The Five-Figure WordPress Website

notlaura.com • @laras126
Hey!
I’m Lara, not Laura.

NYC PA UT

Lara Schenck, LLC
Owner, Founder, CEO

$75,000$14,000

StackOverflow Developer Survey, 2015StackOverflow Developer Survey, 2016

😎🤓

Inside Amy Schumer, Mom Computer Therapy

The
Five-Figure
Wordpress Website
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The
Five-Figure
WordPress Website

Chunks or Bust
Part 1:

Karen McGrane
…is awesome.
CHUNKS OR BUST

Content Strategy
for Mobile
Read it ASAP.
CHUNKS OR BUST
Read all A Book Apart’s, for that matter. By Karen McGrane

A slide from Content in a Zombie Apocalypse, Karen McGrane.

Example:
MtnMeister.com
CHUNKS OR BUST

A content “blob” in the WordPress editor.
CHUNKS OR BUST

HTML from aforementioned “blob”.
CHUNKS OR BUST

Using Advanced Custom Fields for “chunks”.
CHUNKS OR BUST

Repeater Field in ACF and Twig
Cobalt 2 Sublime Theme by Wes Bos

“Wait, that’s not PHP!”
CHUNKS OR BUST
“Dang right. PHP is gross.”

CHUNKS OR BUST
Twig
A PHP Templating Engine

Timber
Use Twig in WordPress
Themes
CHUNKS OR BUST
By Upstatement

PHP vs. Twig
Cobalt 2 Sublime Theme by Wes Bos
Nice Twig
Nasty PHP

MVC
Architecture
PHP files are
“Controllers”, Twig files
are “Views”.
CHUNKS OR BUST

Process,
Not Product
Part 2:

Step 1:
Content Mapping
Post, Page, or neither?
PROCESS, NOT PRODUCT

Designing
in Text
Stephen Hay’s
Responsive Design
Workflow

Step 2:
Build Chunks
…the back-end.

ACF Pro
Best $100 I’ve ever spent.

Custom
Post Types
COPE:
Create Once, Publish
Everywhere.

archive.twig

tease-source.twig

FeeBee eating grass.

stage.whatev.com
Header set X-Robots-Tag "noindex, nofollow"
.htaccess
Step 3:
kmg.nlstage.co

WP Migrate
DB Pro
The best $199/year I
have spent.

Git
You have to use it.

Just enough design to not be a terrible eyesore.

Website Proposal
Custom, Responsive WordPress Website
The following is a proposed process and pricing outline for a custom WordPress website for Yuling Designs. The
total cost is estimated to be between $6,500 and $13,000 and a timeframe of between 1.5 and three months.
1. CONTENT STRATEGY AND BACK-END
Following a two hour meeting to determine the content structure of the website, I will build out the back-end, or
WordPress Admin area. This step will result in a primarily unstyled site that is ready for real content. By task, this
step can be broken down into:
• Two hour strategy meeting to map out content and come up with initial feature list
• Setup hosting environment
• Build out back-end data structure
• Training on content entry into WordPress Admin and best practices
• Fundamental styling and front-end development
• Resulting site will be similar to http://kmg.nlstage.co
Note that this step does not result in a completed site, rather, it sets the stage for the a mid-project check-in to
determine the ﬁnal Scope of Work.
$3,500
2. BRAND DEVELOPMENT
OPTION 1: YOU DO IT
We will work collaboratively to develop style tiles outlining the look and feel for the site. You will be responsible
for delivering style tiles as directed. I will bill hourly for meetings and consultation regarding the development of
these materials, and estimate two to four hours for this role.
OPTION 2: I DO IT
I will be in charge of the style tile deliverables and visual brand development. We will work together to iterate over
initial visual design options to determine an initial look and feel for the site. This option includes:
• Design research and development
• Deliverable of two style tiles
• Review meetings
• Two rounds of revisions (additional visual design development will occur in stage four)
$175/HR
$3,000

Step 4:
Front-end & Design
Diﬀerent every time.
😩

Style Tiles
Samantha Warren
Carlisle
INVITATION
The Carlisle collection is inspired by Yuling’s love of mixing and matching
graphic patterns and hues, with careful attention paid to every fine detail.
Featuring striking patterns and vivid colors, the pieces in this collection
evoke a nostalgia for the glamour of the art deco era.
This statement invitation is graphic and eye-catching with a bow tie
pattern, metallic copper foil-stamping, and a bi-color design. The piece
is flat printed single-sided on luxuriously thick cover stock with a subtle
eggshell textured finish with the names richly foil-stamped in a metallic
copper sheen.
$ X for 100 Flat Printed, Foil-stamped Invitations with matching Matte
Envelopes. Or $ X for 100 Flat Printed Invitations with matching Matte
Envelopes.
QUANTITY
COLORS Mint and Navy with Metallic Copper Foil-stamping
PRODUCT DETAILS
CONCIERGE
Ordering Process Frequently Asked Questions
Share
ADD TO WISHLIST
25
ADD TO WISHLISTSUBMIT
Favicon
BESPOKE WORLD OF YULING STORIES CONCIERGECOLLECTIONS
#B83074#E6E6E3#FFFFFF#000000#916300
GRAPHIC
LUXE
SOPHISTICATED
ARCHITECTURAL
REFINED
This turned into yulingdesigns.com

Photoshop
I’m totally fine with it.
This turned into v2ratings.com

HTML
Wireframes
This turned into dijifi.com

_variables.scss
Is the single, most
important part.
See this one here.

Scaling … problem.
Part 3:

SCALING…PROBLEM
Katrina 10th Anniversary, Weather.com Features

Content Blocks
With ACF’s
Flexible Content Field
SCALING…PROBLEM

Front-end
Content Blocks are
fantastic for long form.
Hold the Fort, Weather.com Features
SCALING…PROBLEM

1400
3207
3376
2359
SCALING…PROBLEM
15917

Lessons Learned
1. If they can mess it up, they will.
SCALING…PROBLEM

45-75???!!!
One option too many.
The Spillway, weather.com Features
SCALING…PROBLEM

Lessons Learned
2. Environments get confusing.
SCALING…PROBLEM

“Why isn’t that article on staging anymore?”
“Weren’t you working on production?”
SCALING…PROBLEM
“No, I put it on staging.”
“Crap, I pulled from production today. ”
(restores backup)

Lessons Learned
3. Performance…oof.
SCALING…PROBLEM

85 Blocks
…is too many blocks.
SCALING…PROBLEM

SCALING…PROBLEM
Fatal Error
…love those.

Solution
Split block sets into
Chapters, display as
Custom Type archive.
SCALING…PROBLEM
Aside: Watch out for ALL CAPS - that should be in CSS.

Lessons Learned
3. Out of memory…
4. Pick your battles; swallow your pride.
SCALING…PROBLEM

Remus the llama. May he rest in peace.

– Me paraphrasing Dan Mall or Mike Monteiro, I can’t remember which.
They are both so smart.
“You are charging for an experience.
The website is a bonus.”

Mike Monteiro
What a rad dude.

tackleboxschool.com

Thanks!

The Five-Figure WordPress Website

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