"Our website tells people everything they need to know about us."
That's the problem. It tells them about you. Not about them.
After reviewing a lot of websites this year, I keep seeing the same pattern. The copy describes the business — what it does, what it believes, what it has won. None of it helps the buyer compare.
Meanwhile, the buyer has three other tabs open. They are scanning for specifics: pricing, timelines, methodology, relevant experience. The site that gives them those answers gets the enquiry. The one that says "committed to excellence" gets closed.
We started calling it "decision enablement" — structuring content around what the buyer needs to choose, not what you want to broadcast.
Still working out how to do it well ourselves.