Lee Blue is the founder of DoubleStack which is an in-depth mentoring program for self-employed web designers and WordPress consultants who want to build 6-figure businesses for themselves without losing their sanity or their integrity in the process. Learn more about Lee Blue.
Have you ever explained all the awesome stuff you can do for a client – They agreed it was awesome – You told them the price. Then they said, “I can't afford that.”?
This happens when your price exceeds the maximum value your client places on solving their perceived problem. The solution is NOT to lower your price. The solution is to redefine the problem you're solving.
For example, most people don't place a very high value on getting a new website. This is especially true if they already bought a website and it is not doing anything for them from a business perspective. If you approach them and ask them to double down and spend more money on something that's not working they're almost always going to say no and tell you your prices are just too high.
In this session, you'll discover how to shift the focus and redefine your offer. You'll uncover the key to telling your story and how to effectively communicate your value.
Discover how to attract high-value web design clients in the age of cheap websites.
If you are a “Jack of all trades” person who can do a lot of great stuff, are you successfully monetizing that or do you find that clients just aren't willing to pay the prices you want/need to charge?
The difference between being a “Jack of all trades” and a high-ticket consultant is huge financially but not that big of a change structurally because it's a lot easier and faster to fix your marketing than it is to develop a wide array of awesome skills.
I talk to a lot of people who tell me they've got a ton of great skills and can really do awesome work for people BUT they are really struggling financially. Their clients are all for short-term, one-off projects – like designing a flyer for $250. Or maybe just a quick update to a website. The clients they attract tend to be people with little to no budget which makes it really hard to upsell them into larger projects. They tend not to be interested in marketing retainers. They just want the one thing that's on their mind. So, they go to you because you can help a ton of different people with a lot of different things. You're the Jack of all trades.
So, here's the path to go from a Jack of all trades to a high-ticket web design consultant. It's basically a three-step process that breaks down like this:
Get clarity on all the different skills you've got in your “Jack of all trades” toolbox.
Develop a marketing story that illuminates the RESULTS you are able to deliver by combining your best skills.
Put a solid structure in place for onboarding new clients based on HOW YOU HELP THEM not just what you do for them.
Once you internalize and implement those three concepts it will dramatically change your financial situation and you'll finally be able to earn the rates you're really worth. This works because you are showing the client the VALUE you deliver to them and you POSITION yourself as an elite business consult who knows how to drive the specific outcomes your client needs.
If you feel like you have a bunch of great skills but you haven't been able to monetize them at the level you want, this session if for you!
I've seen so many people fail because they couldn't overcome this one thing.
Over the last two years, I've spoken with literally thousands of web designers and WordPress developers at WordCamps, meetups, and personally over the phone about their businesses. Now, you're about to discover the #1 thing that's holding most people back.
This is a longer session than normal, but it's that important. During the next 45 minutes, you're going to discover the most critical move you need to make if you want to build your own business as a high-ticket web design consultant. We're going step-by-step through all the details and it can save you weeks – if not months – of wasted time.
If you're only interested in technically implementing low-budget websites, this isn't for you. You have to be open to serving your clients with both your technical skillset as well as with a certain degree of business development and marketing. But, if you want to win high-value, long-term clients who value your work this is the main thing you have to get right… and nobody else is talking about it.
You do not have to have a portfolio to win great clients.
There… Feel the relief.
Building a portfolio to showcase your work and win clients is the old way to market a web design business.
Today, you need a new strategy and we're going to unpack the new strategy right now. The truth is your first client can be worth $40,000 and you don't need a portfolio to make that your reality.
I talk to so many people who feel like the first thing they need to do to get their business off the ground is to build up their portfolio. That belief stalls out their progress and oftentimes ends up burning them out altogether. They take on cheap (sometimes even free) projects to get the ball rolling. But that won't represent your best work, it's not a sustainable thing to do, and it builds the wrong brand identity for your business. You don't want to be known as the person who does great work for cheap.
If you have some work that you want to showcase, there's nothing wrong with that. But, start with building your business and your portfolio will build itself.
Here are three really important reasons why you should not focus on your portfolio and why portfolios don't win high-ticket clients.
This is especially true for people who have been in business for years and have large portfolios. So, join me for this session and discover why using your portfolio to win clients doesn't work like it used to and what you should be doing instead.
Most people I talk to would like to add at least $5,000 to $10,000 per month to their income. That's $60k to $120k per year. Can YOU earn that much?
Think about two things. First, how much money do you want your business to generate for you each month? Now, how many clients do you need to win at your current pricing to hit that goal? Is it realistic to think you can achieve your revenue goals with your current structure? Let's figure it out.
What is the #1 thing you feel like you need right now? Is it more leads? A steady flow of clients willing to pay higher prices?
If you feel like the most important thing to figure out is how to develop a strong, consistent flow of leads that should be a red flag that you are running your business on an outdated business model.
Generating leads and winning new clients is the most expensive and most time-consuming thing you can do – and you're doing all that work for free. All of those hours are non-billable hours. It also means you are establishing your business on an outdated business model.
You know that feeling when you get a lead or a referral and it's exciting. So you go and meet with the client and the meeting goes great. They love your work. You're excited to take on the project. Then it gets to the point where you talk about price and you and the client are worlds apart. You're thinking your price needs to be at least several thousand dollars in order to do all the work required to pull everything together. The client is thinking he's got a budget of just a couple hundred bucks. Why does this happen?
