Your verdict
Your page is half shared.
About half of what your page says, Kahn Pedersen also says. The average of the 48 services sites scored is 59.
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.
Less same than average
The average services site scores 59; you scored 55.
You are 4 points less same than the average services site.
Closest overlap: Kahn Pedersen
Of the 2 sites you named, Kahn Pedersen echoes the most of what your page says: 78% of it, weighted by placement. Scored the same way you were, against the rest of the set, Kahn Pedersen's own Sameness Index is 39. Those are different measures: the first is overlap with your page, the second is how same Kahn Pedersen's whole page is.
Kahn Pedersen is the competitor you sound most like.
Room to own more
13% of your claim space is ownable: unique, relevant, and hard to copy.
13% is ownable, and every claim you own already leads.
Three changes worth testing first.
Chosen by rule from the comparison with AG Advokat and Kahn Pedersen: 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.
- “Vi arbetar med ett affärsmässigt fokus”
AG Advokat and Kahn Pedersen 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.
Table stakesMost of the set says this too. - “Vår ambition är inte att vara störst, utan att vara bäst inom våra specialistområden”
Keep the fact, lose the position: aG Advokat and Kahn Pedersen all say it too, and your section is spending its first impression on the same territory as theirs.
Table stakesMost 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.
What you can own
Claims only you make, that buyers weigh, and that competitors can’t easily copy.
13% of your page’s claim space is yours to keep.
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 · 2
- One of Sweden's leading business law firms since 1986
“Sedan 1986 har Fylgia vuxit till en av Sveriges mest framstående affärsjuridiska byråer”
- Strong international network
“med ett starkt internationellt nätverk”
Buried in body copy · 0
Nothing buried. Every claim you own is already above body copy.
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 stakesSectionhigh-quality, rigorous, commercially minded legal work
- “Vi arbetar med ett affärsmässigt fokus”
- “Vår ambition är inte att vara störst, utan att vara bäst inom våra specialistområden”
- “strävar alltid efter att leverera juridiska tjänster av högsta kvalitet”
- “Genom ett nära samarbete mellan våra team hanterar vi komplexa uppdrag med både noggrannhet och ett tydligt affärsmässigt fokus”
You say this 4 different ways.
AG Advokat and Kahn Pedersen all cover this territory. Buyers may need to hear it, but in your section it spends the first impression on shared ground.
They say- AG Advokat“Vår djupgående branscherfarenhet och juridiska expertis ger oss ett unikt perspektiv när det kommer till aktuella ämnen och händelser i branschen.”
- Kahn Pedersen“För oss är affärsjuridik mer än att sätta ramarna för goda affärer”
- Contested · 50%SharpenHerobroad expert team across disciplines and practice areas
- “Corporate Commercial, Fastighet & Entreprenad, Obestånd, Offentliga Affärer”
- “med ett starkt internationellt nätverk”
- “På Fylgia kombinerar vi vår expertis i ett samspelt team med omfattande kompetens inom affärsjuridikens olika områden”
You say this 3 different ways.
Kahn Pedersen 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- Kahn Pedersen“Vi arbetar tvärfunktionellt, lyhört och använder vår samlade expertis”
- Contested · 50%SharpenHerosolves complex challenges for better business outcomes
- “Låt oss hjälpa dig att navigera i den komplexa affärsvärlden med vår expertis inom affärsjuridik”
Shared with Kahn Pedersen. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.
They say- Kahn Pedersen“Vi hjälper dig planera, strukturera och genomföra affärer inom och mellan de föränderliga specialistområdena "Digital" och "Public"”
- Contested · 50%SharpenHerothird-party recognition and press as proof
- “Fylgia is very strong in M&A, advising their clients in a very pragmatic and clever way.”
Contested ground: AG Advokat claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.
They say- AG Advokat“Stand-out partners with personal engagement, good listeners always ready to assist and give advice.”
- Contested · 50%SharpenSectionadvice tailored to each client with personal engagement
- “Vår rådgivning kännetecknas av personligt engagemang och långsiktiga, hållbara lösningar”
- “som möter våra klienters unika behov och utmaningar”
You say this 2 different ways.
