Most founders waste money fixing the wrong thing.
Something isn’t working. Sales calls feel like swimming upstream. Your website sits there doing nothing. Prospects squint at your homepage like it’s written in another language.
So you think: “I need a new website.”
Maybe. Or maybe you’re about to spend $10K making the wrong problem look prettier.
There are two problems that look like website problems:
- Positioning problem — you don’t know what to say yet.
- Communication problem — you know what to say, but it’s not landing.
They look identical from the outside. Prospects are confused either way. But the solution is completely different, and getting this wrong is expensive. Here’s how to tell which one you have.
The two problems
Positioning problem: you don’t know what to say yet
Who do you serve? What makes you different? Why should someone choose you? If you’re hesitating, or your answer changes depending on who’s asking, that’s positioning.
Even in person, you struggle to nail it. Your answer shifts. You say yes to projects that don’t quite fit because you’re not sure what “fits” means anymore.
Here’s the thing: design can’t fix this. You’ll just end up with a beautiful website that says nothing clearly. It’s like getting a megaphone before you know what to yell.
Communication problem: you know what to say, but nobody’s hearing it
You’re clear on who you serve. You can sell when you’re on a call. You know your differentiation cold. But your website? It’s not doing the work.
Sales calls go great once you get someone on the phone. They immediately understand. But before that? Crickets. Or worse, confused prospects asking basic questions your site should answer.
You have the strategy. You just need someone who can translate it into something that works when you’re not in the room.
One question that cuts through everything
Can you sell your services effectively on sales calls? When you’re talking to a qualified prospect, can you clearly explain what you do, articulate what makes you different, handle objections, and close without excessive follow-up?
- Yes → communication problem. You know what to say, it’s just not translating online.
- No / it depends / sometimes → positioning problem. Fix the fundamentals first.
That’s it. If you can sell in conversation, you’re ready for design. If you can’t, you’re not.
The maturity exception
Or: why some companies get away with broad positioning. How tight your positioning needs to be depends on how much reputation you’ve built.
- Building reputation (0–5 years, under $500K revenue): tight positioning is rocket fuel. It’s easier to become known for ONE thing with ONE client type. Specificity makes marketing, sales, and pricing dramatically easier.
- Established reputation (5+ years, $500K+ revenue, strong referrals): you can get away with broader positioning. SEO Notebook serves a general audience, but they earned that flexibility through years of delivering. Their track record does the trust-building work.
If you’re thinking “but [successful company] doesn’t have narrow positioning” — you’re right. They might have enough reputation equity to make broader positioning work. Do you? If you’re still building reputation, tight positioning accelerates everything. If you’re established, you have more room to maneuver.
If you have a positioning problem
Pause on the website. Work on fundamentals first. Design multiplies whatever you give it. If you give it fuzzy positioning, you get expensive, beautiful confusion.
Questions to sit with
- Who exactly do I serve? (More specific than “businesses.”)
- What’s the one thing I want to be known for?
- What makes me meaningfully different?
- What work energizes me vs. drains me?
Resources
- Books: The Win Without Pitching Manifesto (Blair Enns), Positioning (Al Ries & Jack Trout).
- Frameworks: David C. Baker (davidcbaker.com), April Dunford’s exercises.
- Working with someone: a positioning consultant — a different skill set than a designer.
Test yourself
Can you describe your ideal client in one sentence? Explain your differentiation in 30 seconds? Say no to bad-fit prospects without flinching? If yes, you’re ready for communication design. If no, keep working on positioning.
If you have a communication problem
You’re clear on who you serve and what makes you different. But it’s not coming through online. This is where design actually helps.
Find the gap
- What questions do prospects ask on every call?
- Which parts of your offer confuse people when they read your site?
- What objections shouldn’t exist if your messaging was clearer?
Get the right help
Not just someone who makes things pretty. Someone who understands how to structure complex information, translate expertise without dumbing it down, and what builds credibility with your buyers.
Focus on
- Clarity over cleverness — the 10-second comprehension test.
- Specific language — concrete descriptions, no vague fluff.
- Show the process — visualize how working with you actually works.
- Proof that matters — results communicated for your specific buyers.