Sameness Index · 3 sites compared

Your page scores 60 out of 100 for sameness against the 2 competitors you named.

https://turunduslabor.ee/

01

Your verdict

60
Sameness · vs 2 named
How is this calculated?

Your page is mostly the same.

Most of what your page says, Veebikool says too. You're less same than 11 of the 48 services sites scored (services avg 59).

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 60. Nullist scores 52. Veebikool scores 52. The services avg 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.

  1. More same than average

    The average services site scores 59; you scored 60.

    You are 1 point more same than the average services site.

  2. Closest overlap: Veebikool

    Of the 2 sites you named, Veebikool echoes the most of what your page says: 66% of it, weighted by placement. Scored the same way you were, against the rest of the set, Veebikool's own Sameness Index is 52. Those are different measures: the first is overlap with your page, the second is how same Veebikool's whole page is.

    Veebikool is the competitor you sound most like.

  3. Room to own more

    12% of your claim space is ownable: unique, relevant, and hard to copy.

    12% is ownable, and every claim you own already leads.

Do this first

Three changes worth testing first.

Chosen by rule from the comparison with Nullist and Veebikool: 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. “Turunda tulemuslikult ja leia rohkem kliente”

    Nullist and Veebikool 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 stakes
    Most of the set says this too.
  2. “eksperti (82 eksperdi kogemused ja oskused)”

    Keep the fact, lose the position: nullist and Veebikool all say it too, and your hero is spending its first impression on the same territory as theirs.

    Table stakes
    Most 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.

02

What you can own

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

12% of your page’s claim space is yours to keep.

12%Yours to keep57%Unique but weak31%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 · 3

  1. Low fixed monthly subscription price

    “73.2 € kuutasu (sh KM)”

  2. 100-day no-questions-asked money-back guarantee

    “100 päeva 100% garantii”

  3. Experience across dozens of industry sectors

    “Meil on kogemus 33 erinevast sektorist”

Buried in body copy · 0

Nothing buried. Every claim you own is already above body copy.

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 stakesHero
    instructors with deep real-world experience
    • “eksperti (82 eksperdi kogemused ja oskused)”
    • “Meil on kogemus 33 erinevast sektorist”

    You say this 2 different ways.

    Nullist and Veebikool all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.

    They say
    • Nullist“ehitatud 12-aastasele ettevõtluskogemusele”
    • Veebikool“Praktikud annavad selle, mida AI ei anna”
  • Commodity · 100%Table stakesHero
    learn marketing that grows sales and customers
    • “Turunda tulemuslikult ja leia rohkem kliente”
    • “Õpi turundajaks”
    • “teed vahet headel ja halbadel müügikanalitel”
    • “tead, kuidas müüki kasvatada”
    • “oskad oma turunduseelarvet hästi kasutada”

    You say this 5 different ways.

    Common ground with Nullist and Veebikool. Say it if buyers need it — lower on the page, where it is not the thing they read first.

    They say
    • Nullist“Sotsiaalmeedia turundus, mis toob kliente”
    • Veebikool“Leia rohkem kliente. Õpi müüki ja turundust, mis päriselt toimivad”
  • Commodity · 100%Table stakesSection
    advance your career and market value
    • “Tõsta oma väärtust tööturul”

    Nullist and Veebikool make the same claim. It cannot set you apart, so it should not carry the section.

    They say
    • Nullist“Saavutad oma töös paremaid tulemusi ja oled iga ettevõtte jaoks väärtuslik töötaja”
    • Veebikool“Õpi nullist programmeerimise loogika selgeks, ehita päris veebirakendused ja tõsta oma konkurentsivõimet tööturul”
  • Contested · 50%SharpenHero
    broad, continuously updated curriculum
    • “turundusteemat (30 teemat)”
    • “Pidevalt täienev videomaterjal”

    You say this 2 different ways.

    Veebikool 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
    • Veebikool“Kui soovid ühe konkreetse teema selgeks saada, vali üksik koolitus või kursus”
  • Contested · 50%SharpenHero
    low affordable price and extra discounts
    • “73.2 € kuutasu (sh KM)”
    • “Sooduspakkumised partnerite koolitustele, millega hoiad raha kokku”

    You say this 2 different ways.

    Shared with Veebikool. 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
    • Veebikool“Tasuta kodulehe koolitus - Tule endale ise veebilehte tegema ja säästa tuhandeid eurosid”
  • Contested · 50%SharpenHero
    supportive peer community included
    • “338 laboranti”
    • “Äge kogukond, kes sind toetab ja abistab”

    You say this 2 different ways.

