Introduction
“Don't come in with agency talk — speak plumber.”
— Wendell Jordan
That powerful line from Wendell Jordan, SEO strategist and founder of Jordan Marketing Consultants, captures the heart of this episode of The Strategic Thinkers Podcast. If you work with clients, outsource services, or want to build lasting partnerships that actually deliver — this is the conversation you've been waiting for.
Here's a breakdown of the key lessons from the episode and how you can put them into action.
Meet People Where They Are
The first barrier to trust? Language.
“You have to meet your clients at their level of understanding. If they're in window treatments, speak window treatments.”
— Wendell Jordan
Key insight: Clarity builds connection. It's about respecting your audience's expertise, not oversimplifying it.
Action prompt: Audit your homepage, pitch deck, or next client conversation. Are you speaking with your audience or over them?
Choose Your Partners Carefully
Whether you're a service provider or a client, your success depends on the strength of your partnerships.
“They paid more, got less, and still had to pay me to clean it up.”
— Wendell Jordan
Key insight: Fancy pitches mean nothing without real transparency and performance.
Action prompt: When evaluating partners, ask for proof of work — deliverables, sample reports, team bios. Get beyond the sales deck.
Visibility Isn't Vanity
A critical reminder from Wendell: feeling visible isn't the same as being findable.
“You're searching for yourself… from your own device… inside your own business. Of course you're ranking.”
— Wendell Jordan
Key insight: Local SEO and unbiased visibility checks are crucial. Private browsers are your best friend.
Action prompt: Ask someone in a different ZIP code to Google your services. See what they find — and what they don't.
Collaboration Over Competition
Wendell made a bold shift: moving from "doing it all" to "partnering smarter."
“We don't do web design anymore. Not because we can't, but because someone else does it better — and we partner.”
— Wendell Jordan
Key insight: Specialization earns more trust than generalization.
Action prompt: Review your offers. What can you delegate, refer, or phase out to sharpen your focus?
Strategy Is Simplicity
Forget the complicated funnels for a second. Wendell's take:
“Online presence isn't just SEO — it's making sure people can find you, understand you, and trust you.”
— Wendell Jordan
Key insight: If your basics aren't clear, no amount of fancy marketing will save you.
Action prompt: Start with three questions:
- Can people find me when they search?
- Do they understand what I offer?
- Does my presence immediately build trust?
Final Takeaway: Trust Wins Every Time
At the end of the day, SEO, marketing, and sales tactics all serve a deeper goal: building trust.
When trust is high, clients stay. They refer. They grow with you.
When trust is low, no amount of strategy can fix it.
Show up. Stay aligned. Speak clearly. That's how you win.