2. +
Hi, I’m Judi Knight
@judiknight
Serial Entrepreneur: Ph.D. Clinical Psychologist, CEO of Medical Records
Software Company and Real Estate Developer
Founder and Creative Director of a WordPress Web Design Agency, New
Tricks
Organizer of the WordPress User’s Meetup Group with 3,000+ members
Lead Organizer of WordCamp Atlanta for five years.
Speaker at WordCamps across the country including WordCamp
US and Keynote speaker
3. +
BEFORE WE START
B Turn off your phone, close
your other tabs, and get rid
of any distractions!
4. +
What’s Going to Happen Tonight
• 5-minute intro
• 45-minute training
• 10 minutes to tell you about something I’ve created just
for you
• 15-minute Q and A Session
• I invite you to stay till the end of Q&A when I’m going to
give you a free but valuable gift - that’ll change the way
you do business!
5. +
What I’m Going To Teach You
• Why it’s so easy to get stuck on the path to
becoming a WordPress Pro.
• The Seven Core Competency areas you must
know to succeed in this field.
6. +
TELL ME IN THE CHAT
Are you a current or aspiring WordPress web
designer or developer?
8. +
TELL ME IN THE CHAT
Your website projects end up spiraling out of
control, costing you time and money. But you
don’t know how to stop it from happening again.
12. +
TELL ME IN THE CHAT
You’ve tried going to WP Meetups and attending
WordCamps to develop your skills but it’s not
enough and you’re frustrated.
13. +
AM I CLAIRVOYANT?
No. I’ve been right where you are now,
and I didn’t like it at all!
So listen the bio I shared with you is every bit true but it
wasn’t the full story. Here’s the inside scoop:
14. +
Hi, I’m Judi Knight
The back story. . .
In 2000, I got a divorce and left the family owned software company
selling my shares to my ex-husband.
I let my psychology license go so wouldn’t ever “fall back” on doing
psychotherapy because I could.
I went into commercial real estate development designing and building
loft projects - which I loved.
In the mid-2000’s I saw the writing on the wall about the coming real
estate crash. I built a simple WordPress website to sell my properties.
It worked, but I didn’t get the prices for them that I had anticipated. I
knew I was going to need to get a job and I had no idea what I was
going to do.
15. +
HOW I BECAME AN “ACCIDENTAL” WORDPRESS
DESIGNER
I was sitting in my friend’s coffee shop, doling out advice to friends about starting their new business with
a WordPress website.
Other people overheard these conversations and asked for my card. I’d say, “I don’t have a card.” They’d
say, “I don’t care. I want to work with you.”
I’d say, “But, I don’t have a business.”
This kept happening until I realized. . .
16. +
THIS IS WHAT’S NEXT FOR ME!
I’d found my new career.
WordPress Web Design combined my skills in psychology, technology and design.
The very first site I got paid for, I thought was SO great that I wanted to submit it to the WordPress.org
Showcase. I had no idea how far my skill set was from being in that Showcase.
Little did I know how much I didn’t know, or . . . how hard this path was going to be.
But it makes sense now. . .
18. +
Web Designer’s Learning Curve
Unconscious Incompetence
You Don't Know What You Don't Know
You’ve made a website or two and are proud and
excited about what you’ve accomplished.
But, you have no way to accurately judge the
quality and don’t know how far you are from doing
good work.
You like web design and think this would be a great
way to make a living working for yourself.
19. +
Web Designer’s Learning Curve
Conscious Competence Model
Me after several client websites
Me after my first client website
20. +
Web Designer’s Learning Curve
Conscious Incompetence
You Know How Much You Don't Know
You’ve been building websites and are starting to
realize it’s not as easy as you thought it would be.
You start to get discouraged because it’s hard to
deal with the anxiety that comes from being
confronted by yet one more thing you don't know.
You wish you had a systematic process for learning
and a way to get feedback from experts when you
need it.
22. +
Web Designer’s Learning Curve
Pro Competence
You Know What You Know
You know what you’re doing, but it takes a lot of
effort as you continue to learn.
When you complete a project, you’re confident in
the quality of your work.
You’re charging a decent rate.
Your clients are happy with the results you achieve
and they refer others to you.
PRO
24. +
Web Designer’s Learning Curve
Unconscious Competence
You Just Know
Creating effective websites has become second
nature.
You’re a confident expert in your field and sought-
after for the quality of your work.
You’re able to push the envelope of design and
development.
You’re a teacher and role model.
27. +
Conscious Incompetence
Three Options:
1. Teach yourself over time, which is difficult if you don’t know what you don’t know.
2. Give up and quit because it’s too uncomfortable being a beginner.
3. Find a teacher who has a method and a curriculum.
28. +
The Challenge to Becoming a WP Pro is:
• WordPress Meetups and WordCamps – love ‘em but they aren’t enough.
• There hasn’t been a systematic foundation in everything you need to know to move through
conscious incompetence to the conscious competence stage that we so desperately desire. There
are Freelancing courses, Coding Courses, and even WordPress Courses but they’re still not enough
to provide a solid foundation.
• You need a teacher and a comprehensive curriculum but it hasn’t existed.
