3rd Webinar in 3 Webinar Master Class, WordPress Web Designer's Secrets Revealed.

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@JudiKnight
Turn Your Home Page
Into a Client Magnet
Webinar Series #3
Web Designer’s Secrets
Revealed

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Hi, I’m Judi Knight
@judiknight
11 years ago, after selling my software company, I let my psychology
license go
Ph.D. Clinical Psychologist and Serial Entrepreneur
To learn WordPress I started a WP Meetup at my loft. It took way longer
than I imagined. And I hated being a beginner.
Today, I have my own 5-person Web Design Agency, New Tricks. I
regularly speak at Meetups and WordCamps across the country. I love
what I do.
It wasn’t as easy as I thought it would be to make WordPress sites for
others.

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What We Covered in Webinar #1
Conscious Competence Model – Why you may be stuck.
Bermuda Triangle of
Web Designer’s Hell
Pro

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Successful Web Design Career
Conscious Competence Model

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PATH TO BECOMING A PRO

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7 Core Competency Areas
of a Pro Web Designer
Develop a Strong Foundation and Get the Results You Want

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Tips in Three Competency Areas for Home Pages That
are Client Magnets

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Client Focused Design
Website Visitors’ Questions
Can a visitor quickly answer these 11 questions?
1. Who are you?
2. What does your company do
3. Do you work with people like me?
4. Can you help me solve my problem?

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Client Focused Design
Website Visitors’ Questions
6. Can I trust you?
7. How would it be to work with you?
8. What is the next step to get started
working with you?
9. Do you have a way for me to test out
your service in order to have me trust
that we are a good fit?

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Client Focused Design
Website Visitors’ Questions
9. About how much is it going to cost?
10. Where can I find you?
11. How can I contact you?

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Home Page Secrets

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Home Page Secrets
Creativity is great but since you want
your website to be a client conversion
machine, be sure you take the clients'
expectations into account when
designing the site.

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Home Page Secrets
Your home page should not be a showcase
for you or your business. Instead, think
about your home page from your ideal
visitor’s experience.
 Visitors don’t want to read your mission
statement!

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Home Page Secrets
Having a niche makes it easier
to attract the target visitors and
convert them into customers.

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Home Page Secrets
Understanding your customers’ needs
and expectations is the key to building
trust with website visitors.

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Home Page Secrets
People looking for services or products
online don't necessarily choose the best
company. They choose the company
that best communicates how that
company can solve their problem.

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Home Page Secret
Curse of Knowledge
1 2 3 4 5 6 7 8 9
10
Simplify, Simplify, Simplify
You
Your
Reader

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Home Page Secrets
People choose a company that shows an
understanding of the issues and most
importantly makes it super easy for the
customer to say yes.

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Home Page Secrets
connect with your ideal customers
create trust
get them to want to know more
inspire action
Select the design, visuals, and text that will:

20. + CLEAR MESSAGING RE: CLIENT’S PAIN
POINT

21. + I DON’T WANT TO BE WELCOMED TO SITE

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PATH TO BECOMING A PRO

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Story Before Design

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Brand Story
Character who want or needs
something.
 Who is your one main ideal customer and
what exactly do they want or need?
 What words does your ideal client use
when they describe what it is that they
want or need?
Step One

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Brand Story
Has Problems Interfering with Getting
Goals
 What obvious problems do they have to
overcome to get their needs met?
 What are the underlying beliefs and
negative thinking that may be sabotaging
efforts to get their goals?
Step Two

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Brand Story
Meets an Experienced Guide
Show Your Empathy
Demonstrate Your Authority/Expertise
Step Three

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Brand Story
The Guide Gives Hero a Plan
Describe the product or service to
make it very simple
Create a three step plan to get started.
Step Four

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Brand Story
Calls the Hero to Action
Direct Call to Action – Call Us, Make
an Appointment, Schedule a Meeting,
Sign Up for a Demo
Indirect Call to Action - An Opt-in Offer
to get on the mailing list
Step Five

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Brand Story
What Success Looks Like
Show or describe what the character
will be like if he or she takes action and
works the plan with the guide.
Step Six

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Brand Story
What Failure Looks Like
Show or describe what will happen if
the character does nothing or works
with the wrong guide.
A little of the failure goes a long way.
Step Seven

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Brand Story
Example of Empathy Fail
Non-Profit helping with infertility treatment
The founder was very empathetic since she dealt
with infertility herself.
She wanted to show a smiling couple holding a
newborn baby.
Imagine someone seeing that who is dealing with
losing babies and the fear of never having a child.

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EXAMPLE OF A WEBSITE BRAND STORY
http://thevirtualdivorce.com

33. + Brand Story
Call to Action in
the upper right of
the Website

34. + Brand Story
Trust Builder
Empathy and Authority Statement
Empathy Message
Primary Call to Action
Hero image with the message
targeted to the ideal client using their
words.
Please no sliders!

35. + Brand Story
Primary Call to Action
Demonstrates Authority
Benefits of a Virtual Divorce

36. + Brand Story
Provides the client with an Easy 3
Step Plan
Includes Calls to Action

37. + Brand Story
Secondary Calls to Action
Footer with helpful
information
Empathy

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JOIN US NOW!
This is the only course of its kind that gives
you what you need to traverse the
dangerous waters to becoming a competent
professional.
We’ve run three sessions of the course with
successful graduates.
It’s the course wish I could have taken all
those years ago. I’m happy to be able to offer
it to you now.
https://tinyurl.com/masterycourse2018

39. + 4 Month Online Course Includes:
Ten Modules with 5-9 Lessons in Each
30-Day Money Back Guarantee
Module 1: Foundation
Module 2: Niche and Branding
Module 3: Technical Expertise
Module 4: Website Content
Module 5: Themes and Plugins
Module 6: Designing Your Website
Module 7: Content Marketing
Module 8: Attract and Close Clients
Module 9: User Testing, SEO and Analytics
Module 10: Security, Launch and Maintenance

40. + Weekly Group Coaching Sessions
Oh Great!
This is so helpful!

41. + Three Individual Sessions at Milestones
30-Day Money Back Guarantee
I’m Glad I Could Get This
Feedback Session On My
Website Design.

42. + Slack Group For Peer Support, Sharing
Resources and Feedback

43. + Apply Now for the Spring 2019 Session
https://tinyurl.com/masterycourse2018

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THAT’S IT FOR NOW!
Go forth and make websites