Discover 10 ways to transform $500 websites into $10,000 projects.
Summary
TLDRIn this insightful video, Lee Blue, a veteran web designer with over 20 years of experience, shares strategies to significantly increase the value of web design work. He emphasizes the importance of defining client audiences, tailoring services to target specific needs, and leveraging inbound traffic sources effectively. Blue also discusses optimizing website engagement, building email lists, nurturing leads, and enhancing client loyalty. Additionally, he touches on managing online reputation for trust and authority, illustrating how small shifts in approach can lead to substantial value increases in web design projects.
Takeaways
- 😀 Small shifts in the context of web design can significantly increase the perceived value of the work.
- 🎸 The value of a product can be dramatically different based on its history or association, similar to how Elvis's guitar increased in worth.
- 🏠 The context around a product, like an oceanfront view for a house, can greatly enhance its value, which is also applicable to web design services.
- 🤔 Defining the client's audience is crucial for increasing the conversion rate of a website, which in turn increases the value of the work.
- 📦 Helping clients package their offerings based on their target audience can improve the relevance and effectiveness of their online presence.
- 🚦 Understanding which inbound traffic sources work best for a client is essential for optimizing their online visibility and conversions.
- 🔍 Discovery indicators, such as search rankings and Google Maps positioning, are important for clients to understand how potential customers find them.
- 🕒 Optimizing time on site and reducing bounce rates are key to improving user engagement and indicating the effectiveness of the web design.
- 📧 Building and nurturing an email list is vital for local businesses, as it can be more valuable than social media channels for lead generation.
- 📈 Lead magnets and nurturing leads are critical steps in the customer journey, helping to convert interested visitors into clients.
- 🔄 Focusing on customer loyalty and repeat business can be more cost-effective than constantly seeking new clients, thus increasing business value.
- 🗣️ Managing a client's online reputation, including consistency of information and encouraging reviews, builds trust and authority in the digital space.
Q & A
What is the main focus of Lee Blue's coaching programs?
-Lee Blue's coaching programs focus on helping web designers land their best clients ever by providing guidance and strategies to increase the value of their work.
How long has Lee Blue been selling websites?
-Lee Blue has been selling websites for over 20 years.
What does Lee Blue suggest as a way to increase the value of web design work?
-Lee Blue suggests that a small shift or change in the context around the work can make a massive difference in its value.
What is an example of how context can change the value of an item, as given by Lee Blue?
-An example given by Lee Blue is an old Martin guitar, which might be worth $5,000, but if it was Elvis's guitar, its value could increase to over $1 million due to its historical significance.
How does Lee Blue relate the value of a house to the value of web design work?
-Lee Blue uses the example of a house, explaining that the value can drastically change based on factors like location, which is similar to how the value of web design work can change based on the context and the audience it targets.
What is the importance of defining the client's audience according to Lee Blue?
-Defining the client's audience is crucial as it helps in addressing specific needs and problems, which in turn increases the conversion rate and the value of the web design work.
How does Lee Blue suggest optimizing inbound traffic sources for web design projects?
-Lee Blue suggests identifying which inbound traffic sources are working best for the client, such as social traffic, search traffic, and paid traffic, and focusing on those to increase the value of the work.
What is the significance of 'Discovery indicators' in the context of web design work, as mentioned by Lee Blue?
-Discovery indicators, which include search rankings, Google Maps positioning, and interactions on Google business profiles, are significant as they show how people are discovering the business, which is a key factor in the value of web design work.
Why is optimizing time on site and reducing bounce rates important for web design projects?
-Optimizing time on site and reducing bounce rates is important because it indicates how well the website is engaging with its audience, which is directly related to the conversion rate and the overall value of the work.
How does Lee Blue emphasize the importance of building an email list for clients?
-Lee Blue emphasizes that an email list is more valuable than social media channels for local businesses, as it allows for direct nurturing of leads and potential clients, increasing the value of the web design work.
What is the role of customer loyalty in the web design business model, according to Lee Blue?
-Customer loyalty plays a crucial role in the web design business model as it is easier and less expensive to work with existing clients again, increasing the velocity and quantity of transactions, thus increasing the value of the work.
How does Lee Blue suggest managing a client's online reputation to enhance the value of web design work?
