# Telling them everything is the problem

Most websites tell people about the business. Buyers want to know what to compare.

"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.