Sameness Index · 5 sites compared

Your page scores 49 out of 100 for sameness against the 4 competitors you named.

https://fingerspitz.nl/

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01

Your verdict

49
Sameness · vs 4 named
How is this calculated?

Your page is half shared.

About half of what your page says, Follo also says. You're less same than 275 of the 366 SaaS sites scored (SaaS avg 56).

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 49. Yonego scores 44. Happy Horizon scores 62. Adwise scores 52. Follo scores 70. The SaaS avg is 56.

Each named site is scored the same way, against the other 4 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 SaaS site scores 56; you scored 49.

    You are 7 points less same than the average SaaS site.

  2. Closest overlap: Follo

    Of the 4 sites you named, Follo echoes the most of what your page says: 56% of it, weighted by placement. Scored the same way you were, against the rest of the set, Follo's own Sameness Index is 70. Those are different measures: the first is overlap with your page, the second is how same Follo's whole page is.

    Follo is the competitor you sound most like.

  3. Room to own more

    43% 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.

    43% 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 Yonego, Happy Horizon, Adwise and Follo: 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. “Start met een Growth Audit”

    Yonego, Happy Horizon, Adwise and Follo 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. “Google premier partner”

    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. “Fingerspitz helpt mij om marketing slimmer en data-gedreven aan te pakken (klantquote Louwman)”

    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.

43% of your page’s claim space is yours to keep.

43%Yours to keep10%Unique but weak47%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 · 11

  1. Hundreds of clients grown over time

    “hebben honderden klanten gelukkig gemaakt met het bereiken van groei dankzij onze strategische benadering”

  2. Named client case: branded search volume lift via GEO

    “+9,7% branded zoekvolume door GEO optimalisaties (Achmea case)”

  3. Named client case: outsized return on agency spend

    “20.686% Return On Agency Spend (Nespresso case)”

  4. Named client case: revenue growth from paid search

    “+59,3% omzet uit Google Ads (Kwalitaria case)”

  5. Sector expertise for education lead generation

    “Voor Onderwijs: aanpak die zorgt voor de juiste leads op de juiste plek”

  6. Sector expertise for food and beverage loyalty

    “Voor Food & beverage: strategie die eenmalige orders omzet in loyale fans, van hyperlokale vindbaarheid tot loyalty-programma's”

  7. Sector expertise for healthcare intake funnels

    “Voor Health: helpt overstap maken van oriënterende zoeker naar fysieke intake”

  8. Sector expertise for manufacturing and construction

    “Voor maakindustrie en bouw: expertise in complexe, lange salestrajecten en samenwerking marketing & sales”

  9. Sector expertise for mobility and automotive

    “Voor Mobility & Automotive: helpt oriëntatie om te zetten in proefritten en aankopen”

  10. Sector expertise for retail and lifestyle brands

    “Voor Retail & Lifestyle: helpt bouwen aan een merk dat consumenten onthouden”

  11. Sector expertise for tech, SaaS and services

    “Voor Tech, SaaS & zakelijke dienstverlening: helpt relatie bouwen die Customer Lifetime Value vergroot”

Buried in body copy · 2

  1. Certified top-tier partner of major platforms

    “Google premier partner”

  2. Client says agency made their marketing smarter and data-driven

    “Fingerspitz helpt mij om marketing slimmer en data-gedreven aan te pakken (klantquote Louwman)”

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
    Data-driven marketing and analytics capability
    • “Start met een Growth Audit”
    • “Datagedreven marketing”

    You say this 2 different ways.

    Yonego, Happy Horizon, Adwise and Follo all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.

    They say
    • Yonego“We duiken je data in en analyseren waar je staat, waar het lekt en waar de winst ligt”
    • Happy Horizon“Unieke inzichten door gebruik AI-gedreven attributiemodellen (Das Import)”
    • Adwise“Data & Intelligence: We richten data zo in dat je niet alleen terugkijkt, maar vooruit kunt sturen en voorspellen”
    • Follo“Integrated, data-driven performance marketing”
  • Commodity · 75%Table stakesHero
    Drives growth for ambitious businesses
    • “Concurrenten te slim af zijn met online strategie”

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

    They say
    • Yonego“Niet alleen meer omzet. Winstgevende omzet, ook als je tien keer zo hard groeit.”
    • Adwise“Wij zetten bedrijven op een beslissende voorsprong”
    • Follo“Minder verspilling, meer omzet en concurrenten die het nakijken hebben”
  • Commodity · 100%Table stakesSection
    Big expert team as differentiator
    • “inmiddels met 50+ specialisten actief”

    Yonego, Happy Horizon, Adwise and Follo make the same claim. It cannot set you apart, so it should not carry the section.

    They say
    • Yonego“Ons team is onze kracht”
    • Happy Horizon“Met locaties door heel Nederland”
    • Adwise“meer dan 140 creatieve denkers en doeners”
    • Follo“Met experts door het hele land”
  • Commodity · 100%Table stakesSection
    Full-service across all digital disciplines
    • “actief in search, social, analytics, conversie, data & automation, content & creatie, growth marketing en meer”

    A buyer comparing tabs sees this on Yonego, Happy Horizon, Adwise and Follo. Yours earns nothing by repeating it up top; it can live lower down.

