Top-down is why it comes out generic
Writing the headline first means writing it before you know what the page proves. The result is a claim broad enough to survive whatever follows, which is exactly the category description with adjectives that convinces nobody.
Step 1: decide the one action
What should a stranger do at the end of this page. Everything above exists to make that action reasonable, and until it is decided the page has no shape — one action, repeated.
Step 2: list the objections that stop it
Write the five reasons a qualified buyer wouldn’t take that action: unclear fit, unclear cost, unclear risk, unclear process, no evidence. Each becomes a section, in the order they arise.
Your homepage sections are the objections to your call to action, answered in order.
Step 3: gather the proof you actually have
Specific outcomes, named clients, real numbers. Working from what you can substantiate keeps the page honest, and detail is the only credibility that survives a sceptical reader.
Step 4: now write the headline
With the argument built, the headline is the one sentence summarising what the page proves. It writes itself in minutes and it is specific, because it now has something specific to summarise.
Step 5: cut a third
Remove the section you are least able to defend. A confident page outconverts a comprehensive one, and the weakest section is the one that dilutes the rest.