Sameness Index · 2 sites compared

Your page scores 55 out of 100 for sameness against the competitor you named.

https://www.belfor.com/us/en/

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01

Your verdict

55
Sameness · vs 1 named
How is this calculated?

Your page is half shared.

About half of what your page says, Polygon also says. The average of the 48 services sites scored is 59.

No category benchmark matched this set.
Sameness Index on a 0 to 100 scale, from distinctive at 0 to interchangeable at 100. This page scores 55. Polygon scores 48. The services avg is 59.

Each named site is scored the same way, against the other 1 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.

  1. Less same than average

    The average services site scores 59; you scored 55.

    You are 4 points less same than the average services site.

  2. Closest overlap: Polygon

    Of the 1 site you named, Polygon echoes the most of what your page says: 55% of it, weighted by placement. Scored the same way you were, against the rest of the set, Polygon's own Sameness Index is 48. Those are different measures: the first is overlap with your page, the second is how same Polygon's whole page is.

    Polygon is the competitor you sound most like.

  3. Room to own more

    7% of your claim space is ownable: unique, relevant, and hard to copy. 1 of those claims sits in body copy, where few readers reach it.

    7% is ownable, and 1 buried opportunity could help you stand out more.

Do this first

Three changes worth testing first.

Chosen by rule from the comparison with Polygon: 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. “Delivering turnkey solutions to restore peace of mind for homeowners and businesses after disasters”

    Polygon 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. “BELFOR came when we had an emergency in one of our buildings. They showed up talked to me and went over the plan of action”

    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. “Always Ready to Respond”

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

    Table stakes
    Most of the set says this too.

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.

7% of your page’s claim space is yours to keep.

7%Yours to keep62%Unique but weak31%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. In-house full-time restoration staff, not subcontractors

    “Full-Time, Dedicated Restoration Professionals”

Buried in body copy · 1

  1. Showed up fast with a clear action plan

    “BELFOR came when we had an emergency in one of our buildings. They showed up talked to me and went over the plan of action”

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%Table stakesHero
    full-service restoration across damage types
    • “Delivering turnkey solutions to restore peace of mind for homeowners and businesses after disasters”
    • “Comprehensive cleanup and restoration for smoke, soot, and structural damage”
    • “Effective mold removal and prevention to protect health and property”
    • “Emergency repairs and recovery from wind, hail, and severe weather”
    • “Quick response to mitigate flooding, leaks, and restore your property”

    You say this 5 different ways.

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

    They say
    • Polygon“Restoration & Repair: Integrated services that help reduce disruption, protect property and assets, while supporting recovery, prevention, and long-term…”
  • Commodity · 100%Table stakesSection
    fast 24/7 emergency response
    • “Always Ready to Respond”

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

    They say
    • Polygon“24/7 Rapid response”
  • Commodity · 100%KeepSection
    global scale with local presence
    • “Global Reach. Local Partners.”

    Polygon 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
    • Polygon“we combine on-the-ground expertise with the strength and resources of an international organisation”
  • Commodity · 100%Table stakesSection
    long operating history and industry leadership
    • “Celebrating 80 Years of Service Excellence”
    • “Leading the Industry”

    You say this 2 different ways.

    Polygon make the same claim. It cannot set you apart, so it should not carry the section.

    They say
    • Polygon“60+ Years of experience”
04

Claim-by-claim evidence

Every claim on your page (15)
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.

  • Single-source, turnkey end-to-end restoration provider
    “Delivering turnkey solutions to restore peace of mind for homeowners and businesses after disasters”
    outcomeHerosame claim 100%same territory 100%Anyone could say it
    Commodity
    Also on Polygon
  • 24/7 availability and rapid emergency response
    “Always Ready to Respond”
    qualitySectionsame claim 100%same territory 100%Anyone could say it
    Commodity
    Also on Polygon
  • Decades of operating history (60–80 years)
    “Celebrating 80 Years of Service Excellence”
    proofSectionsame claim 100%same territory 100%Copyable with effort
    Commodity
    Also on Polygon
  • Global network combined with local presence
    “Global Reach. Local Partners.”
    segmentSectionsame claim 100%same territory 100%Copyable with effort
    Commodity
    Also on Polygon
  • Restores more than buildings — lives and communities
    “Enabling Resilience to Rebuild”
    outcomeHerosame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Expert, capable, compassionate people
    “Fostering Connections. Delivering Expertise.”
    qualitySectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Fire, smoke and soot damage restoration
    “Comprehensive cleanup and restoration for smoke, soot, and structural damage”
    capabilitySectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • In-house full-time restoration staff, not subcontractors
    “Full-Time, Dedicated Restoration Professionals”
    capabilitySectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Industry leader in restoration
    “Leading the Industry”
    qualitySectionsame claim 0%same territory 100%Anyone could say itnot a buying criterion
    Unique for now
  • Mold remediation and prevention
    “Effective mold removal and prevention to protect health and property”
    capabilitySectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • Storm and severe weather emergency repair
    “Emergency repairs and recovery from wind, hail, and severe weather”
    capabilitySectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • Strengthened by past adversity, moving forward
    “Stronger by what we've overcome and are accelerating into our next chapter”
    qualitySectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Water damage mitigation and flood restoration
    “Quick response to mitigate flooding, leaks, and restore your property”
    capabilitySectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • Mobile app for emergency access to help
    “The BELFOR App provides seamless access to our 24/7 assistance + Emergency Hotline”
    capabilityBodysame claim 0%same territory 0%Copyable with effortnot a buying criterion
    Unique and owned
  • Showed up fast with a clear action plan
    “BELFOR came when we had an emergency in one of our buildings. They showed up talked to me and went over the plan of action”
    proofBodysame claim 0%same territory 100%Anyone could say it
    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%62The 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%50Every 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%75Expected 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%17Same 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%58Weighted 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 (2 pages read)
Your page
BELFOR
belfor.com
Competitor
Polygon
polygongroup.com
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 “Delivering turnkey solutions to restore peace of mind for homeowners and businesses after disasters”.

    Polygon 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 section copy says “Always Ready to Respond”.

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

  3. 3
    Table stakesYour section copy says “Celebrating 80 Years of Service Excellence”.

    This is the set's common ground — Polygon 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.

  4. 4
    Table stakesYour section copy says “Comprehensive cleanup and restoration for smoke, soot, and structural damage”.

    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 “Global Reach. Local Partners.”.

    True of you and true of them: Polygon 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 “Leading the Industry”.

    In the section: Polygon all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.

  7. 7
    Table stakesYour section copy says “Effective mold removal and prevention to protect health and property”.

    In the section: Polygon all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.

  8. 8
    Table stakesYour section copy says “Emergency repairs and recovery from wind, hail, and severe weather”.

    In the section: Polygon all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.

  9. 9
    Surface“BELFOR came when we had an emergency in one of our buildings. They showed up talked to me and went over the p…” 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.

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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