With recent changes in Google policy vis-a-vis content, it seems that there is so much to it for sure. The written words just don’t have to be persuasive anymore, but they should also be simple to read and rather written in active voice to create an impact and give what the visitor is looking for.
Saying too many things about your product and services but missing out on the very premise on which these words were written for, or what is there in them for the visitor, may backfire your entire content strategy. So, align your content on the lines of what online visitor is looking for than merely putting it for the sake of informing. For that to happen, your information has to have an empowering effect on the visitor even if we are talking usual- you and your competitors.