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A business owner once showed me their website mid-conversation and said, "I just had this redone two years ago." The team page listed people who had left. The services page described work they no longer offered. The home page opened with how long they had been in business. Two years. And it was already a liability. That moment comes up constantly. So here are 5 things I keep saying, in a different order than last time, starting with what I actually see in the room, not what s