    They say
    • Yonego“wij combineren onze specialismen om maximale zichtbaarheid, hogere conversies en meetbare businessimpact te realiseren”
    • Happy Horizon“Full service marketingbureau”
    • Adwise“Digitale groei ontstaat niet in losse disciplines, maar in samenhang”
    • Follo“combineren we branding en performance tot één krachtige strategie”
  • Commodity · 100%Table stakesSection
    Named client case studies as proof
    • “+9,7% branded zoekvolume door GEO optimalisaties (Achmea case)”
    • “20.686% Return On Agency Spend (Nespresso case)”
    • “+59,3% omzet uit Google Ads (Kwalitaria case)”
    • “Gerealiseerde groeiprojecten”

    You say this 4 different ways.

    Yonego, Happy Horizon, Adwise and Follo got here first as far as a buyer can tell. Keep the fact for readers who need it; move the position to a claim only your page can make.

    They say
    • Yonego“Dit doen we middels onze bewezen aanpak”
    • Happy Horizon“Sneller opschalen met een nieuwe Shopify webshop (Avalite)”
    • Adwise“Hoe Yourhosting een sterk merk bouwt in een markt vol prijsvechters”
    • Follo“+172% volgers, 2,5x hogere video completion rate en +30% brand recall”
  • Commodity · 100%Table stakesSection
    Third-party recognition: awards, rankings, certifications
    • “Best agency van Nederland”
    • “Door de geweldige resultaten winnen we nationale en internationale awards”

    You say this 2 different ways.

    Shared with Yonego, Happy Horizon, Adwise and Follo. True of you, true of them — which is exactly why it will not decide anything.

    They say
    • Yonego“3 jaar op rij #1 Digital Marketing Agency in MT1000”
    • Happy Horizon“Koploper in digitale transformatie volgens de MT/Sprout DX300”
    • Adwise“Adwise is Emerce100 best full service agency 2024”
    • Follo“Award winning digital marketing agency”
  • Commodity · 75%Table stakesSection
    Strategy and structured process as service
    • “Onze Growth Marketing strategie helpt om te komen tot een geslepen plan om te groeien”

    Nothing wrong with the claim; Yonego, Adwise and Follo just make it as well. Treat it as the price of entry and spend the prominent space elsewhere.

    They say
    • Yonego“Strategie: Een strategisch fundament dat zorgt voor geïntegreerde kanaalkeuzes en prognoses gebaseerd op jouw groeidoelstellingen voor voorspelbare groei”
    • Adwise“Marketing strategy: We vertalen data naar richting en zorgen dat marketing meetbaar bijdraagt aan business resultaat”
    • Follo“Een sterke strategie bepaalt de richting”
04

Claim-by-claim evidence

Every claim on your page (28)
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.

