Sameness Index · 3 sites compared

Your page scores 71 out of 100 for sameness against the 2 competitors you named.

https://www.airswift.com/

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01

Your verdict

71
Sameness · vs 2 named
How is this calculated?

Your page is mostly the same.

Most of what your page says, NES Fircroft says too. You're the most same of the 9 Staffing / recruiting sites scored (category avg 62).

Benchmarked against Staffing / recruiting (the category you chose).
Sameness Index on a 0 to 100 scale, from distinctive at 0 to interchangeable at 100. This page scores 71. NES Fircroft scores 69. Brunel scores 74. The category avg is 62.

Each named site is scored the same way, against the other 2 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.

  1. More same than average

    The average Staffing / recruiting category leader scores 62; you scored 71.

    You are 9 points more same than the average Staffing / recruiting category leader.

  2. Closest overlap: NES Fircroft

    Of the 2 sites you named, NES Fircroft echoes the most of what your page says: 91% of it, weighted by placement. Scored the same way you were, against the rest of the set, NES Fircroft's own Sameness Index is 69. Those are different measures: the first is overlap with your page, the second is how same NES Fircroft's whole page is.

    NES Fircroft is the competitor you sound most like.

  3. Room to own more

    4% of your claim space is ownable: unique, relevant, and hard to copy. 2 of those claims sit in body copy, where few readers reach them.

    4% is ownable, and 2 buried opportunities could help you stand out more.

Do this first

Three changes worth testing first.

Chosen by rule from the comparison with NES Fircroft and Brunel: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Each one links to its claim card.

  1. “40 years delivering technical experts for the world's most challenging engineering & technology projects”

    NES Fircroft and Brunel all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.

    Table stakes
    Most of the set says this too.
  2. “Extensive due diligence – Thorough background verification and reference checking”

    Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.

    Surface
    Yours alone. Test it higher up.
  3. “Compliance oversight – Mitigate risks associated with legislation and security”

    A claim that is yours alone, filed in body copy. Try it where it will be read before the shared claims are, and let buyers tell you if it moves them.

    Surface
    Yours alone. Test it higher up.

Try these changes, then test them with real buyers.

This measures overlap. Whether buyers notice is a different question, and only they can answer it.

Test it with real buyers
02

What you can own

Claims only you make, that buyers weigh, and that competitors can’t easily copy.

4% of your page’s claim space is yours to keep.

4%Yours to keep29%Unique but weak67%A competitor says it too
Why this is not 100 minus the Sameness Index

The index is a weighted composite across six categories, including page structure and visuals. This bar is measured on your claims alone, weighted by where each one sits on the page. Different denominators, so the two never add to 100 and are not meant to.

Already leading with · 1

  1. We fill roles faster than competitors

    “We fill jobs 5 days faster than most recruitment firms (Bullhorn study)”

Buried in body copy · 2

  1. Background verification and reference checking

    “Extensive due diligence – Thorough background verification and reference checking”

  2. Compliance oversight mitigates legislative and security risk

    “Compliance oversight – Mitigate risks associated with legislation and security”

03

Where you blend in

Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.

  • Commodity · 100%KeepHero
    end-to-end support including payroll, benefits, onboarding
    • “Airswift is more than just a payroll solutions provider”
    • “Acting as an extension of your HR team, we manage the entire hiring lifecycle, from sourcing candidates to ensuring full compliance”

    You say this 2 different ways.

    NES Fircroft and Brunel all say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation.

    They say
    • NES Fircroft“We'll be your long-term recruitment partner”
    • Brunel“We offer a variety of services and solutions focused on supporting the individual needs of our clients, contractors, and employees”
  • Commodity · 100%Table stakesHero
    global reach with local presence
    • “We actually have the real experience, knowledge and physical global reach that you need to get results”
    • “60+ International offices”

    You say this 2 different ways.

    NES Fircroft and Brunel all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.

    They say
    • NES Fircroft“With over 80 offices in 45 countries, we have access to the best talent wherever it may be in the world”
    • Brunel“Our presence spans over 120+ offices”
  • Commodity · 100%Table stakesHero
    long track record and scale of placements
    • “40 years delivering technical experts for the world's most challenging engineering & technology projects”
    • “9,000+ Contractors mobilised around the world each year”

    You say this 2 different ways.

    Common ground with NES Fircroft and Brunel. Say it if buyers need it — lower on the page, where it is not the thing they read first.

    They say
    • NES Fircroft“Our decades of expertise means we know what it takes to hire efficiently and effectively”
    • Brunel“backed by a long history of success”
  • Commodity · 100%KeepHero
    specialist recruiters with deep sector expertise
    • “Complex global projects need exceptional talent”

    Every page has to name its category and audience, and NES Fircroft and Brunel do too. Keep the line; just do not expect it to do any differentiating.

