Buyers stopped trusting brand copy because the claims in it are now free to generate. When anyone can produce a polished paragraph about being innovative, trusted, and customer-obsessed in seconds, those words stop carrying information. The reader has seen the same sentences on a hundred other sites, and they know how little it cost to write them.

This is a recent shift. For a long time, well-written copy was itself a signal. It suggested a company had invested real effort, hired real talent, and thought carefully about what it said. That inference is now broken. Polish no longer proves effort, because polish is cheap. So the buyer discounts the copy entirely and goes looking for something the company cannot fake: a specific customer, a real number, a story with a name and a date attached.

The takeaway is uncomfortable but clarifying. The more your homepage sounds like everyone else's homepage, the less it is believed, no matter how good the writing is. Trust has migrated from how well you say it to whether you can prove it happened.