August Afternoons

August Afternoons

Would you like to fix a few things on your website before the summer ends? We can do that in an August Afternoon.

As you may know, I’m moving to New Zealand. While this transition takes place, I’m on a mission to clean up loose ends in my life and business. I want to help you do the same. If you’ve been embarrassed to send people to your website, or you’ve been avoiding getting needed help with technological issues, let’s get through these unfinished tasks together.

Our afternoon-long strategy and production session could include:

  • Strategic coaching about your business, brand, or website
  • Website troubleshooting and research
  • Specific copywriting work on a piece of content
  • Revision of your homepage or website copy
  • Review of your website and media properties
  • Suggestions for how to increase your sales
  • Competitive research and analysis
  • Project scoping for other contractors to carry out
  • Brainstorming ideas for a new email autoresponder sequence, followed by an hour of copywriting, followed by review and revision

Normally my rate for working on digital strategy, website design, and content marketing is $150 an hour.

However, for the month of August, I’m offering a 33% discount off my normal rates for these strategy sessions.

For $300, you can have me all to yourself on an August afternoon.

  • Is your website running slow?
  • Does your about page need to be rewritten?
  • Is a WordPress plugin giving you trouble?
  • Do you have an idea for a new product to launch?
  • Is there a lead magnet that’s 75% done, and you’re ready to finally make it happen?

Book your 3-hour strategy session today. Once all these spots are gone, getting my time at this rate won’t be available again.

(Unless I decide to move again to another hemisphere – we’ll see.)

I’d love to work with you during an August Afternoon.

Book your time here.

August Afternoons FAQ

If you’re in New Zealand, Caelan, will it really be a summery August Afternoon for you?

No, it won’t, not at all. If you are in the Pacific time zone (like 65% of the subscribers on this list) then New Zealand is 19 hours ahead. Wait, don’t do the math – trust me, it breaks your brain – because New Zealand is functionally five hours behind Pacific Time, but a day ahead. Still, don’t do the math – save your brain. Or use this converter.

I’ll be staying on Pacific time for my first few months in New Zealand, waking at 3am local time. The earliest starting time for August Afternoons(1pm Pacific) will be 8am my time.

So no, it may not be an afternoon for me, depending on where you are in the world. It also won’t be summer, it’s been snowing in Wellington.

My website has a lot of issues, can we fix all of them in three hours?

Maybe not all of them – but I can make a big dent. Many website issues can be solved quickly, and if you bring a list of improvements you would like to make, I will go through as many as I can in three hours.

For any issues I cannot fix during our August Afternoon, I will provide resources, tutorials, recommendations, and next steps – so even if it’s not fixed, you have a plan of action.

I want to improve my organic search rankings. Can you help me with that?

In 3 hours I can run a comprehensive set of reports on your website, detailing how you rank for relevant keywords. I can also perform competitive analysis, to discover what your competitors are ranking for, and offer specific suggestions on how to improve your own ranking for those keywords, as well.

I can also dramatically improve your sitespeed, which has become one of the largest factors Google uses in determining search rankings. By analyzing your site I can find the largest bandwidth hogs, and create a plan of steps for improving these specific issues. Some of those issues, I can fix right on our call.

I want to redesign my entire website. Can you do that in three hours?

Unless you have a very small website, then no, I cannot redesign it all in 3 hours. But I can rewrite a few of the important pages (like your homepage or your About page), rewrite your calls-to-action, or design a new version of your website in a sandbox.

Website redesigns need multiple revisions anyways, and you can get at least one out of an August Afternoon.

Can you plan my upcoming project, so that I can delegate it to my team?

Absolutely. Project planning is one of my specialties. Collecting all the different pieces of a project together, and identifying all the next steps (with lots of checklists!) will jumpstart that project that’s been languishing at the back of your mind.

How much time and money do I need to invest?

In addition to being present during our 3-hour strategy session, I will need you to describe your project to me in advance via email. I will review your materials before our call so I can come prepared with questions and ideas; your advance briefing will help me to be more effective for you during this project.

$300 will reserve 3 consecutive hours of my time. See availability here.

Can I purchase one of these sessions from you and use it after August?

The 3-hour strategy session is a discount off of my normal hourly rate of $150, and it is only available for the limited period of this promotion. Hiring me after August will only be in accordance with my standard terms, with a minimum purchase of a 5-hour block of time for $750. If your schedule does not open up until September, I’d be happy to work with you at that time under my normal terms.

What is the format of our meeting?

Ten minutes before our call, I will send you a short, funny, inspirational video to get your juices flowing. Then, we will each have an optional 1-minute solo dance party.

At the precise time of our appointment, I will call you via Skype, Slack, or phone, and we will bring up the agenda that I have sent you in advance.

Together, we will edit the agenda for our call for a couple of minutes, and then dive right in.

