The Elevator Pitch (But Make It Good)
What's your business name?
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In one sentence, what do you actually do?
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No fluff. Just the real deal. Example: "We design websites that turn visitors into buyers."
What specific problem do you solve for your customers?
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Get specific. Not "we help businesses grow" — tell us the actual pain point you fix.
What makes your solution different from everyone else?
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Don't just say "good quality" or "great service." What makes you undeniably better?
The Dream Customer
Who is your ideal customer? Be specific.
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Age, industry, job title, income level, location — paint us a picture of who they are.
What keeps your ideal customer up at night?
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What are they stressed about? What frustrates them? What problem are they desperately trying to solve?
What transformation are they looking for?
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What's the dream outcome they want? How will their life or business be different after working with you?
What objections or doubts do they have before buying?
Example: "Too expensive," "Will it actually work?" "I've tried this before and it didn't work."
The "Why You?" Factor
What results have you delivered for past clients?
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Numbers, stats, testimonials, case studies — give us the proof that you deliver.
What credentials, awards, or experience make you credible?
Years in business, certifications, media features, industry recognition — anything that builds trust.
What's your origin story? Why did you start this business?
People connect with stories. What's yours? What made you passionate about this?
Who are your main competitors, and why should someone choose you instead?
Be honest. What do they do well? What do you do better?
The Ultimate Goal (The Conversion)
What's the ONE action you want visitors to take on your website?
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Example: Book a discovery call, buy a product, download a guide, sign up for a free trial.
What happens after they take that action?
Walk us through the next steps. Do they get an email? A phone call? Access to something?
Is there a secondary action for people who aren't ready yet?
Example: Join your email list, follow on social, read a blog post.
Brand Vibe & Personality
If your brand was a person, how would you describe them?
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Example: Bold and confident, warm and approachable, edgy and rebellious, professional and trustworthy.
How do you want to sound to your audience?
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Casual or formal? Funny or serious? Inspirational or straightforward?
Give us 3-5 words that describe your brand vibe.
Example: Bold, innovative, trustworthy, fun, luxurious.
Are there any brands or websites you admire? Why?
This helps us understand your aesthetic and messaging preferences.
