Internal Workbook

Messaging Alignment Workbook

A Practice Launchpad worksheet for turning client discovery into a clear messaging system and first-pass tone.md.

01Current Online Presence

Map what prospective clients see before they reach your website.

Directory profilesCommon first impressionMissing context

02Right-Fit Clients

Describe the people your message should help recognize themselves.

What they are carryingWhat they may be hoping forWhat they may be unsure about

03Practice Position

Clarify the simplest version of what your practice is here to be known for.

Core focusApproachNot the right fit

04Voice and Trust

Choose the language qualities your website should consistently carry.

Three voice wordsWords to avoidTrust signals

05Message Split

Separate what directories should do from what your website should do.

Directory jobWebsite jobNext step

06Homepage Message Draft

Turn the alignment work into a first-pass homepage direction.

Primary headlineSupporting messagePrimary call to action

07Alignment Check

Mark the pieces that feel true after completing the workbook.

The homepage sounds like the same practice someone saw on the directory profile.The website says more than credentials, specialties, and accepted insurance.The copy answers practical questions without flattening the practice into a checklist.The message makes room for what it feels like to work together.The call to action matches the real inquiry path.Supported profile links, search results, and referral paths make the website easy to find when someone wants more context.

08tone.md Draft Inputs

Condense the work into the core inputs for the client's tone.md.

AudienceCore concernsPractice approachDesired outcome

Positioning summarytone.md notes