    Contested ground: Veebikool claim it as well. The version that wins names a mechanism, a number or a scope that theirs cannot match.

    They say
    • Veebikool“Toome Veebikoolis inimesed kokku nii veebis kui ka päriselus”
  • Contested · 50%SharpenSection
    clear structure, flexible self-paced access
    • “Selge ja struktureeritud lähenemine müügile ja turundusele”
    • “Võimalus õppida sulle sobival ajal ja kohas”

    You say this 2 different ways.

    Nullist 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
    • Nullist“Sven oskab keerulise turundusmaailma lihtsaks teha”
  • Contested · 50%SharpenSection
    large number of people trained and reached
    • “Oleme osalenud enam kui 240 digiprojektis”
    • “Oma koolitustel oleme aidanud enam kui 2000 inimest”
    • “Oleme koostööd teinud rohkem kui 400 ettevõtja ja turundajaga”
    • “Lavii igakuiseid väärtuskirju on lugenud üle 6000 inimese”

    You say this 4 different ways.

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

    They say
    • Nullist“mille on läbinud üle 1000 ettevõtja ja turundusinimese”
  • Contested · 50%SharpenSection
    live expert sessions and in-person events
    • “Koosõppimise ja -tegemise päevad”
    • “Igakuised küsimused-vastused kõned”

    You say this 2 different ways.

    Across 2 of your lines: Shared with Veebikool. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.

    They say
    • Veebikool“Kui jääd kinni, saad küsida. Kui miski ei tööta, vaatate koos, mida muuta”
  • Contested · 50%SharpenSection
    understand and retain customers better
    • “oskad oma kliente enda juures hoida ja kliendi eluea väärtust suurendada”
    • “tead, kes on su klient ja kuidas teda kõige paremini aidata”

    You say this 2 different ways.

    Across 2 of your lines: Contested ground: Nullist 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
    • Nullist“Tema kogemus ja oskus tuvastada kliendi valupunkte aitavad luua täpselt sihitud tekste, mis toovad tulemusi”
  • Contested · 50%SharpenSection
    work more efficiently and save time
    • “oled efektiivsem ja kasutad aega paremini”

    Section-level, and shared: Contested ground: Veebikool 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
    • Veebikool“Meile tehisaru meeldib. Väga. Sellega saab kiiremini õppida ja rohkem ära teha”
04

Claim-by-claim evidence

Every claim on your page (29)
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.

