This guide is for IT consultancies and digital transformation firms whose websites rely on abstract language. It explains why buzzwords hurt discovery and trust, and how to replace them with concrete scenarios, deliverables and evidence.
The logo-removal test
Take your homepage, remove the logo and name, and show it to a colleague from a competitor. If they cannot tell whose site it is, buyers cannot either.
Digital transformation language is especially exposed. The phrases are widespread, defined differently by every firm and impossible to check, so they carry almost no information.
Why buzzwords hurt discovery as well as trust
- Search: the broad terms are shared by thousands of firms, and queries buyers type are rarely broad.
- AI answers: summarizing many similar firms yields a generic description, or a list of the largest names.
- Sales: prospects arrive unable to say what you do, and the first call is spent explaining.
Replace abstractions with four concrete things
- Situations. “A new CIO needs a current-state assessment in 30 days.” “A company has acquired another and must merge two environments.”
- Deliverables. A roadmap, an architecture decision record, a vendor shortlist, a cost model: things a buyer can picture receiving.
- People. Named consultants with background and the type of engagement they lead.
- Evidence. Anonymized examples that show the situation, the output and what the client did with it.
A page structure that works
Situation in the buyer’s words, what is delivered, how the engagement runs, who does the work, what it typically does not include, and an example. Repeat for each engagement type you sell.
What to change
- List the engagement types you actually sell and write a page for each.
- Cut or define every term of art. If “transformation” stays, say what is transformed and what the output is.
- Add a short “what we do not do” section to each page.
- Publish decision content: how to choose a consultancy, how to scope an assessment, how to run a vendor selection.
Quick diagnostic map
Starting hypotheses to test with your own prospects.
| Symptom | What to check | Likely fix |
|---|---|---|
| First calls begin with “what exactly do you do?” | Call notes and prospect wording | Rewrite service pages around situations and deliverables |
| AI answers describe you as a “technology consulting firm” | Prompt results for your engagement types | Add specific pages and align profiles with the same wording |
| Inquiries are about work you do not want | Which pages they landed on | Narrow wording and add “what we do not do” |
Limits of this guide
Large firms may need broad language for brand reasons. Smaller firms rarely benefit from it.
Concrete does not mean exaggerated. Do not publish deliverables, results or client names you cannot support.
Common questions
Why do IT consultancy websites sound the same?
Abstract phrases are easy to write and safe to publish, so many firms adopt the same ones. The cost is that buyers and AI engines cannot tell the firms apart.
What should an IT consultancy describe instead?
The situations it handles, the deliverables it produces, the named people who do the work and anonymized examples of what clients received.
Does concrete wording narrow the audience too much?
Specific pages show where your evidence is strongest. They do not stop you from taking other work, and they make the right inquiries more likely.
Diagnosing which of these causes applies to your firm is what a search visibility review does, using your own Search Console and AI answer data.
Kryston publications
Analysis for IT services and software development firms on search, AI visibility and buyer trust.
