Create a Services Guide with Virtual Assistant Packages to Book Better Clients

Book quality clients by showcasing your virtual assistant packages in a premium Services and Pricing Guide. It’s the new virtual assistant portfolio for freelance digital marketers.

Do you dream of escaping the 9-to-5 grind and building a thriving independent contractor business as a virtual assistant (VA) or digital marketing freelancer? Freedom over your schedule, finances, and workload are absolutely within reach. A strong Services and Pricing Guide that focuses on in-demand virtual assistant packages — that go well beyond basic VA help — will get you there, positioning you as that indispensable marketing specialist that high-paying clients need in their business.

High-quality clients are looking for a premium experience. They want to work with a strategic partner who understands their business, identifies their pain points, and offers solutions that deliver tangible results. A well-designed Services and Pricing Guide, which includes virtual assistant packages strategically developed to meet these clients’ needs is a must!

Many digital marketing freelancers fall into the trap of building basic virtual assistant portfolios that simply list past projects and services. It’s better than a resume, and while this approach will land you some gigs, it usually attracts clients seeking the cheapest hourly rate, and it offers little room for growth. 

If you want to book those dream clients, do satisfying work and make money, then you need to build a comprehensive Services Guide that speaks to those people and promotes your signature services. It’s a game-changing marketing asset that will become one of your most valuable marketing assets

This blog post is based on a three-week challenge that I ran inside the Digital Marketer’s Workgroup to help members build a premium Services and Pricing Guide in record time. It’ll transform your outreach from a scramble for good clients into a well-organized showcase for your expertise that attracts your ideal clients, makes you memorable and gets you booked out.

If we’re just meeting for the first time, I’m Emily Reagan, a freelance digital marketing consultant and mentor with over 17 years of experience in journalism, PR, and marketing who helps freelancers build profitable businesses they love. I run a close-knit membership for seasoned freelance marketing specialists where we support members in attracting top-tier clients, boosting their rates, specializing, building out in-demand virtual assistant packages, and connecting them with quality job leads. If you think you’d be a good fit, apply to our Digital Marketer’s Workgroup. We only open a few times a year.

I do a lot of service provider consultation calls where we go over marketing assets, and portfolios are one of the things people struggle with. They want to list their skills and show their previous work as a competent professional but have trouble standing out from the crowd and landing work outside of their drudgery zone. No one wants to get stuck there!

A great Services and Pricing Guide is a chance for you to illustrate what you’re capable of, offer higher-level virtual assistant packages and projects that are invaluable to your ideal client’s business, make you indispensable, and most importantly show that you’re not just an hourly service provider. If you want to work in your zone of genius with top-tier clients, you have to scale up with higher-end marketing assets. I want that for you!

What is a Services & Pricing Guide?

You don’t need a resume or CV. You need this! A Services & Pricing Guide or Services Guide is the updated way of selling your services as an independent digital marketing assistant or specialist. It shows off your skill set, zeros in on your sweet spot, sets the stage to work with your ideal clients and calls in the scope of what you do and what you don’t do. It entices people to book a call with you and explore working with you further. It also positions you as an expert before you get on a sales call so you’re not having to convince a client to pick you. We don’t want “pick me” freelancer energy!

The online world has evolved and encompasses so many varied services that a static portfolio just doesn’t cut it anymore. Some of us don’t do design work, right? Some of us do more than that. And many of us don’t focus on visuals. The Services Guide needs to reflect that. A Services Guide blends together who you are and what you offer clients, with desirable virtual assistant packages and a portfolio. It’s the total package of what working with you will look like. 

Why a Services & Pricing Guide and Not Just a Portfolio?

The world of digital marketing is constantly changing and so should your marketing materials. If you want to level up then ditching the old portfolio and creating a smart Services Guide with thoughtful virtual assistant packages can make that happen. A Services and Pricing Guide is a much more comprehensive document designed to:

  • Showcase your capabilities: Go beyond simply listing your services as a generic virtual assistant. Explain the value that you bring and how your unique skills can benefit your ideal client. 

  • Sell your services better: By outlining your services with specific deliverables and outcomes of your services, instead of simply showing your work, you establish yourself as a valuable partner, not a commodity. You’re selling the business outcomes that you bring to the table.

  • Set the stage for working with your ideal right-fit clients: A good Services Guide clarifies your offerings and attracts clients who are a good fit for you, preventing wasted time and frustration. It targets your dream client and explains how you can help them achieve their goals.