    They say
    • NES Fircroft“Our discipline-specific recruiters will help you to advance your career”
    • Brunel“Connecting Specialists to Pioneering Projects”
  • Commodity · 100%Table stakesHero
    technology makes hiring simple and efficient
    • “We make international recruitment for your technical projects simple”

    NES Fircroft and Brunel make the same claim. It cannot set you apart, so it should not carry the hero.

    They say
    • NES Fircroft“Combining recruiters with state-of-the-art technology, we can optimise both employer and candidate experience, improve quality of hire”
    • Brunel“Brunel leverages advanced recruitment techniques and strategic workforce planning to streamline talent acquisition and enhance your overall performance”
  • Commodity · 100%Table stakesSection
    best-in-class provider claim
    • “Airswift Resourcing's MSP solution is one of the energy, process, and infrastructure industries' deepest and most forward-thinking”

    A buyer comparing tabs sees this on NES Fircroft and Brunel. Yours earns nothing by repeating it up top; it can live lower down.

    They say
    • NES Fircroft“We deliver market‑leading managed solutions”
    • Brunel“Reimagining the workforce for a changing world”
  • Contested · 50%SharpenSection
    access to hard-to-find talent
    • “Find specialised technical talent that others can't deliver”

    NES Fircroft is on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.

    They say
    • NES Fircroft“NES Fircroft's unrivalled candidate reach ensures your talent acquisition has a competitive advantage”
  • Contested · 50%SharpenSection
    fills roles faster
    • “We fill jobs 5 days faster than most recruitment firms (Bullhorn study)”
    • “Airswift's Contract Hire service enables you to scale your workforce quickly and compliantly”

    You say this 2 different ways.

    Shared with NES Fircroft. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.

    They say
    • NES Fircroft“We can help you to hire employees quickly, compliantly and with minimal risk”
  • Contested · 50%KeepSection
    full-service hiring across levels and functions
    • “Finding the right technical leaders is critical to achieving your financial, strategic, and commercial goals”

    Orientation, not an edge: this tells a buyer what kind of thing they are looking at, and NES Fircroft tell theirs the same. Necessary, and not a reason to choose you.

    They say
    • NES Fircroft“Our Retained and Executive Search services are second to none”
  • Contested · 50%SharpenSection
    handles global compliance and reduces risk
    • “Their knowledge on international employment, taxation and visa's have been vital in helping Stegra secure key talent”

    Contested ground: NES Fircroft claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.

    They say
    • NES Fircroft“No local entity? No problem! Leverage our footprint to kick-start an overseas project with immigration and payroll compliance for your workforce”
  • Contested · 50%SharpenSection
    lowers cost and improves workforce quality
    • “Our Managed Service Provider solution helps you control costs, ensure compliance, and improve quality across your entire contingent workforce”

    Section-level, and shared: NES Fircroft is on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.

    They say
    • NES Fircroft“Consulting business leaders to secure efficiency, compliance, and cost savings in their operations”
  • Contested · 50%SharpenSection
    rigorous screening, vetting and background checks
    • “We provide skilled professionals who are ready to deliver from day one”
    • “Our engaged search approach ensures your critical technical roles are filled with qualified specialists who fit your culture and requirements - not just the…”

    You say this 2 different ways.

    Across 2 of your lines: NES Fircroft is on this territory too (50% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.

    They say
    • NES Fircroft“We qualify candidates' technical competencies as well as their soft skills, to ensure harmonious and sustainable employment”
04

Claim-by-claim evidence

Every claim on your page (31)
What the columns mean
Claim
The grouped claim, then your exact line beneath it.
Type
What kind of claim it is: category, segment, outcome, capability, quality or proof.
Placement
Where it sits on your page: hero, section or body copy. Hero claims weigh most in the index.
Same claim
Share of the competitors making this exact claim. Drives ownership and ownable share.
Same territory
Share of the competitors with any claim in the same buyer-facing territory. This is what the index is scored on.
Sayability
Whether a competitor could truthfully make the same claim: anyone could, copyable with effort, or hard to copy.
Relevant
Whether buyers decide on this. A unique claim nobody buys on is not ownable.
Ownership
Commodity: 60% or more of the set says it. Contested: 20–59%. Unique: under 20%, owned when it is also hard to copy.

Tap a column to sort by it; tap again to reverse. Sorted by Same claim, highest first.

