There’s a very specific moment that happens on a lot of websites…

Someone lands on the page…they scroll a bit…they pause… and then you can almost hear their internal monologue:

“Right… but what do they actually do?”

This is because decisions are uncomfortable

They involve trade-offs, involve disagreement, and they involve someone in the room having to say, “we’re not doing that.”

That’s where things slow down. So instead, businesses default to safer language. Broader positioning. Slightly diluted messaging that keeps everyone happy… and no one particularly interested.