A Simple Process for Clarifying Your Value

Not everyone needs their own website. But everyone looking to advance their career can benefit from drafting one — even if it never sees the light of day.

Why? Because it forces you to think about not just what you do, but who you are, Why you are, what you offer the world and how you stand out from the crowd.

Figuring that out, and being able to articulate it in a clear, compelling way, can help you:

• Fully understand and appreciate your unique value
• Better advocate on your own behalf, whether it’s to win a promotion, earn a raise or nail a job interview
• Attract the opportunities that are right for you, both in the workplace and the marketplace

If that sounds important to you, then invest a couple of hours in sketching out these critical elements.

Identify your target audience.

As with any communication, the first step is to be crystal clear about exactly who you’re trying to influence. Senior management? Leaders in your industry or profession? Customers or clients? 

Describe your “what.”

This is your “Services” page. What do you do? Not just the functions, like managing media relations or writing content, but the outcomes. For instance: preserving and protecting the organization’s reputation; influencing the decisions of important stakeholders; winning new customers, clients, members, donors, etc.

Narrow it down to the three most important things or lump it all into a few key categories where you deliver value.

Define your “how.”

It’s likely that many people do what you do, so one way to differentiate yourself is to describe how you do it.

What are the qualities your colleagues, clients or constituents have come to count on from you? Your vision? Leadership? Creativity? Tenacity? Practicality? 

Gather the evidence.

Don’t just say it — show it. For every important quality you embody or skill you assert, back it up with examples, results, data, degrees, certifications and awards. 

Don’t forget your “testimonials” — collect quotes from performance reviews, awards, recognition and feedback.

Finally, put together your stories — like case studies, but more interesting! Present a problem or challenge and how your skills and abilities helped you overcome it.

Articulate your “why.”

This is your “About” page. Why do you do what you do? What drives you and brings you satisfaction? How did you get here and where are you going?

Now the tricky thing is, your why must also answer your target audience’s so what? There must be some value in it for them. You might have multiple versions of your why depending on who you’re talking to and their own interests and needs. 

Think about style.

Try creating a mood board or brand guide by clipping images, words, colors, fonts, favorite photos and anything else that appeals to you.

What does the result say about you? Are you formal, creative, joyful, thoughtful, open, fierce, edgy or minimalist? Let that inform your copy and drive the tone.

Sum it all up.

Step back and work on a home page that brings it together. Be sure to capture your qualities in a few headlines. As in:

• “A cool head who brings clarity and confidence in a crisis.” 
• “A people person who excels at building relationships that deliver long-term value.”
• “A clear thinker who cuts through the noise and clutter to get to the heart of the matter.”

Revisit often.

Life isn’t static, and neither are we. We grow, learn and change. Over the years, my website has evolved as my career and life have evolved — in content, style and structure. So just as you change, your “website” copy should, too. It’s a never-ending process of self-discovery.