How to anchor value-based pricing to client outcomes in marketing services?

[Samuel14]

I run a small but established digital marketing agency, and we're transitioning from our outdated hourly billing model to a value-based pricing structure for our strategic consulting packages. The challenge is quantifying the tangible value we deliver, like increased lead quality or brand authority, in a way that justifies a premium price to clients who are used to comparing hourly rates. For other service-based business owners who have made this shift, what frameworks or metrics did you use to anchor your pricing to client outcomes, and how did you navigate the initial client conversations to educate them on the value proposition without seeming like you're just charging more for the same work? I'm confident in our results but nervous about the pricing conversations.