# Your page scores 72 out of 100 for sameness against the 3 competitors you named.

Most of what your page says, WIRO says too — the overlap is heaviest in what you say you do and who it's for.

- **Your page:** https://www.duenorth.co.uk/
- **Compared against:** WIRO (wiro.agency), Quickfire Digital (quickfiredigital.com), We Take Flight (wetakeflight.co.uk)
- **Sameness Index:** 72 — Mostly the same
- **Ownable share:** 8% (of 31% distinctive)
- **Report:** https://grader.wynter.com/c/duenorth-co-uk-QWM57wk

**How you compare · vs 8 Dev / IT services shops category leaders** — 11 points more same than the average Dev / IT services shops category leader. The average Dev / IT services shops category leader scores 61; you scored 72. You are less same than 1 of the 8 Dev / IT services shops category leaders. The best-differentiated site in the set is at 50.
_A single check can move several points between runs; the benchmark averages up to eight sites per category._

> With 3 competitors, commonness can only take 4 distinct values. The figures are honest at that resolution and no finer.

## 1. Sameness Index

| Category | Weight | Score | What it means |
| --- | --- | --- | --- |
| Messaging | 30% | 100 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
| Claims | 30% | not measured | Not enough on either page to compare. |
| Features | 15% | 62 | Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake. |
| Proof | 10% | 58 | Same 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 | 10% | 17 | The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable. |
| Visual | 5% | 67 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |

**Mostly the same** — Most of your claims are also theirs. Only the details differ.

## 2. Closest competitors

| Competitor | Same | Band |
| --- | --- | --- |
| WIRO | 78 | Interchangeable |
| Quickfire Digital | 73 | Mostly the same |
| We Take Flight | 73 | Mostly the same |

_Measured from your side: how much of what YOU say each competitor also says, weighted by where you put it._

## 3. Ownable share

**The share of your own page's claim space that is yours to keep.** This is not the inverse of the Sameness Index — it is measured on your claims alone, so the two do not add up to 100 and are not meant to.

Only 8% of your page is unique, relevant to how buyers choose, and hard to copy. That is the number to move.

- **Distinctive message share:** 31% — prominent space spent on claims no competitor makes.
- **Ownable share:** 8% — the part of that which is also relevant to how buyers choose and hard to copy.

## 4. Where you sound like everyone else

Most of your set makes each of these and you are spending prominent space on them, ranked by how much. **These are not necessarily lines to delete** — some of what a page has to say is unavoidably shared, and claims about what kind of product you are were left out of this list for exactly that reason. The question each one raises is whether it has earned its space.

- **specialist focus in a niche or platform** (Hero, 100% of the set) — also on WIRO, Quickfire Digital, We Take Flight
  - _"Deep expertise in the Home & Garden sector"_
- **UX work grows revenue and conversion** (Hero, 100% of the set) — also on WIRO, Quickfire Digital, We Take Flight
  - _"Let's grow your store with best in class user experience"_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.
- **third-party recognition and partner status** (Hero, 67% of the set) — also on WIRO, Quickfire Digital
  - _"Work with the agency voted the best in ecommerce User Experience by Clutch"_
- **delivers fast, on tight deadlines** (Section, 100% of the set) — also on WIRO, Quickfire Digital, We Take Flight
  - _"eCommerce website turns REG247 into private registration market player in record time"_
- **handles platform migrations and integrations** (Section, 100% of the set) — also on WIRO, Quickfire Digital, We Take Flight
  - _"Next Karting transforms its business with move to Shopify"_
- **UX work grows revenue and conversion** (Section, 100% of the set) — also on WIRO, Quickfire Digital, We Take Flight
  - _"We help online stores win with UX"_
- **design and build across platforms** (Section, 100% of the set) — also on WIRO, Quickfire Digital, We Take Flight
  - _"Get WooCommerce design and development, covering everything from new store set-up to plugin customisations"_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.
- **strategic advice on platform and tactics** (Section, 67% of the set) — also on WIRO, Quickfire Digital
  - _"We can recommend the right software, strategy, and tactics that work in your market"_
  - Said your way: nobody else makes this exact claim, but everyone occupies the territory.

## 5. Buried gold

Nothing buried — every unique, relevant claim is already prominent.

## 6. Claim inventory

| Claim | Type | Placement | Common | Sayability | Relevant | Ownership |
| --- | --- | --- | --- | --- | --- | --- |
| Specialist expertise in home/lifestyle vertical | segment | Hero | 67% | some | yes | Commodity |
| Grow your store with best-in-class UX | outcome | Hero | 0% | anyone | yes | Unique for now |
| Award-winning agency recognition | proof | Hero | 67% | some | yes | Commodity |
| Fast launch / speed to market proof | outcome | Section | 67% | some | yes | Commodity |
| Platform migration case results (to Shopify) | proof | Section | 67% | some | yes | Commodity |
| UX work drives conversion and sales | outcome | Section | 67% | anyone | yes | Commodity |
| WooCommerce design and development services | capability | Section | 0% | some | yes | Unique and owned |
| Advises on right platform, strategy and tactics | capability | Section | 0% | anyone | yes | Unique for now |
| Ongoing retainer support after launch | capability | Section | 33% | anyone | yes | Contested |
| We conduct user research, unlike most agencies | capability | Section | 33% | anyone | yes | Contested |
| Bespoke feature and app development | capability | Body | 67% | some | yes | Commodity |
| Creative team brings your vision to life | capability | Body | 33% | anyone | no | Contested |
| Post-project review at three months | capability | Body | 0% | anyone | no | Unique for now |

## What we compared

- **Due North** (your page) — https://www.duenorth.co.uk/
- **WIRO** — https://www.wiro.agency/
- **Quickfire Digital** — https://www.quickfiredigital.com/
- **We Take Flight** — https://wetakeflight.co.uk/

## What this does and does not tell you

An AI read each page and wrote down the claims it makes, then grouped the claims that say the same thing. **No score in this report was written by a model** — every number is computed from those groupings in our own code, with the weights shown above.

## 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](https://wynter.com)