How to Build a Successful Website on a Budget Using WordPress

Mike Linville
Owner/Chief Project Manager
Black Dog Studios
Black Dog Education
*Self Employed Business Owner for 13 Years

Before we get started
Cell Phones
Email
Text

Remember When...?
{CSS}
WEB DEVELOPMENT = HIGHLY
SKILLED

The Problem
Technician required
Time Minimum
High cost
maintenance

The Choices
Cough up the
Wait until you have enough
changes to make it worth doing.
$$$

The Choices
NO WONDER WHY
BUSINESS OWNERS
ARE FRUSTRATED OR
HAVE STALE SITES!
Cough up the
Wait until you have enough
changes to make it worth doing.
$$$

The New Reality
Technology is
advancing
CMS’s can create
fully Search
Engine Optimized
(SEO) websites

A Lesson in History
13 yrs as a
professional web
developer
I lost my passion
Business went
down a path I
didn’t like

The Downward Spiral
Ever been around negativeEver been around negative
people? What happens?people? What happens?
It happens with family / friendsIt happens with family / friends
and it can happen with clientsand it can happen with clients
I wasn’t “feeling it” anymoreI wasn’t “feeling it” anymore

The Turning Point
Enter Tony Robbins
Personal life back
on track but
businesses still
suffering
Manifesto moment

The New Outcome
Didn’t know how to do it so I started
learning …
To provide small businesses with
professional quality web design,
development and marketing at
affordable rates.

The New Outcome
INFO MARKETING 101 – Tiered
ApproachStart with free / low price
Work your way up
The more you pay the more you get

Seemed like a match so we tested
The New Outcome

The Breakthrough
Web requirements
depend on the type of
business
Allowed the creation
of a Framework
Over 2 yrs testing and
it still works

Case Studies
Tamara Dorris – Real Estate Agent
Extraordinaire
Problem:
Website was not focused
or search engine optimized

Case Studies
Extraordinaire
Solution:
A full- redesign, clean up
and search engine
optimization

Case Studies
Extraordinaire
“I'm impressed with the talent, skill and customer service. Just look at
what a good job they've done!”
Results:
Indexed Pages: from
14 to 400
Websitegrade: 90’s

Case Studies
Jessica Sewell – Cali Custom Coatings
Problem:
No web presence (tech fear)

Case Studies
Solution:
Introduction to the
framework and a little
training

Case Studies
“I will forever recommend them to any friend or family and will only
trust them with my future business ventures.”
Results:
Online in less than a
month
Websitegrade: 67

Case Studies
Jennifer Hill – BBQ Pro Online
Problem:
No web presence
(tech fear)

Case Studies
Solution:
Introduce to framework
and a little training

Case Studies
“This is Killer!”
Results:
Online in less than 2
weeks
Websitegrade: 61

Case Studies
Lucy Postins – The Honest Kitchen
Problem:
Huge Site, Bad Design

Case Studies
Solution:
Redesigned the entire
website using our
framework

Case Studies
“We have been delighted with the work of Mike and the team at Black Dog. From day one, they
demonstrated an understanding of our brand, what sets us apart from the competition and what we stand
for as a company…
Results:
Indexed page: 1700+
Websitegrade: 99

The Point
Same framework
Different
industries
Different types of
sites
All great results

The Ah-Ha Moment
Needs of developer ≠ Needs of client
Developers need to charge more
while their client needs a less
expensive solution
This discrepancy leads to strained
working relationships

The 5 Myths of Web Development
Many of these myths are
perpetuated by developers as a way
to keep themselves relevant and
employed without having to
upgrade skills or innovate
thinking
Many developers are lazy …

#1 Good sites have to be expensive
For developers – larger
jobs are more
profitable
2 ways to do this
Start large
Scope creep

#1 Good sites have to be expensive
Better Solution – Start small and grow
For developers – larger
jobs are more
profitable
2 ways to do this
Start large
Scope creep

#2 Good sites have to be complicated
Developer job security
Most maintenance =
Awkward

#2 Good sites have to be complicated
Reality - Good site is about VALUE!
Developer job security
Most maintenance =
Awkward

#3 Brochure sites are good enough
Entertainment
Solve a problem
Brochure sites typically
don’t do either
People search online for 2 main reasons

#3 Brochure sites are good enough
Key Distinction: Your website isn’t about your
product. It is really about how your product solves
Entertainment
Solve a problem
Brochure sites typically
don’t do either
People search online for 2 main reasons

#4 You have to be everywhere to be successful online
Easy to do … Facebook,
YouTube, blogging,
Twitter, LinkedIn,
Networking Events
Jack of all Trades, Master
of None

#4 You have to be everywhere to be successful online
Smarter – Develop a Mastery Mindset
Easy to do … Facebook,
YouTube, blogging,
Twitter, LinkedIn,
Networking Events
Jack of all Trades, Master
of None

#5 To make an impact it takes a lot of work
Work smarter, not
harder
Pareto’s Principle
Small Business Owners
are busy. Get Smart,
Strategic & Lean

What does it take to win
Location, location,
location
Quality over
quantity
Conversations
WINNING!

