Want to Maximize Your WordPress Website Fortin-Style?


Many people have asked me for this, and now I’m seriously thinking about doing it. (Yes, I hear you, Mike Sigers.) I’m thinking of offering a WordPress training course.

No, not a basics course and not something too advanced. And not any old training course teaching stuff you would expect to find for free online.

But a “Fortinized” WordPress training. A “how-did-he-do-that” course that shows you how, exactly, I tweak, optimize, modify, and monetize my WordPress websites.

Let’s just call it FortinPress.com for now. Want to Maximize Your WordPress Website Fortin Style? news  wordpress website training traffic theme Success Chef seo product price marketing marketer introduction interest freelance feedback critique content consulting cms

It’s been on my mind for the last two years now. I was supposed to put one together with another marketer, but it never materialize for a number of reasons — being extremely busy being one of them.

I want to gauge your level of interest on this. I want to see if you would be interested. So here’s what I envision, what will be included, and the price point…

The course itself will be delivered over 4-5 weeks through a series of webinars.

I prefer live webinars because you get to see me do it, in front of you, live. I share my desktop with you, and you get to see what I do, how I do it, as I do it. You also get to see the innerworkings of my websites, warts and all, and any snags that appear, which is a perfect learning environment.

Here’s the tentative course synopsis:

1. Introduction and Examples

In this session, I will go over WordPress, how I specifically use it, how I turn it into a content management system (CMS), how I use it on my clients’ sites, and more. I will also give you a sneak peek at the admin areas and the tools I use.

2. Themes and Styles

I will go over theme tweaking, styles, and graphics — from making basic layout changes to more advanced modifications. When people ask, “Michel, how did you do this or that on this theme?” This session will answer that question.

3. Plugins and Functions

This session will focus on plugins — the plugins I use or recommend, and how to set them up. Not all plugins are usable out of the box. Some need tweaking. I will show how I set them up and offer a downloadable Excel spreadsheet of all my plugins and where to get them.

4. Tools and Shortcuts

In this session, I will go through some of my tricks and external (non-WP) tools I use to speed it all up. I will show you how I use Firebug, SEO tools, page speed tools, cheatsheets, social media integration, cross-browser tweaking, etc.

5. Money and Traffic

I’m thinking this may be something a lot people will love to know, and that’s how I monetize, market, and drive targeted traffic to my WordPress website. Without PPC or advertising. I will talk about list-building, content strategy, and social media integration.

6. Open Q&A Session

The final session will be an open question-and-answer session. This is where I will answer any and all of your questions related to the course content. If it takes an hour, I’ll take an hour. If it takes three, three it is. I want to take all the time needed to answer all your questions.


Not sure about this one, but I think a free trial to a one-month Success Chef University might be a good bonus. This is not going to be some forced continuity thing. If you like the free trial, you will need to re-subscribe to keep it going. Just sayin’.

Success Chef also includes the weekly Wednesday night classes and the derivative products, like List Whisperer, Marketing ESP, the Copy Doctor, etc.


I do plan on offering an upsell. The reason I’m doing it is not entirely because I want to maximize sales, although that is obviously one of the reasons. But more important, I feel like this is one upsell people will actually ask for and buy.

What is it? It’s a private, one-on-one session with me.

This is an opportunity where the student can book a time with me, and I go through their website, theme, and plugins, and perhaps even web copy and strategy.

In it, I will review their setup, answer individual questions, and provide actionable recommendations. Perhaps even fix a thing or two while on the call, and implement a few tweaks right on the spot (within reason, of course).

Again, this is a tentative list. It might change, especially based on your feedback. All these sessions will be recorded and available online in a password-protected area.

The price point will increase once the sessions have been delivered and uploaded. I want to offer a lower price point before and while I deliver the course as a special introductory price.

My thinking is $297 is more than a fair price. I looked at other courses of this type, and $297 is actually on par or less than most.

The upsell will be $997 (total) for both the course and the full, one-on-one session. Considering that I charge $1,000 for critique consulting, and a minimum of $3,000 for any copy project, I think this price point is more than fair.

Now, you don’t have to choose the upsell.

You can buy just the main course for $297.

I only want to make the one-on-one session available to those who need more hand-holding and individualized attention.

But if you have a website right now, and you’re wondering how to tweak it but don’t know how, and if you prefer to save the hassle and expense — Mike Sigers said he was charged $2,500 to modify just one page! — this will certainly be a bargain.

