There are two descriptions of your products or services: the one you see, and the one your visitors want to see.
Our initial goal is to do a brain dump of this information, just to get it all on the table. The real art is in transforming this detailed, fact-oriented jargon-filled description into something that resonates emotionally with your visitors.
Knowing what belongs on your website is obviously important. Knowing why it belongs there helps us craft a message that matters to the folks who allow you to do something you love for a living.
Start with a random list. Dump everything you do for a living from your brain to paper or keyboard. Don’t edit. Don’t second-guess or organize. Just write it all down. We’ll manage all that stuff later.