How To Build A 6-Figure Web Design Business In 2020 By Value Pricing Your Projects

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.

Selling Websites vs. Serving Clients

Ultimately, the two different approaches for how to price WordPress projects comes down to whether you believe you are selling websites or whether you think you are serving your clients. It used to be the case that selling websites was the same thing as serving clients, but today there is a huge distinction between the two. And, yes, I believe they are mutually exclusive in a high-level sense. In other words, given the changes that have taken place and where things stand in 2020, simply selling websites is not serving clients.

If you feel like you disagree with this, hear me out because once we look at the mindset behind selling websites versus serving clients I think you'll see what I mean.

How To Sell Websites In 2020

I talk to thousands of WordPress developers and web designers every month. By far the most common question I get asked is how to find clients who are willing to pay higher prices. I really appreciate people who have the courage to ask that question because there are so many snarky people out there who are quick to say that you just need to improve your skills or just get out there and work hard. Of course, you need good skills and a tenacious work ethic but I get this question from people who have degrees in graphic design and have been honing their skills for years. They are talented professionals and they still are having a hard time finding clients at the prices they want to charge.

The reason for this has almost nothing to do with their skills. The problem is that the economy has changed. Today it's easy, fast and very inexpensive to get a website. You can download WordPress for free. Then use a page builder like Elementor or BeaverBuilder along with Astra Sites and within a day you can have a great looking site without ever dealing with code. Or, if WordPress isn't your thing then use Wix or Squarespace. If you're not into building your own website that's fine too. If you've got a budget of around $500 you can find plenty of people on Upwork, Fiverr, or even Craigslist who will spin up a surprisingly decent WordPress site for you.

So, if you're out there trying to “sell websites” but you're charging $5,000 while all these other options are only $500 or less then you're going to have a hard time selling your websites. This is why your mindset makes all the difference! What are you really doing? Are you really just trying to sell websites? Because if you are, then you're going to need to set your prices under $1,000. Otherwise, you're going to start hearing your clients say things like:

  • Why does it cost so much?
  • Why are you so much more expensive than everyone else?
  • That price is way outside our budget!
  • I can't afford that!

The bottom line is this. If your ultimate goal is to “sell websites” then charge about $500.

The Difference Between Selling and Serving

Before we go any farther, let me clarify how I am defining selling and serving.

Selling means you have one or more skills to offer and you're essentially setting up a buffet for your services. You want people to come and pick one or more of the things you can do and then hire you. Then you show up doing the best you can to make sure the client is happy with your work. I want to underscore that there is nothing immoral or wrong with selling your services. The point to understand, however, is that the burden of success for the project as a whole is entirely on the shoulders of the client and whether or not they can ask you for what they actually need and whether or not they can generate success for their business with what you deliver.

Serving means you lead your clients to a level of measurable business success that they would not be able to achieve apart from you. Simply giving them a beautiful website is not enough because the website itself is not the end goal. Getting a website is never the client's end goal. Therefore, delivering a website is not a measure of success. If you're not delivering success then you're not serving the client. Serving the client means helping them reach their business objectives.

A Real-World Example Of Selling vs. Serving

Let's demonstrate the difference both in terms of value and in results with a real-world example but in a different context, rock climbing.

It's a cool spring day and you're walking through the mountains with a friend. You're not a rock climber. You're just out walking the trail enjoying nature and having a good time. You have spent the afternoon having a picnic in a small clearing near the top where you feel like you can look across the entire earth. It was a beautiful afternoon and now you and your friend are walking back down the trail returning to your car to head home.

Suddenly you hear a rumbling sound behind you. You and your friend both look back and to your horror you see several large boulders rolling down the trail and there's nowhere to go to get out of the way. To your left there is a steep face to the mountain and your friend is already trying to climb up and out of the way. To the right is an almost vertical drop off. You have no choice. The boulders are about to crush you so you start sliding down the cliff. Miraculously, about 20 feet down the cliff your backpack snags on the root of a tree and stops your fall.

You're OK but you're 20 feet down the side of the mountain, night if falling and you have no way to get back up to the trial. Your friend was able to run up the side of the mountain high enough to get out of the way and is safe. The dust settles. You look up and your eyes meet. You're both OK but you are stuck 20 feet down an almost vertical drop off and it is getting dark.

What do you really want right now? Let's consider two scenarios. In one scenario your friend says, “Hey! I've got a rope! I can throw it down to you if you want it.”

Or, what if your friend said, “I've got a plan! I'm going to take this rope, and tie one end to the trunk of this tree. Then I'm going to run the rope through a pulley that I'm attaching to a sling. I'll lower the sling down to you. When you get it, wrap the sling behind your back and under both of your arms. When you're secure in the sling I'll pull you up.”

Which option would you choose? Obviously option two, right? Which option would you pay the most for? How much more would you pay?

