Positioning
Positioning is the short, specific answer to who you're for, what you do for them, and why you instead of the alternatives. It decides every headline on the site.
Why it matters
Without it, copy drifts into adjectives and visitors can't tell you apart from the next result. AI tools struggle too, because they summarise what you say about yourself.
In practice
- Write one sentence: for whom, what problem, what proof.
- Test it on five customers and keep the words they use.
- Put it in the homepage headline and the first line of every service page.