  • Learn marketing that brings more customers
    “Turunda tulemuslikult ja leia rohkem kliente”
    outcomeHerosame claim 100%same territory 100%Anyone could say it
    Commodity
    Also on Nullist, Veebikool
  • Increase your value on the job market
    “Tõsta oma väärtust tööturul”
    outcomeSectionsame claim 100%same territory 100%Anyone could say it
    Commodity
    Also on Nullist, Veebikool
  • Many named expert instructors contribute content
    “eksperti (82 eksperdi kogemused ja oskused)”
    proofHerosame claim 50%same territory 100%Copyable with effort
    Contested
    Also on Veebikool
  • Clear, structured, easy-to-follow topic organization
    “Selge ja struktureeritud lähenemine müügile ja turundusele”
    qualitySectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on Nullist
  • Recurring live Q&A sessions with experts
    “Igakuised küsimused-vastused kõned”
    capabilitySectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on Veebikool
  • Supportive peer community included
    “Äge kogukond, kes sind toetab ja abistab”
    segmentSectionsame claim 50%same territory 50%Anyone could say it
    Contested
    Also on Veebikool
  • Thousands of people trained to date
    “Oma koolitustel oleme aidanud enam kui 2000 inimest”
    proofSectionsame claim 50%same territory 50%Copyable with effort
    Contested
    Also on Nullist
  • You will evaluate sales channels effectively
    “teed vahet headel ja halbadel müügikanalitel”
    outcomeSectionsame claim 50%same territory 100%Anyone could say it
    Contested
    Also on Nullist
  • Broad curriculum covering many marketing topics
    “turundusteemat (30 teemat)”
    capabilityHerosame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Large community of enrolled members
    “338 laboranti”
    proofHerosame claim 0%same territory 50%Copyable with effortnot a buying criterion
    Unique and owned
  • Low fixed monthly subscription price
    “73.2 € kuutasu (sh KM)”
    qualityHerosame claim 0%same territory 50%Copyable with effort
    Unique and owned
  • 100-day no-questions-asked money-back guarantee
    “100 päeva 100% garantii”
    proofSectionsame claim 0%same territory 0%Copyable with effort
    Unique and owned
  • Become a marketer / market your product better
    “Õpi turundajaks”
    outcomeSectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • Continuously updated video library
    “Pidevalt täienev videomaterjal”
    capabilitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Discounts on partner trainings
    “Sooduspakkumised partnerite koolitustele, millega hoiad raha kokku”
    outcomeSectionsame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • Experience across dozens of industry sectors
    “Meil on kogemus 33 erinevast sektorist”
    proofSectionsame claim 0%same territory 100%Copyable with effort
    Unique and owned
  • In-person co-working and co-learning days
    “Koosõppimise ja -tegemise päevad”
    capabilitySectionsame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • Learn anytime, anywhere, at your own pace
    “Võimalus õppida sulle sobival ajal ja kohas”
    qualitySectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Newsletter read by thousands
    “Lavii igakuiseid väärtuskirju on lugenud üle 6000 inimese”
    proofSectionsame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
  • Participated in hundreds of digital projects
    “Oleme osalenud enam kui 240 digiprojektis”
    proofSectionsame claim 0%same territory 50%Copyable with effortnot a buying criterion
    Unique and owned
  • Worked with hundreds of entrepreneurs and marketers
    “Oleme koostööd teinud rohkem kui 400 ettevõtja ja turundajaga”
    proofSectionsame claim 0%same territory 50%Copyable with effortnot a buying criterion
    Unique and owned
  • You will learn to grow sales
    “tead, kuidas müüki kasvatada”
    outcomeSectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • You will retain customers and raise lifetime value
    “oskad oma kliente enda juures hoida ja kliendi eluea väärtust suurendada”
    outcomeSectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • You will spend marketing budget more efficiently
    “oskad oma turunduseelarvet hästi kasutada”
    outcomeSectionsame claim 0%same territory 100%Anyone could say it
    Unique for now
  • You will understand your customer better
    “tead, kes on su klient ja kuidas teda kõige paremini aidata”
    outcomeSectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • You will work more efficiently with your time
    “oled efektiivsem ja kasutad aega paremini”
    outcomeSectionsame claim 0%same territory 50%Anyone could say it
    Unique for now
  • Attendee valued the knowledge at 500,000 euros
    “Ühel koolitusel osaleja pidas teadmisi 500 000 eurot väärt olevaks”
    proofBodysame claim 0%same territory 100%Anyone could say itnot a buying criterion
    Unique for now
  • Very few refunds requested over five years
    “5 aasta jooksul oleme raha tagasi maksnud 12 laborantidele”
    proofBodysame claim 0%same territory 0%Copyable with effortnot a buying criterion
    Unique and owned
  • You will get new ideas
    “Uued ideed”
    outcomeBodysame claim 0%same territory 50%Anyone could say itnot a buying criterion
    Unique for now
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%78The 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%45Same 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%65Weighted 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
Turunduslabor
turunduslabor.ee
Competitor
Nullist
nullist.ee
Competitor
Veebikool
veebikool.ee
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 hero copy says “Turunda tulemuslikult ja leia rohkem kliente”.

    Nullist and Veebikool 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.

  2. 2
    Table stakesYour hero copy says “eksperti (82 eksperdi kogemused ja oskused)”.

    Keep the fact, lose the position: nullist and Veebikool all say it too, and your hero is spending its first impression on the same territory as theirs.

  3. 3
    Table stakesYour section copy says “Õpi turundajaks”.

    This is the set's common ground — Nullist and Veebikool 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.

  4. 4
    Table stakesYour section copy says “Meil on kogemus 33 erinevast sektorist”.

    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.

  5. 5
    Table stakesYour section copy says “Tõsta oma väärtust tööturul”.

    True of you and true of them: Nullist and Veebikool all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.

  6. 6
    Table stakesYour section copy says “teed vahet headel ja halbadel müügikanalitel”.

    In the section: Keep the fact, lose the position: nullist and Veebikool all say it too, and your section is spending its first impression on the same territory as theirs.

  7. 7
    Table stakesYour section copy says “tead, kuidas müüki kasvatada”.

    In the section: Nullist and Veebikool 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.

  8. 8
    Table stakesYour section copy says “oskad oma turunduseelarvet hästi kasutada”.

    In the section: Nullist and Veebikool 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.

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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