This is the only item on the list that no developer can do for you, and it is usually the one that moves you furthest. An engine answering a question lifts the first plain sentence it finds that answers it. If your page opens by describing the business, there is nothing to lift, so it quotes a competitor who simply stated the price.
Read your own first two sentences
Open your most important service page and read only the opening. Most pages built for a brochure begin with the company, and it takes about four seconds to tell whether yours does.
The version nothing can quote. "Established in 2009, we are a family-run business dedicated to quality and customer satisfaction across the region."
The version that gets quoted. "Full paint correction and ceramic coating, carried out at your home across Leeds and Bradford. A two-stage correction takes a day and starts at 180 pounds."
The second one is not better writing in a literary sense. It is better because every clause in it answers something a buyer asked, which is the only test that matters here.
The two things that move it most
Pages are scored on how answerable they are, and two habits do most of the work.
Headings phrased as the question. "How much does ceramic coating cost?" rather than "Pricing". A machine can lift one answer without lifting the whole page when the heading tells it where the answer starts.
Real numbers in the text. A price, a duration, a distance, a postcode. "From 180 pounds" gets quoted. "Competitive pricing" cannot be, because it says nothing that could be repeated to somebody.
Both are things you already know and are simply not writing down. The prices you quote on the phone twenty times a week are the ones missing from the page.
Do not hide the answer
Two things routinely bury an answer that is already on the page. Text that only appears when you click to expand may not be in the page at all for a machine that does not click. And a page whose text is built in the browser rather than sent by the server looks empty to the simpler crawlers, which is a separate finding on your scan if it applies to you.
What it moves
This check is among the heaviest in the scan. The finding prints what it is worth on your own site as X of Y points, because the total varies with how many checks applied. It is also the slowest to verify: the page has to be re-read, so run your scan again once the new wording is live rather than the same afternoon.