The day I realised no one knew what I did – and how it changed everything

For over 15 years, I thought clients hired me because I was good at design.

Logically, it made sense. I cared deeply about typography, layouts, brand systems. I assumed they cared too.

They didn’t.

That realisation hit me like a brick.

Clients weren’t paying for design. They were paying for what design gave them: more sales, more trust, more clients, more growth.

Design was just a tool.

They cared about the outcome.

This shift changed my business. It made everything easier.

If you run a business—especially in professional services—there’s a good chance you’re making the same mistake.

Let me explain.

Clients don’t want your service…they want their problem fixed

Every client I help starts the same way.

They tell me about their services. Their expertise. Their process.

They say, “We just need a better website to show what we do.”

But here’s the thing:

No one is buying your process. They’re buying their future, without the problem.

If you sell legal advice, they’re buying peace of mind and fewer headaches.

If you offer consulting, they’re buying clarity and a better-performing business.

If you design websites, like I do, they’re buying more of the right clients. Not a website.

See the difference?

I was speaking the wrong language

When I spoke about design, fonts, layouts, and creativity, clients nodded. They smiled.

But they didn’t buy.

Because I was speaking my language, not theirs.

They cared about standing out. Being trusted. Getting bigger clients.

When I started talking about outcomes, my close rate doubled.

I didn’t get better at design. I got clearer about what clients actually valued.

Messaging is the difference between busy and struggling

You can be amazing at what you do.

But if people don’t understand it quickly, they move on.

Your messaging is what makes someone say, “That’s exactly what I need.”

Weak positioning leads to:

• Confused prospects.
• Low-quality leads.
• You competing on price.

Strong messaging leads to:

• Clients seeing your value fast.
• You setting your price based on results.
• People coming to you, ready to buy.

Which one sounds better?

Messaging is the shortcut to trust

Positioning is knowing your value against your competitors.

Messaging is communicating it so clients get it immediately.

It’s your website headline.

Your pitch.

Your LinkedIn bio.

These few lines decide if someone stays or clicks away.

Good messaging is simple:

• The problem they have.
• The outcome they want.
• Why you’re the safe choice.

All in under 10 seconds.

What I now ask every client

Every project I start begins with these questions:

1. What keeps your ideal client up at night?
2. What outcome would make their life easier?
3. How can we prove, fast, that you can deliver it?

These questions force clarity.

They shift your focus from what you do to what clients need.

That shift is everything.

The simple fixes that you can do

If your website isn’t bringing in work, it’s usually one of these:

You’re talking about yourself, not the client’s problem.

Your message is vague.

You look like everyone else.

Fix those, and things move fast.

Why this shift made my life easier

When I stopped selling design and started selling outcomes, I:

• Worked with better clients.
• Spent less time convincing.
• Charged more.
• Delivered faster because clients knew what they wanted.

All because I got clear.

Now it’s your turn…is your message working?

Be honest.

When someone visits your website or hears your pitch, do they know, instantly:

1. What problem you solve?
2. What result you get them?
3. Why they should trust you?

If not, you’re making them do the work.

They won’t.

Want help spotting the gaps?

I run a Website & Message Check for businesses in professional services.

We review your website, your message, and your positioning.

We spot the gaps that are quietly costing you clients.

We show you exactly what to fix.

One clear message can unlock your next big client.

Interested? Click here to get started.

Have you ever had a moment where you realised clients didn’t care about what you thought was valuable?