What does it take to win
Location, location,
location
Quality over
quantity
ConversationsSolution – A search
engine
optimized website that’s
WINNING!

How to win – The Framework for Success
in order
to the best of our ability
11 steps to drastically increase
your chances

Step 1 – Hosting and Domain name
Don’t be cheap
Look at customer
service
Hosting
.com still the best
Company name /
description of services
Domains

Step 2 – Set Up 3rd
party accounts

Step 3 – Install Blog
Create databases
Create database
users
Install CMS

Step 4 – Integrate Themes
Find a theme
(WOO)
Install it
Configure it

Step 5 – Install Plugins
List functionality
required
Find + install
plugins
Configure
Integrate into site

Step 6 – Web Site Analytics
Integrate into
site
Schedule reports
Commit to
monitor

Step 7 – Architect the Site
Project goals vs.
customer needs
Determine pages to
be created
Set your structure
for a logical flow

Step 8 – Create Pages + Fill with Content
Create pages
Update the
navigation (some)
Add content

Step 9 – Dress it up
Styling
Images (additive)
DO NOT Fear
whitespace

Step 10 – On-Page SEO
Meta tags
Page titles
Headlines
Keyword /
keyphrase
highlighting – bold,
internal links

Step 11 – Launch Site
Generate XML
sitemaps
Activate Feedburner
feeds
Share with network
Work on marketing
strategy

Don’t do this
Don’t just pass this off to a
disinterested employee or 3rd
party.
As the owner of the business you
need to drive the development –
once you know what you expect out
of the site – then you can absolutely
hand off the legwork.

Always do this
Ask: How does this serve my customer?

Always do this
Ask: How does this serve my
customer?
Whenever you put anything on your
website take a step back and ask
yourself that question.

Always do this
Ask: How does this serve my
customer?
Whenever you put anything on your
website take a step back and ask
yourself that question.
If it doesn’t, remove it.

Thank you!
If you take that information and follow
the 11 step plan that we laid out – your
chances of online success just shot
through the roof.
If you want to take this to a new level
and you’d like me to teach you and train
you in this I’d like to invite you to
register for this new system that we just
created called the DIY WordPress

The DIY WordPress Creator
Online training program
6 modules from domain to
marketing
57 page workbook
Tools, checklists, templates
Downloadable Audio
Weekly coaching calls
For more information visit - http://www.BlackDogEducation.com/5truths

Now is the time
A website that works for you
Become an expert or “go-to” person
in your market
Increase exposure to new clients
Decrease update time
Take control of your online
foundation
Crush your tech fears
Be part of a community

Module 1 - Prepwork
• Setup hosting + domain
• Install the blog
• Creating 3rd
party accounts
• Design for consumer vs. design for
computer

Module 2 - Theme
• What themes are
• Qualities of a “good”
theme
• Theme installation
• Theme customization

Module 3 - Plugins
• What are plugins
• The good, the bad and the
ugly
• Installation and configuration
• We install the 4 plugins that I
use on ALL of my websites

Module 4 - Analytics
• What are analytics
• Why is it important
• ROI for beginners
• Creating and installing Google
Analytics
• Dashboard Overview

Module 5 – Common Hosting Tasks
• Not all site activities are in CMS
• Creating email accounts
• File management
• File backups
• Setting up your email client

Module 6 – Site Build
• Effective site structure
• Project Goals vs.
Customer needs
• Importance of content
• Site Maps (w/templates)

Module 6 – Site Build
• Paint by the
numbers
• Page refinement
• SEO tactics and tips

The Value
Standard 5 page website
• Limited access to me
• No training
• No coaching
• No workbooks
• No marketing

The Value
Standard 5 page website
• Limited access to me
• No training
• No coaching
• No workbooks
• No marketing
We want this to be attainable for everybody

Bonuses
Over $400 in additional value
Web hosting – 1 year
Professionally designed template
Quickstart marketing guide
$300
$70
$47

Bonuses
Over $400 in additional value
$300
$70
$47
Your Cost
Today:
$397

My promise to you
• If you’re not happy we’re not happy
• Not happy with the content, the
process or your result
• No questions asked, 30-day money
back guarantee
• Risk Free? The way it should be

Thank You
This price and these bonuses won’t
last forever so if you feel like it’s
the right move for your business –
Visit the URL below, check out and
we’ll see you on the other side.
For more information visit -

Webinar Attendees
• I appreciate the time you gave me
today
• You are interested in your success
• I want to reward that … with 2 extra
bonuses
For more information visit -

Extra Bonuses
$300
$70
$47

How to Build a Successful Website on a Budget Using WordPress

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