Across 2 of your lines: Contested ground: Kahn Pedersen claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.
They say- Kahn Pedersen“Vi utforskar ramarnas begränsningar och möjligheter utifrån de utmaningar och behov du står inför”
- Contested · 50%SharpenSectionattractive workplace and team culture
- “Bli en del av vårt välrenommerade team”
Section-level, and shared: Contested ground: Kahn Pedersen claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.
They say- Kahn Pedersen“Vi vet att omsorg och lagarbete är förutsättningar för individuell utveckling och framgång”
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.
Helps clients navigate complex business/legal challenges “Låt oss hjälpa dig att navigera i den komplexa affärsvärlden med vår expertis inom affärsjuridik” | outcome | Hero | 50% | 50% | Anyone could say it | Yes | Contested |
Named practice areas covered by the firm “Corporate Commercial, Fastighet & Entreprenad, Obestånd, Offentliga Affärer” | capability | Hero | 50% | 50% | Copyable with effort | Yes | Contested |
Third-party ranking/testimonial praises firm's advisory quality “Fylgia is very strong in M&A, advising their clients in a very pragmatic and clever way.” | proof | Hero | 50% | 50% | Copyable with effort | Yes | Contested |
Advice given with a commercial/business mindset “Vi arbetar med ett affärsmässigt fokus” | quality | Section | 50% | 100% | Anyone could say it | Yes | Contested |
Attractive workplace with strong team culture “Bli en del av vårt välrenommerade team” | quality | Section | 50% | 50% | Anyone could say it | No | Contested |
Cross-disciplinary team combines its collective expertise “På Fylgia kombinerar vi vår expertis i ett samspelt team med omfattande kompetens inom affärsjuridikens olika områden” | capability | Section | 50% | 50% | Anyone could say it | Yes | Contested |
Delivers legal services of the highest quality “strävar alltid efter att leverera juridiska tjänster av högsta kvalitet” | quality | Section | 50% | 100% | Anyone could say it | Yes | Contested |
Solutions tailored to each client's specific needs “som möter våra klienters unika behov och utmaningar” | outcome | Section | 50% | 50% | Anyone could say it | Yes | Contested |
Aims to be best, not biggest, in its specialties “Vår ambition är inte att vara störst, utan att vara bäst inom våra specialistområden” | quality | Section | 0% | 100% | Anyone could say it | No | Unique for now |
Handles complex matters with rigor and commercial focus “Genom ett nära samarbete mellan våra team hanterar vi komplexa uppdrag med både noggrannhet och ett tydligt affärsmässigt fokus” | quality | Section | 0% | 100% | Anyone could say it | Yes | Unique for now |
One of Sweden's leading business law firms since 1986 “Sedan 1986 har Fylgia vuxit till en av Sveriges mest framstående affärsjuridiska byråer” | category | Section | 0% | 0% | Copyable with effort | Yes | Unique and owned |
Personal engagement and long-term sustainable solutions “Vår rådgivning kännetecknas av personligt engagemang och långsiktiga, hållbara lösningar” | quality | Section | 0% | 50% | Anyone could say it | Yes | Unique for now |
Strong international network “med ett starkt internationellt nätverk” | capability | Section | 0% | 50% | Copyable with effort | Yes | Unique and owned |
Press coverage of firm's AI initiative “Dagens Juridik rapporterar om Fylgias AI-satsning” | proof | Body | 0% | 50% | Copyable with effort | No | Unique and owned |
Record year and four new partners appointed “Efter rekordår: Fylgia utser fyra nya delägare” | proof | Body | 0% | 0% | Copyable with effort | No | Unique and owned |
- Helps clients navigate complex business/legal challenges“Låt oss hjälpa dig att navigera i den komplexa affärsvärlden med vår expertis inom affärsjuridik”outcomeHerosame claim 50%same territory 50%Anyone could say itContestedAlso on Kahn Pedersen
- Named practice areas covered by the firm“Corporate Commercial, Fastighet & Entreprenad, Obestånd, Offentliga Affärer”capabilityHerosame claim 50%same territory 50%Copyable with effortContestedAlso on Kahn Pedersen
- Third-party ranking/testimonial praises firm's advisory quality“Fylgia is very strong in M&A, advising their clients in a very pragmatic and clever way.”proofHerosame claim 50%same territory 50%Copyable with effortContestedAlso on AG Advokat
