A professionally sound person sometimes may not be even shortlisted for not presenting an appropriate CV. How this challenge can be mitigated?

Most of the time it is seen that a professionally sound person may not be even shortlisted for not being able to present him/herself appropriately through his/her CV/Resume.Sometimes taking help of the professional CV writer ( where things are little fabricated) somebody might be shortlisted and called for interview. As a result potentially promising candidates are not being hired by the company. CV writing is an art of language and expertise in that particular field, it does not truly represent the correct picture of the individual about his/her professional excellence ( if not taken help of the professional CV writer). So how this challenge can be mitigated?