How to describe what you do (without rambling or shrinking yourself)

If someone asked you what you do — could you answer clearly?

Not the long version. Not the résumé version. Not the “well, it depends…” version.

Just the confident, clear, I've got this, version.

For so many small business owners, this is surprisingly hard.

We either:

• Say too much.

• Say too little.

• Or wrap it in language that sounds impressive or feels a little disconnected from who we really are and how we actually work.

If this feels familiar, you’re not alone.

So why does it feel so hard

You’re impossibly close to your work. You see all the layers. All the tiny details. All the ways you can help.

So when someone asks what you do, your brain tries to include absolutely everything. You don't want to miss something important, something that could make a difference to them.

But including everything can make things feel messy and overwhelming for both you and your potential clients.

Let's break it down

Instead of trying to write the perfect sentence (we are all guilty of this), start with:

1. Who you help

2. What do you help them do

3. What outcome will they achieve by working with you?

4. How will they feel?

Not a list of your qualifications. Not your entire process. Not every service you offer.

Just the main bits.

For example:

• I help small business owners create websites with clear messaging in a voice that feels true to who they are and the work they do.

• I work with coaches to simplify their online presence and turn their ideas into structured, thoughtful copy.

Simple. Understandable. Grounded.

Where people get stuck (me included)

A few common patterns I see:

• Hiding behind vague phrases (“transformational support”)

• Overloading with credentials

• Listing services instead of describing impact

• Softening your value (“I just help with…”)

When people understand what you do, they can decide whether it’s for them. Thats a win win for both of you.

Try this

Set a timer for 10 minutes.

Write three versions of your “what I do” statement.

Don’t think too hard. Don’t edit. Just write.

(Tip - I recommend doing this with pen and paper - it reduces the pull to edit as you go).

Then step away. For a few minutes or even the next day if that works better for you.

When you come back, choose the one that feels both clear and the most like you.

That’s your starting point.

A gentle reminder

You don’t need to sound bigger.

You don’t need to sound cleverer (is that even a word ;)

You need to sound understandable.

And if all this feels too hard, that's okay too. Sometimes we are just too close to our work (or too attached to getting it right) to see it clearly.

This is often the first thing I work through with clients. Once we get clarity around this, the rest of the messaging becomes easier.

With kindness,

Leanne