I see a consistent theme coming up among service-based businesses and that’s lack of clarity when it comes to “packaging” the company’s offerings. While I understand many service clients need a customized solution, at times you need a menu to get people talking or thinking on the right track.
For example, instead of a web pages that touts how great your company is at “Public Relations” how about a list of some PR services your firm offers: media kit creation, editorial calendars, search-engine-optimized press releases, etc. Positioning your services this way forces you to really examine exactly what you do and how you do it so your messaging is bound to be more clear. And potential colleagues, peers and partners will understand exactly what your firm does.
