Use this workbook to record your answers and compare them with the materials your company currently sends. Separate confirmed information from assumptions that require customer or team input.
1. Starting point
Are you building a new presence or rebuilding an existing one? What makes the work necessary now? Describe an observable problem in one sentence, such as: “Our services have developed, but our profile and website still describe the earlier business.”
2. Customer and buying situation
Who is the primary customer? Who decides and who reviews? What prompts them to look for help? Which questions arise before a proposal? Record three phrases customers actually use and keep assumptions in a separate list.
3. Value and scope
What do you help the customer accomplish? Which work do you own? What requires another provider or a separate agreement? Complete: “I work with … to help them … through …”.
4. Messages and evidence
Write three messages the reader should remember. Add available evidence for each: documented work, an example deliverable or a clear process. Without evidence, narrow the claim or record it as an internal ambition.
5. Presence review
Compare the introduction on the website, profile, proposal and channels. Do they describe the same business? Record differences in service names, scope and voice. Choose a reference version and an approval owner.
6. Priorities
Choose three decisions to resolve before production. For each, record the question, missing information, owner and next action. Avoid treating every observation as a separate project. Begin with changes that affect the customer’s understanding.
Summary worksheet
Primary audience: …
Buying situation: …
Value provided: …
Core messages: …
Available evidence: …
Assets requiring updates: …
Next decision and owner: …
Short Description
Questions and exercises to review your audience, value and messaging, then identify what belongs in the profile, website and launch materials.
About this resource
An on-page workbook you can copy for an internal review. Answers provide a starting point for discussion and should be checked against the company's actual capabilities before appearing in published materials.