When was the last time you visited a business website without having a clue what they were offering? Unfortunately these beasts are far too common – and hurting business as well.

To lay it on the line: most businesses' positioning is terrible.

Websites are unforgiving in that regard. You can't control who's visiting your website. You can't control what they read. You can't control how much they read. You can't control how long they stay. And so on.

While you can get around this at an event or conference by talking a few minutes more about what you and your business actually do, you don't have that chance on the web.

The solution: A compelling positioning that helps your ideal clients understand how you can help them and what expensive problem you solve for them.

I know it's hard work and hard choices, but in the end it's worth it – if you want to succeed in the long run.