Welcome to another episode of the podcast that teaches you how to be a ridiculously good virtual assistant.
Today I want to talk about another mistake that VAs often make with their businesses – and that’s not defining their services clearly.
Today’s Quote: “The essence of strategy is choosing what not to do.” – Michael Porter
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Connect with Tracey D’Aviero, VA Coach and Trainer
Episode Notes:
We are back with another mistake that Virtual Assistants make. This one often happens in the early days, but honestly, sometimes even years into their business.
It’s not defining their services clearly.
And when I say “clearly,” I don’t mean just listing a few tasks on a website or profile and hoping clients will figure out how they can use you.
I mean really understanding what you offer, how it helps, who it’s for, and how you’re packaging it and positioning it. Because when that isn’t clear, nothing else in your business works the way it should.
Let’s talk about why this happens, what it causes, and what you can do instead.
Why VAs Struggle to Define Their Services
When you’re starting out, you don’t always know what you want to offer.
That’s fair. You might have experience from past jobs, or skills you’ve taught yourself, or things you’ve seen other VAs do and thought, “Maybe I could do that too.” So your list of services starts out very… well, broad.
That broadness feels like safety. It feels like, if you list more things, you’ll appeal to more people. But the opposite is actually true.
Here’s what happens instead: When your service list is vague or all over the place, potential clients don’t see you as the person for their problem.
They might see you as capable, but the won’t see you as specialized.
And in a market with thousands of VAs, clients are not looking for “capable”, they’re looking for a match.
The clearer you are, the more you feel like a match to someone. The fuzzier you are, the easier it is to skip right past you.
There isn’t anything wrong with being a generalist, don’t get me wrong, but you have to OWN that if you do.
Often clients are looking for help with something in particular – so if you can help them with that, they will stop to pay attention.
The “Laundry List” Mistake
One of the classic signs that a VA hasn’t defined their services properly is the laundry list. It’s when you have 30 or 40 random tasks on your website or social profile: data entry, scheduling, graphic design, travel booking, CRM cleanup, funnel builds, inbox management, podcast editing…
Now, can you technically do all of those things? Maybe. Probably.
But do you want to? Do they belong together? Do they attract the same kind of client? Probably not.
What usually happens is that VAs collect tasks like badges. Every time they learn something new, they add it to the list. But a long list doesn’t communicate confidence or clarity, it communicates desperation.
And that’s not what your ideal clients are looking for.
You may not feel desperate, but if you still think that you should be marketing every single thing you know how to do in the hopes that someone will see it and go Ahh – there it is! – I’m sorry to say that is desperation.
Getting clear on who you help BEST is the better way. And doubling down on it so that you really showcase yourself as the expert is the thing to focus on.
Why Clarity in Your Services Matters
Let’s take a step back. Defining your services clearly isn’t just about making your website tidy. It’s about making your business easier to run.
When you’re clear on your services, you:
- Know exactly what to say when someone asks what you do.
- Can package and price your services with confidence.
- Attract clients who already want what you’re offering.
- Don’t waste time customizing everything for every inquiry.
- Have an easier time saying “no” to work that isn’t a good fit.
You also make marketing and selling so much simpler, because you’re not reinventing the wheel every time.
This is a huge area I help VAs with inside my workshops and coaching programs. Because it’s not just about what you’re capable of doing, it’s about what you want to be known for and what you want to get paid well for.
What Happens When You Don’t Define Your Services
If you’ve ever experienced feast or famine, burnout, scope creep, or undercharging, there’s a good chance your unclear services played a role.
Let’s break that down.
Feast or famine: When you don’t define your services well, your marketing tends to be inconsistent. You don’t know who you’re talking to or what to say, so you either don’t market, or you throw out random offers hoping something sticks. That leads to dry spells… followed by overwork when you finally land a project.
Burnout: VAs who don’t define their services often end up doing work they don’t enjoy, just to pay the bills. You’re constantly bending your business around your clients instead of structuring it in a way that works for you.
Scope creep: If your services aren’t clearly defined and documented, clients will test the waters. They’ll ask for “just one more thing” or “quick help with something else,” and it’s hard to push back when you haven’t set the boundaries.
Undercharging: This one’s big. If you’re offering vague or mixed services, it’s hard to price them properly. You either undercharge because you don’t know the value, or you give a price and then do double the work because the client expects more.
That’s not a sustainable business model.
