A growing share of first encounters with a business are mediated. The buyer asks a question, a system reads a number of sources including yours, and the buyer receives a paraphrase. Whatever craft went into the original sentences, what reaches the buyer is a compression of them.
Compression is not neutral about what it keeps. It keeps claims that are specific, attributable and unusual. It discards tone, rhythm, reassurance and anything that could be said by any firm in the category.
Testing for it
The check is mechanical. Take a page, reduce it to the three sentences a summariser would retain, and ask whether those three sentences distinguish the business from its competitors. For most professional services sites they do not, because the specific material is in the adjectives and the adjectives are the first thing compression removes.
What survives is a named method, a stated limit, a defined term, a position someone could disagree with, and a number with its definition attached. What does not survive is every sentence about commitment to quality, however sincerely meant.
The consequence for how you write
It argues for declaring things. A firm that names its method, states what it will not do, and publishes a position it could be wrong about gives a summariser something to carry. A firm that writes carefully and says nothing checkable is reduced to its category description, which is indistinguishable from everyone else's.
This is a change in what good writing does commercially rather than a change in what good writing is. The clearest, most specific version was always the better one. It is now the only version that reaches the reader intact.