I've written before about what I call the "ego-driven" site, where we focus too much on ourselves. I should know, I did it myself once (see V1.0 and V1.1 of my therapy website). This author hits that nail *right* on the head.
I'll just finish with this drop-quote from the piece, and let you decide if you want to read it:
On the top of every prospect’s mind is one question. When you answer it, you’ll be in business.