29. +
How Do I Know This?
• Rapid-Fire Website Critiques at WordCamps around the country
• I encountered countless, frustrated web designers and developers stuck in what I now know was
Stage Two in the Learning Curve
• It made me really sad since I saw no easy path for them to become competent pros.
30. +
Necessity is the Mother of Invention
• I asked myself, “What would the path need to consist of?”
• I Identified seven core competencies that every designer or developer needs to have under their
belts to become a pro.
• I’m going to tell you about them now.
33. SPECIAL GIFT FOR STAYING THROUGH TO THE END
Stick Around Until The End And Get Our Free Website Pricing Course
34. CORE COMPETENCY
2. USER EXPERIENCE
& USABILITY
• Build Instant Expertise. Follow the latest
research on how people use websites, what
they like and don’t like, and what works and
what doesn’t.
• Arm yourself with data on best practices for
readability, navigation, scrolling, parallax,
moving parts and pieces, stock images,
sidebars, footers, opt-ins, contact pages.
about pages, etc.
35. CORE COMPETENCY
3. DESIGN SKILLS
• Web-Specific Design
• Branding, Logos and Graphics
• Color, Typography, White Space
• Website Image Selection and Use
• Page Design Elements
• Long-Form Sales Page Design
38. CORE COMPETENCY
5. MESSAGING &
CONTENT
• Content Audits: culling, adding &
reorganization of website content.
• Information Architecture. What type content
page or posts are needed. How to
categorize and display to make it accessible
to visitors.
• Writing for the Web - How to insure your
content is readable and engaging.
• Home Page Content -Telling the brand story
in a way that resonates with the client’s
ideal customer.
40. CORE COMPETENCY
6. WORDPRESS SKILLS
• Installing and Configuring WordPress
• Know all WordPress functionality
• Pages, Posts, Custom Post-Types
• How to install and troubleshoot themes and
plugins
• Know WordPress under-the-hood - files
• How to choose and test plugins
• Choose a Theme Framework and learn it
inside and out.
• E-commerce, Real Estate, Portfolios
41. CORE COMPETENCY
7. TECHNICAL SKILLS
• Domain Registrars and Web Hosts
• DNS, A Records, MX Records
• Site Migration Methods
• Backing Up WP Files and Databases
• Updating Plugins and WP Versions
• Troubleshooting Techniques
• Using 301 Redirects to Preserve SEO of Old Site
• Improving Speed and Performance
42. +
7 Core Competency Areas
of a Pro Web Designer
Develop a Strong Foundation and Become a True Professional
43. +
You Don’t Have to Do It All. But You Do Have to Know
What to Do!
If you’re building websites as a freelancer, no matter what your background: technician,
web designer or developer, you’ll have to have a foundation in all of these seven
competency areas.
Even If you don’t have a particular skill or ability, you’ll have to know enough about each
competency area so you can effectively manage your projects and hire the right
professionals to do what you can’t or would prefer not to do.
44. + TELL ME IN THE CHAT
Can You See Why You’ve Been Stuck?
45. +
Can You See. . .
• For anyone in Stage 2, Conscious Incompetence it’s not your fault - It’s a normal and
uncomfortable part of learning any new skill.
• The longer you stay in Phase 2, trying to learn everything yourself, without a path and a guide,
the higher the likelihood you’re going to get frustrated and quit.
• Can you see how this Conscious Competence stage would be so much easier to traverse if
there was a proven path to follow?
• Tell me in the chat.
46. +
If you’re in Stage 2, you’re in luck. . .
I’ve created a tested path you can follow that provides the foundation you need, with group and
individual coaching. By the end of this 90-day, online adventure, you’ll be able to price, close,
build, and deliver effective websites and be well on your way to having a successful career.
47. +
A Tested, Systematic Path to Pro
The Mastery Course has been strategically organized to provide you a solid foundation across the Seven
Core Competency Framework,
You’ll learn everything you need to price, close, build, and deliver effective websites for clients who
appreciate your expertise and compensate you for the value of your work.
During the course, you’ll put what you’re learning into practice, step-by-step. While following the course
curriculum, you’ll niche, brand, design, build, and launch your own effective, professional website ( or
build one for a client, friend, or organization). Achieving that alone is more than worth the cost of the
course.
48. + 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
49. + Weekly Group Coaching Sessions
Oh Great!
This is so helpful!
50. + Three Individual Sessions at Milestones
30-Day Money Back Guarantee
I’m Glad I Could Get This
Feedback Session On My
Website Design.
51. + Slack Group For Peer Support, Sharing
Resources and Feedback
52. +
APPLY FOR NEXT SESSION!
This is the only course of its kind that gives you what
you need to traverse the dangerous waters to
becoming a competent professional.
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.
Apply to see if it’s for you:
https://tinyurl.com/masterycourse2018
Now these bullets look pretty snazzy. Don’t they. But Stay tuned. I’ll be telling you some tails from the dark side later.
