You're preparing to write or rewrite your business web site and it's time to assess or plan the content for your Who We Work With page. These are the things to consider in writing this page of your business web site.

1. Does your Who We Work With page present a picture of your perfect potential clients? Often people make the mistake of not being specific and detailed enough on this page. They believe that EVERYONE is their target market and end up appealing to no one in particular. Write the details of who you want to work with.

2. Does your target market immediately identify with your description on this page? Do you have enough experience with this market that your language paints an immediately recognizable picture for readers?

3. Is your target market deeply detailed on this page? This means that you demonstrate the depth of your experience with rich detail about their likes and problems -- from their viewpoint.

4. Does your description create feelings of trust and hope in your ideal target market and move them toward working with you? When you first connect with new clients from your web site, are they already halfway "sold" on you and comment warmly about your web site?

5. Does your target market description describe the absolutely best clients you have ever worked with? This page should be a tool to attract your best clients and to upgrade your target market.

6. Does your target market description upgrade the quality of prospects who contact you? Have you noticed that new clients tend to meet the criteria of your best clients and naturally self select?

7. Is this page about your potential clients and NOT about you? On this page your writing needs to be all about the prospects you want as clients. It should be completely client-centric.

8. Do you make it clear that you understand your target market and their problems? What will get the attention of your target audience is your in-depth description of their problems that you can help them solve. They are looking for solutions to problems when they arrive at your site. Show them that you understand their issues.

9. Does your description of their problems subtly show your depth of experience in dealing with these issues? Distill what your clients have said to you, described to you, and expressed emotionally. Put all this background into your written details of their problems -- those problems that you can solve or help them solve.

10. Is your target market description so general that it doesn't really attract the prospects you want? Don't fall into the trap of generality in your description. Yes, a specific description will necessarily exclude some people, but they aren't your perfect target market anyway.

11. Do you "hedge" in your target market description because you're afraid you might eliminate some prospects -- even if they aren't ideal? The more "inclusive" and generalized your target market description, the less compelling it will be to the clients you REALLY want to attract.

12. Are you intentional about attracting the highest performing clients when you describe your target market? Don't "aim low" -- aim for exactly the clients that you want and that you are most gifted at working with.

13. Do prospects identify deeply with your description and feel like you're describing them? If so, you'll hear comments about this from prospects and they will make statements that they can see you understand their problems.

14. Does your target market description arouse the curiosity of your prospects enough so that they read other pages of your site? This is something you can discover from your web site statistics and from the comments of prospects. When you have potential clients saying things like, "I read every page of your web site.", you'll know your description on this page is perfect.

15. Do you clearly present the demographics of your target market? This is the details such as age, socioeconomic conditions, and location. These details describe a specific slice of the population as your intended target.

16. Do you present several typical problem scenarios to illustrate the issues your clients have? Scenarios are an ideal way to demonstrate the variations of the problem you solve for clients. They are especially powerful because they are real world.

17. Do you describe emotions you've heard your clients discuss about their problems? Including the emotional side of what your previous clients have suffered is especially compelling and also quite convincing of your depth of experience. It will draw prospects into deeper discovery about your business.

18. Do you use words and phrases in your web site writing that your typical clients have used to describe their problems? Their actual real world language will no doubt resonate with the experience your prospects are suffering from and give a ring of authenticity to what you are saying.

19. Do you make it clear what personal characteristics contribute to a client succeeding when working with you? This gives them a standard to meet and screens out prospects with unrealistic expectations. You'll have better clients and better results.

When you've finished this assessment, you should have a detailed list to guide you in writing or rewriting your Who We Work With page on your business website. Get to work!