An entity is the recognisable thing your business represents: the organisation, its services, people, locations and areas of expertise. Search systems work better when these details are consistent and connected.
Keep your core information aligned across the website: who you help, what you offer, where you operate and how to contact you. Then support those facts with service pages, original insights and credible references.
Entity clarity is not about adding jargon or excessive markup. It is about publishing accurate information in a structure that people can understand and that search engines can crawl.
What to do next
Choose the one improvement most likely to reduce friction for a valuable user journey. Measure the result, learn from it and build from there.