Your verdict
Your page is interchangeable.
Put your page next to Mural and a buyer would struggle to tell them apart. You're the most same of the 8 Collaborative whiteboard sites scored (category avg 57).
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.
More same than average
The average Collaborative whiteboard category leader scores 57; you scored 75.
You are 18 points more same than the average Collaborative whiteboard category leader.
Closest overlap: Mural
Of the 2 sites you named, Mural echoes the most of what your page says. Scored the same way against the rest of the set, Mural sits at 40.
Mural is the competitor you sound most like.
Little to own yet
No claim on your page is unique, relevant to a buying decision and hard to copy all at once.
Nothing yet passes all three ownership tests.
Three changes worth testing first.
Chosen by rule from the comparison with Figma and Mural: 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.
- “Human collaboration at the speed of AI”
Figma and Mural 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 stakesMost of the set says this too. - “Human collaboration at the speed of AI”
Figma makes the same claim. Narrow it to the specific thing you do that they do not, so it cannot be said of them.
SharpenShared 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.
What you can own
Claims only you make, that buyers weigh, and that competitors can’t easily copy.
0% 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 · 0
Nothing owned sits at hero or section level yet.
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 stakesHeroAI assists and accelerates the work
- “Human collaboration at the speed of AI”
Figma and Mural all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.
They say- Figma“Teammates and AI agents work in the same space with shared context”
- Mural“AI-powered workflows that move teams forward”
- Contested · 50%SharpenHeroFree to start, no credit card
- “Get started free”
Mural 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- Mural“No credit card, cancel anytime, instant setup”
Claim-by-claim evidence
Every claim on your page (3)
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.
Free to start, no credit card required “Get started free” | outcome | Hero | 50% | 50% | Anyone could say it | Yes | Contested |
Humans and AI collaborate in one shared workspace “Human collaboration at the speed of AI” | outcome | Hero | 50% | 100% | Anyone could say it | Yes | Contested |
Workspace adapts to how you workgrouping uncertain “in a workspace that works the way you do” | quality | Hero | 50% | 100% | Anyone could say it | Yes | Contested |
- Free to start, no credit card required“Get started free”outcomeHerosame claim 50%same territory 50%Anyone could say itContestedAlso on Mural
- Humans and AI collaborate in one shared workspace“Human collaboration at the speed of AI”outcomeHerosame claim 50%same territory 100%Anyone could say itContestedAlso on Figma
- Workspace adapts to how you workgrouping uncertain“in a workspace that works the way you do”qualityHerosame claim 50%same territory 100%Anyone could say itContestedAlso on Mural
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% | 75 | 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% | 100 | 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% | n/a | 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% | n/a | 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% | 11 | 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% | 49 | 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 hero copy says “Human collaboration at the speed of AI”.
Figma and Mural 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.
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.
