How To:

Make Web Design 3X More Valuable
With Just One Small Change.

If you could get better clients, drive better results, and triple your revenue simply by asking the client different questions, how long would you keep doing it the old way?

How To:

Make Web Design
3X More Valuable
With Just One
Small Change.

If you could get better clients, drive better results, and triple your revenue simply by asking the client different questions, how long would you keep doing it the old way?

This Is For...

Web designers who deliver results (not just websites) but their clients don’t have the budget.

Why This?

Cheap websites are awful for everybody.
It’s time for a change.

Why Lee Blue?

I’ve shown hundreds of web designers how to land five-figure clients and I’ll show you too.

There Are Only Three Ways To Increase Revenue

There are really only three ways to make more money as a web designer:

  1. Get more clients
  2. Charge higher rates
  3. Get the clients to buy more times

Upstream Questions cranks the volume on all three of these knobs.


Obviously, clients want results, not websites. Trying to shout “web design services” louder than everyone else just gets you lost in the noise – and it’s exhausting.

Changing your offer to focus on the specific business outcomes your clients want differentiates your business, boosts perceived value, and increases demand – more clients.


Most web designers only charge for implementation. They tend to give away their ideas and strategies for free either during the discovery meeting or in the proposal. Implementation is the least expensive component of the offer because it is widely available and easy to replace.

Knowing what to do is at least half the battle, just ask G.I. Joe. So, charging for both strategy and implementation will at least double your revenue — higher rates.


The value is in the results which means in addition to the website there should also be a monthly plan that includes hosting, maintenance, and a marketing plan.

So, I’ll show you our Flip The Offer system to make sure you get recurring revenue from every client — buy more times.

Meet Some DoubleStackers


So far I’ve pitched two clients using the DoubleStack method and I’ve landed both of them. This week I got a contract for $13,500! High Five ✋

Brian – Intrepid


My revenue has gone way up. My husband who does my taxes is like, “You’re in a whole different tax bracket now.”

Watch Valerie’s Interview

Who Am I?

I built my business doing this stuff for almost 20 years. I’m not regurgitating some half-baked junk I heard in someone else’s online course.

I’ve personally run hundreds of client meetings. I’ve launched three different businesses each of which generated over $1 million. I’ve landed 6 and 7-figure web development projects.

I’m the founder of DoubleStack where I’ve mentored hundreds of web designers showing them how to run a more profitable web design business with high-ticket, recurring revenue clients. Many of them are now landing their own five-figure clients.

To my knowledge, nobody has put more time and research into studying how to onboard high-ticket web design clients especially now that web design has been commoditized and most clients start out with low-budget pricing expectations.

I credit that experience for how I was able to come up with this new system that is both fundamentally different and that actually works.

Some of my students literally triple the value of their average project in one day just by changing their mindset and the questions they ask their clients.

This system works — guaranteed. If you don’t feel like it delivers 10X its value, it’s free.

Lee Blue - DoubleStack

Meet More DoubleStackers


Working with Lee enabled me to replace my full-time income in less than 8 months and now I’m on track to clear over $100,000 this year.

Alex – Mr. Website Designer

Bryan Jimenez

The “feast and famine” cycle was burning me out as lead after lead kept slipping through my hands. Three weeks into DoubleStack and I’m up over $24,000!

Bryan Jimenez

Pricing Web Design
The Commodity Problem

My clients can’t afford higher rates.

Most of the questions I get are about how to charge more because people have clients saying they won’t pay more.

The truth is, most clients can (and will – I see it all the time) pay more but they don’t want to overpay. In other words, they won’t buy a bad deal.

The secret is shifting from price based to value based web design.


Price based web design is a price race to the bottom. This is how we’ve gotten to the point we are at now where anybody can get a website for under $500. It works like this.

A prospect sees you’re selling websites. They see other ways to get a website too (Upwork, Fiverr, other web designers, etc). To the untrained eye, they all look pretty decent. Of the ones that look basically the same, they buy the least expensive one.

The price goes so far down that only the thinnest margins remain. Only high-volume businesses (Wix, Squarespace, etc) can be successful.

