This Makes Clients Pay More For Websites

0:00Do you ever feel like everybody's already got a website, and the site they have maybe it's not as good as it could be, but it's good enough for them to feel like they don't really need to hire you, or there's so many web designers out there, like well, how are you supposed to add more value? Well, I want to share with you two things. One, I want to do a before and after, like like I'm Lee Blue, I'm the founder of Double Stack, where I personally mentor some of today's top earning web designers, and this project I want to show you a

0:20project that we're working on right now. And it's like I'm going to show you the before state, I'm going to show you how we changed the homepage, and it's one of those examples where this particular client was pretty happy with the site she's already got. She spent some money on it, she felt good about it, she didn't really want to throw it away, or whatever. And so, I want to just share with you the difference between the site that she currently has, the site that we're working on, so you can see what the difference is, because there's two different lenses, right? We're going to look at everything through the design

0:48side, but also the conversion rate side, cuz I just want to show you how to add more value to your client's business, beyond what I think a garden variety web designer might give to your clients. Like, what's the difference between you and just the garden variety web designers? I think you'll see a huge difference with that, but I also at the end of this video, if you want to stay for that, I'm going to link you to another training session that I just posted, that'll give you five things that you can start doing right now, that will significantly increase the value of your web design work. All right, let's

1:16jump in, and let me show you what we're working on with this kind of before and after kind of walk through or breakdown of this website. So, here's the site, and let's look at this from two lenses. Let's look at it from a design lens, and then we'll also look at it from a a marketing perspective. So, so from the design perspective, I kind of like the site, like she paid some decent money for this, she likes the site, and I can see why, like like the it looks pretty professional, it's uh she had these are real pictures of her office and stuff, and like if you scroll down, like this

1:45is a a real picture of her, obviously, she got professional photography. The site looks pretty decent, more real pictures of her and you know, her stuff. And it's like like this is like a real pro photo shoot, you know? Like good stuff. And I can [clears throat] see why somebody would would get a website like this and feel at least reasonably decent about it, right? Cuz like from a design perspective, it looks pretty good. But let's look at it from a marketing perspective. So, first when I look at this, this is like the above the fold, like when I first land on the page. Let's say you're going to

2:16go to a med spa and this is what you see when you when you first land. The first thing that I'm noticing is I can't really read this logo very well. I can't tell what it says right there. If you zoom in, you can see that it says aesthetics and wellness, but like nobody's going to do that. So,

2:33you can't read it. So, that's one thing. So, I don't really know what I'm looking at right off the bat. And then when I look at this headline, it says where aesthetics meet intention. What is that What does that mean something to you? That doesn't really mean anything to me. Like I really had to sit there and think about what this means in order to like get any anything

2:52from it. So, like I I get aesthetics. That's I guess that's like how you look and intention is like you're doing it on purpose. Like so, look how you want on purpose or something. Like I I I don't know. It doesn't really say a lot to me. And then on top of that, when you look at this other thing down here, I kind of get the sense that we're dealing with a med spa with aesthetics, you know, medical grade treatments, licensed professionals, personalized care, but it's hard for me to read this text. It's It's light, especially like right in this area. It's

3:21light text on a light background. And then there's I'm not even going to get too deep into the whole schedule the consultation thing cuz this goes to the separate website that's like just a a white page with a blank form on it and everything. So, like I'm not going to get into the conversion rate fiasco that that is. I'm just

3:36looking at the homepage for now. So, anyway, my initial impression here is that I can't really tell what this is all about. And then I'll I'll also add on top of that, I don't really feel like this is the thing that you want to see when you first come to this site. Like this is the

3:54the rubber gloves and a gigantic needle. I mean, [laughter] is Is that inviting you? Is like, "Hey, come get this." Is that what you want? I mean, doesn't that seem more like the thing that you endure like if you have to because you want the outcome not the actual thing that the reason that you go like right off the bat like this is giving me scary scary vibes like I don't want you to poke me with that Neil. Now great I will have to give the disclaimer here that I'm not really in the audience of people that goes to med spas and and like I don't do

4:21aesthetic stuff. So I'm just trying to put myself in the position of someone who may you like who might do that but I'm telling you I don't think there's a lot of people that are excited excited [laughter] to go get poked by that needle, right? [clears throat] So this is not inviting and in fact I've actually kind of personally feel like it

4:38looks a little scary. So anyway so then you scroll down a little bit and then you get this section here rooted in science inspired by beauty. It's like I kind of I'm kind of getting a little so I mean okay science I guess there's there's actual medical stuff going on and beauty like you I mean I don't know to me this doesn't really resonate it doesn't really pull out any particular reason it doesn't motivate me to continue scrolling. In fact I probably would bounce on the home page unless I was really devoted because this is not giving me any reason to scroll and then when I get to this it's continuing not

5:11to really help me that much but then I get down here it's like oh look professional photography this looks like a nice person. She doesn't look nearly as scary [laughter] as this does, right? So this [clears throat] looks kind of inviting okay a professional person who knows things and then but then you're like well what about this story like I don't really care about her story. I would like when I first land on the web page I want to know about my story like how does this help me and so like I just don't feel like this kind of content is resonating with a visitor to the website

