The domain onwardfinancing.com doesn't sell loans or capital—it sells CPR certification. This isn't a pivot; it's a complete identity crisis that reveals a critical failure in digital strategy.

"When your domain says 'financing' but your business is 'CPR training,' you've already lost the trust battle before the first click."

The tech stack tells a story of competence—Bootstrap, Google Analytics, Cloudflare—yet the core strategy fails at the most basic level: matching your domain to your value proposition. Rob Webb and Jane Horton are running a legitimate training business, but they're hiding it behind a domain that screams 'financial services.'

• Domain mismatch kills SEO and trust instantly
• Zero traffic indicates catastrophic discoverability
• Revenue suggests offline or referral-based sales only
• Social presence is strong but disconnected from domain
• 7-person team should be able to pivot or rebrand