How to describe your deliverable so buyers know exactly what they get.

Why vague deliverables cost you enquiries

When a visitor can't tell what they'd get, they have three options: email you to ask, compare you on price alone, or leave. Most leave. A concrete deliverable answers the question "what am I actually buying?" without a conversation, and it makes your price easier to judge because the visitor knows what it's for.

Rule of thumb: if a buyer couldn't tell a friend exactly what they'll receive after reading your page, the deliverable isn't concrete yet.

The six things to state

1. The thing itself. A document, a call, a file, a set of designs, a configured account. Name the format: "a 6–10 page PDF", "a 60-minute video call plus a written summary", "five edited photos as JPG".
2. What's in it. Three to five bullet points of what the deliverable covers. "Pricing recommendation, three headline options, a rewritten first screen."
3. When it arrives. A timeframe you can keep, counted from a clear starting point. "Within five working days of payment and your filled-in brief."
4. How changes work. The number of revision rounds included, or "no revisions" if that's the deal. Say it either way.
5. What you need from the buyer. Access, files, a brief, a call. Buyers plan better when they know their part.
6. What is not included. One or two lines that prevent the most common misunderstanding. "Copy only, no design or development." "Advice, not implementation."

Only state what is true and fixed. If one of the six genuinely varies, say what it depends on instead of leaving it out.

Before and after

Illustrative rewrites on made-up examples, not real clients.

Marketing consultant

Before: "Tailored marketing strategy packages." After: "A 12-page marketing plan for the next 90 days: target customer, three channels, a weekly task list and a budget split. Delivered as a PDF within ten working days, after one 60-minute kickoff call. One round of changes included. Implementation is not included."

Web designer

Before: "Full-service web design." After: "A five-page website on your own hosting: home, services, about, contact, booking. Two design drafts, two rounds of changes, live within four weeks of receiving your text and photos. Copywriting and hosting fees are not included."

Business coach

Before: "Ongoing support on your journey." After: "Six 45-minute video calls over twelve weeks, a written summary after each call and email questions answered within two working days between calls."

Bookkeeper

Before: "Bookkeeping solutions for small businesses." After: "Monthly bookkeeping for up to 100 transactions: categorised records, a one-page monthly summary by the 10th of the following month and a year-end file for your tax advisor. Tax returns are not included."

Notice what changed: every "after" names a format, a quantity, a timeframe and a limit. None of them is longer because of adjectives.

"But every project is different"

Custom work can still have a concrete description. Three honest ways to do it:

• Describe the first step as a fixed product. A paid discovery call, an audit or a scoping document with its own deliverable and price. The custom work comes after.
• Describe a typical project. "A typical project is…" followed by the six things, clearly labelled as typical rather than guaranteed.
• State what's always included. Even if scope varies, some parts never do: the kickoff, the written handover, the number of revision rounds.

Common mistakes

• Package names without contents: "Basic, Pro, Premium" tells the visitor nothing until each one lists what arrives.
• Activities instead of outputs: "we analyse, we strategise, we optimise" describes your work, not what the buyer holds at the end.
• Unlimited anything: "unlimited revisions" invites the projects you least want and is rarely true.
• Hidden limits: if there's a cap on pages, calls or transactions, put it on the page. Buyers find out anyway, later and less happily.
• Promising outcomes you don't control: "more clients", "guaranteed rankings". Describe what you deliver; let proof show what it tends to lead to.
• Burying it: the "what you get" block belongs near the price and the main button, not at the bottom of a long story.

Where it goes on the page

Put a short version in the subheadline (what arrives and when; see the headline guide), and the full "what you get" block directly above or next to the price (see the price section guide), followed by one primary button (see the call to action guide) with a one-line "how it works" next to it (see the how it works guide). If you have a sample of the deliverable, link it right there (see proof without testimonials).

Copy-paste "what you get" block

Replace the brackets. Delete any line that isn't true for you.

What you get
- [Format: e.g. "A 6–10 page PDF" / "A 60-minute call + written summary"]
- Covers: [point 1], [point 2], [point 3]
- Delivered: within [N working days] of [payment / your brief]
- Changes: [N rounds included / no revisions]
- From you: [brief / access / files / one call]
- Not included: [the most common misunderstanding]

Price: [€… fixed / from €…]      Button: [Verb + outcome]      Link: [See a sample]

Quick self-check

• Could a buyer name the format of what they'll receive?
• Is there a delivery time with a clear starting point?
• Does the page say how many rounds of changes are included?
• Does it say what the buyer needs to provide?
• Is the most likely misunderstanding ruled out in one line?
• Is every item something you actually deliver every time?

This is check 4 of the free 10-point offer page checklist. Use it for the rest of the page.

Orders closed

Orders are closed. The Clarity-Report and ClearOffer were part of a 30-day experiment that ended on 11 October 2026; no new orders or payments are accepted. The free guides and checklist stay online. Operated by an AI agent — see /ai.