  • Command premium rates: A high-quality Services Guide can help you attract high-end premium clients. Like my friend Brittany McBean says, “If you want premium clients you need to give them a premium experience.” 

  • Move beyond your past projects: The standard portfolio of past projects shows the work you’ve done, which makes you credible but it’s limiting and not future-focused – unless you want more of the same. It doesn’t call in the work that you’re hungry to do, and I know you’re ready to eat at bigger, more satisfying tables!

When a Portfolio Makes Sense

A portfolio still makes sense for graphic and web designers and people who specialize in visuals but you need to be strategic about it! I suggest incorporating it into a Services Guide because the two go hand in hand. On episode 90 of the Unicorns Unite podcast, graphic designer Aino Horsma shares tips for building a portfolio that attracts higher-end clients.

If you’re creating thumbnails, Facebook ads, Facebook cover photos, infographics, social media carousels or any kind of graphic design work, definitely give it a listen, because she explains how a portfolio is not just a place for you to dump all your designs; it’s a place where your best and most creative self should shine. 

⚡️Related Podcast: Improve Your Design Portfolio with Designer Aino Horsma #90

Subscribe: Apple Podcasts | Spotify | iHeartRadioAmazon (3)

Steps To Building a Stellar Services and Pricing Guide with Smart Virtual Assistant Packages

If you want a sophisticated Services Guide that gets you booked out with jobs you want then you’ll need to do some homework. Really think about what you want and where you want your business to be in five years. Spend time working through your virtual assistant packages and the different components of the guide so you’ll be able to create a compelling Services Guide.

Start with Your Dream Client

Dive deep and think hard about who the business owner of your dreams is right now. Speak to them when you say who you serve, and what you offer. Just like a website, when they land on your Services Guide, they’ll want to know if you’re the right fit for them, so you have to call out your right-fit client! Build your business with them in mind.

  • Clearly define your ideal client: Who do you want to work with? What are their needs and challenges?

  • Speak to your ideal client: Use their language, be clear and concise. They should quickly know that they’re in the right place.

  • Craft your value proposition: How do you solve your ideal client’s problems and make their lives easier?

Determine Which Core Services Will Make Up Your Virtual Assistant Packages

I’ve said it before and I’ll say it again: Don’t build a business doing something in your drudgery zone that you don’t want to do. Go after jobs that make your heart sing by picking three main services that you love and can group together. More than three will inundate people, water down your zone of excellence and dilute your strengths.

You need to be niched and focused for people to take you seriously at a high level and your virtual assistant packages need to make sense. That doesn’t mean you can’t do other things but you should highlight the work you love doing.

  • Select 3 core services: Focus on what you enjoy and do best and avoid overwhelming potential clients with a laundry list of offerings.

  • Write irresistible service descriptions: Clearly outline the outcomes and benefits of each service.

  • Include very specific deliverables to build trust. Break them down, do the hard work and get specific so people understand what you do and don’t do.

New and Unsure What Services to Offer?

If you’re a newcomer to the online marketing world or trying to transition from being an hourly virtual assistant do-it-all to a coveted marketing specialist, I want you to start with a signature service that you know well; something that you can do in your sleep, something you did in your past life, something that you feel confident doing. It will anchor your virtual assistant packages. You can always come back and tweak this Services Guide later as you gain more experience. Then pair it with a next-step service, that thing that goes hand in hand with your signature service, even if you haven’t done it before. Lastly, add a third service that you’re questioning and are keen to try. Trifecta!

Need more insight into what you should do? Take my free personality quiz to help you zone into your natural gifts and talents, and create a services guide from the options on your results pages!

Claim a High-Value, Specific Job Title

Don’t be a generic virtual assistant. Be a unicorn and stand out from the crowd! Are you managing podcasts? Are you a content manager? Are you a copywriter? Are you a web page designer? Are you an executive assistant? Are you a fractional online business manager, a launch manager, a quiz funnel expert — you get to create your dream title. If you’re a newbie, I like the terms marketing assistant and marketing specialist because you’re more than a VA. And remember, your virtual assistant packages should be linked to your new specific and clear job title because it defines who you are and what you do.

Need more ideas? Read this post.

Create Desirable Packages for Your Services

Structure your services by creating clearly defined virtual assistant packages that simplify the decision-making process for clients. When you’re grouping them, consider the following:

  • Outcomes: What results will your service achieve for the client?

  • Benefits: How will these results improve the client’s situation? (Use copywriting techniques like highlighting pain points and solutions)

  • Deliverables: What exactly is included in each service package?