5:40all that much and then you keep scrolling down a little bit more and I would consider these to be more scary pictures although I get the point like Botox like it's showing you what you've got but the rubber gloves and the the like the medicine I don't find to be inviting but then if you look over here you've got a really nice testimonial like the most thoughtful natural results I've experienced. Every detail felt intentional like that seems pretty good

6:03like why why can't we get more of that? And then you look down here, subtle enhancements, thoughtful care, beautiful results. I mean it it it it feels generic to me. Like I'm I'm not saying it's bad. Like I feel like this is some of the better copy on the site, but it doesn't really stand out as unique. I mean can't every med spa say

6:22that? So, I'm not really feeling all that that much. But then another really good another good testimonial down here. The the perfect amount to maintain my natural look. You know, subtle, refined, never overdone. Like I like that. Like the the two testimonials I think are probably the best thing on the entire site. And then you got these pictures

6:39and here she is doing some other stuff. So, I want to know what would it be like if we could redesign this? Just just for the sake of like demonstrating that on one hand, yes, I think the site looks good. Like the the the tone of all the photos are kind of consistent. They all have that nice warm tone. You know, she's got these like professional pictures here. Here she is looking happy in in a professional setting as well. Like you know, this is

7:05like a a pro photo shoot it looks like. So, how can we keep that but change what it says? So, I went ahead and just and just mocked up the homepage. And so, here's what I have instead. So, I moved this picture of of the doctor up to the top because that's pretty inviting, right? Like she's she's like the person I'm going to go see and she looks

7:25professional and like that's inviting. Like I would like to go meet her. It seems like she knows knows what she's doing, right? Like she's a doctor with a doctor coat and everything, right? And it's a it's pro photography and it's like she went to some trouble to get all of that. But here's the headline. Look at the headline. Look younger without

7:41looking fake. Botox filler and skin care from a natural beauty specialist. So, like when I read that, I immediately understand what this is without having to think about it. Like there there's no question to me as to what I'm getting. Whereas when I go back over here, when I read this, where aesthetics meet intention, I

8:00really don't know what that is. But I know that I want to look younger and I would like to do it without looking fake. Like haven't of these people out there that have like too much cosmetic stuff going on and they look sort of uh I don't know, rigid or puffy or something. [laughter] It just doesn't

8:14look natural. Like, I don't want that. And don't you feel like these like out of all the all the reasons that you might go to a med spa to get these types of treatments, don't you feel like the main one is you would like to look younger? And wouldn't it be nice if you could do that without your major concern of

8:28having it be too much and looking fake? So, anyway, I think that this really speaks to the main reason why somebody would go here. And you you can understand without learning or you can understand without thinking. It's just right there. Then you got your calls to action and everything right there. Then so we scroll down a little bit. So, so the next thing is what I would consider to be uh what would you say? Like like empathy? Like I understand what you're going through and order to In order to what In order to work with me, this is kind of where I feel like the barrier

8:56is, right? So, like your face needs someone you trust. Cuz you're seeing your face, right? Like there this lady here is going to do stuff to your face, right? [laughter] So, like that's a big deal, right? And you And so if you're going to give your face to somebody, you want to trust them, right? And so I I wrote this. I said, "So, you shouldn't have to worry about one wrong choice making you look overdone for months, right? So, you you take your face somewhere and then all of a sudden you're not happy with the way that the doctor did the thing and now you look you look weird for a while

9:25until it wears off. And then I go and and say, "Hey, I know what this is like. We've all seen faces that look frozen or overfilled. We specialize in revealing your natural beauty." So, what I'm doing here is I'm taking this headline right here and I'm using this as the main central idea behind this person's business on the entire homepage. Like everything is going to be about looking younger without looking fake. And so what I wrote right here is "Hey, we've all seen people that aren't looking real that they kind of that fake thing." And so we specialize in natural beauty, right? So, that's that's more That's another way to

9:57say without looking fake. So, then I scroll down. So, so this content right here is replacing this content right here. Rooted in science, inspired by beauty. Like don't you feel more inspired by someone who understands what you're thinking through and kind of like immediately addressing some of your major concerns as opposed to rooted in science and inspired by

10:19beauty? So anyway, I do. I personally feel that way. And then I get to this next section. So this is what I'm going to call the secret sauce. So I'm starting out with this main controlling idea. I'm then telling people, "Hey, I know what you're going through. There's there's empathy going on here." And now this is my main sweet spot, like the the secret sauce

10:39behind the business. And so I'm saying an artist's eye, a nurse's training. Right? An artist's eye with a nurse's training. Like that's a unique combination. And it says, "You get a nurse practitioner with 19 years of hospital experience, right? So that's the nurse's training. You also get someone who studied art on a full scholarship, so she's probably good at it. And every treatment you get draws on both, right? So how many people that run med spas can say that? Like doesn't that feel unique?" And then down here it's like medically safe,

