You picked a niche. You said it out loud, put it on your website, and felt the relief of finally having a clear answer when someone asks what you do. But if clients are still arriving unclear on whether you're their person, you've stopped one step short

If clients land on your travel advisor site and leave without reaching out, it's almost never about design. It's the questions your copy didn't answer.

Most travel advisors can describe what they book. Fewer can explain clearly why a client should choose them specifically. This post breaks down what positioning really means, the different ways you can build one without narrowing your business, and the questions worth sitting with to find your honest answer.