Some people might argue that general translation doesn’t really exist, and that every type of text is “specialised” in its own right. When I talk about general translation, I refer to content that doesn’t involve highly technical vocabulary or wording (unlike scientific, legal, financial or medical texts — technical translation specialties like these should only be undertaken by practitioners who have specialised training and experience in these areas). It doesn't involve quite the same labour-intensive “transcreation” process used to transport heavily-targeted marketing content into a completely different culture and language, and it also doesn't apply to the translation of poetry, for example, which belongs to a whole other realm and specialty altogether.
It does, however, still require quality and a certain degree of creativity. It is content that is less specialised, using less technical and more day-to-day language. That is not to say that you shouldn’t call on a professional and experienced translator to complete this kind of translation task, because all forms of translation will ultimately require a certain level of skill, knowledge and linguistic expertise if you are looking for quality results.