| There are possibly a few things happening that explain this: 1. Fear of not communicating "everything" that you do. The fear is of being perceived as a very narrow solution when it does a lot more. 2. Advice that says "communicate the benefits" not "what you do". This advice could manifest itself in the wrong kind of (flowery) language. So instead of saying "export payroll reports for QuickBooks automatically" websites say "free up for time" [made up example] 3. Internal decision-making by committee. 4. Copying some website that you like - instead of thinking and reasoning from ground-up about 'what is it that I really want to say'. 5. Pretending to be a big/legit company when you are small 6. Big company with so many features that it would rather just show you the entire sales deck - the website is just there because it needs to be, but plays a tiny role in conversions. [why focus on something that doesn't add value - in this case, the website e.g. SAP.com] This is a good article. Everyone who is running an online would benefit from thinking hard about this. |
Contractors are the least well positioned people to know how to describe what a company does. So when the company calls them and asks them for a rockstar ninja site, they get generic stuff and execs go "oh yeah, that's such a perfect description of what we do" with no regard for those that might not already know.