Build First.
You already know the site is the easy part. Getting someone to pay for it is the whole game. That’s what this book is. Build a contractor a demo site in a couple hours with AI, send one text, get paid. The exact prompts, the exact message, and a day-by-day plan to your first $500.
Not my words.
“A practical, insightful approach to getting clients. Quite useful. Easy to digest and actually apply.”
I came out of a bootcamp broke.
Did everything they told me to do. Applied everywhere. Not a single job offer. Starting my own agency felt too early, too risky. But when your back is against the wall, you stop overthinking and start doing.
I started charging $250 for basic sites. Plumbers. Landscapers. Electricians. People who needed to show up on Google and didn't need some bloated $10k setup to make it happen.
I stopped pitching and started building.
Here's what changed everything. Instead of asking a contractor if he wanted a website, I built him one first. Then I sent one message:
"Hey, I saw your website had some issues and is probably not bringing in any new clients on its own. I built you a demo site, wanna see it?"
That one flip killed the hardest part of sales. You don't have to sell the dream when you can just show it to them. People open that message. People reply to that message.
What started as desperation turned into a real agency. I hit a $15,000 month. Not because I got lucky. Because I kept improving the system.
This book is that system.
The tools you can run tonight.
This isn't a book you read and think about. These come with it, ready to use.
The Prompt Pack: Build Demos at AI Speed
Three exact prompts I use to build and personalize contractor demos. Build a demo from scratch, swap it for the next contractor, and tighten the outreach message. Copy, paste, run.
Your First $500 in 14 Days
A day-by-day action plan. No theory. Just the exact steps to find your first contractor, build the demo, send the message, and close the job.
The One-Page Pricing Sheet
Steal my exact pricing tiers. Ready to hand over in a conversation or drop in an email. No more guessing what to charge.
Plus the full playbook.
6 parts. 17 chapters. The whole machine from first demo to recurring revenue, so the tools aren't just tricks.
Pick Your Lane
Why contractors beat tech startups, and where the money actually is in every town in the country right now.
The Demo Method
How to build a demo in two hours using AI, make it look premium, and send the message that gets replies.
Get the Yes
Free leads, no ads. The outreach system. How to follow up without being annoying.
Close Without the Sleaze
The no-BS close. Kill every objection. The pricing staircase that scales your income.
Build and Hand Off
Sites that just work. How to deliver, hand over the keys, and keep the relationship clean.
Turn It Into a Business
One-off to recurring. Make them come to you. Own the platform so you stop starting from zero.
One message. Everything changes.
The old way: find a business with no website, ask if they want one, try to describe something they can't picture, wait for a maybe that never comes.
The new way flips it. You build first. Then you show them.
"Hey, I saw your website had some issues and is probably not bringing in any new clients on its own. I built you a demo site, wanna see it?"
You're not asking permission to pitch. You're not selling anything yet. You built them something and you're offering to show it to them. That's a gift, not a sales call.
It kills the imagination gap. You're handing them something real with their business name on it, in their town, with their services on it. They see themselves. That changes the whole conversation.
Same business. Two screens.
Left is what a lot of these guys are running right now. Right is what lands on his phone a couple hours after you decide to build it.
Both of these are figures out of the book. Neither one is a real client.
Will Ray. The Tech Dad.
Former criminal. Recovering addict. Self-taught developer. I came out of a coding bootcamp with no job offers and built a web agency from scratch to support my kids, serving contractors and tradespeople.
I'm not a guru. I'm a guy who figured out a system that works and wrote it down so somebody else doesn't have to figure it out alone.
Why $27?
Courses that teach less than this run $500 to $2,000, and most of them are taught by people who never ran the business. This is the whole system I actually run, and my first site paid $250. One client covers the book nine times over.
It's $27 because I want the person it's written for to be able to buy it. The guy at the kitchen table after the kids are asleep. That was me.
Who this is for.
This is for you if
- Someone who just finished a bootcamp and can't land a job
- A freelancer doing one-off projects with no recurring income
- Someone who wants their own income and is tired of asking permission
- Someone with basic HTML/CSS skills who doesn't know how to turn that into money
- A guy in recovery trying to build something real while life is still messy
Not for you if:
- You want to build SaaS products or land corporate clients
- You're looking for a get-rich-quick shortcut with zero work
- You already have a full agency roster and know the system
The questions I get most.
Do I build the demo before I message him, or after?
Before. That's the whole method and it's the part people flip around. Pick a contractor with a bad site, build the demo, then send one text with a link he can open on his phone.
Ask first and you get "let me think about it". Show first and you get a reply. The prompt pack is in the book so building before you know he's interested costs you a couple hours, not a week.
Who pays for the hosting?
The demo is on you, and it's pennies. Cheap static hosting for a few demos costs almost nothing, and you're only carrying it while he decides.
Once he says yes, hosting is inside the monthly. My tier one is $500 to build it, then $97 a month to host it and keep it running. If he'd rather own it outright, you hand him the files and he hosts it himself. Both routes are in the book, with the pricing sheet.
What about the contact form? A static site can't email anyone.
Correct, it can't on its own. On a demo an unwired form is fine. It only has to look real.
On a live site you run it through a free form service like Formspree, Web3Forms or Netlify Forms, or a small mail script, so the lead lands in the owner's inbox the second they hit submit. A form that goes nowhere is worse than no form.
Does this work outside the US?
The method does. The numbers might not. Everything I charge was set in a US market selling to local contractors.
Build the site first and send one text works anywhere somebody googles a plumber. Price it for where you live instead of converting my sheet into your currency and expecting the same yes.
Do I need an LLC before I start?
I'm not a lawyer and this isn't legal advice. I didn't have one when I took the first $250, and nothing in the book needs one.
Get a paying client, then set up whatever your state or country expects once there's money moving. Sorting paperwork before you've sent a single message is the most comfortable way to never start.
Build First
The No-BS Blueprint for Starting a Web Agency. One price. Everything included.
- The Prompt Pack (3 ready-to-run AI prompts)
- Your First $500 in 14 Days action plan
- One-Page Pricing Sheet
- The full 17-chapter book (PDF)
Instant PDF download. Questions? Email will@heywillray.com.
Numbers are US local contractors. Elsewhere the price is different, the method isn’t.
Book plus the working files, $44
$17 more than the book alone. The book tells you to build the demo first and then send the message. These are both: the Demo Site Loop, one prompt to build the demo, then Claude grades it against my 10-point client checklist and fixes what failed until it passes, and the Outreach Swipe File, the exact texts, DMs and voicemails that got contractor clients.
Get Both, $44Both land in one checkout, nothing to tick. Want the book on its own? That’s the $27 button up the page.
Not buying today? Take this instead.
The Second Brain Starter Kit is the setup I run behind the whole agency: a blank vault plus a prompt that interviews you and fills it in, so you stop re-explaining your business to your AI every session. Free, and it stays free.