Transcript

00:00 hey everybody Joe here and I wanted to
00:02 give you a sneak peek if you're on the
00:04 ropes on kind of the Weaver space Summit
00:06 and wondering what is it's all about
00:08 what types of talks are going to be
00:10 there
00:11 I wanted to produce some highlight reels
00:13 essentially of some really great videos
00:16 that are have been the favorites of
00:18 users over the years so in this video I
00:21 have three videos that man it was really
00:24 hard to pick out you know shrink an
00:26 hour-long talk down to you know five
00:28 minutes or six minutes so um I hope you
00:31 enjoy these videos there's three here
00:33 and uh you're gonna get a lot out of
00:35 these amazing videos and I can't wait to
00:37 see you at the summit this year bye
00:43 and so um a lot of people get frustrated
00:45 a lot of the time because they think
00:47 well my website isn't really doing the
00:49 work I wanted it to do but don't panic
00:51 because there's some really simple and
00:52 straightforward things that you can do
00:55 to get more of the people who visit your
00:57 site more the people you really want to
00:59 work with to become loving loyal
01:02 customers so so here are some main
01:03 reasons why your website is probably not
01:06 converting or converting as well as you
01:08 want it to and need it to
01:11 your message is unclear it's just not
01:14 really it's kind of vague or it's it's
01:17 filled with all sorts of language that
01:19 people don't fully understand
01:21 um it's not really clear who it's
01:23 talking to the other reason is you don't
01:25 establish yourself as a solid
01:27 trustworthy expert you talk about
01:29 yourself but not really what you've done
01:31 for other people so those testimonials
01:34 that please you also talk too much about
01:36 yourself you state everything about your
01:39 state-of-the-art gym or where you work
01:41 or how you know cool the tools are that
01:43 you use but people don't get a sense of
01:46 what's in it for them what will help
01:48 them achieve the goals they're trying to
01:50 achieve or help them with any kind of
01:52 problem they have or so I always tell my
01:54 clients you need to channel your inner
01:56 Obi-Wan Kenobi and be what he was to
01:59 Luke Skywalker to your people and here's
02:02 the trick you don't want to talk about
02:04 yourself you don't first
02:07 you have to have a clear core message
02:09 State what you do who you are what you
02:12 do who your ideal customers are what you
02:15 do for them the greatest results that
02:18 you achieve for them and if possible
02:20 State any kind of pain they avoid by
02:22 going with you if possible you need to
02:25 have a three-step process for people to
02:27 achieve their goals with you or mention
02:29 three of your best and most effective
02:31 products your core products okay
02:34 you want to establish yourself as the
02:36 expert the guide they need so don't talk
02:38 about yourself that's the trick you want
02:40 to State what you've done for people
02:42 like the visitors on your site say I've
02:44 helped people lose weight I've helped
02:46 people make more money I've helped
02:48 people become the go-to expert in their
02:50 field because their website is just
02:52 awesome okay I've helped people see
02:54 better with better reading glasses and
02:56 so on and so on you want to offer a
02:59 kick-ass freebie or a highly discounted
03:01 offer and always get people's email
03:03 addresses this is so important because
03:06 as you build your list again those are
03:08 the people who are easiest to sell to
03:10 okay
03:12 you want to have an unforgettable about
03:15 page people want to work with people who
03:17 are passionate about what they do they
03:19 want to work with people who are experts
03:21 they want to work with people who are
03:22 caring and really committed to their
03:25 mission so make your about page as
03:28 outstanding as you possibly can have
03:30 really good pictures on there and don't
03:32 be afraid to share personal information
03:33 don't your private stuff but you know
03:36 you can share things like your hobbies
03:38 or if you're married with kids or what
03:40 you like to do on the weekends or what
03:43 kind of volunteer work you do those
03:45 things resonate with people and they
03:47 create connection
03:54 but uh today I'm going to talk to you
03:56 guys a little bit about freelancing and
03:59 uh with a subscription-based model and
04:01 basically how to reduce the number of
04:02 customers that you have and make more
04:05 money and at marketing companies that
04:07 we're doing a little bit of web
