I once had a personal growth coach describe what she does for her clients: "I help people overcome 'timid living'".
Except that I bet her clients never called it 'timid living'. It reminded me of this cartoon by Hugh MacLeod, GapingVoid. We get so wrapped up in our idustries jargon that we fail to describe to our clients how we can help them in a way that really resonates with them.
When we meet someone for the first time - or they visit our website for the first time - we get just a few seconds to cause them to think "You have exactly what I need."
We need to 'get outside our jar' and listen to how our clients describe what we do for them. Then remember those words. Use them on your website and in your conversation instead of what YOU think you do.