The format of our session is dictated by the needs of your project. We might talk for twenty minutes, and then break while I get into your servers and making improvements to your website. Or, we could be collaborating on a Google doc together, fixing your website copy and editing ideas together. We could keep the call going the whole time, call each other back and forth every thirty minutes, or talk once at the beginning and once at the end.

You’ll have your very own in-house outsourced marketing consultant for three hours; we can format this session whatever way we think is best.

I know my website needs work, but I don’t know exactly what it needs. How can we work together if I don’t know what I need?

I can help you figure it out. We’ll start by looking over your website together, and I’ll ask you a bunch of questions. Based on your answers, and what I see on your website, I will make recommendations for how to best meet your goals in the time we have. I will also provide you with a detailed plan for improving your website and platform after our meeting, which you can execute with any digital marketer.


“Caelan has a great way of taking your vision and making it a reality. He works really well with visionaries – I speak it, and he makes it happen! His website design for The Aware Show really captured my personality, and his project management skills kept my entire team on track. The beautiful summits he put together helped us to grow our list and expand our audience. Caelan is always positive and keeps a positive outlook on life!”

 – Lisa Garr


I don’t have a website, just an idea. Can we work on my idea?

Brainstorming an idea is one of my all-time favorite things to do. As a coach and strategist, I can help you hone your idea and turn it into an actionable project.

I need a sales funnel for one of my products, can you make that in three hours?

While sales funnels are one of my specialties, they typically take me more than three hours to make. However, we can work through the Sales Funnel Workbook together. This way, we could identify what assets you already have that we could use in your Sales Funnel, and build (or outline) a few of the other pieces.

My email newsletter subscription isn’t working, can you fix it?

This is a perfect project for an August Afternoon. If you need to get one platform to pass data to another, and customize what users see at different steps, all I need are some logins and an idea of what you want, and I can fix it quickly.

Ready to go?

Book your 3-hour strategy session today.

Why I Started Stellar Platforms

Why I Started Stellar Platforms

I built the wrong platform for myself, and that’s how this all started.

After years of working with successful authors and coaches, improving or creating their digital infrastructure, it gave me the opportunity to examine how a thought leader builds a successful business on their teachings.

There were a number of similarities. (I call them Cornerstones.) Once I identified what these similarities were, and how the most successful platforms worked, I resolved to make a platform for myself.

I made the wrong platform.

My intentions were noble, at least. I did some really deep soul searching, and I asked myself: how could I have the most positive impact on the world? Not just today, or in ten years, but in a hundred years – how could my work provide the most positive benefit to humanity, one century from now?

I settled on fatherhood.

If I could help men become better fathers, then they would raise better children. Better kids grow up to become better people, and better people make a better world. This was the area I identified as having the maximum impact for my life’s work, so I built a platform around it.

I made a logo, and a brand, and a website for BeTheBetterDad.com. I started blogging about the habits that make me a better father, and I made a free online course, the 5-Day Father Fitness Program. That gave me some customers, which meant I could ask them about the problems they face, and structure my offerings around solving those problems. I made Customer Avatars, and discovered, to my surprise, that I was in no way qualified to help this audience.

The problems that modern dads are facing – divorce, depression, having kids living in separate households – I wasn’t equipped to help them with that. I’ve got no experience with divorce, and I’m not a therapist or a relationship coach – I’m a guy who has a good handle on his habits, and I tried to share some of those.

But what this audience actually needed was not something I could provide.

So I went back to the drawing board. I asked myself, “What am I uniquely good at doing?”

I looked over the entire infrastructure that I created for Father Fitness, and I thought, “I can do that. I can make a platform.”

Stellar Platforms was created so that I can help people with what I do best: create the branding and automation infrastructure that financially supports a thought leader as they grow their audience.

The Four Cornerstones

Like many polymaths, I’m not an expert in any one thing, but I have a modest level of mastery in some very different things. It turns out this variety of skills is especially useful for the 4 Cornerstones of a Stellar Platform.

  • My theatrical training gave me an artistic flair in creating characters, which I use when making Customer Avatars.
  • My sales training has given me the psychological understanding of why people buy, which I use to make Sales Funnels.
  • My time as a writer gave me the ability to produce and disseminate ideas clearly, which is a core component of Content Marketing.
  • My freelance web design business taught me how to integrate complicated platforms together, which is essential for eCommerce.

I never thought these separate areas of my interests would combine anywhere. I only pursued the interests that appealed to me most at the time. Now I have the opportunity to use each of these areas of mastery as a Cornerstone to my own Stellar Platform. That’s why I started this business.

Stellar Platforms are for Rising Stars.

The kinds of people who need these four Cornerstones are the thought leaders and authors who have a message, and have an audience, but they don’t yet have a platform to enable them to make a living by simply spreading their message.

If you are one of the Illuminators of Tomorrow, let’s work together.

