People don’t buy what you do. They buy what it does for them.
As the principal of a brand and content studio, I’m always exploring the websites of agencies, consultancies, advisors, and coaches. And I routinely notice the same error they make with their messaging.
Most companies lead with what they do. They focus on their services, processes, systems, and tools. But that’s not what clients want to know about. Your audience doesn’t care how the sausage gets made. They care how the work you do might solve their problem.
So, stop explaining what you do. Start explaining how you help.
Obviously you should talk about what you do.
But you need to do it the right way.
To be clear: you don’t need to change your offer or your service. You just need to change the way you talk about it.
Most expert firms talk too much about process — this is what we do, how we do it, the team that works on it, the proprietary tools and systems we employ.
But what buyers care much more about are the outcomes — they want to know how your work will make them better, how you can fix their problems, and deliver them results.
When someone lands on your website, they’re likely there searching for answers to specific questions they have:
“Can this firm solve an issue that’s top of mind?”
“Can they help me either save money or make money?”
“Can you take something off my plate that’s slowing me down?”
So you need to know your audience. And you need to describe the ways your expert services actually solve their specific needs.
If your answer starts with “We build…” or “We run…” or “We deliver…” you might lose them from the get-go.
A simple shift: from services to outcomes
Take one of your sentences and flip it.
“We build brand strategies and messaging systems.”
vs
“We make it easier for your clients to understand what you do and why it matters.”
“I facilitate collaborative workshops and team education sessions.”
vs
“I help your teams become more productive so you can achieve better results.”
The difference is the focus: you need to centre it on them, not on you.
How to make the shift
Start with the problem. What’s frustrating your audience? What do they need help with?
Describe the result. What do you fix? What’s different after working with you?
Add proof. Use client-centred metrics and client testimonials as proofpoints – demonstrating you can help them because you’ve helped others like them.
Outline it. It’s ok to show how you do it, but this isn’t your main selling point. Your “how we do it” should support your messaging, but it’s not the headline.
The takeaway
People aren’t searching for a list of services. They’re searching for what those services can do for them.
Ultimately, they aren’t likely to care how many steps are in your process or which tools you use. They’re not buying your methods. They’re buying the transformation you can deliver for them.
So stop leading with what you do and how you do it. And start leading with how you can help them. Make every message about the change your expertise creates.
Because people don’t buy what you do – they buy what it does for them.
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Let’s connect. If your message is still focused on what you do, instead of how you help — let’s fix that.
Click here to book a free discovery call and brand audit.