-Lee Blue suggests managing a client's online reputation by ensuring consistency in information across different platforms, inviting customers to leave reviews, and responding to them, which builds trust and authority, enhancing the value of the work.
Outlines
🚀 Boosting Website Value with Targeted Strategies
In this paragraph, Lee Blue, a seasoned web seller with over 20 years of experience, introduces the concept of significantly increasing the value of web design work through targeted strategies. He emphasizes the importance of context and small shifts in approach that can lead to substantial changes in perceived value. Lee uses the analogy of an old Martin guitar, once owned by Elvis, to illustrate how a single detail can escalate value. He then transitions to discussing the value of web design, suggesting that understanding the client's audience, tailoring services to that audience, and focusing on high-converting inbound traffic sources are key. He also mentions the importance of optimizing time on site and reducing bounce rates, as well as building and nurturing an email list for clients.
🛠 Enhancing Web Design Value with Traffic and Lead Management
This paragraph delves deeper into the specifics of web traffic sources, distinguishing between social, search, and paid traffic, and the importance of identifying which sources are most effective for a client's business. Lee discusses the concept of 'discovery indicators,' which include search rankings, Google Maps positioning, and business profile interactions, as crucial for business visibility. He also addresses the importance of optimizing time on site and reducing bounce rates to improve user engagement and conversion. The paragraph highlights the value of building and nurturing an email list, using lead magnets effectively, and the strategy of nurturing leads into clients, which can be more cost-effective than constantly seeking new clients.
💼 Maximizing Client Value Through Customer Journey and Loyalty
In the final paragraph, Lee Blue discusses the importance of building a comprehensive customer journey that includes not only attracting traffic and converting leads but also nurturing clients into repeat customers through loyalty programs. He talks about the high cost of acquiring new clients and the benefits of focusing on customer retention. Lee also stresses the significance of managing online reputation, which involves not just gathering reviews but ensuring consistency in the information presented across different platforms to build trust and authority. He wraps up by suggesting that implementing even a few of these strategies can greatly enhance the value of web design services, and he invites viewers to check out a workshop for more detailed insights into these high-value packages.
Mindmap
Keywords
💡Web Design
💡Conversion Rate
💡Audience Targeting
💡Lead Generation
💡Customer Loyalty
💡Online Reputation Management
💡Inbound Traffic
💡Lead Magnet
💡Email List
💡Nurturing Leads
💡Authority and Trust
Highlights
Lee Blue, with over 20 years of experience selling websites, shares insights on elevating the value of web design work.
Small shifts in approach can significantly impact the perceived value of web design services.
The importance of context in valuing work, illustrated by comparing a regular guitar to Elvis's guitar, which sold for $1.3 million.
The value of a house increases dramatically with the addition of 'Oceanfront' context in Marathon, Florida.
Web designers often undervalue their work due to a lack of context about their client's audience and needs.
Defining the client's audience is crucial for increasing website conversion rates and the value of web design work.
Packaging client offerings based on their target audience can lead to more effective web design and higher value.
Identifying the most effective inbound traffic sources for a client's business is key to successful web design.
Discovery indicators such as Google search position and Google Maps positioning are vital for business visibility.
Optimizing time on site and reducing bounce rates are critical for understanding audience engagement with a website.
Building and nurturing an email list is more valuable than growing social media audiences for local businesses.
Lead magnets should be tested and optimized to effectively capture and engage potential clients.
Nurturing leads through email campaigns and social media can convert interested visitors into clients.
Optimizing conversion rates on ad campaigns can significantly reduce the cost per client acquisition.
Customer loyalty programs can increase the velocity and quantity of transactions, providing ongoing value.
Managing client's online reputation involves ensuring consistent and trustworthy information across platforms.
Google promotes businesses with consistent and correct information, enhancing visibility and trustworthiness.
Implementing a few key strategies from the discussed list can make a significant difference in web design value.