  • Top-ranked agency in industry rankings
    “Best agency van Nederland”
    proofSectionsame claim 100%same territory 100%Copyable with effort
    Commodity
    Also on Yonego, Happy Horizon, Adwise, Follo
  • Builds a sharp growth strategy/plan
    “Onze Growth Marketing strategie helpt om te komen tot een geslepen plan om te groeien”
    capabilitySectionsame claim 75%same territory 75%Anyone could say it
    Commodity
    Also on Yonego, Adwise, Follo
  • Gives clients a competitive edge over rivals
    “Concurrenten te slim af zijn met online strategie”
    outcomeHerosame claim 50%same territory 75%Anyone could say it
    Contested
    Also on Adwise, Follo
  • Marketing decisions driven by data
    “Datagedreven marketing”
    qualitySectionsame claim 50%same territory 100%Anyone could say it
    Contested
    Also on Yonego, Follo
  • Breaks through the client's growth ceilinggrouping uncertain
    “Hoe we jouw plafond doorbreken”
    outcomeHerosame claim 25%same territory 75%Anyone could say it
    Contested
    Also on Yonego
  • Offers an audit or data analysis as entry point
    “Start met een Growth Audit”
    capabilityHerosame claim 25%same territory 100%Anyone could say itnot a buying criterion
    Contested
    Also on Yonego
  • Case studies prove results
    “Gerealiseerde groeiprojecten”
    proofSectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on Yonego
  • Full-service across all digital disciplines
    “actief in search, social, analytics, conversie, data & automation, content & creatie, growth marketing en meer”
    capabilitySectionsame claim 25%same territory 100%Anyone could say it
    Contested
    Also on Happy Horizon
  • Large team of in-house specialists
    “inmiddels met 50+ specialisten actief”
    proofSectionsame claim 25%same territory 100%Copyable with effort
    Contested
    Also on Adwise
  • Wins national and international awards
    “Door de geweldige resultaten winnen we nationale en internationale awards”
    proofSectionsame claim 25%same territory 100%Copyable with effortnot a buying criterion
    Contested
    Also on Follo
  • Clients praise the partnership and expertise
    “Altijd dat beetje extra, ook als je al jaren samenwerkt (klantquote Plein.nl)”
    proofBodysame claim 25%same territory 25%Anyone could say itnot a buying criterion
    Contested
    Also on Yonego
  • Continuously learning, curious organization
    “Fingerspitz is een nieuwsgierige organisatie, die altijd bezig is met het opdoen van nieuwe kennis en kunde”
    qualityBodysame claim 25%same territory 50%Anyone could say itnot a buying criterion
    Contested
    Also on Adwise
  • Deep knowledge of each client's market
    “Inhoudelijke kennis van iedere markt”
    qualitySectionsame claim 0%same territory 0%Anyone could say it
    Unique for now
  • Hundreds of clients grown over time
    “hebben honderden klanten gelukkig gemaakt met het bereiken van groei dankzij onze strategische benadering”
    proofSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Long-established agency with years of history
    “We bestaan nu ruim 10 jaar”
    proofSectionsame claim 0%same territory 0%Copyable with effortnot a buying criterion
    Unique and owned
  • Named client case: branded search volume lift via GEO
    “+9,7% branded zoekvolume door GEO optimalisaties (Achmea case)”
    proofSectionsame claim 0%same territory 100%Copyable with effort
    Unique and owned
  • Named client case: outsized return on agency spend
    “20.686% Return On Agency Spend (Nespresso case)”
    proofSectionsame claim 0%same territory 100%Copyable with effort
    Unique and owned
  • Named client case: revenue growth from paid search
    “+59,3% omzet uit Google Ads (Kwalitaria case)”
    proofSectionsame claim 0%same territory 100%Copyable with effort
    Unique and owned
  • Sector expertise for education lead generation
    “Voor Onderwijs: aanpak die zorgt voor de juiste leads op de juiste plek”
    segmentSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Sector expertise for food and beverage loyalty
    “Voor Food & beverage: strategie die eenmalige orders omzet in loyale fans, van hyperlokale vindbaarheid tot loyalty-programma's”
    segmentSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Sector expertise for healthcare intake funnels
    “Voor Health: helpt overstap maken van oriënterende zoeker naar fysieke intake”
    segmentSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Sector expertise for manufacturing and construction
    “Voor maakindustrie en bouw: expertise in complexe, lange salestrajecten en samenwerking marketing & sales”
    segmentSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Sector expertise for mobility and automotive
    “Voor Mobility & Automotive: helpt oriëntatie om te zetten in proefritten en aankopen”
    segmentSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Sector expertise for retail and lifestyle brands
    “Voor Retail & Lifestyle: helpt bouwen aan een merk dat consumenten onthouden”
    segmentSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Sector expertise for tech, SaaS and services
    “Voor Tech, SaaS & zakelijke dienstverlening: helpt relatie bouwen die Customer Lifetime Value vergroot”
    segmentSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Certified top-tier partner of major platforms
    “Google premier partner”
    proofBodysame claim 0%same territory 100%Copyable with effort
    Unique and owned
  • Client says agency made their marketing smarter and data-driven
    “Fingerspitz helpt mij om marketing slimmer en data-gedreven aan te pakken (klantquote Louwman)”
    proofBodysame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Responsive, fast-moving team with experience
    “Er is de mogelijkheid om snel te schakelen en er is veel kennis en ervaring op gebied van online marketing (klantquote Bruynzeel Keukens)”
    proofBodysame claim 0%same territory 100%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%24The 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%93Expected 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%44Same 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%63Weighted 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 (5 pages read)
Your page
Fingerspitz
fingerspitz.nl
Competitor
Yonego
yonego.com
Competitor
Happy Horizon
happyhorizon.com
Competitor
Adwise
adwise.nl
Competitor
Follo
folloagency.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 “Start met een Growth Audit”.

    Yonego, Happy Horizon, Adwise and Follo 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 “Concurrenten te slim af zijn met online strategie”.

    Keep the fact, lose the position: yonego, Adwise and Follo say it too (75% of the set), and your hero is spending its first impression on the same territory as theirs.

  3. 3
    Table stakesYour section copy says “Gerealiseerde groeiprojecten”.

    This is the set's common ground — Yonego, Happy Horizon, Adwise and Follo 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 “actief in search, social, analytics, conversie, data & automation, content & creatie, growth marketing en meer”.

    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 “inmiddels met 50+ specialisten actief”.

    True of you and true of them: Yonego, Happy Horizon, Adwise and Follo 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 “Datagedreven marketing”.

    In the section: Keep the fact, lose the position: yonego, Happy Horizon, Adwise and Follo 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 “Best agency van Nederland”.

    In the section: Yonego, Happy Horizon, Adwise and Follo 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 “Door de geweldige resultaten winnen we nationale en internationale awards”.

    In the section: Yonego, Happy Horizon, Adwise and Follo 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“Google premier partner” 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“Fingerspitz helpt mij om marketing slimmer en data-gedreven aan te pakken (klantquote Louwman)” 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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