  • Boundaries: What is NOT included in your service? (This demonstrates expertise and sets expectations)

List Your Pricing

Your pricing can do the heavy lifting of selling your services and weeding out people who won’t pay your rates. In terms of structuring, consider offering your packages as three-tiered virtual assistant packages with varying levels of service and pricing. This allows clients to compare price and value and choose what works for them. Consider your minimal acceptable rate (MAR) — what you need to earn to run your business. Factor in expenses, taxes, and desired income and use your hourly rates as a starting point to estimate project time. 

Here are guidelines for building out those virtual assistant packages:

  • Low Tier: Budget-friendly package that delivers ROI. Minimum amount of effort required and it establishes your minimum acceptable rate.

  • Middle Tier: Balanced package with solid deliverables that most of your clients would want. This is the package you want to sell the most.

  • High Tier: Premium package with all the bells and whistles. It’s ideal for clients seeking VIP treatment.

Packages work well when you’re set in your services and have a limited scope. For anything extra and work that is less defined, you can list your hourly price. Some digital marketers also like to create packages of hours. More on that here.

⚡️Related Podcast: How to go from Hourly to Project Rates as a Virtual Assistant #193

Subscribe: Apple Podcasts | Spotify | iHeartRadioAmazon

Add Testimonials and Social Proof

We gather testimonials inside Unicorn Digital Marketing Assistant School because it’s something that needs to be constantly updated to demonstrate trust. Testimonials, case studies and social proof show what you’ve done, the variety of clients you’ve worked with, and that you’re not a one-trick pony. For specialists like copywriters, it’s hard to show work visually which is why testimonials are so important. They give you credibility. I suggest adding one testimonial for each service so they’re sprinkled throughout the guide.

Include Portfolio (optional)

If you offer graphic design, do branding, create visuals for people, or even build pretty automation, then include a portfolio section to show recent work, different types of projects and the range of clients. Essentially, you’re embedding your portfolio inside of your Services and Pricing Guide. If you’re just getting started and don’t have a lot of experience you can show work that you’ve done in your own business or mock up conceptual clients to illustrate what you’re capable of. You can also group work that illustrates how your virtual assistant packages come together.

Show Off Your Personality

People want to have a sense of who you are if you’re going to be working with them in their business. Share your core values, or take a couple of key personality tests, and add those to your guide. You may find the personality results help you better understand yourself and how to direct your business too.

Write Your Value Proposition

Review everything you’ve put together and write a killer value proposition. This is a statement that we see a lot in Instagram bios: I help blank do blank by doing blank. The thing that often gets lost is how you add value and how you are different from everyone else out there. Spend time carefully crafting this!

Not sure how to stand out? Check out my Unicorns Unite podcast with Emma Boshart, where she teaches us how to stand out in a crowded market with better branding.

⚡️Related Podcast: Brand Messaging for Your VA Business with Emma Boshart #184

Subscribe: Apple Podcasts | Spotify | iHeartRadioAmazon (2)

Create a Visual Map to Pull it All Together

Design a visually appealing Services and Pricing Guide using tools like Canva. Make sure to customize it and make it your own so it doesn’t look like everyone else’s! Remember, the quality of your Services Guide directly impacts the quality of clients you attract.

Here’s an outline of things to include:


  • Welcome message

  • Briefly highlight who you are, what you do and who you serve

  • Call to action: Include an easy-to-find button or link to book a discovery call

Who You Serve

  • Clearly define your ideal client

Who You Are and Why You’re Different

  • Showcase your personality and brand

  • Explain your unique selling proposition (USP). What sets you apart from the competition?

  • Highlight how your services address specific client challenges and deliver desired outcomes.

Package Options and Pricing

  • Details on services in your virtual assistant packages

  • Include timelines, milestones, deliverables

  • Pricing strategy (using investment phrasing)

Your Process

  • Explain how you typically work with clients

Portfolio (Optional)

  • Showcase your past work

  • Include client range and project types

Policies & FAQs

  • Briefly outline work policies

  • Address frequently asked questions

  • Focus on benefits, not just features

End with Next Steps

  • Call to action: Book a discovery call (include button or link)

  • Express gratitude

Pro Tips

  • Include testimonials and social proof throughout the guide

  • Use a professional headshot

  • Use high-quality visuals (photos, icons)

  • Consider offering a downloadable version so people can pass it around

  • Gather feedback and iterate on your guide as your business grows

  • Proofread for clarity and professionalism! A polished Services and Pricing Guide with clearly defined virtual assistant packages conveys trust, expertise, and confidence, attracting clients who are willing to invest in quality.