04:08 development but charging about three
04:10 thousand dollars per project and
04:11 Freelancers that were mostly working as
04:13 a side hustle charging anywhere between
04:15 500 and a thousand dollars a project
04:18 so I needed to separate myself from my
04:21 competitors and I didn't want to be so
04:22 cheap that I couldn't grow my business
04:24 and I decided that both options were bad
04:27 so I made up my own option I decided
04:30 that I was going to be the most
04:31 expensive web developer in my market and
04:33 I charged anywhere from about 3 500 to
44:37 000 per typical project but I wanted to
04:40 give the best service so I included 1
24:41 months of updating the site for free
04:43 this meant that marketing companies they
04:46 couldn't compete with me because nobody
04:48 wanted to update the website and because
04:50 of my price I didn't compete with those
04:52 guys was that were doing it as a side
04:54 hustle at the end of my first year I set
04:57 up a goal that within a couple of years
04:59 I would bring in seventy thousand
05:01 dollars per year I thought it was a
05:02 pretty modest goal I thought that I
05:04 could hit it and at the time I really do
05:06 the math but that equates to 20 projects
05:09 per year at thirty five hundred dollars
05:12 each so and that was about my average
05:14 price so
05:16 when I do the math I would have to find
05:19 sell design and build a project about
05:21 every two and a half weeks and again at
05:24 this point I figure that P I figured
05:26 people would redevelop that site over
05:28 and over again every couple years
05:31 so on a typical eyes that customers
05:33 would only redevelop their site about
05:34 every six years it meant that I could
05:37 never stop hunting for new customers I
05:39 started looking at the value of each
05:41 client and determined that I've sold a
05:43 project at 3 500 and I updated ran
05:46 updates for about five hundred dollars
05:48 or so a year per customer that customer
05:51 was only worth about ninety two dollars
05:53 a month
05:55 yeah that's what I look like
05:57 so my focus when I sold traditional
06:00 website Services was always on the next
06:02 customer it was always trying to
06:04 maintain cash flow and keep a steady
06:06 backlog was always one of my highest
06:08 priorities I came to the conclusion that
06:10 if I gave people a hundred percent of my
06:12 expertise and focus on helping other
06:14 people grow their business my business
06:16 would grow if you think about it in
06:19 these terms
06:20 having a website rebuilt is simply
06:22 transactional anyone can do it customers
06:25 can go on Wix or Squarespace and you can
06:28 have one set up today but becoming a
06:30 trusted partner that helps their
06:32 customers actually grow their business
06:34 would be transformational not only for
06:37 their business but for mine as well
06:40 and people would pay more for that than
06:43 just having a website rebuilt now it
06:46 seems like my customer and my goals are
06:49 now completely aligned
06:51 so the first step was to write out my
06:54 mission statement and change the
06:55 direction of my company how I approached
06:58 the market positioned ourselves and set
07:00 up the building blocks for Success one
07:02 of the things that I did I started
07:04 quoting everything that was local small
07:06 business on a monthly price and a click
07:09 rate is about two percent so email
07:11 marketing is far from being dead
07:14 the resurrection of email marketing has
07:16 been contributed to Rich HTML emails
07:18 this is an email that we created for one
07:21 of our customers using Joe workman's
07:23 email stacks
07:25 super simple to do easy to be able to
07:28 have add-on products that you can sell
07:30 to your customer hold up Fuddruckers
07:32 uses my emails what yeah brother
07:38 so this is a sample report it's two
07:40 percent
07:41 think about this the average engagement
07:44 rate on social media is two percent and
07:47 the average click rate on email
07:48 marketing is two percent
07:51 I know right that's like what we do with
07:54 email marketing we give a high level
07:55 single page report on their social media
07:57 it highlights what we've done it shows
08:01 their engagement rate because it is
08:02 important but it's not the main driver
08:05 to be there it's not the reason that
08:07 we're there and then because a lot of
08:10 business owners don't understand social
08:12 media you need to remind your customer
08:15 to stay the course by giving easy to
08:17 follow reports that highlight the
08:19 important aspects of a campaign
