Here is a test. Open your homepage, read the first sentence, and ask whether someone outside your industry would know what you sell. Most sites fail it, and the ones that fail hardest are usually the ones that took the copy most seriously.
The words that mean nothing
Solutions. Bespoke. Innovative. Empowering. Passionate about delivering. Every one of them is a word chosen to sound professional, and every one of them survives being swapped between businesses that do completely different things. If your competitor could paste your homepage onto theirs without anyone noticing, the copy is not working.
Why it happens
Not carelessness. It happens because being specific feels risky. Naming exactly what you do sounds like ruling things out, so people reach for something broad enough to cover everything, and end up saying nothing. It also happens because you are too close to it, and the obvious feels too obvious to write down.
Being specific wins the work
Buyers are not browsing, they are matching. They have a problem and they are scanning for someone who obviously solves it. A page that names the problem in their words beats a page that sounds impressive every time.
Specific also gets found. Nobody searches for solutions. They search for the actual thing, which is why clear pages that name the service do the heavy lifting in search too.
How to fix it
Write what you would say to someone in a pub who asked what you do. Not the polished version, the one that comes out naturally. That sentence is almost always clearer than anything you would write on purpose.
Then check three things. Does it name what you actually make? Would somebody outside your field understand it? Could a competitor use it word for word? If the answer to the last one is yes, go again.
Clarity is the whole strategy
Distribution brings people to the page. Clarity is what makes them get in touch. If your offer removes confusion fast enough, people stop caring where they found you. It is the same standard we hold our own work to: if it needs explaining twice, it is not finished. That is the job.