It claimed that most websites don't have a traffic problem. They have a trust problem.

Honestly? That's closer to the truth than most marketing advice.

But I think it still stops one layer too early.

In this episode, I explore why trust is usually a symptom, not the root cause. We talk about Mexican restaurants with terrible websites, therapists with strong reputations, businesses that mistake polish for credibility, and the dangerous habit of treating every problem like it belongs to the service you're trying to sell.

Along the way, I share one of my own mistakes: building a website for approval instead of action, and what that taught me about trust, incentives, and the difference between looking professional and actually being trusted.

If you've ever been told your business needs a better website, more traffic, better branding, or more leads, this episode might help you ask a more important question:

What is the actual problem we're trying to solve?

Because sometimes the obvious problem is real.

It's just not deep enough.

And that's the wrong problem.