Sameness Index · 3 sites compared

Your page scores 42 out of 100 for sameness against the 2 competitors you named.

https://www.manual-labor.com/

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01

Your verdict

42
Sameness · vs 2 named
How is this calculated?

Your page is half shared.

About half of what your page says, New Engen also says. You're the least same of the 9 Marketing agencies sites scored (category avg 60).

Benchmarked against Marketing agencies (the category you chose).
Sameness Index on a 0 to 100 scale, from distinctive at 0 to interchangeable at 100. This page scores 42. New Engen scores 31. Red Antler scores 34. The category avg is 60.

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.

  1. Less same than average

    The average Marketing agencies category leader scores 60; you scored 42.

    You are 18 points less same than the average Marketing agencies category leader.

  2. Closest overlap: New Engen

    Of the 2 sites you named, New Engen echoes the most of what your page says. Scored the same way against the rest of the set, New Engen sits at 31.

    New Engen is the competitor you sound most like.

  3. Room to own more

    8% 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.

    8% 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 New Engen and Red Antler: 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. “Repositioning the brand for a $4B exit”

    New Engen and Red Antler 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 stakes
    Most of the set says this too.
  2. “worked with Boomi, Spotify, Xandr, Blockgraph, Nativo, Rubi, Skillit, PMG, Kibun (client logos)”

    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. “We are a brand & marketing studio”

    New Engen 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.

Test it with real buyers
02

What you can own

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

8% of your page’s claim space is yours to keep.

8%Yours to keep75%Unique but weak17%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 · 1

  1. Our work drove a $4B exit

    “Repositioning the brand for a $4B exit”

Buried in body copy · 1

  1. We have worked with recognizable brand clients

    “worked with Boomi, Spotify, Xandr, Blockgraph, Nativo, Rubi, Skillit, PMG, Kibun (client logos)”

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 stakesSection
    quantified client results as proof
    • “Repositioning the brand for a $4B exit”

    New Engen and Red Antler all cover this territory. Buyers may need to hear it, but in your section it spends the first impression on shared ground. 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
    • New Engen“Altra: -44% Customer Acquisition Cost”
    • Red Antler“Fastest-growing dating app – Hinge”
  • Contested · 50%SharpenHero
    brand strategy tied to story and identity
    • “growth accelerates when strategy & story align”
    • “Create connections through what you say and what you do to tell your unique story.”
    • “Your brand is more than what you do — it's who you are.”

    You say this 3 different ways.

    Red Antler 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. 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
    • Red Antler“Our work isn’t done until people can’t imagine life without you.”
  • Contested · 50%KeepHero
    we are a brand and marketing agency
    • “We are a brand & marketing studio”
    • “Strategy & Consulting”
    • “Branding & Design”
    • “Marketing”

    You say this 4 different ways.

    New Engen say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation.

    They say
    • New Engen“New Engen is a creative-led digital marketing agency”
  • Contested · 50%SharpenSection
    collaborative, human, personable partner
    • “This isn't about us telling you what to do. It's working in partnership to uncover opportunities and connect the dots.”

    New Engen 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
    • New Engen“We form relationships with purpose”
  • Contested · 50%SharpenSection
    data-driven creative, testing and analytics
    • “Thoughtful design and data-driven testing make for better interactions.”

    Shared with New Engen. 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
    • New Engen“LIFT measurement that proves every dollar is incremental”
  • Contested · 50%SharpenSection
    digital experience and web capability
    • “Everyone has a website, but what everyone expects is a great experience.”
    • “Digital Experience”

    You say this 2 different ways.

    Contested ground: New Engen 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
    • New Engen“we put our clients on the cutting edge of what's possible in digital marketing”
04

Claim-by-claim evidence

Every claim on your page (18)
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.

  • We are a brand and marketing agency
    “We are a brand & marketing studio”
    categoryHerosame claim 50%same territory 50%Anyone could say it
    Contested
    Also on New Engen
  • We work as a collaborative partner, not a dictator
    “This isn't about us telling you what to do. It's working in partnership to uncover opportunities and connect the dots.”
    qualitySectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on New Engen
  • We are passionate about the people we work with
    “We love meeting more Good People that are as passionate as we are.”
    qualityBodysame claim 50%same territory 50%Anyone could say itnot a buying criterion
    Contested
    Also on New Engen
  • Growth comes from aligning strategy and story
    “growth accelerates when strategy & story align”
    outcomeHerosame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Case study: branding a regional innovation economy
    “Branding Tulsa's Innovation Economy”
    proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Case study: direct-to-consumer brand work
    “Lighting the path for a direct to consumer brand.”
    proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Case study: sales enablement work
    “Turning up the volume for sales enablement.”
    proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterion
    Unique for now
  • Our work drove a $4B exit
    “Repositioning the brand for a $4B exit”
    proofSectionsame claim 0%same territory 100%Copyable with effort
    Unique and owned
  • Users expect great website experience, not just a site
    “Everyone has a website, but what everyone expects is a great experience.”
    qualitySectionsame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • We build storytelling connections across words and actions
    “Create connections through what you say and what you do to tell your unique story.”
    capabilitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • We combine design with data-driven testing
    “Thoughtful design and data-driven testing make for better interactions.”
    capabilitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • We offer brand strategy and consulting services
    “Strategy & Consulting”
    capabilitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • We offer branding and design services
    “Branding & Design”
    capabilitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • We offer digital experience and web services
    “Digital Experience”
    capabilitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • We offer marketing services
    “Marketing”
    capabilitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Your brand is your identity, not just your offering
    “Your brand is more than what you do — it's who you are.”
    qualitySectionsame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • We have a community network of good peoplegrouping uncertain
    “Good People Network”
    proofBodysame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • We have worked with recognizable brand clients
    “worked with Boomi, Spotify, Xandr, Blockgraph, Nativo, Rubi, Skillit, PMG, Kibun (client logos)”
    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%50The 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%50Expected 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%17Same 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%0The 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%64Weighted 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)
Your page
Manual Labor
manual-labor.com
Competitor
New Engen
newengen.com
Competitor
Red Antler
redantler.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 section copy says “Repositioning the brand for a $4B exit”.

    New Engen and Red Antler 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.

  2. 2
    Surface“worked with Boomi, Spotify, Xandr, Blockgraph, Nativo, Rubi, Skillit, PMG, Kibun (client logos)” 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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