You check your business email inbox.
Result! A client prospect has emailed you via your website.
“I’ve just seen your website and would like to know more. What do you do?”
“Oh, what a waste of time”, you say. “Can’t this person see that I’m a (or an) [insert your profession here]. If they can’t be bothered to read my website, then why should I bother responding?”
A reasonable reaction, at times. But then you care to review your analytics.
You notice that the prospect spent several minutes on your website and read several pages, including your frequently asked questions, terms of service, and articles from your blog.
So then, you check your website and read those pages.
Whose fault is it now?
Whose fault is it that your client prospect doesn’t know what your services can do for them?
Whose fault is it that the headline on your homepage doesn’t make sense?
Whose fault is it that your blog posts are random and promote mixed messages?
So, whose fault is it that your client prospect doesn’t know what you do?
If your website visitors can’t tell if they need your services, then that’s your fault.
If your website doesn’t speak directly to your client prospects, then that’s your fault.
If your blog posts don’t adhere to a clear marketing strategy for your target audience, then that’s your fault.
How well do you know your target audience?
Why would your target audience think you can provide the solutions it’s looking for?
Now read your website.
When prospects ask: “What do you do?”, what do you say?