7 tasks to uncover what your brand and website are really telling clients (and any evidence that might be costing you leads).
These questions aren't meant to trick you! The aim is to help you spot the clues you might be overlooking. After all, you can't fix any problems unless you know they exist. (Sometimes it's just hard to spot them from your place, inside your own brand.)
So, take the time to sit with each task and respond honestly. There's no scoring. No "right" answers. You'll get the most out of it by actually completing what's asked, rather than just reading and guessing.
Before looking at anything, write down three words you think a client would use to describe what it's like to work with you. And I mean, actually write them down somewhere!
Are you using those three words, or something close to them?
If not, that's worth sitting with. It means the way you feel about your business and the way it's actually communicated on your website are two different things. There might be a misalignment there.
Write one sentence that describes what you do and who it's for.
BUT you can't use any of these words:
expert, passionate, trusted, results-driven, help.
Certain words become overused because they're safe. They might be a bit fluffy (lacking in real substance or not very concrete) or so generic that they don't say anything a competitor couldn't also claim.
If you struggled to complete your sentence without them (or other fluffy words), that can be a sign that your positioning still lacks a distinct angle.
Go to your homepage. Read your headline out loud.
Does it describe your ideal client and a transformation they can gain? Or does it describe you?
"20 years of experience helping small businesses" is about you. "Get clarity about your next career move" is about them, and provides the right person with a much stronger reason to keep reading.
Most homepages default to the first without realising it.
Pull up the website of a competitor, who offers something similar to what you do, in the same niche.
Would you be able to place their headline on your site without feeling like something is off? Could yours sit on theirs?
If the answer is yes, that's the clearest sign there is that your positioning isn't distinct yet. It's too interchangeable.
Without looking at your website, write three adjectives that describe your brand's personality.
If you now look at your actual colours, fonts, and imagery, do they accurately express those three words?
And as a second test, could those visuals also belong to just about any other brand in your category (meaning, the personality you're describing might not be very unique)?
Pull up your last five pieces of marketing. That could include social posts, emails, PDFs, whatever you've got easy access to.
Do they look like they came from the same business, made with a plan behind them?
Or does it feel like a different decision was made every time?
When it comes to this area, it's rarely a matter of just one bad piece sticking out like a sore thumb. Often the real issue is a subtle drift between all the different pieces, that can become more noticeable over time.
Think about the last 10 enquiries or conversations you've had with potential clients. (If you track these formally, even better! Go pull them up.)
Are people asking questions your website should have already answered?
This is the one that's hardest to argue with. It's not your opinion (or mine!). It's what your own potential clients are actually telling you, over and over.
If it was three or more, that's a sign that something fundamental in your brand might need fixing.
It's not about paying more attention or trying harder. Gaps like these happen when the foundations are a little shaky. You need stronger clarity in what your brand stands for, what your message is, and how it's conveyed through your website.
You can find all sorts of useful insights on the topics of branding and websites right here.
Or, if you're ready to take a serious step forward now, the Brand & Website Elevation is a 1-on-1 partnership where we work closely together to unveil a whole new level for your online presence, designed to actually reflect the expertise you bring to your clients.