So let me know your thoughts.

To answer a few of your questions in advance, let’s say I’m looking at next week as the launch, and the course will be delivered throughout July. Probably in the afternoons.

(However, if you choose the upsell, the one-on-one session can be booked at any time based on any openings on my schedule.)

All the sessions will be recorded and you will have access to the recordings. You can share your private session (if you choose the upsell) with a freelancer, partner, staff member, or designer, if you wish them to implement some of the things I recommend.

(Keep in mind, I will do a few tweaks for you, and do it live. This is only if the changes you need fall beyond the scope of our time together.)

Standing by and listening…


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39 thoughts on “Want to Maximize Your WordPress Website Fortin-Style?

  1. I was hoping you would offer the course. I’m willing and ready.

  2. Michel – I’d be in for the course at the very least. Possibly the upsell, too.

  3. Hi Michael… I think it’s a great idea. I’ve found that the price point $297 for an online course is perfect because you will weed out the “not-so-serious” people and get students signed up your course that will really learn and apply what you’re teaching. Most of my online courses are priced at $197, however, my course “How to Make Your First $1000″ online is priced at $297 (this course is more technical as it is about starting an online business) and I get amazing, serious students in that course.

    Something you might consider as an upsell which I use is to add “unlimited eCoaching” during your course. This way if a student has a question, they have access to you via email. So for instance, you would have your basic course priced at $297 and then a “new” middle price point at say, $497 with unlimited eCoaching, and then your $997 price point with the Individual Coaching Session. Gives people more options. Just an idea! Great luck on your new course! Michelle Kulp, The 6-Figure Woman Coach

  4. I think the price point is a little high for this kind of thing. Personally, I would attend at $100, but not $300. Although webinars offer good visuals for new users, busy people would prefer to be able to skim through the material and for that reason I would suggest supplementing this with downloadable notes.

  5. That’s a good point “bodyworkbiz” makes…anything $100 or less for most people is a “no-brainer” if they are interested in the topic. When you go over that $100 price point, people have to think about it and may not want to invest that much money in it. So having a few different price points is good business. I just created an online course for a client and we offered her 6-week online course with 3 price points: $77 — strictly downloadable information product; $177 — the content of the online course plus unlimited ecoaching during the term of the online course which in this case is 6 weeks; and then we offered a price point of $497 and that just adds on individual telephone coaching. Thanks for the insight!

  6. Right, good point, But to be clear, I’m not targeting “new users.” This is not a basics course, and it’s also not an advanced course designed strictly for coders @bodyworkbiz. Look at WishList, they just released a course at $297 with a certification upsell for $997. A recent WP course from Armand Morin is selling for $297. This course offers 10-12 hours of specialized content. At minimum. So I still think $297 is fair. Some have said I might be underpricing it, too. But I want to make it affordable.

    The downlodable notes is a good point.

  7. @6FigureWomanCoach Be careful, if you have over 200 people on the course answering questions every day, I think you are selling yourself short. I appreciate the feedback.

  8. Bonjour Michel! I’m already part of Success Chef… Will your course similar to the one that I have already followed in Test Kitchen? Claire Labrie

  9. Yes, but my experience has been the 80/20 rule. 80% of the students don’t send emails and really it might even be the 90/10 rule. I also limit the sign-ups for a particular course (especially if it’s somewhat technical) so I can provide quality service and coaching. So far so good!

  10. You guys got something similar during two of the test kitchens @clairelabr. But this is going deeper and more focused on WP itself.

  11. Thank you! ok, I’m interested.

    Bonne journée!

  12. As long as Module #2, the part we were discussing is maximized greatly, I’m all for it.

    Of course, as my name is used twice in this post, I’m gonna have to charge you $297 for the usage. That’s only $150 per mention, which is a lot cheaper than having some of the other A-List celebs do a driveby on your blog ;-)

    No royalties or anything, but just the actual usage, kinda like the electric bill we all get every month!

  13. @MikeSigers If that were applicable in my case, I’d be a lot richer today. ;)

  14. SmallBusinessBranding

    Hi Michel

    Having experienced what you taught in SuccessChef,and the amount of detail that you went into. I think the 297 price point is a fabulous deal for those that purchase and a huge undersell for you. I understand the wanting to make it affordable and I commend you for that.

    I like the idea of having download-able notes as I tend to forget things over time. Items 4,5 and 6 could easily go for 100 plus stand alone so I consider these bonuses themselves.Without getting to long winded here I find the bonus and up-sell worth their weight in gold.

