There’s a very specific moment that happens on a lot of websites…

Someone lands on the page…they scroll a bit…they pause… and then you can almost hear their internal monologue:

“Right… but what do they actually do?”

Most businesses don’t lack ideas, they have loads of them, which is exactly the problem.

Because instead of clarity, you get:

• “we could say this…”

• “or we could position it like this…”

• “or maybe we include this as well…”

And before you know it, you’re trying to say everything, which sadly for you, usually results in saying very little.