Why it matters
Most websites describe what the business does; buyers are asking what they'll get. That gap is where attention leaks. A sharp value proposition converts because it answers the visitor's actual question in their first five seconds.
How it works
The workable formula: for [who], we [outcome delivered], through [how], unlike [alternative's weakness]. Written in customer outcomes ("launch in weeks, update it yourselves") rather than provider activities ("full-service web solutions"), and proven immediately with evidence.
What to do about it
Rewrite your homepage headline as the outcome your best clients would say they got. If your team can't agree what that is, that's a positioning conversation wearing a copywriting mask.