3 → 28 tradie clients in 12 months.

The setup

A small regional agency (anonymised at the customer's request) was building £1,500–£2,500 one-off tradie websites on a Webflow + WordPress mix. Project work, feast-or-famine, no recurring revenue.

The switch

Bundled Scope's Agency tier (£50/month, 30 sites) into a new maintenance retainer priced at £60/month per client. Three existing clients migrated first, then referrals, then outbound cold email to local tradespeople without any web presence at all.

What moved the needle

• The widget is free to turn on. They could add Scope to a client's existing site in two minutes, demonstrate it catching leads within the week, then formally sell the retainer upgrade.
• The "you get new leads this week" demo. Tradespeople respond to outcomes, not features. Showing three captured leads from the past week closed more deals than any slide deck.
• One dashboard, 28 clients. Before: 28 logins across 28 platforms. After: one Scope tab open all day, every client's leads in one inbox.
• Reseller billing. The agency invoices clients directly, pays Scope once a month. Clean P&L, no client complaints about multiple subscriptions.

The numbers

• Starting clients: 3
• 12 months later: 28
• Retainer MRR: 28 × £60 = £1,680/month (before expenses)
• Scope cost: £50/month
• Net MRR contribution: £1,630/month = ~£19,600/year
• Hours/week on Scope admin: ~3

What didn't work

Trying to sell maintenance retainers up-front, before the client had seen leads flowing. Tradespeople are too burned by SaaS sales pitches - they need to see the outcome first. The unlock was giving the widget away for the first two weeks, then upselling.

What they'd do differently

Start bundled billing sooner. The first six clients paid Scope directly, which created confusion about who to email when something broke. Switching to reseller billing at month four stopped the confusion cold.