My client, Ben Utley, sent in these thoughts on his new website – and they’re so strategic that I just had to share (it’s a proud mama-bear moment when your clients turn into branding geniuses themselves!)

1. Visitors are not trying to opt in – they’re looking for a reason to rule me out. (This follows the principle of adult education that they seek only what’s immediately applicable)

2. Every link is a promise. And every click says, “OK, prove it,” giving me a chance to keep my promise and build trust, or to break it.

Gold star, Ben!


About Ben Utley

I’m a Certified Financial Plannerâ„¢ with Physician Family Financial Advisors Inc., a fee-only financial planning firm serving physicians in several states from coast to coast.