Sameness Index · 4 sites compared

Your page scores 29 out of 100 for sameness against the 3 competitors you named — low enough that buyers can probably tell you apart.

https://fingerspitz.nl/online-marketing-strategie/

We couldn’t read happyhorizon.nl. It is excluded from every figure below, so the set is 3 competitors, not 4.

01

Your verdict

29
Sameness · vs 3 named
How is this calculated?

Your page is mostly your own.

Most of what you say, Yonego and the rest of your set do not. You're less same than 359 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 29. Yonego scores 21. Adwise scores 8. TransIP scores 28. The SaaS avg is 56.

Each named site is scored the same way, against the other 3 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 29.

    You are 27 points less same than the average SaaS site.

  2. Closest overlap: Yonego

    Of the 3 sites you named, Yonego echoes the most of what your page says: 77% of it, weighted by placement. Scored the same way you were, against the rest of the set, Yonego's own Sameness Index is 21. Those are different measures: the first is overlap with your page, the second is how same Yonego's whole page is.

    Yonego is the competitor you sound most like.

  3. Room to own more

    1% 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.

    1% 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 Yonego, Adwise and TransIP: 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. “14.000+ winkelbezoeken via Google Ads (Hubo case)”

    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.
  2. “Gemiddeld beoordelen onze klanten ons met een 9,6”

    TransIP makes the same claim. Narrow it to the specific thing you do that they do not, so it cannot be said of them.

    Sharpen
    Shared ground. Make it specific.

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.

02

What you can own

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

1% of your page’s claim space is yours to keep.

1%Yours to keep79%Unique but weak20%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 · 0

Nothing owned sits at hero or section level yet.

Buried in body copy · 1

  1. Named client campaign results cited

    “14.000+ winkelbezoeken via Google Ads (Hubo case)”

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.

  • Contested · 50%SharpenHero
    Third-party recognition and rankings
    • “Award-winnende aanpak”

    Yonego and Adwise are 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. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

    They say
    • Yonego“3 jaar op rij #1 Digital Marketing Agency in MT1000”
    • Adwise“#1 Fullservice Digital Agency '26”
  • Contested · 50%SharpenSection
    Customer testimonials and satisfaction scores
    • “Onze aanpak leidt tot langdurige en succesvolle samenwerkingen”
    • “Gemiddeld beoordelen onze klanten ons met een 9,6”

    You say this 2 different ways.

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

    They say
    • Yonego“Client testimonials from Britt Van Bladel, Machiel den Dekker, Linda Veraa-Hoevenaars, Tamara Francke, Stefanie von Arx, Remco Slik praising collaboration and…”
    • TransIP“262 beoordelingen op Trustpilot”
  • Contested · 50%SharpenSection
    Honest, client-first, helpful advice
    • “Proactief en eerlijk advies”
    • “We zetten het belang van jouw organisatie voorop”

    You say this 2 different ways.

    Contested ground: Yonego and Adwise claim it as well. The version that wins names a mechanism, a number or a scope that the others cannot match.

    They say
    • Yonego“We werken écht samen. Een verlengstuk van ons bedrijf”
    • Adwise“Wij helpen je graag verder”
  • Contested · 25%SharpenHero
    Delivers growth for clients
    • “Een solide plan dat écht bijdraagt aan je groei”
    • “1% groei per dag”
    • “Allesomvattende groeiformule”
    • “We doen alles wat nodig is om jouw doel te behalen”
    • “Wij zorgen dat je marketing niet achterblijft, maar vooruitgaat”
    • “Ontgrendel verbogen potentieel in je digitale marketingstrategie”

    You say this 6 different ways.

    Yonego is on this territory too (25% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them.

    They say
    • Yonego“Een traditioneel bureau doet wat je vraagt. Jij hebt een partner nodig die doet wat nodig is om winst te maken”
  • Contested · 25%SharpenSection
    Data-driven strategy and insight generation
    • “We ontleden via een Growth Audit je vliegwiel”
    • “Grote hoeveelheden data bieden geen echte inzichten”
    • “De specialisten van Fingerspitz analyseren jouw huidige data, marktdynamiek en concurrentie om een op maat gemaakte roadmap te ontwikkelen”
    • “Identificeer verbeterpunten met data-gedreven inzichten”
    • “Door data te sturen, strategie te focussen en kansen te grijpen”
    • “De basis van je strategie komt tot stand uit grondig onderzoek, een situatieschets en workshops”
    • “We werken volgens een hypothese-gedreven groeistrategie”

    You say this 7 different ways.

    Across 7 of your lines: Contested ground: Yonego claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.

    They say
    • Yonego“Experimenteren: Klein beginnen met testen, leren en schalen op basis van succes”
  • Contested · 25%SharpenSection
    Experienced, sizeable, long-tenured team
    • “50 collega’s werken keihard voor jouw performance”
    • “Ervaren marktonderzoekers en strategen”

    You say this 2 different ways.

    Shared with Yonego. Sharpen it to the thing only you do here, or it reads as a claim any of you could make. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

    They say
    • Yonego“Ons team is onze kracht”
  • Contested · 25%SharpenSection
    Guides client end to end, as a partner
    • “Samen continu verbeteren: we blijven experimenteren, leren en implementeren”
    • “We begeleiden je vanaf het bepalen van de doelstellingen tot de daadwerkelijke uitvoering en continue optimalisatie van de klantreis”

    You say this 2 different ways.

    Across 2 of your lines: Contested ground: Yonego claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

    They say
    • Yonego“Je zoekt een commerciële co-piloot die zorgt dat je marketing rendeert”
  • Contested · 25%SharpenSection
    Improves revenue, profit and ROI
    • “Ontvang praktische aanbevelingen gericht op het maximaliseren van de ROI”

    Section-level, and shared: Yonego is on this territory too (25% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

    They say
    • Yonego“Zorg dat marketing een positieve impact maakt op je winst- en verliesrekening”
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.