Transcripts
can we 10ex the value of your work by
the end of this video I'm Lee blue I've
been selling websites for over 20 years
and for the last seven years I've been
helping web designers land their best
clients ever through my coaching
programs over le. BL which you can check
out right there but sometimes just a
small shift can make a massive
difference in the value of your work and
I've got about a dozen examples to kind
of illustrate that point because a lot
of people will email and say hey Lee you
know those $10,000 websites you keep
talking about can you send me a link to
one of those websites so I can compare
that with what I'm doing cuz I'm only
getting like a, for myself maybe even
less than that and if I could just make
my sites look like your sites then I
could sell $10,000 websites but you're
probably already building $10,000 sites
it's just missing the context around it
and that's what I wanted to illustrate
today because sometimes just a small
like one small thing can radically
change the value of something for
example suppose you came to me with this
old Martin guitar and you said hey Lee
I've had this old guitar what's it worth
and I look at it I look at the it's the
1950s I look at the ton Woods you know
compare it to other guitars that the
same of the same condition I'm like hey
it looks like a $5,000 guitar to me and
then you're like hey you know what this
was Elvis's guitar like well Elvis's
guitar just sold for $1.3 million a
couple years ago so like one small piece
of information massive difference in
value but you can't see that it's
Elvis's guitar just by looking at the
tone Woods right you're and you're not
buying just the guitar you're buying
like the Legacy right of the history
here's another example I've got a house
let's say it's 1,800 ft three bedrooms
two bag adds what's it worth $100,000
$200,000 and then you say one more thing
this house is Oceanfront Marathon
Florida overlooking the keys it's like a
million dollars right but you can't tell
that just by looking at the house itself
you have to look at what's around the
house so let's take a look at how to do
that for your web design stuff now if
you want to see an exact example of our
$122,000 package like all the features
that we include and how we get leads for
those projects check out the workshop in
the description it's lead. blork
and you'll see all the details for how
all that stuff works but let's take a
look at some questions that you can ask
yourself as you're putting together your
own projects for your clients and and
try to get that context around what
you're doing and I think you'll see a
huge shift in value just by answering
some of these questions the first one is
have you defined your client's audience
and what what I mean by that is a lot of
times our clients have multiple
audiences and you try to address them
all at the same time like maybe you even
have this issue for your own website
have you do you ever feel like you have
writer block when you try to write stuff
on your own site like anytime I feel
like I have writer Block it's almost
always because my audience is too broad
and I'm trying to speak to everybody and
nothing's Landing it's all just fluff
but if I can narrow it down to a very
specific type of person with a specific
problem I can then say here's how I can
help with that problem and so that's the
first thing that I think of and that
massively increases the conversion rate
of the website and if you're increasing
the conversion rate that massively
increases the the value of your work and
it closely related to that is the second
one is have you helped your client
package their stuff based on the
audience they're targeting and you might
have the same issue too in fact I know I
do like I don't do every single thing
that I know how to do for all of my
clients right I only do the stuff that I
need to do for them same thing for you
right like I bet there's a ton of stuff
that you can do but you don't do every
single thing that you can do for every
single client that would be ridiculous
and so your customers and I know my
clients the same way especially if
you're working with like doctors or
people that can serve people in a
variety of different ways so it's really
helpful if instead of talking about
everything that you can do on your
website if you go back to step one and
say well this is the audience and here's
the specific stuff I can do for them
that will massively increase the
conversion rate of your website and of
course that massively increases the
value of your work here's another one
have you helped your clients um figure
out which inbound traffic sources are
working the best and I tend to think of
three major traffic sources when when
I'm thinking about this I think of
social traffic search traffic and paid
traffic so social traffic would be like
anything that comes through Facebook or
Instagram both in terms of like organic
posts but also like if you say you you
spend up a like we work a lot with local
businesses and one of the things I feel
like is really important is just to put
up a Facebook page for the local
business even if you just post to it
like once a week and the reason for that
is a lot of neighbors will go onto
Facebook and they'll say something like
does anybody know any anybody who can
build a deck or that can you know do
whatever like do some home service and
then other people will be like oh yeah
you got to work with this guy and
they'll start tagging the business
usually usually the Facebook page and so
when that happens your client will then
get a notification hey people are
talking about you over there and then
plus people can click on that tag and
then go to your page and see some
examples of what you do your contact
information get in touch so I would
consider that to be social traffic even
though it's not really interactions or
engagements with your actual post it's
like other people talking about you so
that's really really cool and then on
