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.

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.

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.

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.