  • Custom roadmap from data, market and competitor analysis
    “De specialisten van Fingerspitz analyseren jouw huidige data, marktdynamiek en concurrentie om een op maat gemaakte roadmap te ontwikkelen”
    capabilitySectionsame claim 25%same territory 25%Anyone could say it
    Contested
    Also on Yonego
  • Data-driven insights reveal improvement points
    “Identificeer verbeterpunten met data-gedreven inzichten”
    capabilitySectionsame claim 25%same territory 25%Anyone could say it
    Contested
    Also on Yonego
  • Does whatever is needed to hit your goal
    “We doen alles wat nodig is om jouw doel te behalen”
    outcomeSectionsame claim 25%same territory 25%Anyone could say itnot a buying criterion
    Contested
    Also on Yonego
  • High average client satisfaction score
    “Gemiddeld beoordelen onze klanten ons met een 9,6”
    proofSectionsame claim 25%same territory 50%Anyone could say it
    Contested
    Also on TransIP
  • Puts the client's interest first
    “We zetten het belang van jouw organisatie voorop”
    qualitySectionsame claim 25%same territory 50%Anyone could say itnot a buying criterion
    Contested
    Also on Yonego
  • Works via hypothesis-driven experimentation
    “We werken volgens een hypothese-gedreven groeistrategie”
    capabilitySectionsame claim 25%same territory 25%Anyone could say it
    Contested
    Also on Yonego
  • Delivers a clear, actionable growth plan
    “Een solide plan dat écht bijdraagt aan je groei”
    outcomeHerosame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Has won industry awards for its approach
    “Award-winnende aanpak”
    proofHerosame claim 0%same territory 50%Copyable with effortnot a buying criterion
    Unique and owned
  • Incremental daily growth via experimentation
    “1% groei per dag”
    outcomeHerosame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Offers a free initial analysis/audit
    “Gratis analyse”
    capabilityHerosame claim 0%same territory 0%Anyone could say it
    Unique for now
  • All-encompassing growth formula / full service
    “Allesomvattende groeiformule”
    categorySectionsame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Approach yields long-term client relationships
    “Onze aanpak leidt tot langdurige en succesvolle samenwerkingen”
    outcomeSectionsame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • Audits the client's growth flywheel
    “We ontleden via een Growth Audit je vliegwiel”
    capabilitySectionsame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Client strategy lags behind accelerating market trends
    “Markttrends versnellen, maar je strategie blijft achter”
    outcomeSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Clients drown in data without real insight
    “Grote hoeveelheden data bieden geen echte inzichten”
    outcomeSectionsame claim 0%same territory 25%Anyone could say itnot a buying criterion
    Unique for now
  • Continuous improvement together with client
    “Samen continu verbeteren: we blijven experimenteren, leren en implementeren”
    qualitySectionsame claim 0%same territory 25%Anyone could say itnot a buying criterion
    Unique for now
  • Creative on own initiative
    “We zijn creatief op eigen initiatief”
    qualitySectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Growth driven by data, focus and seizing opportunity
    “Door data te sturen, strategie te focussen en kansen te grijpen”
    capabilitySectionsame claim 0%same territory 25%Anyone could say itnot a buying criterion
    Unique for now
  • Guides from goal-setting through execution and optimization
    “We begeleiden je vanaf het bepalen van de doelstellingen tot de daadwerkelijke uitvoering en continue optimalisatie van de klantreis”
    capabilitySectionsame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Keeps your marketing ahead instead of behind
    “Wij zorgen dat je marketing niet achterblijft, maar vooruitgaat”
    outcomeSectionsame claim 0%same territory 25%Anyone could say itnot a buying criterion
    Unique for now
  • Large dedicated team size stated
    “50 collega’s werken keihard voor jouw performance”
    proofSectionsame claim 0%same territory 25%Anyone could say itnot a buying criterion
    Unique for now
  • Proactive, honest advice
    “Proactief en eerlijk advies”
    qualitySectionsame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • Recommendations aimed at maximizing ROI
    “Ontvang praktische aanbevelingen gericht op het maximaliseren van de ROI”
    outcomeSectionsame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Siloed channels undermine marketing coherence
    “Kanalen werken langs elkaar heen, waardoor je samenhang en overtuigingskracht verliest”
    outcomeSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Staffed by experienced researchers and strategists
    “Ervaren marktonderzoekers en strategen”
    proofSectionsame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Strategy built from research and workshops
    “De basis van je strategie komt tot stand uit grondig onderzoek, een situatieschets en workshops”
    capabilitySectionsame claim 0%same territory 25%Anyone could say it
    Unique for now
  • Unlocks hidden potential in your strategy
    “Ontgrendel verbogen potentieel in je digitale marketingstrategie”
    outcomeSectionsame claim 0%same territory 25%Anyone could say itnot a buying criterion
    Unique for now
  • Named client campaign results cited
    “14.000+ winkelbezoeken via Google Ads (Hubo case)”
    proofBodysame claim 0%same territory 0%Copyable with effort
    Unique and owned
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%23The 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%31Every 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%20Expected 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%35Same 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%70Weighted 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 (4 pages read)
Your page
Fingerspitz
fingerspitz.nl
Competitor
Yonego
yonego.com
Competitor
happyhorizon.nl
happyhorizon.nl

Couldn’t be read — excluded from every figure.

Competitor
Adwise
adwise.nl
Competitor
TransIP
follo.agency
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
    Surface“14.000+ winkelbezoeken via Google Ads (Hubo case)” 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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