How to Explain What You Do (When You Do a Lot of Things)
- Lola
- 21 hours ago
- 2 min read
If you've ever stumbled over your own answer to "so what do you do?", you're not alone. And the issue isn't that you do too much. The issue is that you haven't found the thread that connects it all.
Most service providers offer a range of things. Strategy, implementation, support, consulting. Sometimes they've evolved over years. Sometimes they've deliberately built out a suite of services. Either way, when it comes to explaining what you do online, or even in a conversation, the variety becomes a problem.
Here's why: your potential clients aren't trying to understand your full capability. They're trying to work out whether you can solve their specific problem. When your messaging tries to cover everything, it ends up saying nothing clearly.
The fix: how to explain what you do (without listing everything)
Instead of describing your services, describe what changes for the people you work with. Not "I offer brand strategy, website design, and content direction," but "I help service businesses clarify their positioning and build a professional online presence that generates better enquiries."
That's one sentence. It covers multiple services. And it speaks directly to the outcome your ideal client is actually after.
How to find your thread and explain what you do clearly
Ask yourself: what is the transformation that happens across all the work I do? Strip back the tactics and the deliverables. What is the client better at, clearer on, or more capable of after working with you?
That's your core positioning. That's the thing you lead with, everywhere.
what happens when you get this right?
Your website stops trying to explain everything and starts doing one job: communicating clearly to the right person. Your enquiries improve because people self-select in (or out) before they ever reach out. You stop spending energy on misaligned conversations.
Clarity isn't simplifying what you do. It's finding the clearest way to say it.
Ready to find your thread? Let's get your positioning clear.