David Feinberg: I revamped my portfolio website to show more versatility, but now I’m questioning whether it clearly communicates the specific problems I solve and what makes me uniquely valuable.

• Define exactly whose problems you solve and speak clearly to one primary audience instead of trying to appeal to everyone.
• Identify the common thread across your work. Look beyond genre and format and articulate the consistent experience clients get when they hire you, not just the services you provide.
• Reframe your copy so that it speaks directly to your audience instead of them reading between the lines.
• Ask trusted collaborators what you uniquely brought to projects, and look for overlapping language in their responses and use that pattern to shape a positioning statement.

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