Learn how to more effectively price your WordPress projects and demonstrate value to your clients.

1. July 13th, 2016
#wpewebinar

2. Ask Questions as We Go
Please use the “Questions”
pane throughout the webinar
Slides and recording will be made available shortly after
the webinar
#wpewebinar

3. What We’ll Discuss
❖ Thought processes holding you back
❖ Why others are making more and working less, and how
you can do the same
❖ Productivity hacks to increase your profitability and help
you deliver even more value
❖ Techniques to close more business up-front and create a
higher lifetime value
#wpewebinar

4. Introducing the Experts
#wpewebinar
Tomaz Zaman
Founder, CTO
Codeable.io @codeablehq
@tomazzaman
❖ Father of 4
❖ Skydiver (jumping out of perfectly
good airplanes @ 13000 feet)
❖ Polyglot: PHP, Ruby, JavaScript,
BASH/Shell scripts
David Vogelpohl
VP Web Strategy
WP Engine
@davidvmc
❖ First WordPress post was about
Panama invading Europe & it was true
❖ Grew up a few miles from where Matt
Mullenweg grew up
❖ Can make a custom URL shortener with
WordPress in <15 minutes

5. YOU ARE TOO CHEAP!
#wpewebinar
A story about two clicks.

6. IT’S A PERSONAL STORY
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“It’ll just take you 2 clicks”
-- your crappy client

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“It’ll just take me 2 clicks”
-- you

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“Time for an experiment.
I’ll raise my prices.”
-- me

13. FEARS
❖ What if I’m not good enough
❖ I won’t get any clients
❖ The projects will be too hard
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http://wordpress.tv/2016/07/03/
sonja-leix-my-friend-the-impostor-syndrome/

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17. THE VILLAIN
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MATT

20. BUSINESS
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21. BUSINESS
=
SALES / MARKETING
+
COMMUNICATION
+
CODE
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MATT

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“If you can find 1 client, you can find 10.”
-- me

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MATT

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MATT
3.17 BILLION

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MATT
ANNA

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MATT
3.17 BILLION

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MATT
3.17 BILLION

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“That will be $200, ma’am.”
It’s not about the screw.

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VALUE > TIME

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HOW DO I START?

32. BUSINESS
=
SALES / MARKETING
+
COMMUNICATION
+
CODE
#wpewebinar

33. SELL YOURSELF!
❖ Begin by understanding VALUE
❖ Clients don’t care about how awesome coder you
are. Or about WordPress for that matter
❖ They care about their problems (and how valuable
they are to solve)
❖ They are also control freaks
#wpewebinar

34. COMMUNICATE!
❖ Always be proactive
❖ Explain problems early.
❖ Avoid excuses.
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35. #wpewebinar
LEARN YOUR TOOLS!
for (var i = 0; i < 9; i++)

36. #wpewebinar
MATT
3.17 BILLION

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MATT
3.17 BILLION
https://cleancoders.com/

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“But I don’t have the time...”
-- you

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CHARGE MORE!

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3.17 BILLION
https://cleancoders.com/

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YOU WILL GET CLIENTS
Price affects decision making!

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MORE TIME = MORE EDUCATION

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MORE TIME = MORE SALES!

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MORE TIME = MORE FUN!

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WORK FOR FREE!

47. WHY?
❖ Conscious decision
❖ Makes you a good person
❖ Addictive
❖ You’re using free stuff yourself
❖ What comes around, goes around
❖ It’s a business decision!
#wpewebinar

48. #wpewebinar
THANK YOU!

49. Agencies: Optimize your bottom line!
#wpewebinar
Increase profits, generate higher LTV, and deliver
more value to your clients.
@davidvmc

50. It’s almost a certainty that you’re
making your clients’ online
businesses worse!

51. Why you’re not as good as you think you are...
“80% of B’s fail to
beat the A’s”
Best-of-the-best lose 60% of the time
#wpewebinar @davidvmc

52. Millions of ways to win, infinite ways to lose
#wpewebinar @davidvmc

53. Plan to fail
Bid Iterative
Releases

54. Typical professional services WP project
Home Services Contact About
$$Blog
60-80% chance of worse sales for your client!
@davidvmc

55. Iterative professional services WP project
Home Services Contact About
$$Blog
Home B Services B Contact B
Home C Services C Contact C
100% chance of increased sales
$
$

56. Typical ecommerce WP project
Home Contact Category Product
$$Cart
60-80% chance of worse sales for your client!
About Blog
@davidvmc

57. Iterative ecommerce WP project
Home Contact Category Product
$$Cart About Blog
Home B Contact B Cat. B Product B Cart B
Home C Contact C Cat. C Product C Cart C
$
$
100% chance of increased sales
@davidvmc

58. The Art of Upselling

59. Maintain a draft
proposal for Upsells
you discover

60. Finding problems with HTML... validator.w3.org
@davidvmc

61. Combine GA conversion reports by browser with CBT
crossbrowsertesting.com

62. Upsell existing clients on A/B testing & analytics
$$
@davidvmc

63. Flip the funnel, upsell to uCRO
Un-Conversion Rate Optimization
The practice of optimizing your site to
encourage visitors to not take actions
which decrease profitability
@davidvmc

64. uCRO ecommerce WP project
Home Contact Category Product
$$Cart Cancel Refund
Home B Contact B Cat. B Product B Cart B
Home C Contact C Cat. C Product C Cart C
$
$
Blog
Cancel B Refund B
Cancel C Refund C
$
@davidvmc

65. Use the WPE speed tool to spec site speed projects
wpengine.com/speed-tool
(also available in WPE portal “Page Performance”)
@davidvmc

66. Get clients ready for PHP7
wordpress.org/plugins/php-compatibility-checker

67. Automate maintenance upsells by email
Email old clients out-of-
date plugin notices with
upsell messaging
#wpewebinar @davidvmc

68. Use WP Admin for upsell messages
This site is managed by WP Agency. Contact us or call 888-123-4567 for assistance.
@davidvmc

69. earn profits Faster

70. Let PMs do site migrations
wordpress.org/plugins/
duplicator/
wordpress.org/plugins/
wp-site-migrate/

71. Template common builds
#wpewebinar @davidvmc

72. Stop paying for staging sites
Free unlimited
staging installs with
every WPE account!
wpengine.com/developer-program @davidvmc

73. Leverage development frameworks
@davidvmc

74. Stop logging into a million installs
@davidvmc

75. Consolidate hosting management
@davidvmc

76. 3 simple lessons to remember...
Bid to iterate Master the upsell Optimize opps for profits

77. Codeable - #1 marketplace for WordPress experts: https://codeable.io/
Tomaz’ WordCamp Switzerland presentation:
http://wordpress.tv/2016/05/14/tomaz-zaman-your-website-in-not-your-
business-card/
WP Engine Developer Program: https://wpengine.com/developer-program
WP Engine Speed Tool: https://wpengine.com/speed-tool/
PHP7 Compatibility Checker: https://wordpress.org/plugins/php-compatibility-
checker/
Resources
#wpewebinar

78. Q&A
Feel free to ask away in
the “Questions” pane!
Are you an agency or freelancer?
● Finish more sites in less time
● Unlimited staging installs for WordPress projects for as little
as $29 per month.
Ask about qualifying for a listing in our online consultants’ directory!
Call +1-512-827-3500, or
Chat with us wpengine.com

79. SEO Optimization Webinar
Wednesday, August 24th, 11 am CDT/ 5 pm GMT+1
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80. Next
Lastly...