Hah, Word would be a real bitch.
Really like this idea. Trying to hire someone in house is super expensive and very hard to find for web analytics (we tried, the conclusion was I had to just sit down and learn it myself.)
Back in the day I sold SEO packages for a very short period. In my experience, pages that converted the best talked less about features (keyword research, blog posts, competitor analysis) and more about how SEO will you make more money. We even had a calculator where the user could input their value per customer and conversion rate and see how much more money they can make by driving more traffic to their site.
This is primarily playing to biz owners greed. If you want to tap into fear as well, play up the constant monitoring angle. When I was doing ecommerce we had an issue with our cart that went unchecked for weeks. That’s lost sales and money. You can help avoid that!!
I would actually google some web marketing companies and look at how they pitch their product. You are offering something similar.