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For web design studios: which case studies bring projects, and which clients stay on a care plan.

A web design studio takes a deposit to start a project, a final payment at launch, and then, if all goes well, a monthly care plan for hosting and changes. Tally ties each of those payments to the visits the client made, so you can see which case studies and listings bring projects that turn into care plans.

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01How they sell

  • One-offProjects billed as a deposit and milestones, and site templates sold to people who can't hire the studio yet.
  • SubscriptionMonthly care plans for hosting, updates and small changes after launch.

02Payments it reads

  • StripeDeposits through Payment Links or invoices, milestones as Stripe invoices, and care plans as subscriptions.
  • Lemon SqueezyStudios that sell templates use Lemon Squeezy for those, with orders and refunds read.

What Tally can't read

  • Templates sold through a site builder's own marketplace aren't read.
  • Projects paid by bank transfer outside Stripe aren't read.
  • Visits to the sites you build for clients aren't counted in your studio's numbers; only pages carrying your own tag are.

03Where buyers come from

  • Case studiesProspects read a case study for a business like theirs, often twice, before getting in touch.
  • Partner listingsListings in a site builder's directory of experts send visitors with a referrer, so their projects can be counted.
  • Footer creditsA credit link on clients' sites sends visitors from those sites as referrers, which can bring the next project.
  • ReferralsHappy clients send peers, who arrive typed or as shared links.

04What Tally answers

  1. Which case studies do clients read before hiring us?

    What they read compares engaged time and scroll depth per page for buyers and others, so case studies that clients read to the end can be put in front.

    What they read

  2. Which projects turn into care plans?

    Lifetime value adds care-plan renewals to each client's first source, so a channel whose projects lead to long care plans shows a higher average.

    Lifetime value

  3. Do footer credits bring work?

    Each client site linking back appears as its own referrer, with the revenue of the visitors it sent beside it.

    Sources with revenue

  4. Is this deposit linked to the prospect's visits?

    The receipt shows the chain, from first visit to payment with ids, and the method, such as a Payment Link tagged in cookie mode or the client's email matching an identify call.

    Receipts

05Numbers worth watching

Engaged time
Active time per case study, buyers against everyone else.
Renewals
Care-plan renewals by first source.
Visits before buying
Visits before the deposit, which shows how much looking a client does before committing.

06An example

Example

Reading time

38s

median per pageview

Scroll depth

59%

average depth, of 27,219 views measured

Read to the end

27%

of measured views reached 90% or more

What they read

29,268 pageviews · last 30 days

Open a page to see how far down people read it, and how buyers read it before paying.

  2. /pricing5,527 views78% scrolled on average58s reading time, median

    58s

    reading time, median per view

    78%

    scrolled, on average

    5,527 views · 5,195 with a measured depth

    How far down they read

    Share of measured views that scrolled at least this far

    1. 25% — reached a quarter of the page:95%
    2. 50% — reached half of the page:84%
    3. 75% — reached three quarters of the page:69%
    4. 90%+ — reached the end of the page:48%

    Buyers before paying vs didn't buy

    • Buyers, before paying149 views · 107 buyers96% scrolled on average,1m 41s reading time, median
    • Didn't buy5,343 views · 3,816 visitors61% scrolled on average,44s reading time, median

    35 views by buyers after paying are left out of both.

    Buyers are visitors whose first sale came after viewing this page; only their views before that payment count.

Reading time runs only while the tab is visible and the visitor is active; it's the median per view. A view with no engagement report counts as 0s of reading. Its scroll depth is unknown, so it's left out of every scroll figure rather than counted as 0%. 27,219 of 29,268 pageviews have a measured depth.

Fig. 1What they read on the example site. For a studio, compare how far clients scroll through case studies with other visitors.

07Setting up

  1. WebflowOn a Webflow studio site, add the tag in the site's head code so case studies and the contact page carry it.
  2. FramerOn Framer, paste the tag in the site's custom code; client-side page changes count as pageviews.
  3. Call tally('identify', { email }) on the project inquiry form, so deposit and milestone invoices link by email.

08Questions

  • A client pays the final invoice months after the deposit. Is it still linked?

    Yes, if the client was identified on your inquiry form: the invoice links by email whenever it's paid, and its receipt shows the method and confidence.

  • Is the deposit or the final payment the sale?

    Both are payments, each linked on its own; the client's row shows them together, with care-plan renewals after.

  • Does the tag affect the site's speed scores?

    It's about 3 KB and loads with defer, so it doesn't block rendering.

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