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The four stages of competence Noel Burch in the 1970s
Unconscious incompetence The individual does not understand or know how to do something and does not necessarily recognize the deficit. They may deny the usefulness of the skill. The individual must recognize their own incompetence, and the value of the new skill, before moving on to the next stage.[2] The length of time an individual spends in this stage depends on the strength of the stimulus to learn.[3]
Conscious incompetence Though the individual does not understand or know how to do something, he or she does recognize the deficit, as well as the value of a new skill in addressing the deficit. The making of mistakes can be integral to the learning process at this stage.[4]
Conscious competence The individual understands or knows how to do something. However, demonstrating the skill or knowledge requires concentration. It may be broken down into steps, and there is heavy conscious involvement in executing the new skill.[3]
Unconscious competence The individual has had so much practice with a skill that it has become "second nature" and can be performed easily. As a result, the skill can be performed while executing another task. The individual may be able to teach it to others, depending upon how and when it was learned.
The four stages of competence Noel Burch in the 1970s
Unconscious incompetence The individual does not understand or know how to do something and does not necessarily recognize the deficit. They may deny the usefulness of the skill. The individual must recognize their own incompetence, and the value of the new skill, before moving on to the next stage.[2] The length of time an individual spends in this stage depends on the strength of the stimulus to learn.[3]
Conscious incompetence Though the individual does not understand or know how to do something, he or she does recognize the deficit, as well as the value of a new skill in addressing the deficit. The making of mistakes can be integral to the learning process at this stage.[4]
Conscious competence The individual understands or knows how to do something. However, demonstrating the skill or knowledge requires concentration. It may be broken down into steps, and there is heavy conscious involvement in executing the new skill.[3]
Unconscious competence The individual has had so much practice with a skill that it has become "second nature" and can be performed easily. As a result, the skill can be performed while executing another task. The individual may be able to teach it to others, depending upon how and when it was learned.
The four stages of competence Noel Burch in the 1970s
Unconscious incompetence The individual does not understand or know how to do something and does not necessarily recognize the deficit. They may deny the usefulness of the skill. The individual must recognize their own incompetence, and the value of the new skill, before moving on to the next stage.[2] The length of time an individual spends in this stage depends on the strength of the stimulus to learn.[3]
Conscious incompetence Though the individual does not understand or know how to do something, he or she does recognize the deficit, as well as the value of a new skill in addressing the deficit. The making of mistakes can be integral to the learning process at this stage.[4]
Conscious competence The individual understands or knows how to do something. However, demonstrating the skill or knowledge requires concentration. It may be broken down into steps, and there is heavy conscious involvement in executing the new skill.[3]
Unconscious competence The individual has had so much practice with a skill that it has become "second nature" and can be performed easily. As a result, the skill can be performed while executing another task. The individual may be able to teach it to others, depending upon how and when it was learned.
The four stages of competence Noel Burch in the 1970s
Unconscious incompetence The individual does not understand or know how to do something and does not necessarily recognize the deficit. They may deny the usefulness of the skill. The individual must recognize their own incompetence, and the value of the new skill, before moving on to the next stage.[2] The length of time an individual spends in this stage depends on the strength of the stimulus to learn.[3]
Conscious incompetence Though the individual does not understand or know how to do something, he or she does recognize the deficit, as well as the value of a new skill in addressing the deficit. The making of mistakes can be integral to the learning process at this stage.[4]
Conscious competence The individual understands or knows how to do something. However, demonstrating the skill or knowledge requires concentration. It may be broken down into steps, and there is heavy conscious involvement in executing the new skill.[3]
Unconscious competence The individual has had so much practice with a skill that it has become "second nature" and can be performed easily. As a result, the skill can be performed while executing another task. The individual may be able to teach it to others, depending upon how and when it was learned.
Listen, This is number one for a reason, If you don’t have these skills you don’t have a business.
So hang around till the end and a I’m going to give everyone access to Pricing Websites Like a Pro and the Website Cost Estimator.
So hang around till the end and a I’m going to give everyone access to Pricing Websites Like a Pro and the Website Cost Estimator.
# two is you have to come off as a confident expert. The quickest way to not only sound like an expert but actually be one is to stay up on user experience research.
In my webinar next Monday what elements go into a good home page design and doing some evaluations of some of your websites so be sure you show up next Monday and send me your url if you want an opportunity to have your website reviewd,
This is the place that separated effective from no effecrtive websites. where you are going to offer value added over a brochure style website. Knowing what goes into creating an effective website you can share that with your client so they can bring in more leads more customers and more business. Those clients who expect their websites to be effective will pay triple the fee.
We’re going to go over this next Monday about the content on the home page and you’ll see very specifically how it all plays out.
We’ll talk about this in detail tomorrow, in the webinar, The biggest Mistake of Broke Web Designers. But for now, just know that if you’re spending a lot of time chasing after the perfect theme your watsing time and losing money and you won’t have time left to create effective websites.
Developing skills in these seven core competency areas will provide you with the competence and confidence you need in order to transform your ability to attract clients, charge them going rates and build client effective websites that will work to grow their businesses.
Developing skills in these seven core competency areas will provide you with the competence and confidence you need in order to transform your ability to attract clients, charge them going rates and build client effective websites that will work to grow their businesses.