top of that I have search traffic you
know like you know um you know Google
ins searching and everything and then
paid traffic like you might buy ads and
I want to know what's working the best
because it's not always as as easy to
understand as it might seem like if
you're working with a client that's sort
of launching a new product the search
traffic is probably not going to even
you might not have any search traffic
because it's a new product how are
people going to search for something
they don't even know what it is on the
other hand if it's something like
Roofing where everybody knows what
Roofing is then I really do want to
focus on search traffic so that's an
example of what I'm talking about with
like which traffic sources are working
the best based on the audience and the
type of products that your clients are
selling and then on top of that really
closely related to that are what are the
discovery indicators doing and so
Discovery indicators are more than just
search rankings it's it's obviously it's
like your Google search position for
different keywords and stuff but it's
also like your Google Maps positioning
and your Google business profile
interactions and Yelp page views and the
traffic to your website like this these
are all things that are discovering
indicating that people discovering your
business and I want to show my client
hey look since we started working
together these Discovery indicators are
really increasing in fact one of the
things I'm working on right now is a new
video for for YouTube here that's going
to go through local SEO kind of 101 like
local SEO Essentials and it's going to
be a bunch of stuff we usually charge
about $500 for this package it's just a
bunch of stuff that you can do without
having to buy anything or subscribe to
any tools it's just a local SEO package
and it's a great way to get some
recurring Revenue coming in so don't
forget to subscribe for that that's
coming up in a couple weeks um but
here's a here's a few more questions to
kind of get back on track with what
we're talking about here how are you
optimizing time on site and reducing
bounce rates for your clients this is
such an easy thing to overlook because
it's uh I tend to just say well I just
want to launch the website and get it
out but have you ever thought about well
how are people interacting with the
stuff that you just launched like say if
I if I have a really bad bounce rate
like a lot of people are just like
hitting the site and then leaving right
away well when I look at that I know
that the problem is not the call to
action it's not the information down the
page and I've even getting to the to the
bottom part of the page it's probably
the headline or the audience targeting
that we just talked about people are
looking at this taking a quick glance at
what they see and they're like yeah I
don't think this is for me and then they
bounce so when I see a high bounce rate
I think to myself do I need to change
how I'm targeting my audience or do I
need to change the message on like my
headline message so that my audience
really does understand I'm talking to
them that's a huge thing or if it's if
it's not a bad bounce for like people
are spinning some decent time on site
but they're not converting then I'm
going to be looking further down the
page and say well maybe the call to
action is too intimate of a thing you
know like what I mean by that it's like
it's too it's too big of a step it's
like going from first discovery to buy
now all on the same visit and I'm
thinking to myself well that's probably
too much and maybe there's something
that I can do to maybe get some leads
from people who are interested but not
quite ready to like schedule a call yet
and so that kind of leads us to the next
one which is how are you building your
client's email list an email list is
such a valuable thing your email list is
going to be more valuable than probably
all of your social media channels
combined especially for local businesses
because local businesses generally don't
create enough content on social media to
grow an audience organically there and
so what I like to do is I like to grow
my client social media audience through
email and I like to grow my email list
through some of these Discovery
indicators you know either social
traffic search traffic or ads so I'm I'm
kind of let's say I'm using ads to pull
in traffic onto my landing page I'm
getting an email address and then I can
nurture that address and one of the
things that I might do in that nurturing
sequence is say hey why don't you follow
me over on Facebook or hey why don't you
subscribe to my YouTube channel which
would be great if you did that for me
and that way I can nurture my clients or
nurture my leads until they become
clients in sort of a counterintuitive
way and then I want to think well what
lead magnets are working the best right
cuz in fact this morning I was actually
working with a a roofing website and we
had this lead magnet where you put your
your email address in and you can
download a document that gives you like
10 things to look for to see if your
roof needs to be replaced and that might
be that might work well if it doesn't
work as well as I want I can take that
same information but just reformat it in
the format of like a quiz you know like
you answer a few questions and then I'll
grade your roof and like your the
results will be like you know a through
F or 1 through 10 or something like that
and like How likely you need to change
your up your roof in the near future and
sometimes you'll find that the quiz
resonates and and gets more interaction
than just downloading a thing and so I
want to check that out and then um and
get some some leads coming through and
then once I get the leads coming through
then I want to nurture the leads like we
were just talking about maybe it's
joining social media maybe it's an email
drip campaign maybe I do something in
