Your website could describe any company in your industry.

Clean lines, stock photos, statements about "delivering innovative solutions to drive sustainable growth."

Professional. Predictable. Forgettable.

The Professional Trap

When every company looks and sounds the same, "professional" means invisible.

Generic warning signs:

• Buzzwords like "leading provider" and "strategic solutions"

• Case studies that follow identical templates

• Content sanitized until nothing interesting remains

• Copy that could be swapped between competitors

The result: Prospects can't tell you apart, so they choose based on price.

The Differentiation Solution

Move from generic to specific:

1. Document Real Problems

Instead of: "We help businesses optimize operations" Try: "We fix Excel-based processes that cost manufacturers $50K annually"

2. Show Your Process

Instead of: "We follow proven methodologies"
Try: "We audit current workflows first because 73% of problems stem from inherited processes no one questions"

3. Share Controversial Opinions

Instead of: "We believe in best practices" Try: "Most 'lean manufacturing' implementations fail because they focus on tools instead of culture"

4. Express Personality

Instead of: Committee-approved corporate speak Try: Authentic voice that reflects how you think

Content That Converts

Generic:

• "5 Tips for Better Project Management"

• "Why Choose Our Services"

Differentiated:

• "Why Gantt Charts Don't Work (And What We Use Instead)"

• "Three Industry 'Best Practices' That Make Projects Fail"

The Business Impact

Companies that differentiate authentically report:

• Higher inquiry quality

• Shorter sales cycles

• Premium pricing capability

• Better client fit

Why it works: Prospects arrive already understanding your unique approach.

Your Action Plan

Week 1: Compare your messaging to three competitors—where do you sound identical?

Week 2: Document three ways you work differently than standard industry practice

Week 3: Create one piece of content showing your real personality and approach

Week 4: Measure engagement vs. generic content and refine

The Calculated Risk

Authentic differentiation will attract some prospects and repel others.

This is the point.

Better to be the obvious choice for 30% of your market than an acceptable option for 100%.

The Choice

Continue following "best practices" and competing with dozens of identical suppliers.

Or show what makes you genuinely different and attract prospects who specifically want to work with you.

The market rewards companies that stand for something specific.

What will you stand for?

Ready to differentiate from generic competition? Start the conversation.