Sometimes, we are so close to our own businesses, that the message we think is our key business sales message, actually answers question number 2 or 3 for your customer.

Although you, and maybe your existing client base, already understand what you do, perhaps a new visitor doesn’t and needs an initial explanation to put them in the picture.

Explain your key business message to a non-client and see if they ask a question back. Maybe, that’s the one that needs answering first.