I definitely used to have a laundry list of services on my website – don’t think I didn’t! I teach you the things that I did wrong, and the things that I know other VAs like you have done wrong – so that you can take the smarter path to success.
It was only when I got really clear on who I helped – in my case it was 6 and 7-figure business coaches, that I could define the services I offered that supported them. Not every single thing I knew how to do, but actual coaching support.
Client care, scheduling and coaching materials, group coaching program marketing and management, virtual event management. These things are still considered general admin, but once I started marketing them specifically as a coaching support package, coaches noticed me. And they hired me!
I was able to get paid what I wanted, I was doing work I loved, and I got referrals from my clients because I made them look good, and their colleagues wanted me to do the same for them.
Business became so much easier because I got clear on what I did and who it helped. And the same thing can happen for you too.
What “Defining Your Services” Actually Means
Let’s talk about what it really means to define your services. Because this isn’t just picking three random things to list.
Here’s what a clearly defined service offering includes:
- The specific deliverables. What exactly are you doing for the client? Can you describe it in one sentence? Is it a one-time service or ongoing?
- The value of the service. Why does this service matter to the client? What problem does it solve, or what result does it help them achieve?
- The ideal client. Who needs this service? Who is it not for? Think industry, business model, or even personality type.
- The format. Is this a package, a retainer, a project, or something else? How is it structured and delivered?
- The price. Are you pricing it based on value, not time? Does the price reflect the transformation or support you’re providing?
When you’ve thought through all five of these elements, your services become assets. They’re marketable. They have built-in boundaries. And they make your entire client journey smoother.
Common Objections VAs Have
I want to address a few thoughts that might be popping up for you right now, because I’ve heard them all before:
“But I like variety!”: Defining your services doesn’t mean you never do anything else – it means you get intentional about what you lead with. You can still have one-off offers or say yes to certain projects. But your core services are your foundation. Remember it’s about what you market, not what you actually say yes to.
“What if I niche down too far and lose clients?”: The opposite happens. When you specialize, you stand out. You attract people who are looking for exactly what you offer. Broad = forgettable. Clear = desirable.
“I don’t know what I want to specialize in yet.”: That’s totally fine. You can test things out – but do it strategically. Choose one service or client type to focus on for 60-90 days. Market it. Deliver it. Learn from it. Then evaluate. If it’s not what you want to do, them make a change. But you have to try it out for a good 3 months to be sure. (That’s why you should focus on what you love to do!)
How to Start Defining Your Services
If you’re feeling unclear about what you offer, or if your list is long and scattered, here’s a simple exercise to start:
- List everything you currently offer. Just get it all out of your head and on to paper.
- Circle the ones you enjoy and do well. Be honest. Which services light you up? Which ones feel like a drag?
- Look for themes. Are there types of tasks that naturally go together? Or client types who tend to hire you for similar things?
- Choose your core 2 or 3 services. These should be things you enjoy, can do confidently, and are in demand.
- Create a simple description for each. One sentence that explains the what, the who, and the value.
- Price them based on outcome, not effort. Consider how much value you’re creating, not how long it takes you.
This is the exact process I guide my clients through in my workshops and coaching programs. Because it’s not always easy to see the patterns on your own. If you need help with this, reach out. This is one of the foundational shifts that helps VAs go from scattered and stressed to booked and confident.
Defining your services clearly isn’t about boxing yourself in, it’s about creating clarity and confidence for you and for your clients.
It’s about showing up in the market as a business owner who knows what they do, who they help, and how they deliver results.
And when you get that part right, everything else gets easier.
So if you’ve been listing “a little of everything” or haven’t updated your services since you started, this is your sign to take a step back and reassess. Your business will thank you for it, and so will your future clients.
Let’s circle back to today’s quote: “The essence of strategy is choosing what not to do.” When you can define what you DO, you also define what you won’t do.
Do You Need Help?
Clarity is key, and making the choice to do this and not that is what is going to help you set yourself apart from other VAs. Your clients will notice and will find you because you do that.
And I’m here to help you. It’s the only reason I’m here at all, to help you become a ridiculously good VA.
Let’s talk about how you can get clear on the services you offer your clients. Go to YourVAMentor.com/links and connect with me or reach out to chat about it.
I’m Tracey D’Aviero, The Confidence Coach for VAs. That’s all I’ve got for you this week. I’ll see you next time!