  • Decades-long track record in the industry
    “40 years delivering technical experts for the world's most challenging engineering & technology projects”
    proofHerosame claim 100%same territory 100%Copyable with effort
    Commodity
    Also on NES Fircroft, Brunel
  • Large global office network across many countries
    “60+ International offices”
    proofSectionsame claim 100%same territory 100%Copyable with effort
    Commodity
    Also on NES Fircroft, Brunel
  • Large volume of contractors placed globally
    “9,000+ Contractors mobilised around the world each year”
    proofSectionsame claim 100%same territory 100%Copyable with effort
    Commodity
    Also on NES Fircroft, Brunel
  • Long-term partnership through onboarding and beyond
    “Long-term success partnering – Supporting both client and candidate throughout the onboarding process”
    capabilityBodysame claim 100%same territory 100%Anyone could say itnot a buying criterion
    Commodity
    Also on NES Fircroft, Brunel
  • Technology streamlines the hiring process
    “Technology enablement – Streamline requisition, recruitment onboarding, and reporting”
    capabilityBodysame claim 100%same territory 100%Anyone could say it
    Commodity
    Also on NES Fircroft, Brunel
  • Complex global projects require exceptional specialists
    “Complex global projects need exceptional talent”
    categoryHerosame claim 50%same territory 100%Anyone could say itnot a buying criterion
    Contested
    Also on Brunel
  • Global reach combined with local knowledge
    “We actually have the real experience, knowledge and physical global reach that you need to get results”
    proofHerosame claim 50%same territory 100%Anyone could say it
    Contested
    Also on Brunel
  • International technical recruitment made simple
    “We make international recruitment for your technical projects simple”
    qualityHerosame claim 50%same territory 100%Anyone could say it
    Contested
    Also on NES Fircroft
  • Access to talent others cannot find
    “Find specialised technical talent that others can't deliver”
    outcomeSectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on NES Fircroft
  • End-to-end support from onboarding to payroll
    “Acting as an extension of your HR team, we manage the entire hiring lifecycle, from sourcing candidates to ensuring full compliance”
    capabilitySectionsame claim 50%same territory 100%Anyone could say it
    Contested
    Also on Brunel
  • Executive search for senior technical leaders
    “Finding the right technical leaders is critical to achieving your financial, strategic, and commercial goals”
    categorySectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on NES Fircroft
  • International employment and immigration compliance expertise
    “Their knowledge on international employment, taxation and visa's have been vital in helping Stegra secure key talent”
    proofSectionsame claim 50%same territory 50%Copyable with effort
    Contested
    Also on NES Fircroft
  • MSP/RPO reduces cost and improves workforce quality
    “Our Managed Service Provider solution helps you control costs, ensure compliance, and improve quality across your entire contingent workforce”
    outcomeSectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on NES Fircroft
  • Our MSP/RPO offering is best in class
    “Airswift Resourcing's MSP solution is one of the energy, process, and infrastructure industries' deepest and most forward-thinking”
    proofSectionsame claim 50%same territory 100%Anyone could say it
    Contested
    Also on NES Fircroft
  • Screening covers technical and soft/cultural fit
    “Our engaged search approach ensures your critical technical roles are filled with qualified specialists who fit your culture and requirements - not just the…”
    capabilitySectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on NES Fircroft
  • We hire quickly and compliantly at scale
    “Airswift's Contract Hire service enables you to scale your workforce quickly and compliantly”
    outcomeSectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on NES Fircroft
  • Recruiters specialised by technical discipline
    “Discipline specific recruiters who understand your technical requirements”
    capabilityBodysame claim 50%same territory 100%Anyone could say it
    Contested
    Also on NES Fircroft
  • Vendor management of contingent workforce supply chain
    “Vendor management – Consolidate and optimise your recruitment supply chain”
    capabilityBodysame claim 50%same territory 50%Anyone could say it
    Contested
    Also on NES Fircroft
  • We are more than a payroll provider
    “Airswift is more than just a payroll solutions provider”
    categoryHerosame claim 0%same territory 100%Anyone could say itnot a buying criterion
    Unique for now
  • Client testimonial: advice helped project grow abroad
    “Airswift's support and advice has been invaluable in helping our project in Sweden grow”
    proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Client testimonial: delivered strong candidate shortlists
    “Candidate shortlists were assembled in good time and had strong tech backgrounds”
    proofSectionsame claim 0%same territory 0%Anyone could say it
    Unique for now
  • Client testimonial: filled a critical leadership role well
    “They helped fill a critical leadership role and exceeded expectations with their professionalism, collaboration and communication”
    proofSectionsame claim 0%same territory 0%Anyone could say it
    Unique for now
  • Pre-vetted candidates productive from day one
    “We provide skilled professionals who are ready to deliver from day one”
    qualitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • We fill roles faster than competitors
    “We fill jobs 5 days faster than most recruitment firms (Bullhorn study)”
    proofSectionsame claim 0%same territory 50%Copyable with effort
    Unique and owned
  • Background verification and reference checking
    “Extensive due diligence – Thorough background verification and reference checking”
    capabilityBodysame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Compliance oversight mitigates legislative and security risk
    “Compliance oversight – Mitigate risks associated with legislation and security”
    capabilityBodysame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Customisable location-specific benefits packages
    “Customisable benefits packages – Attract and retain top talent with location-specific benefits”
    capabilityBodysame claim 0%same territory 100%Copyable with effortnot a buying criterion
    Unique and owned
  • Data analytics informs workforce strategy
    “Data analytics – Gain insights to continuously improve workforce strategy”
    capabilityBodysame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • Direct sourcing using the client's employer brand
    “Direct sourcing - Engage talent utilising the power of your brand, increasing effectiveness and enhancing the user experience”
    capabilityBodysame claim 0%same territory 50%Copyable with effortnot a buying criterion
    Unique and owned
  • Leadership assessment beyond technical skills
    “Comprehensive candidate assessment – Looking beyond technical skills to leadership capabilities”
    capabilityBodysame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • Market and industry analysis informs search
    “In-depth industry analysis – Understand your specific market challenges”
    capabilityBodysame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
05

