Your verdict
Your page is half shared.
About half of what your page says, CBRE also says. You're less same than 37 of the 48 services sites scored (services avg 59).
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.
Less same than average
The average services site scores 59; you scored 45.
You are 14 points less same than the average services site.
Closest overlap: CBRE
Of the 3 sites you named, CBRE 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, CBRE's own Sameness Index is 51. Those are different measures: the first is overlap with your page, the second is how same CBRE's whole page is.
CBRE is the competitor you sound most like.
Room to own more
20% 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.
20% is ownable, and 2 buried opportunities could help you stand out more.
The verdict is above. Everything you can act on opens with your code.
We emailed you a six-digit code; it is in the subject line. Enter it and four more sections unlock on this page, and the report link lands in your inbox so you can come back to it.
- Do this first — the three changes worth testing, with the claim quoted and the reason
- What you can own — the claims that are yours alone, and the ones buried in body copy
- Where you blend in — shared territory, with the competitors' exact wording beside yours
- Every claim on your page, with how common it is and whether a competitor could copy it
Three changes worth testing first.
Chosen by rule from the comparison with Sodexo, JLL and CBRE: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Confirm your email above and the claim and the reason appear on each one.
- Locked — enter your code to see the claim
The line from your page, who else says it, and what to do about it.
Table stakesMost of the set says this too. - Locked — enter your code to see the claim
The line from your page, who else says it, and what to do about it.
SurfaceYours alone. Test it higher up. - Locked — enter your code to see the claim
The line from your page, who else says it, and what to do about it.
SurfaceYours 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.
What you can own
Claims only you make, that buyers weigh, and that competitors can’t easily copy.
20% 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.
6 claims pass all three tests, 2 of them filed in body copy. Unlock to see them.
Where you blend in
10 prominent territories on your page are shared with the set, 6 of them by most of it. Unlock to see them with the competitors’ exact wording.
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% | 48 | 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% | 33 | 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% | 52 | 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% | 36 | 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% | 50 | 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% | 84 | 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 (4 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 hero copy says “We make space for people and businesses to thrive”.
JLL and CBRE say it too (67% of the set). 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.
- 2Table stakesYour section copy says “We work across a wide range of industries, delivering services that help organisations operate reliably, mana…”.
Keep the fact, lose the position: sodexo, JLL and CBRE all say it too, and your section is spending its first impression on the same territory as theirs.
- 3Table stakesYour section copy says “We understand places from top to bottom and can help you connect your people and places”.
This is the set's common ground — JLL and CBRE say it too (67% of the set). 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 “Impacting millions of people every day”.
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.
- 5Table stakesYour section copy says “Facilities Management Outlook: insights from nearly 3,000 leaders on the forces reshaping FM”.
True of you and true of them: JLL and CBRE say it too (67% of the set). That is why it decides nothing, and why the section is the wrong place to spend it.
- 6Table stakesYour section copy says “Services that support productivity, consistency, and positive experiences across complex environments”.
In the section: Keep the fact, lose the position: jLL and CBRE say it too (67% of the set), and your section is spending its first impression on the same territory as theirs.
- 7Table stakesYour section copy says “We follow – and set – the leading standards for the international facility services industry”.
In the section: Sodexo and CBRE say it too (67% of the set). 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.
- 8Table stakesYour body copy says “Partnerships with customers connect people and places to make the world work better”.
In the body: True of you and true of them: Sodexo and JLL say it too (67% of the set). That is why it decides nothing, and why the body is the wrong place to spend it.
- 9Surface“Customers benefit from the latest innovations in service management, workplace design and smart buildings” 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.
- 10Surface“ISS' health, safety and environment strategy transforms workplace safety from reactive compliance into a proa…” 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.