08:23 fast forward a few years and
08:24 subscription-based modeling at least in
08:27 my market is starting to gain momentum
08:29 subscription-based services are
08:31 operating expenses and not Capital
08:34 expense so that means that that expense
08:37 is never going away I see other
08:39 developers charging anywhere from 200 to
08:41 700 per month for subscription-based
08:44 website services so there's a wide range
08:46 of product offering as well but there's
08:48 also a wide range of pricing it's
08:50 perfect for somebody to find their Niche
08:52 and and create a product or service to
08:55 be able to to jump into a market with a
08:58 subscription-based website and if you
09:01 compared two hundred dollars a month and
09:03 thirty five hundred dollars per project
09:05 with rebuilds being done every six years
09:07 in order for that traditional customer
09:10 to be at the same value as a
09:12 subscription customer you would have to
09:14 charge two thousand dollars per year in
09:16 updates between year two and year five
09:19 and remember that comparison is on the
09:22 low end of this subscription-based model
09:24 and the high end for a basic traditional
09:26 website and even at those prices the
09:29 subscription-based model customer is
09:31 valued at more than double that of a
09:34 traditional customer a few different
09:35 ways to structure this an escalated
09:38 pricing like I said I think is the best
09:40 way and it signals to that customer that
09:43 costs do increase over time and that you
09:45 expect to continue to show value to
09:47 their business year after year
09:51 set limits on updates though in my
09:53 contract I State One update per month no
09:56 more than one hour of time and when it's
09:59 time to move on and retire your web
10:01 development business actually has value
10:03 no one is going to buy a book of
10:05 business with customers that have
10:07 already paid for services that they've
10:09 already received especially with uh your
10:11 mindset of turning your web design
10:13 business into an asset right so it's
10:17 it's a business that's now sellable it's
10:19 not I mean that is a such a brilliant
10:22 Point
10:23 um where instead of you know just a list
10:25 of people that might renew or might give
10:29 you some hours or I might want to do a
10:32 website redesigned in four years uh I
10:35 mean yeah dude that is that is a
10:38 brilliant I I never thought of it that
10:39 way even though while I thought this
10:41 business model was great I never thought
10:43 of it in in that respect and uh I love
10:45 that good job yeah that was that was my
10:48 friend that's in the insurance industry
10:50 and what they typically do is like when
10:54 they're done or they move on is that
10:56 they go and they package up those
10:58 customers and they sell those customers
11:00 but those customers are paying every
11:02 month and and he was telling me like
11:04 Eric you got to find some way to build a
11:06 residual
11:08 income in your business and he was kind
11:10 of the first one that kind of got me
11:12 started
11:12 thinking about that and so the very
11:14 first step that we did was we started
11:16 selling hosting and so I kind of thought
11:19 okay this is residual right but we're
11:21 making 10 20 bucks a month on a customer
11:23 selling hosting we're not making we're
11:25 not getting rich there and so um barely
11:28 covering the bills and so I started
11:31 thinking out a little bit more and that
11:33 was kind of the first seed that was
11:35 planted in my mind in order to kind of
11:38 transition away from doing a traditional
11:40 website
11:42 and
11:47 this is client
11:49 um that doesn't only one control over
11:52 the content of the website
11:54 um she always like such as text images
11:57 she always won she also wants a lot of
12:01 flexibility in the page layout let's
12:03 move to the
12:05 to the admin area
12:07 so we're gonna talk about these um
12:10 bar up here the menu bar the admin menu
12:13 bar in a second let's now focus in the
12:17 in the
12:18 in the greed uh options we have so this
12:22 is the
12:23 um Spanish those are the controls we
12:26 have over grade one
12:28 so the first one is
12:33 what we use to get control over
12:35 triggering on or off that specific grade
12:39 that we were just looking before looking
12:41 at before so we have the toggle that
12:43 controls if the if that grid is on or
12:47 off we have the this is a normal total
12:50 CMS text uh uh that to control the title
12:55 and the these are the the images that
12:59 were shown uh in the right part of the
