Your homepage says you're leading the energy transition. So does everyone else's.

Open your homepage and read the first sentence out loud. If it starts with your company name and ends with a word like leading, pioneering or at the forefront, you have a hero problem.

Not because the claim is false. Because it’s wallpaper. Somewhere between 60 and 80 of your direct competitors say the same sentence with a different logo, and your buyers read all of them. Dentsu’s 2024 B2B study put a number on the result: 68% of buyers say the brands they deal with all sound and act the same.

The instinct behind that sentence is understandable. You’ve done hard, impressive things and you want them known. But casting your company as the hero of the story has a structural cost that shows up everywhere downstream: in what you film, whose face fronts it, and which numbers your case studies cite.

Whose story is your buyer actually in?

Think about the person you most want to win this quarter. A development director consenting a gigawatt of offshore wind. An asset manager squeezing yield out of an ageing portfolio. A supply-chain lead who needs fabrication capacity nobody has.

Each of them is already the protagonist of a high-stakes story: their project, their investment committee, their board. They are not shopping for another hero. Their story has a vacancy for something more useful: the trusted advisor who makes their outcome more likely.

When your brand insists on the hero role, you’re not competing with your rivals for attention. You’re competing with your own customer for the spotlight. That’s a contest you can only lose politely.

The 20-minute rewrite

You don’t need a rebrand to test this. You need your homepage and a highlighter.

1. Circle every sentence where your company is the grammatical subject. “We deliver.” “We’re proud.” “Our fleet.” Most energy homepages come back 80% circled.
2. Take the three most prominent circled sentences - usually the H1 and the first two paragraphs.
3. Rewrite each so the reader’s outcome is the subject. Not what you do. What happens for them because you did it.

Before and after, the kind of shift that comes out:

• “We deliver world-class marine coordination services.” becomes “Your weather window is 36 hours. This is the team that hits it.”
• “We are a leading provider of asset integrity solutions.” becomes “Your turbines are out of warranty next year. Here’s what that should change about your inspections.”

Same capability. Different protagonist. The second version is also harder to write, because it forces you to know which outcome your buyer is actually losing sleep over. That difficulty is the point - it’s the work your competitors are skipping.

Five questions that catch the hero creeping back

Run these against anything before it ships:

1. Who is the subject of the headline - you or them?
2. Whose KPI does your flagship case study cite - your delivery stats or their commercial result?
3. Whose face fronts your hero film - your MD or the person whose project it served?
4. If a competitor’s logo replaced yours, would the page still read as true? If yes, it isn’t positioning. It’s decoration.
5. Does the call to action invite them to admire you or to move their project forward?

None of this means hiding your capability. It means your capability enters the story the way evidence enters an argument: in service of the reader’s conclusion, not as the conclusion itself.

The first stage of the Restate Framework asks why your company exists. Every honest answer we’ve ever heard in that room is about who the company exists for. Your homepage should read like you know it.