How To Make a Customer Avatar

How To Make a Customer Avatar

To sell more of your product, reach a bigger audience, and grow your list, the single most effective thing you can learn is how to make a Customer Avatar. Having a good Customer Avatar will give you a near-superhuman ability to communicate powerfully with the people who are most likely to become your customers.

Note: A Customer Avatar is also often called an Ideal Client Profile, or a Buyer Persona. In this article I will use the term ‘Customer Avatar’ because it sounds much cooler.

Let’s face it: not every customer is right for your business. Your message can resonate really well with some types of people, but not with all of them.

Having a Customer Avatar allows you to identify the specific characteristics of people who like to buy what you’re selling. You can make your own Customer Avatars by following these 5 simple steps:

Customer Avatar Step 1

Find a template

A Customer Avatar Template is a document with blank spaces for you to fill in the defining characteristics of your ideal client. These templates are very useful, and I recommend you try a few different ones. You might end up liking one, but then find that another has better questions, or a better layout.

Here are three places to find Customer Avatar Templates:

If you use iWork’s Pages, you can use our own template for making Customer Avatars here:

Customer Avatar Step 2

Prepare your questions

There are lots (and lots) of questions you can ask while building your Customer Avatar. Read through the links above, and you’ll find dozens to choose from. (Be sure and use the “But no one else would” trick in the Digital Marketer post.)

We recommend you read through the templates and articles above, and collect a list of questions that you will ask about each one of Customer Avatars.

Some of them will be redundant, and that’s okay. Asking the same questions over and over forces your brain to dig deeper, to look past superficial answers, and discover something new. Something clear. Something definitive. That’s what you’re looking for with these questions, is tiny little characteristics that define this type of person.

Developing that list of questions will make you think how to get into your customers’ minds, and that’s a useful exercise. Don’t skip it. If you’d like to see the questions we use with our clients, try using these forms:

Customer Avatar Creation

Make Your Own Customer Avatar

Customer Avatar Step 3

Set the space to work

What you are planning to do is some of the most fundamental, introspective work you will undertake this year. This work could have dramatic positive results for your business. So, don’t throw it together on your lunch hour. Set the space. Decide for yourself:

  • Where will you physically do this work? At your normal desk, or somewhere else?
  • What time of day is best for you to do it?
  • What kind of music, beverages, and/or snacks do you want to have available?
  • Would it be better to do this alone, or with a partner?
  • Will you print the templates, and fill them out by hand? Or type your answers into a computer?
  • What day will you do this work?

Answer these questions thoughtfully. That’s what this exercise is, after all – it’s a series of questions answered thoughtfully. Start off right by asking yourself how to best set yourself up for success.

Customer Avatar Step 4

Answer the questions

You’re at the appointed time and place. You have all of your materials. The rest of the world is put on pause for an hour or more. Do the work.

While you are here, think of your best customers. Think of who they are, why they came to you, and in a hazy, non-distinct way, think about the type of person that person is like. Think about someone famous that you would love to work with. Don’t define these people in your work, define the group to which these people belong.

Customer Avatar Step 5

Edit and review with friends

Your first draft of your Customer Avatars are just that – your first draft. Show them to colleagues, friends, and even competitors, and ask them for feedback. You will likely have a few surprising responses that make you say, “I can’t believe I didn’t think of that!” This feedback is just as important as the work you put into it, and you can see dramatically positive results in your business if you are open to receiving feedback from others.

Revise your Customer Avatars regularly. As you grow with your business, you will learn more about the people you serve. Incorporate that knowledge into these foundational documents, and your business will continue to improve.

Who else can give you feedback on your Customer Avatars?

We can! Schedule a free, no-obligation 30-minute consultation with us, and we will be happy to give you feedback on your Customer Avatars.

WordPress Website Design

WordPress Website Design

A professional WordPress website design provides three major advantages to your digital platform:  

WordPress Website Design Advantage #1:

Updating your WordPress Website is easy.

Getting an update to your website doesn’t have to involve lengthy (and expensive) back-and-forth discussions with the one designer who knows how to change the website without breaking it. If you need to change a photo or some text, you can log in to the back end of your website yourself, point and click, and it’s done.  

WordPress Website Design Advantage #2: 

People know WordPress websites.

Web designers the world over understand WordPress – at last count, this open-source platform powers 25% of websites worldwide, and no competent web developer nowadays can look at a WordPress site and get lost. Whoever handles updates to your site in the future, it will be in a common language that anyone with IT skills can understand.  

WordPress Website Design Advantage #3:

Your software license will never expire for a WordPress website.

The building blocks of your website will never be recalled, and customer support will never disappear. Too many people speak this language.   When we build a website in WordPress, we are standing on the shoulders of the immense programming community that uses and loves this platform. We can start out with a quick, easy method of creating a cutting edge website, because the plugins and themes developed by other programmers are available for our use.  

