating a More Repeatable, Efficient Process – Instead of reinventing the wheel for each discovery session, Pauline refined her client workbook, proposal templates, and presentation process. Over time, she’s dramatically reduced the time spent preparing each presentation while still delivering high-value insights.
✅ Positioning Herself as a Strategic Partner – Clients stopped treating her like an “order-taker” and instead saw her as an expert guiding them toward the right solutions. This shift led to stronger client relationships and higher-value projects.
The Bottom Line
By implementing paid discovery, Pauline not only increased her revenue and conversion rates but also built a business model that was more sustainable, predictable, and enjoyable. She has proven that clients are willing to pay for strategy—when it’s positioned the right way.
And now, she’s never going back to free proposals.
Lessons Learned & Advice for Other Service Providers
Pauline’s journey from time-consuming, unpaid consultations to a streamlined, high-converting discovery process didn’t happen overnight.
It takes practice, but with our system, she’s been able to increase revenue and now attracts clients she loves to work with.
Here’s what she learned along the way:
1. Trust the Process – The Right Clients Will Say Yes
At first, Pauline worried that charging for discovery would scare clients away. But instead, it did the opposite—it filtered out price-sensitive clients and attracted those who valued strategy. When clients invest upfront, they’re more engaged, more committed, and more likely to follow through on a high-value project.
2. Make It an Easy Yes – Position It as Essential, Not an Upsell
Instead of asking clients if they’d like to do paid discovery, Pauline framed it as the default next step. By confidently saying, “The next step is…” rather than, “Would you like to?” she removed hesitation and made it feel like a natural, non-negotiable part of the process.
3. Raise Your Prices Over Time – Demand Grows With Confidence
Soon after starting with her introductory price, Pauline realized that the value of her discovery process far exceeded what she was charging. After seeing strong results, she raised her fee—and plans to increase it again as her process becomes even more refined and in demand.
4. Set Clear Boundaries – Structure Creates Higher Conversions
One of our strategies that created the most effective change for Pauline was scheduling follow-ups in advance. Rather than waiting for clients to “get back to her,” she follows our recommendation to book a follow-up call at the end of every discovery session. This small shift shortened her sales timeline, reduced ghosting, and increased conversions.
5. Confidence Comes With Practice – Every Discovery Call Gets Easier
The first few paid discovery sessions felt daunting, but Pauline quickly learned that confidence builds with experience. The more she tailored our process—customizing her workbook, creating her own strategy framework, and building out her proposal templates—the easier it became to deliver insights efficiently and close new projects.
The Takeaway: Paid Discovery Works—If You Commit to It
Pauline’s biggest realization? Paid discovery isn’t just about getting compensated for strategy—it’s about creating a stronger, more sustainable business model. By filtering out the wrong clients, attracting the right ones, and positioning herself as a true strategic partner, she transformed both her income and the quality of her projects.
For any service provider wondering if paid discovery is worth it, Pauline’s results speak for themselves. The key is trusting the process, refining your approach, and sticking with it long enough to see the results.
Next Steps: How You Can Implement Our Paid Discovery Process
Pauline’s transformation shows us that charging for discovery isn’t just about making a little extra money upfront—it’s about creating a sustainable business that attracts the right clients, eliminates scope creep, and positions you as the expert from day one.
By implementing a structured discovery process, she went from wasting hours on unpaid consultations to closing 70% of her projects at higher price points—all while working with clients who truly value strategy.
If you’re ready to ditch free proposals, confidently sell strategy, and build a repeatable system that brings in better clients and bigger projects, I’ve got something for you.
💡 Join my free Facebook group for exclusive behind-the-scenes insights as we build The Growth Discovery Blueprint—a step-by-step system for selling, leading, and delivering paid discovery.
Inside, you’ll get first-look access to my complete framework, expert insights on refining your process, and exclusive launch perks. If you’ve been wanting to get paid for strategy and turn discovery into booked projects, this is where you need to be.
I can’t wait to see you inside!