    Having witnessed what you do with WP I consider this an overall great package.

  15. @michel.fortin By the way, I’m hopin’ you include workin’ with the PSD fils. Woo Themes has an option to get the PSD file, and we always do, but have never modded them.

    I’m wondering if you can tell that I’m more interested in the modding and workin’ w/ the CSS than anything else ;-)

  16. dainiswmichel

    Not sure if mine is a post you’ll publish, but I offer all of this and more for a starting price of $500/month in a done for you, hold your hand, help you with all of your needs setting. The offer is described at http://www.atsis.com and I’ve done everything from simple to mega mega fancy sites. The way I describe it is called “profitable virtual and physical business integration.”

  17. dainiswmichel

    ahh…so, michel, your product seems very cool for someone who still wants to “do everything on their own.” my service is for folks who are migrating to ongoing hands-on assistance.

  18. Right, but it’s also because a lot of people on my list have followed me for years and know that I’m a big WordPress geek @dainiswmichel. They also know I’m the designer behind most of ArmandMorin.com’s site and a few other top marketers — as well as my own. So a lot of them want to know my tips and tricks (I often spill some on this blog, for example.)

    But I appreciate your feedback.Sounds like a great service.

  19. dainiswmichel

    @michel.fortin thanks michel, when i saw this post i was pretty surprised that “you do your own tech stuff,” or at least a lot of it. so do i, and i think that’s really cool.

  20. coolcash4live

    This is super Epic @michel.fortin Thanks a lot for offering this course

  21. Or you could call it “FortinPress”. :)

  22. I just noticed that WooThemes is offering a Birthday special through Monday.

    If you’re planning on starting up soon, why not offer a discount incenitive to get WPMaximize,

    FortinPress or whatever you decide to call your WordPress training at a special price for purchasing woothemes from your affiliate link.

    I would do that since I don’t have woothemes yet and am about to purchase a club subscription.

    Look forward to hearing from you.

  23. @michel.fortin Not only are you a Super Word-press geek but also a master ninja copywriter.When these skills combine with designing a site, there are few people who can sit at that table.We know that even the smallest details receive a huge amount of focus .Your years of split test knowledge is invaluable. These are but a few points of what would separates your course from others.Your proposed course in a value at a much higher price point.

  24. dainiswmichel

    curious about the developments here. have you decided to offer the class? for business owners who’d rather have these tech services done for them, i can help, for those who want to learn how to work their tech stuff on their own, this sounds like a very good course. sounds like “in-between” business owners who do a lot on their own could also benefit from this class along with using a solution like mine to fully realize the solutions taught. i am starting to “feel” like we are in a time of transition with online business. what that means is that, 10 years ago, the technical skill level necessary to stand side by side with big industry online, was really quite low. mom and pop businesses could create online presences that were nearly indistinguishable from top industry presences. societal “expectations” regarding websites were also, well, quite low. now, with the sophistication of CC fraud, site-jacking, social media, etc., business owners need to come up to a “whole new level” to survive.

  25. I’m in at $297.

  26. Something i have found very useful is email marketing. I use GraphicMail and would recommend it to everyone. GraphicMail even has a free account now which you can send up to 500 emails per day free. http://www.graphicmail.ca/site/default.aspx?.

    You might aswell try it out, its free.

  27. Superb information and this is what i want? Thanks a lot for helping through this great information, Now i am going to bookmark this site,

    <a href=”http://www.register-web-domain.in” rel=”dofollow”>Website Domain Name</a>

  28. yes all are want make stylish your own wordpress site

  29. Would be worth it just to understand the inner workings and thinking behind your sites.

  30. This really sounds great and I will definitely want to follow that course. Thanks and I hope you will start soon. Keep on the good work!

  31. I think the themes and styles play a huge roll in click threw rates!

  32. Hi Michel where can I purchase this course? I don’t see the dates on here or links to purchasing the product?

    • @ramonthomas I’m sure you read the last 2-3 posts about taking care of my mom who has passed away of cancer, in our home, a few weeks ago. I had to put the course on hold but will likely be launching it in December if not January at the latest.

  33. Hmm sounds promising. I’m definitly interested in your course, will check back later to see if there is an update about it.

  34. I would be very interested in this! Looking forward to more details.

  35. Shhh…. I silently launched FortinPress.com! http://FortinPress.com

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