Both scenarios feature a rope as the primary tool used in the rescue. But, in the first scenario, it's all on you to figure out what to do with the rope. Even if it was the best rope in the whole world, what are YOU going to do with it? You don't know how to tie any mountain climbing knots. Furthermore, you really need more than just the rope. You need the tree, the pulley, the sling, and your friend. For your rescue to be safe and successful, you need someone with experience using the tools. For example, by adding the pulley into the mix your friend only has to pull 50% of your weight up the cliff. If you didn't know how pulleys work and that you need to attach the pulley to yourself (not the tree), you'd be stuck trying to lift 100% of your weight.

The first scenario is just selling ropes (or websites). The second scenario is serving the client. Nobody just wants the rope. They want the results that come from using the rope effectively and that involves more than just the rope. It includes additional tools, knowledge, and experience.

Why Selling Websites Is NOT Serving Clients

The rock climbing analogy illustrates very clearly why selling websites is not serving clients. Yes, you're giving the client a tool that is critical to their success. Perhaps it is even the most important component.  But it's not ALL they need to reach their real objective of winning more clients or generating more sales. They need the full plan, some additional tools, and they need YOU.

Now we are getting to the heart of the matter. Today, with all the tools, plugins, and platforms available for digital marketing building a successful online presence involves far more than just building a website. Of course, there are all the technical boxes that need to be checked like making sure the site is running over SSL, you have a good mobile experience, off-site backups, fast loading servers, etc. But you also need the marketing and business development component as well. Where are the leads going to come from? How are you going to nurture those leads until they become customers? How do you keep customers coming back? If those questions aren't getting answered then you are not actually serving the client.

How To Price WordPress Projects In 2020

The key to building a successful web design business in 2020 is to stop “selling websites” and price your projects in a way that enables you to serve your clients. That means you're going to have to charge a LOT more than if you were just slapping together a quick 5-page website because you're offering a fundamentally different service that includes three major components:

  1. Your technical and design skills
  2. Your digital marketing skills
  3. Your business development consulting

If you're a self-employed WordPress consultant running your own web design business, I usually recommend that you price your projects between $3,000 and $10,000 so that you have the time to do all of the work necessary to develop and execute an effective plan. This is an affordable price for small to medium-sized local businesses. As your skills grow you begin to feel more confident will start winning projects over $10,000.

A Proven Path To Build A 6-Figure Web Design Business In Less Than A Year

Give yourself a moment to think. If you want to hit your goals you need clarity about what you're trying to achieve.

What your life would be like if you owned your own web design business that generated $100,000 per year?

What would it feel like if you were making $8,000 to $10,000 per month working from home with clients you loved, doing inspiring work that made a powerful impact?

What impact would that have on your family relationships?

What would you be able to do that you've been putting off?

How long can you keep putting that off before it's too late?

Have you always wanted to take your family on vacation somewhere? How long do you have to make that happen before your children are too old?

What are you missing out on because you're spending too much time working for way too little?

When you're ready to take action an make these goals your reality, here is a proven pattern for building a web business that generates $100,000+ per year – and you can do it on your own. The video above explains all of this in more detail, but below you'll find the highlights.

Do you have any of these roadblocks in your way that are either slowing down your progress or preventing you from being successful altogether?

Read more

How Much Do Freelance WordPress Developers Make In The United States?

Today, with so many different ways to get a WordPress website, the cost for a WordPress project is all over the board. If someone is looking for a WordPress site they can go on Upwork, Fiverr, or even Craigslist to find people willing to spin up a WordPress site for $500 – or even less in some cases. There are also people web designers who work with WordPress and try to find clients to work with in their local communities. They get referrals, meet people in Chamber of Commerce meetings, through BNI, etc. These projects tend to be a bit more valuable than competing with the entire earth through job boards like Upwork. But let's see if we can narrow this down to figure out exactly how much WordPress professionals make in the United States.

Read more

5 Things To Consider Before You Publish Your Web Design and Online Marketing Prices

Should you publish your prices on your website?
If so, how do should you do it?
Should you give fixed prices, hourly prices, bundled package prices, price ranges…?

These are questions that come up all the time. But, rather than giving a one-size-fits-all answer, let me ask you five questions that will help you figure out what's best for you and your business.

You're going to come away with some important discoveries about:

  • How your pricing differentiates you in the mind of your clients
  • What your prices say about the nature of your business
  • How posting your prices impacts the types of leads you generate

I'm really excited about this one because making a decision on pricing also means you're making a decision on the type of business you are building, what that means for your clients and what it means for the future of your business.

From one $800 client to multiple $10,000+ web design clients – Meet Jeff

When I first spoke to Jeff, he only had one client who paid $800 for their website. He didn't feel like he could justify charging higher prices because he saw what people on Upwork and Fiverr were charging and he felt like he was competing with that.

