give yourself and your clients the gift of clarity

if a stranger lands on your website, will they be able to ascertain what you do and if it’s for them in a matter of seconds? (if you’re not getting conversions from your site, and if the ones you’re getting are not well-fitting for you, the answer is ‘no’).

a common trap i see business owners fall into is making their copy confusing. this typically is because:

they are afraid of people feeling left out and, therefore, missing out on potential business.
they don’t know what they’re offering, for whom, and how it helps them.

the irony of number one is that this fear ultimately creates a situation where trying to serve everyone leads to fewer people interested. people want to feel seen and understood in your marketing. that’s harder to do when you’re not clear and direct.

number two is common in earlier stages of growing your business or when founders say ‘yes’ to so many different opportunities that their offerings, clientele, and price are all over the map.

either way, it takes some bravery (grounded in evidence, mixed with intentional business design rooted in your values, the impact you want to make, how much time you have/want to spend in the business, and how much you want to earn).

pause to do a gut check and see if your marketing is speaking directly to your best potential clients and inviting them to take the next step with you.

if not, ask yourself if you might be falling into buckets 1 and/or 2.

and then address how you can correct it so that you’re doing yourself and your potential clients the kindness of letting them know what you offer clearly and quickly so they can decide if it’s worth further investigation and you can trust that the leads you get are better-aligned and qualified.