Can you explain, in one sentence, why a client should pick you over a credible alternative?
Yes — clearly and consistently
Roughly, but it varies depending who's asking
Not really, or not sure
Do you have a clear point of view, niche or way of working that you're known for?
Yes, and we talk about it consistently
We have one, it's just not well established
Not really, or not sure
How much credible proof of your work is out there — case studies, results, testimonials, awards?
Plenty, current and easy to find
Some, but limited or dated
Very little, or not sure
If a potential client Googled you today, what would they find?
A strong, consistent professional presence
A basic website and not much else
Very little, or outdated information
Do you have a repeatable way to turn your expertise into content, press opportunities and sales proof?
Yes, it's a working system
Informally, or inconsistently
No, or not sure