Your marketing budget is nothing compared to theirs. You can’t afford to buy the leads for a high-volume web design business model. And, if you’re like me, you wouldn’t want to even if you could.

For solo web designers and small web design agencies, the answer isn’t high volume, it’s high-ticket.


With a value-driven solution, your prospects see you as their path to getting measurable results in their business.

Let me repeat that point. Your prospects see YOU as their path to success — not the website — not the web design services — you.

The reason this is so much more profitable is just simple supply and demand. Demand is cranked up because people want results a lot more than they want “websites.” Supply is dialed way down because everyone else is shouting about “web design” while you are offering results.

Your clients are paying for the value of the results, not the cost of a website.

This is a categorical shift. Some call it moving from a red ocean with cutthroat competition to a blue ocean; clean with deep opportunity.


Either way (price based or value based) you are still doing the same work. The deliverable is still you doing the stuff you know how to do.

If there was a way to be 3x more profitable doing the same work, how much longer would you keep doing it the old way?

Work smarter not harder, right?

Meet More DoubleStackers


After a year of working with awful clients that didn’t pay well, I just landed a $12,000 project!  I put together my proposal using the DoubleStack system, and when it came time for a meeting, they basically just said yes to everything!

Vanessa – Click Labs


Lee is the man! The DoubleStack program has reframed my client relationships and revolutionized how I secure business putting ME in the driver seat. I just landed a $26,200 client…what?!

Watch Tyler’s Video

Tyler Durling

Better Clients Are Upstream


Being downstream means connecting with your client late in their project development cycle when they are primarily looking for technical skills.

This is where most web designers meet their clients which means:

  • Generic market (high competition)
  • Focus on technical skills (selling websites)
  • Low-budget prices (one-time projects)


Moving upstream means connecting with clients early in their project development cycles when they are feeling stuck in their problems.

This is where the more successful web designers meet their clients which means:

  • Targeted market (lower competition)
  • Focus on results (serving clients)
  • High-ticket prices (plus recurring revenue)

Better Results For Everyone

The purpose of this course is to show you how to move upstream
to find better clients by offering them a value-driven solution.

Meet More DoubleStackers


I’ve been doing graphic/web design for 20 years but was only getting about $2,500 for my websites. After just a few weeks working with Lee, I’m now landing $10,000+ clients!

Rick Vegaz – Standout Graphix


Before DoubleStack I was charging around $3,500 per project. Now I’m landing clients over $10,000. Over the last three weeks, I’ve landed over $25,000 of new projects!

Gabe Gibitz – Blue Guru

What You Get



Upstream Questions is a 1-hour video course that shows you how to find better clients and drive better results by value pricing web design.

You’ll discover:

  • How value pricing web design can more than triple the value of your work compared to just “selling websites.”
  • How to get the client to commit to the project BEFORE you spend time working on the proposal.
  • What metrics to look for in high-value clients
  • 5 red flags for unqualified leads
  • How to set budget expectations through price anchoring
  • How to get paid for strategy (not just your skills)
  • The difference between what you ask established businesses vs. start-ups
  • and more…


I’m not interested in packing this course with stuff you don’t need that’s going to waste your time. This is all about results and getting them fast.

Some people are more than tripling the value of their average projects in one day by applying Upstream Questions to their business.

  • You don’t need 30+ modules of online courses
  • No 250 page workbooks or PDFs
  • No fluff that takes forever to get through

Bonus #1
Value Pricing Calculator

Enter in the details for the project and the calculator will give you a value-based price range for the project.

You will get a price range for the initial build as well as what you should charge for the monthly retainer to make sure both you and the client are getting a great deal.


Bonus #2
Live 1:1 Call With Me

For a limited time, I’m offering a free 30-minute Zoom call with me.

Why am I giving away free calls?

I hate seeing good web designers cutting their rates when they could be raising them.

I care about you. I was you and this is what I wish someone had done for me.

Frequently Asked Questions

100% Money-Back Guarantee

This is the best little investment you’ve ever made – or it’s free.

Join Our New Community!

This course is now included for free as part of our new Blue Theory community.

What People Are Saying

Upstream Questions comments