At the risk of mixing metaphors, gaining new clients online involves a delicate combination of juggling multiple balls in the air while walking on eggshells. Over here, you’re told that you have mere seconds to capture a website visitor’s attention. Over there, you’re being told that “content is king” and that you need to write-write-write in order to win-win-win. Take a breath. If you’re feeling overwhelmed by a list of seemingly contradictory to-do’s, turn things on their head and work on fixing these to-don’ts instead.

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