The curse of knowing your subject
The better you understand something, the harder it becomes to explain. You compress. You skip the steps that now seem obvious. You use the internal word instead of the one your buyer would use.
Your buyer is not less intelligent. They are less rehearsed.
Finance and software have the same problem
Both are categories where the practitioner is fluent and the customer is not, and where the customer is slightly embarrassed about not being fluent. That embarrassment is the real barrier — people do not ask the question they need answered.
What works instead
Answer the question they are too self-conscious to ask, before they ask it. Name the thing they are worried about. Use their word for it, not yours. This is the entire technique, and it is why the least polished explainer often outperforms the most produced one.
Why this matters for a services firm
Your website is currently written for someone who already understands what you sell. The buyer comparing four firms does not. The firm that explains most clearly usually wins, and clarity is cheaper than any other advantage available to you.