person like an open house but I want to
start nurturing those leads and so what
are you doing to help your clients
nurture their leads right so see how all
this stuff kind of stacked in itself
because you have to have the audience
you have to have a lead magnet you have
to have an email list then you have to
nurture the leads so um so this is
really building tremendous value because
what we're doing is we're building a
customer Journey we're not just throwing
out a website and saying here there's
the website we're saying here's how you
get traffic here's how you get clients
here here's how you get leads then you
get clients and you can even even
nurture those clients into repeat
clients with like customer loyalty and
everything so I want to look through all
of that and then I also want to I want
to optimize the conversion rates on my
campaigns so when I'm if I'm targeting
somebody through ads where I know I have
a really targeted audience because I'm
doing doing the the audience targeting
through the ad manager of whatever
platform like I'm doing Google search
ads or something or Facebook ads or
something I know that I have a really
tight audience and so if I'm pulling in
leads and clicks from Those ads I want
to have like a 10 to 20% conversion rate
on that landing page and if I know that
I can go from traffic to leads at let's
say at least 10% and then I want to get
another 10% conversion rate from leads
to clients
then I know if like if I know that like
if you know you can go from traffic to
leads at 10% and leads to clients at 10%
that tells you that you need a 100 leads
to get one client like 100 clicks
basically to get one client and then you
can say how much does a click cost I
don't know what if what if you're paying
$2 a click well now you know it's $200
to get one client and if it's a roofing
company selling like a 20 or $50,000
roof that's great right and so you can
tell your clients look I'm pulling in
leads for you for 200 bucks you're
selling $50,000 roofs
how do you like that right that's pretty
good so um so I want to look through
that information and then tell that to
the clients so they can see where the
value is they can see that I'm helping
and that makes a huge massive difference
in terms of the value behind your work
and then what about Customer Loyalty
because here's one of the things that's
so crazy about the web design world
right now most web designers don't
really have a business model that really
facilitates a lot with customer loyalty
so we find ourselves constantly looking
for brand new clients all the time
either through referrals or whatever you
just trying to to reach new clients but
the hardest thing and the most expensive
thing to do is to get a brand new client
it's much easier to get an existing
client to work with you more to work
with you again and that's a huge huge
thing because if you can do that if you
can improve the velocity of transactions
and the quantity of
transactions that's a massive thing
especially compared to not doing that at
all so I want to look through like how
what am I doing to build these customer
loyalty programs and how successful are
the programs like let's take a look at
what things we doing how things were
going before we started these programs
and now let's look at the velocity and
the quantity of transactions per
customer after the program and look at
the value that I'm bringing that's huge
right um and then one last one is how do
you manage your client's online
reputation and when I think about online
reputation I'm not just thinking about
reviews and responding to reviews and
things like that I'm also thinking about
Authority and trust and my trust I
necessarily mean like people are
tricking people or scamming people what
I really mean is can I trust the
information that's out there like if I
look at your Google business profile and
I see one phone number and then I look
at your website and I see the other
phone number which one am I supposed to
call maybe neither of them are right
right can I which one can I trust or if
I look at the profile and it says one
set of hours of operation then I go to
your website and it has a different list
of hours are you open can I trust that
if I go there that you're actually going
to be open so what I'm talking about
with like managing my client's
reputation is I want to invite their
customers to leave reviews and respond
to the reviews but I also want to make
sure that the information is consistent
out there because that's going to build
trust build Authority get more clicks
and and not only do people appreciate
that but Google themselves appreciate
that kind of verification like that
phone number is correct because it's in
both places those hours are correct
because they're in both places and if I
know that the phone number and the hours
are correct then I'm going to promote
you to more of our audience like
Google's going to promote promote you to
more people because they can trust that
at least they have a higher percentage
chance of being able to trust that the
information is correct and that people
that are searching for stuff will get
good experiences and that's what Google
is all about trying to get you a good
experience so here's the crazy thing
though are you ready you don't have to
do all of this stuff this might feel
like an overwhelming amount of stuff but
again like check the link in the
description for that new workshop and
you'll see exactly what we put into our
$112,000 packages how we get leads for
those clients and we only do a handful
of these things in our $112,000 package
we don't have the there's not a budget
to do all of those things so if you just
do a few of them it can make a huge
difference so check out that Workshop if
you're still interested in pricing check
out this video over here and we'll go
kind of 20 years of testing for like
what's this sweet spot in web design
pricing today
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