Gustav The idea, in one sentence: the narrower and clearer the thing you are known for, the easier you are to find, because both Google and AI surface specialists and skip generalists.
Why it matters
Search engines and AI models both work by association. They connect a business to the topics it is clearly, repeatedly linked with. When your message is "we do a bit of everything", there is no strong association to make, so you get connected to nothing in particular, and you surface for nothing in particular.
A shopfront that says "café, catering, events, gifts and coffee beans" ranks for none of them with any strength. A shopfront that says "sourdough bakery in Slagelse" can own that search outright. Narrowing feels like closing doors. In discovery, it is the only way to open one.
What it looks like in practice
Think about how an AI answers "who is the best [thing] in [place]?". It reaches for the entity most consistently and specifically associated with that thing. The generalist never comes up, not because it is worse, but because the model has no clear reason to connect it to the question. The specialist is the obvious, low-risk name to give.
This is the single most common mistake I see on new business websites: a homepage that tries to be everything to everyone and therefore signals nothing. The fix is not to do less. It is to be known for one thing clearly, and let the rest live underneath it.
How to do it
Pick the one thing you most want to be the answer for. Phrase it concretely, with the what and the where ("custom CRM systems for small Danish businesses", not "digital solutions"). Put that front and centre, on your homepage, in your descriptions, in how you introduce yourself. Your broader services can still be there, but they sit beneath a clear headline, not in place of one.
The pitfall to avoid
The fear: "if I narrow it, I will lose the customers who want the other things." In reality, the generalist is invisible and the specialist is recommended, and a clear specialist still gets asked about adjacent work all the time. You are not amputating services. You are choosing the door you want to be found through. Vagueness is not safety; it is camouflage.