How to Explain What You Do on Your Website Without Sounding Generic
Visit ten business websites in the same industry and you’ll notice something unsettling:
They all sound alike.
Phrases like:
- “We deliver innovative solutions”
- “We help brands grow”
- “We provide tailored services”
None of these statements are wrong — they’re just useless.
Generic messaging doesn’t offend anyone, but it doesn’t convince anyone either.
Why Generic Messaging Happens
Most business owners fall into one of these traps:
- They’re afraid of being too specific
- They want to appeal to everyone
- They copy industry language without questioning it
The result is a website that feels safe… and forgettable.
The Job of Your “What We Do” Message
Your core message has one job:
Help the right visitor immediately recognize that you solve their problem.
It’s not about describing everything you offer.
It’s about positioning.
A Simple Framework That Actually Works
Use this structure as a starting point:
I help [specific audience] achieve [specific result] without [common frustration].
Example:
“I help service-based businesses turn unclear websites into simple sales tools — without expensive redesigns.”
Why this works:
- It defines the audience
- It highlights the outcome
- It addresses a real fear or pain point
How to Avoid Sounding Generic (Practically)
Here’s how to refine your message:
1. Narrow the audience
“Businesses” is too broad.
“Service-based businesses” is better.
“Consultants and professional service firms” is even clearer.
Clarity beats reach.
2. Focus on one core result
Trying to promise everything weakens your message.
Pick the result you’re best known for and lead with it.
3. Use customer language
Pay attention to how your customers describe their problems.
Your website should sound like them, not like marketing copy.
Where This Message Should Appear
Once refined, your core message should appear:
- In your main homepage headline
- In your meta description
- In your About section
- On LinkedIn (for consistency)
Repetition builds recognition.
Final Thought
A clear message doesn’t limit your business.
It sharpens it.
When people instantly understand what you do and who it’s for:
- Trust increases
- Leads improve
- SEO relevance becomes stronger
If your website sounds like everyone else’s, clarity — not creativity — is your competitive advantage.
