How to charge A LOT MORE for your work

Summary

This video delves into the value of web design, comparing a $59 template with a $10,000 custom design. It emphasizes that great copy isn't just decoration but persuasive, well-thought-out content. The video discusses how strategy, research, planning, and post-launch considerations contribute to a design’s true value, far beyond mere aesthetics. It explains that effective web design should focus on long-term outcomes and client goals, not just pixels. Ultimately, the video encourages designers to sell strategy and outcomes, and for clients to understand what’s truly included in a design package before committing to a price.

Takeaways

• 😀 Good copy isn't decoration, it's persuasion. It's the driving force behind the value of a website design.
• 😀 A $59 website might look visually appealing, but its lack of strategy, intentional copy, and reasoning makes it worth far less than a higher-priced design.
• 😀 A website with intentional and strategic copy can be worth thousands, not just because of visuals, but due to the planning and execution behind it.
• 😀 Eye tracking and gaze principles play a crucial role in guiding a user's attention to the call-to-action (CTA) and making a design more effective.
• 😀 The $59 template design lacks meaningful claims and logic, while a more refined design integrates intention and strategy to drive outcomes.
• 😀 Good designers don't just sell pixels. They sell a comprehensive strategy, planning, research, and post-launch analysis, which is what justifies higher pricing.
• 😀 A $10,000 design includes more than just a visually appealing website; it incorporates strategy, hierarchy, planning, and long-term outcomes.
• 😀 When designing for mobile, it's important to optimize user experience, ensuring key elements are prominent and actions are easy to take.
• 😀 A well-designed website is like a well-maintained car—while it may appear similar to a basic design, it performs and functions much better over time.
• 😀 The value of design is decreasing, but good designers differentiate themselves by explaining the rationale behind their choices, which makes the design more valuable.
• 😀 As a client, it's essential to ask what is included in a designer's quote, as a website without strategy and critical thinking isn't worth the high price tag.

Q & A

Why is the website on the left worth only $59 and the one on the right $10,000?

The primary difference lies in the copy. While the $59 website has basic copy with little intention or strategy, the $10,000 website includes thoughtful, persuasive copy that is strategically designed to drive action.

What is the issue with the $59 website’s copy?

The $59 website’s copy lacks meaning and purpose. It features unverifiable claims, a weak headline, and ineffective description, all of which fail to persuade or engage the visitor.

How does the gaze principle affect user interaction with the website?

The gaze principle suggests that users' attention is drawn to where people in the visuals are looking. In the $59 website, the eyes of the person in the image divert the focus away from the call to action (CTA), complicating user navigation.

What makes the $4,000 website design more valuable than the $59 version?

The $4,000 website features a more refined design that includes purposeful copy and thoughtful annotations explaining design decisions. This strategic approach elevates the website’s value compared to the $59 template, which lacks these elements.

What is missing in the $4,000 design that would elevate it to a $10,000 design?

A $10,000 design includes not only visual appeal and copy but also critical factors like strategy, content hierarchy, planning, research, and post-launch support. These elements are essential for long-term success and business outcomes, which the $4,000 design lacks.

What should designers focus on when creating high-value websites?

Designers should focus on selling a comprehensive strategy that includes planning, research, post-launch testing, and understanding the business goals. A good website design isn’t just about pretty visuals but about driving business outcomes and solving client problems.

What’s the key difference between the $4,000 and $10,000 website on mobile devices?

The $10,000 version features strategic design for mobile, including clear navigation, easily accessible information, and an intuitive CTA that maximizes user experience. The $4,000 version is simpler and more standard, lacking these advanced considerations.

Why does the value of web design continue to decrease over time?

The value of web design decreases because the production of visually appealing websites is becoming easier and more accessible, often through templates and AI-generated content. As a result, businesses are looking for additional value such as strategy, research, and long-term outcomes.

How can clients ensure they’re not being overcharged for a website?

Clients should inquire about the specific elements included in the design project. If the designer only offers a basic visual or template without a clear strategy, annotations, or long-term planning, the price is likely inflated, and they can negotiate a lower cost.

What should designers sell instead of just visual designs to increase value?

Designers should sell the overall strategy, which includes understanding client needs, planning, and providing long-term solutions that drive business success. The design itself should be seen as part of a bigger picture, not the sole focus of the project.