11:07artistically beautiful, naturally you. Like it's all boom boom boom. It's like these are the things that I want. Like doesn't that resonate with you more than if you saw our story and all these words that you just have to scan through all these words and read all this stuff? You see what I mean? Like this doesn't say anything to me. So like why not

11:26delete this in favor of this? Right? So if if I were looking for a med spa, this would be like, "Wow, okay. This is a unique different thing." This is why this this person's business really stands out. So I'm going to scroll down a little bit more. And now I'm going to talk about what is going to immediately happen to me because I'm working with this person's business. And so that's where I'm

11:47saying, "Hey, you feel like you again." Like isn't that the main idea? Like you go to the med spa, maybe you're feeling a little tired, a little bit run down, you're not really feeling like yourself. You look in the mirror and you you feel like you look older than you feel and you want to kind of bring all that stuff into alignment. And like this is the outcome of going to this. Like because you now have this person in your corner working with you, you get to experience this. So you feel lighter when the face in the mirror matches how you feel inside. You stop hiding behind makeup

12:15and filters and your confidence comes back without you having to think about it. So, that's what I'm writing. Now, keep in mind I'm not in this audience. Like I don't go to med spas, but if I were to go to a med spa, when I try to like put my brain in the mode of someone who wants to do this, this is what I feel like I want. Right? Like wouldn't you want that? Like don't you feel like that's kind of wow, if I could get that result, that's really what I'm looking for. You're really talking to me. You're you're you're pulling out my inner thoughts and showing them to me and

12:44making me feel like I am in the right place. So, that's what I'm seeing here, the immediate change. Like as soon as you get this person in your corner with you, this is what you get. And then I scroll down a little bit more. And now this is my kind of like happily ever after. So, now I'm I'm like future pacing my happiness because of the because of the immediate change. So, this is the immediate change that's happening right now and this is how I'm going to be from this point forward. And I like to do it in a sort of playful way. So, I I took this playful picture

13:12that we had from back here. Remember she's got that this picture is way down here at the whoops, we just missed it. Right down here at the bottom. Like take this fun picture and put it next to something fun. Like nobody has to know your secret, right? And so, here's what I'm doing. I'm capturing what I would think would be a couple of of the people a couple of somebody's like deepest concerns. Like birthdays and photos won't scare you anymore. Like you know, birthdays I'm getting old or I don't want to get older or photos I don't like the way I look in pictures. And like I don't like that

13:39stuff. So, those things aren't going to scare you anymore because year after year you keep looking naturally vibrant, right? So, going back to that whole idea of natural beauty not too much. You know, just bringing out your natural vibrant beauty. And then I had this last sentence. I like to end the end the whole thing in something that's sort of quirky or whatever. Yeah, maybe that's just my personality shining through, but your friends will ask what you're doing and [laughter] what you tell them is totally up to you, right? So, like why do you why are you never aging? Why do you always look so awesome, right? And you

14:06can tell them about this. You could not it's totally up to you. So, just kind of like a like a fun thing, you know, it could be our little secret. That that sort of a thing. And then down here I've got like the you know, clear call to action. I've got the contact form here and the hours and and I I like to put these little things right here where like, "If you fill out this form, this is what you can expect to happen." And if you put something like this at the bottom of your form, you're going to get a significantly higher conversion rate than if you don't

14:29cuz I haven't cuz you got to keep in mind this is a local business. And haven't you been to a local business website and you see a form on there? Like I know this happens to me all the time. Like I'll go to somebody's site and I think, "Ah, they're not going to do anything. You know, I'll fill out

14:40this form. Nothing's going to happen. They're not going to get back to me. I have better I have better so I'm not even going to bother, you know?" But if you say something like this, then it tells people, "Hey, this is what you can expect." And you got the hours and you can know when people are open. And if you'd rather call, the phone number's right there. Then you scroll down a little bit more, you got the map and, you know, the reviews that are coming through and everything. So you know how to get there and all that stuff. But like don't you feel like this is a

15:00different experience that's going to lead to dramatically higher conversion rates than if you were to go over to this website and you see all of this stuff? You see what I mean? I had to record that breakdown like a couple of times cuz I kept finding myself yelling at the screen. And I'm not I'm not mad at the business owner, obviously. I'm not even mad at the other web designer. I was just mad at the website itself. Because like this person, like she's a good person. She does great work. She's super nice. She's like she's just trying to do the best best she can to help other people. And the

15:28website is stopping her from growing the business. And when I see that, it really it's so frustrating. But it's also good cuz now we get to help them fix it and everything. But like golly, you know, like I I can I just get myself so worked up over that. But here's what I've done. So I've done a couple of things. Thing number one, if you want to see five more things that you can do right now to start adding dramatically more value to your web

15:47design work, check out this training. I'm going to put a link up in the corner so you can check out the training. The other thing is, what about selling this stuff to people? So if you want to see, like if you ever felt like selling things felt scary, check out this next video cuz sales doesn't have to be scary. But either way, I'll see you in

16:02just a minute.