I frequently get asked about which online courses I like or would recommend. There are so many different online courses covering such a wide variety of topics and new ones get created all the time. So, rather than saying which courses I think are the best, here are a few critically important points to consider to help you pick the best online course for you and your needs.
If you only get one thing from this post, take this with you. The secret to attracting and winning high-ticket web design clients is to offer them what THEY want NOT the individual skills you can provide. Learn to think like your clients.
When you make that change in your thinking it will impact every area of your business.
It will change your pricing because you will start charging enough so you can afford to put the time into generating the impact they need. This lays the foundation of your 6-figure web design business.
Your marketing will change to reflect how you can help rather than highlighting your technical skills.
The structure of your business will change because you won't have to spend time constantly hunting for clients, you will have consistent, reliable income, and you'll have a system in place that can sustain the revenue goals of running a 6-figure web design business.
You will spend dramatically more time doing billable work that is fun and rewarding instead of grinding it out at meetups and on social media fighting for whatever low-budget projects you can find just to get you through the month.
This might be the most important one of all. The way other people view you will change dramatically. You'll stop being seen as the “web mechanic” who people call to fix stuff when something breaks. Now you will become a sought after consultant who can transform a business. This gives you a new, solid foundation for your business that will serve you for the rest of your career.
Just Having Skills Is Not Enough
I talk to people all day long who have amazing skills and no clients. Simply being great at your job is not enough to run your own successful business.
Having said that, you don't have to run your own business. If all you want to do is build websites or write code and you're not interested in direct client interaction, marketing, and business development that's absolutely fine. But, to be successful you're going to have to partner up with someone who will focus on business development and finding clients for you. That could be a business partner, but most likely you'll want to get hired by an agency or work with a recruiter who can find work for you.
Know Your Audience
We're talking about two very different audiences. One audience is large agencies and recruiters. The other audience is local business owners. If you want to attract agencies and recruiters then focus on highlighting your technical skills because that is what they are looking for. If you want to attract and win local businesses you have to train yourself to think like they think so you can offer them what they are looking for. This is a much harder process, but if you can do this you will set yourself apart dramatically from the competition. You will command much higher rates for your work. You will have a successful business because this is exactly what is needed in today's economy.
How To Set Yourself Apart
The wrong way to differentiate yourself is to stalk Facebook groups, blog, focus on SEO for your business, and write content… write content… Google loves content… create more content.
This was more successful in the past and now this is what everybody does. It doesn't work for two reasons. First, it doesn't set you apart because this is what everyone is doing. You're just going to be another person shouting in the echo chamber of old ideas. Second, you're not thinking like your client, your thinking like a web designer. That means you're attracting other web designers with your content NOT the business owners you're actually trying to reach.
If you don't believe this, just ask yourself right now, “Is my current strategy bearing fruit?”
The Shortest Path To Success
The right way to set yourself apart is also the most simple. Figure out how you can genuinely help someone. Then go and do it. It doesn't have to be this fancy, shiny presentation. Clients don't want shiny things. They want a return on their investment. They want results. Learn to think like your clients and couple that with what YOU know how to do. This is the shortest, most efficient path to success.
If you want to build a 6-figure web design business in less than a year, this is how you do it.
What Does This Look Like For You?
This is a brand new way of thinking for most WordPress consultants and web designers. We've spent so much time learning our skills and perfecting the technical aspects of our trade that it's hard to pull back and see the big picture from the client's perspective.
If this is approach to serving clients sounds like the direction you want to go and you want to get there as fast as possible with a pattern that has been proven to be effective and efficient then let's talk and see if DoubleStack is the right fit for you.
First, we pack your technical toolbox with the best digital marketing tools and platforms so you feel comfortable and confident in your ability to drive business results for your clients.
Second, we develope a new marketing message specifically for your business that resonates with the exact clients you know you can serve the best. This is one of the most powerful transformations you can make because by changing the way you talk about yourself you immediately change the types of people you attract.
Finally, you end up with a business structure that will enable you to hit your 6-figure income goals without having to hire subcontractors or employees and without constantly hunting for clients.
Your Next Step
So, if you're serious about building an amazing business for yourself by generating awesome results for your clients and you don't want to burn out or lose your integrity in the process, let's get on the phone.
How to transform past projects into long-term recurring revenue clients.
What you need to change on your own website to start attracting the clients you really want to be working with at the prices you're actually worth.
How you should be pricing your work so you can get away from project-based pricing and hourly billing and start getting into value-based pricing.
We'll cover all of that during our call. Then if you want to talk about working together to implement these things into your business we can talk about that. If not, that's totally fine too. Either way, you owe it to yourself and your clients to shift your thinking so that you're both on the same page. When you do that, everybody wins because you're doing your best work and your clients are getting the best results.
There are some really big changes taking place right now in the web design world especially when it comes to pricing WordPress projects. There are two fundamentally different approaches to pricing. The reason I wanted to kick off the new year talking about pricing is because the price you charge for your work represents your mindset more than anything else. Your mindset – the big picture of what you're actually doing – is the most critical component to your business because it impacts everything you do. Your mindset not only dictates your pricing but it determines your marketing, how you introduce yourself to people, what you say on your website, how you show up for client meetings, the types of referrals you get… everything. Now, more so than ever before we have two drastically different approaches to pricing WordPress projects. One leads to everybody losing while the other leads to everybody winning.