How this was calculated

Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.

AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.

How the score is built
The six category scores, their weights, and what a high score in each one means
CategoryWeightYoursWhat a high score means
Messaging
Category framing, who it is for, and the outcome promised
30%73The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not.
Claims
Attribute and benefit claims — speed, ease, quality, ROI
30%81Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot.
Features
Capabilities and functions the page lists
15%71Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake.
Proof
The kinds of evidence offered: customer logos, numbers, testimonials, case studies, badges
10%33Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named.
Structure
Section order, navigation, CTA language and placement
10%n/aThe generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable.
Visual
Palette family, imagery style, layout patterns
5%81Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first.

Each site was read on its own first, with no knowledge of the others, so your page gets no benefit of the doubt a competitor’s does not. A category nothing could be measured for drops out and the rest are re-weighted, rather than counted as zero.

What we compared (3 pages read)
Your page
Airswift
airswift.com
Competitor
NES Fircroft
nesfircroft.com
Competitor
Brunel
brunel.net
What it cannot tell you

The index can find where two pages converge. It cannot say whether a buyer would notice, or which of your reasons to buy actually land. A single check also moves several points between runs, so read the band and the ranking, not the last digit.

Your highest-impact changes

  1. 1
    Table stakesYour hero copy says “40 years delivering technical experts for the world's most challenging engineering & technology projects”.

    NES Fircroft and Brunel all say it too. Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.

  2. 2
    Table stakesYour hero copy says “We actually have the real experience, knowledge and physical global reach that you need to get results”.

    Keep the fact, lose the position: nES Fircroft and Brunel all say it too, and your hero is spending its first impression on the same territory as theirs.

  3. 3
    Table stakesYour hero copy says “We make international recruitment for your technical projects simple”.

    This is the set's common ground — NES Fircroft and Brunel all say it too. It will not set you apart wherever it sits, and in the hero it costs you the one place a distinctive claim would be read.

  4. 4
    Table stakesYour section copy says “Acting as an extension of your HR team, we manage the entire hiring lifecycle, from sourcing candidates to en…”.

    A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the section should carry a claim they will only find here.

  5. 5
    Table stakesYour section copy says “60+ International offices”.

    True of you and true of them: NES Fircroft and Brunel all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.

  6. 6
    Table stakesYour section copy says “9,000+ Contractors mobilised around the world each year”.

    In the section: Keep the fact, lose the position: nES Fircroft and Brunel all say it too, and your section is spending its first impression on the same territory as theirs.

  7. 7
    Table stakesYour section copy says “Airswift Resourcing's MSP solution is one of the energy, process, and infrastructure industries' deepest and…”.

    In the section: This is the set's common ground — NES Fircroft and Brunel all say it too. It will not set you apart wherever it sits, and in the section it costs you the one place a distinctive claim would be read.

  8. 8
    Table stakesYour body copy says “Long-term success partnering – Supporting both client and candidate throughout the onboarding process”.

    In the body: True of you and true of them: NES Fircroft and Brunel all say it too. That is why it decides nothing, and why the body is the wrong place to spend it.

  9. 9
    Surface“Extensive due diligence – Thorough background verification and reference checking” is yours alone, and buyers weigh it.

    Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.

  10. 10
    Surface“Compliance oversight – Mitigate risks associated with legislation and security” is yours alone, and buyers weigh it.

    A claim that is yours alone, filed in body copy. Try it where it will be read before the shared claims are, and let buyers tell you if it moves them.

The only way to know if it matters.

This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.

Test it with real buyers
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