Bring back the basics

We all do it. We start a business, and make a website or post on social media, and gradually add ideas and information. Perhaps you come to one of my marketing workshops and I give you an idea, which you add. And over time you get busier and busier. And you gradually drift into other marketing activities, with different messages. And you start to leave out the essential, foundational details. 

I was reminded of this yesterday when I spoke to a dog trainer. When I first met him a few years ago he told me part of the reason he's good at dog training is because he really understands dogs. He actually lived with a pack of dozens of huskies for quite a while. That's a stand-out experience. It helps to quickly build trust, and set him apart from other dog trainers. But he barely mentions it on his website now. Instead he talks about different types of training, and offers plenty of other information but he's lost the sense of urgency and evidence that he's good at what he does. 

I've done it too. I used to say that I helped tourism businesses become more profitable, helping owners feel less overwhelmed or isolated. And then I added services and started to talk about each of the options instead of always mentioning that fundamental starting point. 

What are you perhaps forgetting to mention? 

What do you assume visitors know about you? 

What do you think is on your website, but needs to be double-checked and clarified?