The Clarity-to-Authority™ Method - How to position your business online

Most businesses don’t have a website problem. They have a positioning problem.

If your brand isn’t attracting the right clients, if your website feels disconnected from your business's current state, or if you’re spending more time explaining what you do than actually selling it, this one’s for you.

We help businesses fix this every day. And I see the same issues over and over again.

Let’s get straight to it.

Be clear, not clever. Every single time.

Most businesses try too hard to be clever. Fancy taglines. Overcomplicated messaging. You’ve seen it, you know what I’m talking about. All that happens is your clients have no idea if you’re the business for them.

Don’t get me wrong, I’m a designer - I love a clever tagline but, nobody has time to decipher what you do. If your homepage doesn’t make it clear within 5 seconds, you’re losing business.

Here’s what we recommend to fix it:

1. Ditch the fluff. Swap abstract phrases for direct, problem-solving statements.
2. Lead with value. What do you do, who do you do it for, and why does it matter? A good rule of thumb is to follow this formula, [What you do] + [How it solves their problem] + [Why they should choose you].
3. Make the next step obvious. Guide visitors to action, whether that’s booking a call or downloading a resource. Be clear and tell them what’s expected.

What is positioning? Why should I care?

In the nicest possible way, you’re probably not unique, your business isn’t unique and your visual identity isn’t unique. Your competitors probably sell a similar service.

So why should someone choose you?

The best businesses in the world don’t just list features. They position themselves as the only logical choice for their ideal client.

Here’s what we recommend to nail down your positioning.

• Define your niche. The more specific, the better. Seriously, age, demographic, pain points, location, etc. It all helps!
• Speak their language. Your site should sound like your ideal client, not your industry. Skip the jargon, don’t use buzzwords, use phrases and emotions your customers will be looking for or feeling.
• Frame the problem. Show them you understand their pain points better than they do.
• Make your unique value obvious. What do you do better than anyone else? By following the above advice, you’re already most of the way there.

A website without thought is just a flyer

A great website doesn’t just look like your brand (although it absolutely should). It needs to pay ‘rent’ so to speak. Imagine it’s an employee, if it’s you’re not seeing a return on investment, you’d fire them right?’Your website needs to do three things:

1. Attract the right people.
2. Hold their attention.
3. Get them to take action.

We recommend:

• Optimising your homepage. Cut the jargon. Be crystal clear.
• Using social proof. Testimonials, case studies, and trust signals build credibility.
• Simplifying navigation. If they have to think too hard, they’ll leave. Have as few links as possible, do they really need to see your blog that you’ve not updated in 3 years? Probably not.

The power of ‘This is EXACTLY what I need’

You know you’ve done your job when your site visitors feel like your service was built for them.When positioning is done right, your site becomes a magnet for the right clients. They land on your page and instantly feel like they’ve found what they’ve been searching for. Delightful, right?Where most businesses go wrong

1. They try to appeal to everyone. (If you’re for everyone, you’re for no one. Note: unless your marketing budget has about 5 zero’s on the end)
2. They focus on features instead of problems solved. For the love of god, don’t list 30 services you offer. That helps no one.
3. Their site lacks a clear journey. (Where do you want visitors to go? Make it obvious.) This also means you don’t get to use ‘funky’ labels for key pages, sorry, but ‘The Squad’ isn’t as good as ‘Meet the team’.

How to reposition your brand: The Clarity-to-Authority™ Method

If you’re looking to realign your business to attract better clients, this is the framework we run through with our clients.

1. Identify your ideal client. (What do they want? What do they struggle with?)
2. Refine your messaging. (How do you talk about what you do in a way that clicks with them?)
3. Optimise your site. (Clear, compelling, conversion-focused.)
4. Use strategic content. (Articles, insights, and proof that reinforce your expertise.)
5. Make the experience seamless. (From homepage to enquiry, every step should feel natural.)

Remember, the world is a small place. Don’t keep attracting the bad clients.

Bad positioning leads to low-quality leads, price resistance, and slow growth.Good positioning means better clients, higher fees, and faster sales cycles. (That’s what we want!)You can easily change your brand and logo, but how people perceive your value is the most important thing.And if that perception isn’t working for you, it’s working against you.Need help? Grab my free PDF below or give us a shout

The Clarity-to-Authority™ Method PDF

‍This is exactly what we do at VisionaryGrid Studio, so if your brand and website are… a little behind so to speak. Why not run through our self-assessment and see how your business stacks up? https://www.visionarygrid.studio/self-assessment