THE AVISO BLOG
Marketing advice for businesses that refuse to blend in.
Straightforward strategies, smart ideas, and the occasional spicy take on websites, branding, SEO, AI search, and marketing your small business.
FEATURED ARTICLE
WTF Is a Brand Strategy? (And Why You're Losing Clients Without One)
You can be the best in your field and still lose clients to someone worse. Here’s the actual, fixable reason why, and it’s not your price or your skill.
All The Latest
Dive into my library of knowledge, and thank me later.
How to Refresh Your Brand Positioning as Your Business Evolves (Case Study)
Most established businesses do not need a full rebrand. They need stronger positioning, clearer messaging, and a customer journey that reflects the depth of the work they already do. Inside this Brand Strategy Intensive for Points for Wellness, we unpack what happens when a growing business starts blending into its industry — and how strategic positioning helps separate it again.
Why Most Coaching Websites Fail to Build Trust (And What This Website Did Differently)
Most coaching and wellness websites don’t fail because they look bad. They fail because they overwhelm, confuse, or never fully connect with the person searching for help. Here’s what this custom website redesign did differently — and why strategy matters more than aesthetics alone.
Chiropractic Website Design: Why Most Don't Attract the Right Patients (And What Actually Does)
Most chiropractic websites look fine. They also look exactly the same. In this case study, I break down why we took a different path when designing a Santa Cruz chiropractor’s website — and how positioning, brand choices, and knowing who you’re actually talking to can matter more than following industry norms.