The shorter version of the interview I run with every new client — why you started, what drives you, how you'd describe your business at a dinner party rather than on a website. No polishing allowed; it's about getting your real story down so there's raw material to work with.

A short set of questions to run your current bio, homepage or first-message-to-enquiries through — to see if it's actually speaking to her, or just listing your credentials. You'll walk away with one sentence that says what you do, for whom, and why it matters, written from the outside in.

Before you touch your website copy or write another caption, get clear on the three things that actually hold a business together: who you are, what you've built, and who it's for. By the end you'll have the building blocks of a positioning document you can keep coming back to.