So, Jeff and I started talking about how he could differentiate himself from all of the low-budget competition while also making it clear why he's worth high-ticket rates. Within just a few weeks Jeff was landing new clients. Now he's got multiple clients paying him over $10,000 each.

I was in total despair and totally overwhelmed before we crossed paths and not really knowing how I was going to get from point A to point B. Now I'm definitely on the right trajectory and going the direction I want to be going.

When I landed my first five-figure client I didn't believe it at first. I was jumping up and down and so excited to go and tell my wife about it.

Jeff Maughan

Join me and discover how Jeff made this awesome transformation so fast. Let's also celebrate his induction into the DoubleStack Five Figure Family together as I award him with his trophy! This is going to be a great story and a lot of fun.

High-Ticket Web Design Boils Down To This One Thing

The secret to moving into high-ticket web design and WordPress consulting is discovering the difference between implementation and transformation. Once you make that shift, all of the traditional problems that plague most web designers' businesses will vanish.

For example, once you make this shift you will:

  • Solve the “feast or famine” roller coaster of cash flow
  • Know how to communicate with clients without overwhelming them with tech talk
  • Command dramatically higher rates without pricing yourself out of the market
  • Rise above all the low-budget competition
  • Confidently win long-term, high-value clients even if they already have a website

The key, however, is understanding that a one-size-fits-all solution will never command high-ticket rates. If that's all the client is looking for, they can get that anywhere like from Upwork or Fiverr. Or, if they just need a quick website they can whip one up themselves on Wix or something.

In this workshop, you will discover why you need to stop approaching your clients with the “here's what I can do for you” mindset and exactly what you should be saying instead.

If you feel like you have a strong skill set but it's hard to find clients who are willing to hire you for the rates you want to be charging, this is for you.

Dramatically Boost Your Website’s Lead Generation With This Single Tip

I've reviewed well over 1,000 websites from WordPress consultants and web designers and consistently see one thing missing from their websites… and it's killing their conversions.

It's very common to see a site where the main call to action is to book a call or schedule a meeting. The general flow tends to be something like this:

  1. List some of the key services you offer
  2. Describe the process a client will go through working with you – some version of:
    1. Discover session
    2. Planning phase
    3. Implementation
    4. Review
    5. Launch
  3. Invitation to book a call or schedule a meeting

The problem, of course, is that not many people book the call.

So, let's talk about why they aren't booking that meeting with you by fixing the #1 problem I see on most web designer's websites. In addition to highlighting what the problem is, you'll also come away with five clear steps on exactly how to fix the issue.

Once you make this change you're going to find that not only does your website convert visitors to calls more effectively but you are also attracting higher-quality leads.

Should You Blog?

Here are five questions to ask yourself before you jump into blogging – for yourself or for your clients.

Everyone is talking about the benefits of organic SEO and how it drives free leads forever once you get listed on Google for the keywords you're targeting. But is that always true for everybody? Is blogging right for your business and the audience you are trying to reach or will it be a fruitless waste of time?

The answer to this question is NOT a one-size-fits-all type of thing. So, right now let's explore five things to consider before you invest time into blogging for your business (or for your clients' businesses).

At the end of this session you'll have clarity on at least three critical points for attracting leads through your blog:

  • Is blogging is right for your type of business?
  • If so, what you should be blogging about to make sure you're attracting the right, high-quality leads?
  • Are you accidentally devaluing and commoditizing yourself with your blog?

If you have been thinking about blogging for your web design business or for one of your clients, this is 30-minutes you don't want to miss because it can literally save you months of time, gobs of heartache, and thousands of dollars of misguided effort.

Top 10 High-Ticket WordPress Myths Debunked – part 2

The truth is that there are only two things holding back most web designers and WordPress developers from running a 6-figure business:

  1. Their marketing
  2. Their mindset

Once those two things are dialed in, all the other problems are revealed for what they really are – self-sabotaging myths.

There are a bunch of myths people believe that are preventing them from serving their clients more deeply and earning the income they are really worth.

Here are a few things I hear all the time and each one is based on a marketing or a mindset problem.

  • Clients don't see the value of my work. Even though I've got years of experience, nobody is willing to pay reasonable rates for my work.
  • Nobody ever agrees to a monthly retainer. I offer hosting, WordPress updates and maintenance, pre-paid support plans, etc. Everybody turns down any sort of monthly retainer.
  • I can't justify my higher prices because there are so many people doing exactly what I do but they charge a lot less.
  • If I only had that “secret” tool or marketing platform that nobody else knows about, then I could charge more. I need something unique like that to set myself apart.

In this workshop, we're going to dive into each of these myths. We'll take a look at the truths these myths are founded on. Then we'll explore what the reality is and what clients actually want.

This workshop is a critical session for anyone who feels like they can really make an impact if only they could find the right clients.