94. 4 Website Mistakes Undercutting Your Premium Fee

[upbeat music] Hey, hey, welcome back to another episode of Marketing Therapy, number 94 here.

Today we're talking about the four mistakes that might be signaling to your clients that you're not actually worth your fee.

Now, that's happening unintentionally, most likely.

There's no way you were like, "Yes, I'm going to intentionally tell people that I'm not worth the..." whatever you're charging, 150, 200, 250, 400, whatever that might be.

I recently hopped on a discovery call with a clinician who is getting ready to raise his rates.

He is already charging a pretty high rate for his metropolitan area, but he has big goals.

He wants to be at the very top of the session range in his area.

He's already charging $250 a session, so something's going well here, right? But like I said, he wanted to go even higher.

And he books this call with me, and as part of that, I pulled up his website, and it looks like it was from 2015.

He was using the default fonts from Squarespace.

There were curved dividers and straight dividers and kind of strange stock images.

And this is a clinician doing incredible work.

He knows it.

People are already paying him for it.

Awesome.

But he also knew, and these were his exact words, "I want to go even more premium, but I don't exactly know what is needed.

I'm already doing well, but I need an extra push to hit premium." So he knew that his clients were gonna be seeing his design and experiencing his website before they ever read a single word, before they understood what his specialties were, the fact that he was incredibly experienced and able to support them.

He knew his design was already making a claim about that fee, and he needed to be able to back that claim up, right? We've been talking in the last handful of episodes about what your website has to do when your fees go up.

So either de-paneling, like we talked about two episodes ago, or last episode where we talked about moving to intensives.

Today is narrower and a little bit more hands-on as far as what we're gonna talk about.

So we talked about in broad strokes, hey, if you're gonna de-panel or you're going to start charging $5,000 for an intensive package, your website needs to measure up.

Today we're gonna talk about what that actually looks like, all right? So a little bit more hands-on.

We're talking specifically about design.

Now, research out of Carleton University found that people form a first impression of a website in about 50 milliseconds.

50 milliseconds they form an impression.