Your website is your digital storefront.

The virtual territory that you have claimed and made your own, crafted according to your aesthetics and tastes, a place where you can receive your friends, your audience, and your customers.  

Design is not just what it looks like and feels like. Design is how it works. – Steve Jobs

New website visitors make instant decisions about the character of your business and your brand, based on the first few seconds on your homepage.  

Returning customers will sift through your pages, and their experience will leave them feeling one of two ways – better or worse.   A good web design can sway that decision.  

Working with a professional web designer can make a lasting impression on the people who visit your website.   Your website is your soapbox, where you can showcase your expertise and establish your authority in your industry.  

A professional website design improves the image of your company, engages your audience with your message, and can help to increase customer inquiries and boost revenue. 

3 Questions To Ask Yourself About Your Website

Website design is more than just the “look and feel” of the site. Like Steve Jobs said, design is ‘how it works.’ So, how does your website work?  

  1. How does your website encourage the flow of visitors from one step to the next?
  2. What is the ultimate conversion goal for each website viewer?
  3. What action do you want your new website visitors to do?

Your website is the foundation of your online marketing strategy, which is why it is essential to work with someone who understands the psychology of web design.  

Are you thinking about making or redesigning a website?

Click here, and let's talk about it.

Let’s talk a bit about what a new website design can do for your future.

Answer these questions thoughtfully, and it will assist me in translating your vision into a happy website visit.

I want to know more than just what your new site will look like; I also want to understand what the new website will do for your business.

Website Design Intake Form

We want to know more than just what your new site will look like; we also want to understand what the new website will do for your business, and how it will be used by your audience. Fill out as much as you easily can; skip any question that doesn't provoke an answer. Get wordy if you like.
  • (and also, a bit about why I like each one)
  • This field is for validation purposes and should be left unchanged.
“I’ve had many sites built over the past 10 years. This was, hands down, the best experience in regards to efficiency, design, and back-end mechanics. Caelan is easy to talk to, patient, knows what he’s doing and can execute in a timely manner. It was a pleasure.” Robin Jay

President, Las Vegas Convention Speakers Bureau

Responsive Website Design

Responsive Website Design

A Responsive Website Design changes the layout and sizing of your website elements, based on the size of the screen upon which it is viewed.

In the old days, websites had a defined width, and sometimes a defined height. If your screen resolution did not match those exact numbers, you would have to scroll left-to-right to see the entire website.

Users are used to scrolling up and down, to see the parts of web pages that are ‘below the fold,’ but scrolling left-to-right provides some real usability problems. Now that devices are built with resolutions as wide as 2560 pixels, and as small as 300 pixels, having a defined website width creates a bad browsing experience for most people – unless the website is responsive.

Responsive websites are often 100% width, meaning that they take the full width of the browser, wide or narrow.

To see Responsive Website Design in action:

Responsive Website Design Example On a Desktop:

  1. Bring the cursor of your mouse over to the right hand side of your browser window.
  2. Click and drag the side of the browser window to the left
  3. Notice how the columns below shift their size and appearance

You can even set some elements to only show at certain browser widths, meaning: you can have elements that show only for tablets, only for desktop, or only on mobile.

Responsive Website Design Example On a Tablet or Mobile Device:

  1. Turn your device 90˚ to one side.
  2. Notice how these elements change their position? That is responsiveness.

“If you are willing to do only what’s easy, life will be hard, but if you are willing to do what’s hard, life will be easy.”
– T.Harv Eker

“We cling to our own point of view, as though everything depended on it. Yet our opinions have no permanence; like autumn and winter, they gradually pass away. ” – Chuang Tzu

Responsive website design is essential for SEO

Responsive website design makes it easier for customers to connect with your brand on a device they use all day long: their mobile phone.

Making the effort to build a beautiful website won’t matter, if the website can only be easily viewed on one type of device. Your website needs to look good on desktop, tablet, and mobile.

Many people search the internet on their mobile phone or on a tablet, and older web designs don’t look good on those little screens.

Responsive web design shifts the elements of your website depending on the size of the browser that is viewing it, so it looks good on every device.

Mobile friendly websites are more likely to show up in local search results, and good local search rankings give you the opportunity to connect with more customers in your area.

“Throughout the entire process of updating and re-designing our website, I was thoroughly impressed with Caelan’s work. He was consistently available once weekly for a phone conference to discuss ideas and progress, and was always available to field any questions I had. He also offered a lot of creative suggestions for the website design, and coaching and guidance for future ideas I have for our business growth, as it relates to our website. His willingness to offer further training to myself and my assistant for continued content updates to out site was a very nice bonus. Ultimately we are very pleased with his work and excited about the new website.”

Joshua Phillips, ND

Hawthorn Healing Arts Center