In his book “Nothing you don’t already know“, author Alexander den Heijer shares a simple but powerful statement:
You don’t inspire people by revealing your super powers; you inspire people by helping them reveal their own super powers.
This applies to inspiration, but I also think it can apply to your website and marketing.
As explained by Donald Miller in “Building a Storybrand” (and virtually every time he speaks), your goal is not to be the hero to your clients. Your goal is to be their trusted guide, and help them to be the real hero. Help them find their super powers.
If you can make that happen, it’ll be hard to ever lose that trust.