- Advice given with a commercial/business mindset“Vi arbetar med ett affärsmässigt fokus”qualitySectionsame claim 50%same territory 100%Anyone could say itContestedAlso on Kahn Pedersen
- Attractive workplace with strong team culture“Bli en del av vårt välrenommerade team”qualitySectionsame claim 50%same territory 50%Anyone could say itnot a buying criterionContestedAlso on Kahn Pedersen
- Cross-disciplinary team combines its collective expertise“På Fylgia kombinerar vi vår expertis i ett samspelt team med omfattande kompetens inom affärsjuridikens olika områden”capabilitySectionsame claim 50%same territory 50%Anyone could say itContestedAlso on Kahn Pedersen
- Delivers legal services of the highest quality“strävar alltid efter att leverera juridiska tjänster av högsta kvalitet”qualitySectionsame claim 50%same territory 100%Anyone could say itContestedAlso on Kahn Pedersen
- Solutions tailored to each client's specific needs“som möter våra klienters unika behov och utmaningar”outcomeSectionsame claim 50%same territory 50%Anyone could say itContestedAlso on Kahn Pedersen
- Aims to be best, not biggest, in its specialties“Vår ambition är inte att vara störst, utan att vara bäst inom våra specialistområden”qualitySectionsame claim 0%same territory 100%Anyone could say itnot a buying criterionUnique for now
- Handles complex matters with rigor and commercial focus“Genom ett nära samarbete mellan våra team hanterar vi komplexa uppdrag med både noggrannhet och ett tydligt affärsmässigt fokus”qualitySectionsame claim 0%same territory 100%Anyone could say itUnique for now
- One of Sweden's leading business law firms since 1986“Sedan 1986 har Fylgia vuxit till en av Sveriges mest framstående affärsjuridiska byråer”categorySectionsame claim 0%same territory 0%Copyable with effortUnique and owned
- Personal engagement and long-term sustainable solutions“Vår rådgivning kännetecknas av personligt engagemang och långsiktiga, hållbara lösningar”qualitySectionsame claim 0%same territory 50%Anyone could say itUnique for now
- Strong international network“med ett starkt internationellt nätverk”capabilitySectionsame claim 0%same territory 50%Copyable with effortUnique and owned
- Press coverage of firm's AI initiative“Dagens Juridik rapporterar om Fylgias AI-satsning”proofBodysame claim 0%same territory 50%Copyable with effortnot a buying criterionUnique and owned
- Record year and four new partners appointed“Efter rekordår: Fylgia utser fyra nya delägare”proofBodysame claim 0%same territory 0%Copyable with effortnot a buying criterionUnique and owned
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
| Category | Weight | Yours | What a high score means |
|---|---|---|---|
Messaging Category framing, who it is for, and the outcome promised | 30% | 36 | The 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% | 83 | Every 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% | 50 | Expected 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% | 25 | 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 Section order, navigation, CTA language and placement | 10% | n/a | The 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% | 66 | Weighted 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)
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
- 1Table stakesYour section copy says “Vi arbetar med ett affärsmässigt fokus”.
AG Advokat and Kahn Pedersen 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.
- 2Table stakesYour section copy says “Vår ambition är inte att vara störst, utan att vara bäst inom våra specialistområden”.
Keep the fact, lose the position: aG Advokat and Kahn Pedersen all say it too, and your section is spending its first impression on the same territory as theirs.
- 3Table stakesYour section copy says “strävar alltid efter att leverera juridiska tjänster av högsta kvalitet”.
This is the set's common ground — AG Advokat and Kahn Pedersen 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.
- 4Table stakesYour section copy says “Genom ett nära samarbete mellan våra team hanterar vi komplexa uppdrag med både noggrannhet och ett tydligt a…”.
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.
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.