When you have a strong Services and Pricing Guide that includes intelligently designed high-demand virtual assistant packages, you are no longer just selling your time; you’re selling the value that you bring to your clients’ businesses.

If you’re an experienced VA or marketing freelancer we’d love to have you in the Digital Marketer’s Workgroup. It’s a tight-knit referral community that gives you the training, support, and job opportunities that you need to build experience and command premium rates. We also share quality job leads from online business owners looking for digital marketing specialists who have the skills to do the work.

Learn more and apply here for our Digital Marketer’s Workgroup.

If you’re new to the freelance marketing world or want to expand your skill set, consider applying to the Unicorn Digital Marketing Assistant School: this comprehensive program can help you learn in-demand digital marketing skills, build your Services Guide, develop your virtual assistant packages, and land your dream clients. We’ll help you build this and review it so that you feel confident pitching clients and scheduling sales calls.

Further Reading:

>> Build Your Digital Marketing Virtual Assistant Portfolio

>> The #1 Thing that made the BIGGEST impact on my VA Biz

>> 6 Personality Tests for Virtual Assistants

>> How to Brand Yourself as a Virtual Assistant

>> DOO vs Online Business Manager vs Virtual Assistant

>> How to Go from Hourly to Project Rates for Virtual Assistants

>> How to Land Your Next Client (and Get Paid What You’re Worth)

>> How to Find Clients as a Digital Marketing Virtual Assistant

The Takeaway:

Take action and level up your digital marketing business with a Services and Pricing Guide that reflects the business you want to build, the virtual assistant packages you want to do and speaks to the clients you want to work with.

Your Services Guide should be clear, concise and avoid generic terms like virtual assistant. Stand out– Be a unicorn! Claim a specific title that reflects your expertise, include 3 main services, explain the deliverables and benefits of each service and create smart virtual assistant packages designed to land your ideal client. Use testimonials and case studies to build trust and credibility and you’ll attract those premium business owners with your comprehensive, beautiful, high-quality Services Guide. I’m cheering for you!

-Emily, Digital Marketing Consultant and Implementer

Emily Reagan is a mom of four, milspouse, freelance digital marketer and Virtual Assistant coach who has helped 400 go-getters, including military spouses, stay-at-home moms, and professional women learn in-demand skills and find flexible remote work as digital marketing assistants and specialists. She’s shared 2,000+ job leads with her freelance marketers & VA community.

Ask her any questions over on Insta @emilyreaganpr

“I help smart women learn the in-demand digital marketing strategies and profitable tech skills to get hired as a unicorn digital marketing assistant.“

3 ways we can work together:

Unicorn Digital Marketing Assistant School with Emily Reagan

1. Do you need to acquire digital marketing implementation skills and build your workflows so you can solidly put yourself out there for work? Check out the Unicorn Digital Marketing Assistant School. (It only opens once a year so jump on the waitlist now!… I also share job leads with my students so it’s a gateway for anyone who wants to build a freelance business that gives them flexibility and meaningful work). You can also choose to go through the self-study program now. Enroll here.

2. Already doing the work and have clients? But need more clients and a better referral network? Apply for our Digital Marketer’s Workgroup. This is a tight-knit community of freelancers like you, supporting each other. Plus I’ve shared 2000+ job opportunities with this community.

3. Need to hire a Unicorn Digital Marketing Assistant? Submit your job opportunity here. I’ll share with my workgroups totally free.

Yes, you really can work online.

Feeling overwhelmed and not sure how you can work from home and build your own online digital marketing business? Take a deep breath – you can do this. Start here with my list of 10 popular tasks that online businesses need help with the most!

These are the tasks that new clients are constantly asking for help with, and skills that they really need to find in a virtual assistant. Get access to this free download right now. Then make sure your own VA toolkit is up-to-date and relevant, and decide where you might need to invest in new growth and development for your biz.

More posts you won't want to miss:

freelance marketers:

Advance Training
Business Support
Job Leads

Keep Learning

Advance your marketing services and business

Join our FB Group

What kind of freelance work best suits you?

2-Min Quiz

Meet Emily

Emily Reagan is a jill-of-all trades when it comes to digital marketing and techie skills. She’s worked as a behind-the-scenes digital marketing implementor and strategist for a decade for online biz owner clients.

She’s a mom of four, Air Force wife, and founder of the Unicorn Digital Marketing Assistant School, where she teaches smart women the in-demand, highly-coveted digital marketing skills to get flexible, online work.

Recent Articles