Most small businesses don’t lose because their services are worse—they lose because their positioning is blurry. If visitors can’t tell who you’re for, what you help them achieve, and why you’re the safer choice in 5 seconds, they bounce. Good positioning makes everything else easier: copy gets clearer, pricing gets stronger, and campaigns waste less.

If a stranger lands on your homepage, can they answer—within five seconds—“Is this for me?” and “What will I get?” If not, your value proposition isn’t doing its job. You don’t need clever words; you need clarity. In this guide, you’ll write a value proposition that’s clear, specific, and believable—and then place it where it matters.

Pricing is not about guessing what the market will tolerate—it’s about framing value so the right customers say yes without hesitation. If you’ve ever felt “too expensive” for some buyers and “suspiciously cheap” for others, this guide is for you. You’ll move from inputs (positioning, outcomes, alternatives) to packaging (tiers and scope), then page presentation (copy and layout), experiments, and policy.