Explaining what you do.
WHAT POSITIONING ESTABLISHES
Who it is for, what it replaces, and why it is better for them.
WHY IT MATTERS
Without it, visitors cannot tell whether the product is for them, and they leave.
WHAT TO STATE ON THE FIRST SCREEN
What the product does Who it is for What to do next
WHAT TO AVOID THERE
Abstract claims Industry language Descriptions that could apply to any product
WHAT TEST TO APPLY
Could a competitor put their name on this sentence?
WHAT THAT REVEALS
Whether it says anything.
WHAT SPECIFICITY ACHIEVES
Fewer visitors, and more of them right.
WHY THAT IS GOOD
Attracting people who will not buy costs support and morale.
WHAT TO NAME
The alternative you replace: a spreadsheet, a manual process, a competitor.
WHY
People understand new things by comparison.
WHAT TO LEAD WITH
The outcome, rather than the mechanism.
WHAT PROOF TO SHOW
Named customers, with permission Specific results Numbers you can support
WHAT TO AVOID
Invented testimonials Vague statistics Logos of companies that are not customers
WHY
It is dishonest, and it is discovered.
WHAT TO REVISIT
Positioning, as you learn who actually buys.
