I’m writing my own website messaging for my new site right now and guess what I’m not doing?
→ Talking about how important what I do is
→ Talking about how much time you’ll save by not DIYing and hiring me instead
→ Talking about pain points (pretty much… at all)
Because my target market, by the time they’re on my website, already believes they want/need an expert like me.
They’re also empowered around this business investment (launching a new website is about forward motion for them, not usually about struggles).
What I want them to immediately “get” is that I’m the expert they’re looking for.
Not saying your business is exactly like mine.
But I am saying: think differently.
-Krista
P.S. I’m also wrestling with something for my own site right now.
After years of doing this… I’m in a chapter of firm belief that what I do is not a commodity. Aka, not a grab-it-off-the-shelf product.
I know a lot of you reading this probably feel the same about your work.
...And one common thing that (IMO) accidentally positions expert-led work as a product … is the service menu format. You know, listing out packages like “here’s what’s on the shelf, pick one.”
I don’t think this services page setup is wrong (don’t go deleting yours just yet), but I’m challenging myself to share project and pricing expectations without relying on that structure.
And as a result, build an arsenal of de-commodifying strategies I can carry into my client work, too.
Just like pain-point-heavy paragraphs or low-stakes promises about saving time, I’ve got a hunch that the productification of services has gone a little stale. At least when it comes to public offer positioning.
