The document introduces Judi Knight, a clinical psychologist and founder of a web design agency. It discusses challenges web designers face with accurately pricing websites. It then outlines a 5-step process for pricing websites that involves preparing, qualifying leads, paid consultations, and using a Website Cost Estimator tool to determine the price in a collaborative way with the client. The tool helps educate clients on what's involved and allows adjustments to the price based on the project scope.

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Hi, I’m Judi Knight
@judiknight
11 years ago, after selling my software company, I let
my psychology license go and started doing WordPress
sites, using psychology, technology & design.
Ph.D. Clinical Psychologist and Serial Entrepreneur
I am the founder and creative director of a small
but mighty web design agency, New Tricks.
I teach a four month course with coaching for
aspiring/struggling web designers/developers to
price, close, build and deliver effective websites.

3. Keep In Touch
Text the word: WORDPRESSPRO to 66866 to
give me your email. You’ll get my weekly tips
and Pricing Websites Like A Pro PDF with The
Website Cost Estimator
Follow me on Twitter and Instagram
@judiknight

4. Tricky Business
Overpricing will alienate potential
clients. Underpricing leads to
undercutting yourself and losing
money on the job.
Not accurately assessing the scope
of a site costs you time and money.
It’s no wonder so many web
designers and developers go into
panic mode!

5. Pricing Websites Like a Pro
There’s no right way to do it.
The strategy you end up choosing will be based on type/size
business you have, the size of the companies and projects you’re
working on, and the career stage you find yourself in.

6. Now You Can Relax
An easy, five-step process you can use with your
prospective website clients to:
1. Determine an accurate and fair price
for a client website
2. Gain the trust and confidence of
your prospective clients
3. Win client website business
4. Have a thriving career

7. Step One: Preparation is Key
Your Success Lies in Making a Good Impression Before a Client
Meets You.
Know:
• Who your clients are
• What you can do for them
• Range of services you provide
• Why you are an expert they can trust
You Need a Great Website Yourself!

8. Step Two: Qualify Leads
Your Success Lies in Not Wasting Your Time.
Offer a Free 10 Minute Call:
• Who referred them?
• What do they need?
• Do they have a website now?
• How much were they planning to
spend?

9. Step Two: Qualify Leads
Your Success Lies in Not Wasting Your Time.
If they are a fit for you, keep talking a
little longer and they will ask you for the
next steps.
Sell them on a paid consultation
appointment.
If you have a great office, have them
come to you.

10. Step Three: Paid Consultation
Your Success Lies in the Questions You Ask.
• Ask questions about their business
• Make it personal
• Listen to them talk
• Connect!
• Don’t ask them to show you three sites
that they like.

11. Step Four :Paid Consultation
Your Success Lies in Offering Your Prospective Client
Value.
• Demonstrate your expertise
• Teach them about website design and marketing and what it
will take to reach their goals
• Make recommendations but don’t design their site
• Connect!

12. Step Four :Consultation Part 2
Your Success Lies in Offering Your Prospective Client
Value.
Let your prospect know what they can
expect when they choose to work with
you!
How do you communicate?
How long will it take?
How do the payments go?
How are you different than the others?

13. Step Four :Paid Consultation
Moment of Truth Arrives
How much will this website cost?

14. Step Five :Consultation Part 3
Your Use Your New Secret Weapon: The Website Cost Estimator™
Your success lies in developing a Mutual Understanding and Trust
PDF VERSION Automated Gravity Forms Version

15. The Website Cost Estimator™
Do Some Testing before using with a prospective client:
• Run several simulations
• Validate it to your prices
• Make adjustments to the services and
prices as needed
• Test that the total conforms to what you
are comfortable charging

16. The Website Cost Estimator™
Have a Conversation
Covering the details of the project,
including possible sticky areas – right up
front – Let’s you:
1) educate your prospective client on
what’s involved in a website project
2) provide the client the opportunity to see
how their choices and decisions affect
the bottom line

17. The Website Cost Estimator™
Have a Conversation
• Tally the final price, is it reasonable for the
scope of the project.
• Gauge how your prospect reacts to the
cost.
• If your client thinks that the price is too
high, go back and look for adjustments that
will reduce the cost.
• If you think the generated price was too
high, offer them a discount.

18. The Website Cost Estimator™
Results of The Website Cost Estimator Conversation
- Prospect learns a great deal
- Understands the many elements involved in
the creation of a website.
- Is easier for you to set limits once the project
is underway.
- Lays groundwork for managing change
requests later
- Everything you need to create your proposal
- Creates trust leading to a great client
relationship
.

19. The Website Cost Estimator™
What’s Included With The Website Cost Estimator?
• PDF for printing out to use with clients.
• Word Doc file that you can use to edit the
form to reflect your own business needs.
• An automated Gravity Forms version that
comes in an .JSON file that you can import
into Gravity Forms on your own website.
• Video and PDF Instructions for editing the
automated version of The Website Cost
Estimator™

20. Keep In Touch
Text the word: WORDPRESSPRO to
66866 to give me your email. You’ll get
my weekly tips and Pricing Websites
Like A Pro PDF with The Website Cost
Estimator
Follow me on Twitter and Instagram
@judiknight