Made for Swiss self-employed & SMEs
A small architect in Lausanne has a beautiful portfolio and a website nobody understands. The words say “comprehensive spatial solutions” and “holistic project support”, and they mean almost nothing. Clients who would love her work click away because they cannot tell, in plain words, what she actually does for them.
This is one of the quietest problems in a small business: you are brilliant at what you do, and describing it is a different skill entirely. A clear service description is not marketing fluff — it is the difference between a visitor who nods and leaves and one who picks up the phone. An AI can help you write it, one service at a time.
Why service descriptions go wrong
Most service descriptions fail for the same three reasons:
- They describe the method, not the result. “We conduct a structured needs analysis” says nothing about what the client gets.
- They use insider words. Terms that feel precise to you are noise to the person reading them once.
- They say everything. A long list of every service you offer buries the one thing the reader came for.
The fix is simple: write about the client’s problem and the change you deliver, in words a neighbour would understand.
A calm three-step routine
Step 1 — Answer three questions out loud
For each service, write down three short answers: Who is it for? What problem does it solve? What does the client have afterwards? Keep each answer to one sentence. This is the skeleton of your description.
Step 2 — Let the AI turn it into plain words
Give the AI your three answers and ask for a short, clear description. Here is a prompt that works well:
Here is what I do: [your three answers]. Write a short description of this service in plain language for a Swiss client with no specialist background. Use short sentences and everyday words, avoid jargon, and lead with the problem the client has. Keep it to about four sentences. Do not invent results I did not mention.
Step 3 — Read it as your least technical client
Read the result once, imagining your least technical client. Would they know what you do and whether it is for them? If one sentence still sounds vague, ask the AI to rewrite just that sentence with a concrete example. Then use the text on your website, in an offer, or in a proposal.
One description, many places
One good description does several jobs. The same four sentences can become the intro on your website, the first paragraph of an offer, and the summary in a proposal. You write it once, in plain words, and reuse it everywhere — which also keeps your message consistent from the first visit to the signed contract.
What changes when you do this
Visitors understand you in the first ten seconds, so more of them stay and get in touch. You spend less time re-explaining yourself in every first meeting, because the person already knows what you do. And you stop hiding behind impressive-sounding words that say nothing — which, over time, becomes the quiet reason clients choose you over the firm that sounds cleverer but less clear.
