There’s a specific physical flinch that happens when you look at your own website. Most people push past it. It’s the most accurate instrument you own.
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You Can’t Outsource the Part Where You Decide Who You Are
You hired good people. The result is beautiful. It still doesn’t sound like you — and no amount of redesign is going to fix that.
Top Three and One Fix: Why the 47-Item Audit Never Gets Done
A complete list of everything wrong with your website is the least useful thing anyone can hand you. Here’s what to ask for instead.
Three Businesses Wearing One Coat
Your website isn’t underperforming because the design is wrong. It’s underperforming because it’s trying to be understood by three different people at once.
The Non-Answer Is Also an Answer
On every audit I do, some findings can’t be rated yet — because the seller hasn’t answered. How long that stays unanswered is its own finding.
The Trapdoor: When Revenue Has a Hard Floor Under It
Some revenue declines gently. Some revenue holds perfectly steady until the day it drops through the floor. Only one of those is priced into the listing.
