14. Positioning Statement

Every website needs a positioning statement. It forms the basis of your targeting, both for search engines and also for human beings. It also forms the basis of your website’s primary title tag and meta description. The good news is that this positioning statement can be derived directly from your elevator pitch, discussed in Chapter 6. Anyway, this chapter goes into the process in more detail and offers suggestions on how to optimize the wording. Believe it or not, most companies never go through this exercise and they’re missing critical clarity as a result. This simple exercise is a lot more important than you might think. Check it out.

Here is a brief video I recorded about this chapter:


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