Your website should be anything but general. A lot of website owners aim to please everyone – but they can’t – and end up isolating their entire audience.
Maybe you’re writing for the wrong audience, perhaps you’re writing for a larger demographic than you should be; whatever the case, inaccurate targeting could negatively impact your conversion rate. Your copy, branding, marketing and site design should speak directly to a niche demographic.
Often a market research is the best tool to properly define and know your audience. Using free tools like Google Forms for instance will help you running quick surveys to get those valuable insights.