For high-ticket businesses where losing one deal matters

Are you accidentally repelling customers?

It happens all the time and you may not even know it.

Learn why buyers aren't seeing you as the obvious choice, with the Obvious Choice Audit.

See before & afters

25 minutes, no charge. I look at your website before we talk.

Signs you're repelling customers

  • You lose customers to competitors worse than you
  • Buyers don't know why they should choose you vs competitors
  • Your salespeople have to explain what you do
  • Ask 5 employees what you do, you get 5 different answers

That means your core promise is not attractive to buyers. That's fixable.

Find out why buyers are choosing someone else.

The Obvious Choice Audit

Where buyers stop seeing you as the obvious choice, and what to fix first.

What it's done for others*

Nearly 2x Home Sales

for a Utah home builder

1.9x Avg Homes Sold / month 2025 to Late 2026

Services AuditOverhaul

See the before and after

Zero to Five Leads

for Tanner C. a CPA for high earners

+ Inbound leads in the first two months

Services AuditOverhaul

See the before and after

What you get

  1. Priority Fix List

    An executive summary, and the 1 to 5 things to fix first.

  2. Position Score

    How clear your message and your position actually are.

  3. Competitor Map

    How you stack up against 3 to 5 competitors you choose.

  4. Team Alignment Score

    How closely your leaders and your team agree on what you sell.

How it works

  1. Day 1

    Intro call

    I look at your website first, then we get on a call. If positioning isn't what's holding you back, I'll say so and we stop there. No pitch.

  2. Days 2 to 4

    Deep dive

    You name 3 to 5 competitors, and 3 to 6 of your people answer a 10 minute survey. I score your website and core promise while that comes back.

  3. Day 5

    Report

    We walk through the report together for 60 minutes and answer any questions.

The investment

$2,500

The Obvious Choice Audit report

  • Priority Fix List
  • Position Score
  • Competitor Map
  • Team Alignment Score
  • Five days from the intro call to the report.
  • The Audit isn't a separate purchase if you go further. Its $2,500 comes off the Overhaul.

If the Audit doesn't surface at least three specific places you're losing buyers, you don't pay for it.

If you already know it's broken and you want it fixed

The Obvious Choice Overhaul

I zero in on your core promise, add your reasons to believe it, and hand you a playbook to start using it that day.

Everything in the Audit, plus

A new core promise, so customers understand exactly what problem you solve and why they should choose you.

And the core promise playbook

  • A one liner / an elevator pitch
  • Three benefits and differentiators
  • A homepage wireframe with the new core promise applied
  • The custom language to use everywhere else
  • A checklist to start using it that day.

Investment

$10,000 to $20,000Scoped to the company and the work. The Audit isn't a separate purchase if you start there. Its $2,500 comes off this price.

Better words won't fix it.

What you're known for, and why someone picks you instead of the other guy, has to be settled before anyone writes a headline. That's the work.

Wes Critchfield

Hey, I'm Wes

Red Powder, Sandy, Utah

I find where high-ticket businesses lose buyers, and I fix what they say. As the former Chief Strategy Officer at Utah's #1 mortgage broker, I know a thing or two about selling high-ticket items.

Questions

What exactly is the Obvious Choice Audit?

I go through your website, your sales materials, and the competitors you lose to, and I tell you where the case for choosing you falls apart. You get the problems named, and the order I would fix them in.

Who is the Audit for?

Whoever can change the message. Usually an owner, a CEO, or the person running sales and marketing at a company selling something expensive, where losing one deal matters. It assumes you already have customers and revenue, and are not still working out the offer. It is not for companies looking for a copywriter, social media help, or a surface-level rewrite.

Is this a copywriting service?

No. A copywriter writes what you tell them to write. This works out what you should be saying in the first place. The writing comes later, in the Overhaul.

What happens after the Audit?

You have the problems and the priorities. Some clients hand that to their own team or their agency and run with it. Others have me do the work, which is the Overhaul.

Can you implement the recommendations?

Yes. That's the Obvious Choice Overhaul, and I do that work myself rather than handing it off.

How much does the Overhaul cost?

$10,000 to $20,000, scoped to the company and the work. The Audit isn't a separate purchase if you start there. Its $2,500 comes off this price.

How long does the process take?

Five days. A 25 minute intro call to start, three days while your competitors and your team's survey answers come back, then the report and a 60 minute call to walk through it.

Let's find out what's getting in the way.

A call to talk through where you're losing people, and whether the Audit is the right next step.