Write a "Who This Is For / Not For" Block
On one key page (pricing, overview, or "How it works"), add a short section with two columns: "Best for teams who…" (3–5 identity- and behavior-based bullets) and "Not a great fit if…" (3–5 honest bullets about expectations you're not built to meet). Keep it respectful but specific enough that some people clearly self-exclude.
Sharpen One Qualifier in Your Main Promise
Take your core headline or elevator pitch and add one qualifier that narrows the audience. For example: From "We help companies reduce churn" to "We help B2B teams who already have product-market fit reduce churn from quiet, mid-value customers." Use the sharper version in calls and outbound for two weeks and track lead quality versus volume.
Add One Early "Opt-Out" Question
In your demo request form or first email, add a simple multiple-choice or short question that surfaces fit, e.g.: "Where are you today?" with options like "We don't yet have consistent customers" vs. "We're growing and want to deepen existing relationships." Use the answers to prioritise high-fit leads and gently redirect low-fit ones to lighter resources.