"We actually do well for our website. So imagine if our website was good."

A client said this to me recently and I haven't been able to stop thinking about it. She's been running her therapy practice for ten years. Two buildings — she owns them both. Four hundred clients a week. Clinical director with Ivy League training. A reputation that travels through every therapist, doctor, and school counselor in her area.

And a website that looks like every other practice in the state.

In this episode, I'm talking about the gap — not between success and failure, but between how good you are and how good you look to the people who don't know you yet. The ones Googling at midnight. The ones who just moved to town. The ones who need exactly what you offer but can't tell you're any different from the dozens of other options on their screen.

Word of mouth is the best marketing. But it has a ceiling. At some point, your brand needs to reach the people your reputation can't.

If you've ever thought "people just don't know what we actually do here" — this one's for you.