The larger your site grows, the more pressure you get from your software, your visitors, and yourself to write generically.
When thousands of pages are being posted every month, the content management software demands that each object of a certain type have the same internal structure, containing the same components in the same order. Why? Because that generic approach to organization will:
Each separate utterance is individual, of course, but each sphere in which language is used develops its own relatively stable types of these utterances. These we may call speech genres.