13:03 screen let's just take one off just for
13:05 fancy what happens
13:08 um
13:08 then we have the control over the text
13:11 area below the grid
13:13 in this case as you were saying before
13:15 the text area is active
13:18 and here is the control that let you
13:22 choose if you want text or a video
13:25 inside that area
13:28 this is the text it was shown in that
13:31 specific
13:33 um area and this is the link of the
13:36 video in case you want the video
13:39 okay
13:41 um let's move to the bottom area right
13:44 down here
13:46 so here you can choose
13:49 if the button you want to show up is
13:52 going to follow a link
13:54 so let's say yeah let's say we want to
13:56 link or uh trigger a pop-up
14:00 well let's stick with the URL boxing for
14:04 now this is the uh the the pairs
14:08 and
14:11 I'm sure you'll ask what is going to be
14:13 inside that pop-up well here is
14:17 the content of that pop-up this is
14:22 and here is our button now it doesn't
14:24 follow a URL
14:26 if I click on it it will just trigger a
14:28 pop-up
14:29 and here it is just of the home page you
14:33 know there are other Pages inside the
14:35 the website that follow the same
14:36 structure
14:38 okay and um
14:40 so let's play a little bit with the with
14:43 the different grades
14:44 let's say let's activate
14:47 um well let's get the structure of the
14:49 grids so this is grid number one there
14:52 are small icons up here that kind of
14:54 describe the structure of every grid so
14:57 this is grid number one as you can see
14:58 that with the big title on the left and
15:00 four squares grid number two is exactly
15:03 the opposite title on the right and
15:05 squares on the left
15:07 uh this is number three with the big
15:09 Square in the middle uh the same
15:12 structure uh repeats itself from grid
15:15 fourth uh through grade six then we have
15:19 a small variation in group number seven
15:21 eight and nine is the same as group
15:23 number six and three
15:25 then we have
15:26 um some quotes section we have some blog
15:29 section at the bottom of the website and
15:33 then some pop-up
15:34 that can trigger like news or stuff
15:37 so let's start from grid number two
15:39 let's turn on grade number two
15:43 let's go grid number three two why not
15:46 let's turn this on
15:49 those will repeat itself so let's not
15:52 touch four five six let's go seven
15:56 turn on grid number seven grid number
16:00 eight
16:03 and let's turn on the quotes too why not
16:09 I prefilled all those uh
16:11 um all those fields so
16:13 we have a
16:15 we don't lose time on it let's just save
16:21 so here's our grid number one we didn't
16:24 change anything here it is our text
16:26 section with our button pop-up
16:30 here we can find grid number two without
16:33 the text area because we didn't turn
16:35 that on this is good number three with
16:39 the same structure without the text area
16:41 this is grid number seven
16:44 this is grid number eight
16:49 and this is the uh the nice uh
16:52 quote section at the bottom then of
16:54 course we have our footer
16:57 so you see the flexibility uh we gave to
17:00 the client and it doesn't matter what
17:02 she does uh
17:05 for the structure this website has
17:08 it will always look good even if she has
17:11 the website of Claudia Guerrero which is
17:13 uh an actress a yoga teacher
17:17 um
17:18 a coach you know she does a lot of
17:20 things she's very active and
17:23 the usage of
17:26 um
17:27 of total CMS that we did in this website
17:30 and and once again that I use a lot it
17:33 has a calendar so let's go straight to
17:36 the calendar page
17:43 so this is the calendar page in general
17:46 let's
17:47 let's see let's talk in general about
17:50 artists and their calendar there are
17:52 different options to show
17:55 um the events a specific artist is
17:58 involved with
18:00 um I saw
18:01 a lot of time it's used like a big sort
18:04 of Google Calendar you know that um
18:08 that's I wouldn't suggest that unless
18:12 you are an extremely active artist you
18:16 know it always uh you know it's always
18:20 um it always looks empty because you
18:23 have this big thing and just a few dates
18:26 in a month are are are full of of course
18:29 you do not least rehearsals and stuff so
18:32 you know at the end of the day it always
18:34 looks empty there are other problems and
18:36 you never get a feel of what that
18:39 specific
18:40 um event is so my my go-to
18:44 um option is always this list layout I
18:48 mean this website is still on
18:50 development but I mean you get the idea
18:53 of what this is"}]