I sat down with Josh Passler, founder of Finart, a web and brand studio built exclusively for financial advisors, and this conversation genuinely shifted how I think about online presence and brand strategy. He's an advisor who learned design, and that distinction changes everything about how he builds for his clients.

We got into why so many advisor websites look identical, why beautiful design without clear positioning is just expensive decoration, and why your homepage functions more like a bouncer than a brochure. 

Josh also broke down his "cover your logo" test, the real reason mimicry kills your brand, and why ugly websites with precise messaging will always outperform stunning sites with fuzzy strategy.

What's one thing about your brand that you think truly sets you apart, and have you ever actually said it out loud to a potential client?