Your verdict
Your page is half shared.
About half of what your page says, alan. also says. You're less same than 4 of the 8 Marketing agencies sites scored (category avg 60).
Each named site is scored the same way, against the other 4 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 Marketing agencies category leader scores 60; you scored 53.
You are 7 points less same than the average Marketing agencies category leader.
Closest overlap: alan.
Of the 4 sites you named, alan. echoes the most of what your page says: 88% of it, weighted by placement. Scored the same way you were, against the rest of the set, alan.'s own Sameness Index is 35. Those are different measures: the first is overlap with your page, the second is how same alan.'s whole page is.
alan. 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 alan., Stick & Twist, Ace of Hearts and Editions: 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.
- “Discover how we support clients in regulated markets to define, articulate and amplify what matters most to their audiences.”
alan., Stick & Twist and Editions say it too (75% 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.
Table stakesMost of the set says this too. - “Discover how we support clients in regulated markets to define, articulate and amplify what matters most to their audiences.”
alan. and Editions make 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 · 75%KeepHerofocuses on a specific buyer or sector
- “Discover how we support clients in regulated markets to define, articulate and amplify what matters most to their audiences.”
alan., Stick & Twist and Editions 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- alan.“alan. partners with B2B leaders in finance, tech and professional services on the brand work that matters most”
- Stick & Twist“A trusted partner to senior marketing leaders”
- Editions“specialises in professional services”
- Contested · 50%SharpenSectionnamed clients and campaign results as proof
- “Thanks to Rationale, our podcast has become a tremendous success.”
- “This campaign marks an important milestone for Bupa B2B, representing our biggest ever push to help SMEs realise their growth potential.”
You say this 2 different ways.
alan. and Stick & Twist are 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- alan.“Elsevier launches space mission to save the future of research”
- Stick & Twist“Trusted by BUPA, THE AA, Lloyds Banking Group, Which?”
- Contested · 50%SharpenSectionpublishes thought leadership content
- “Dive into blog articles and thought pieces from the minds of our leaders, strategists and creatives.”
Shared with alan. and Stick & Twist. Sharpen it to the thing only you do here, or it reads as a claim any of you could make.
They say- alan.“Hear our take on strategy, identity, campaigns”
- Stick & Twist“Sign up to our newsletter for ideas and insights on how to elevate the role of marketing.”
Claim-by-claim evidence
Every claim on your page (13)
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.
Specialises in regulated/financial/professional services sectors “Discover how we support clients in regulated markets to define, articulate and amplify what matters most to their audiences.” | segment | Hero | 50% | 75% | Copyable with effort | Yes | Contested |
Publishes blog/thought-leadership content from its team “Dive into blog articles and thought pieces from the minds of our leaders, strategists and creatives.” | capability | Section | 25% | 50% | Anyone could say it | No | Contested |
Email newsletter with insights and updates “Be the first to receive industry updates and insights, delivered straight to your inbox.” | outcome | Body | 25% | 50% | Anyone could say it | No | Contested |
Named, talented people you will work withgrouping uncertain “Meet the brilliant people you'll work with in Team Rationale.” | quality | Body | 25% | 25% | Anyone could say it | Yes | Contested |
Tracks industry developments so clients don't have to “We keep our finger on the pulse, so you don't have to.” | quality | Body | 25% | 50% | Anyone could say it | No | Contested |
Agency became an essential partner to client success “Rationale is much more than an agency; they're an indispensable part of our success story.” | proof | Section | 0% | 0% | Anyone could say it | No | Unique for now |
Client campaign described as a major milestone “This campaign marks an important milestone for Bupa B2B, representing our biggest ever push to help SMEs realise their growth potential.” | proof | Section | 0% | 50% | Anyone could say it | No | Unique for now |
Client testimonials praising quality of delivered work “It resulted in a suite of quality content that positioned us very well with our audiences.” | proof | Section | 0% | 0% | Anyone could say it | No | Unique for now |
Client testimonials praising responsiveness and professionalism “Rationale's responsiveness, creativity and strategic consultancy was invaluable.” | proof | Section | 0% | 0% | Anyone could say it | No | Unique for now |
Client would hire the agency again “We have received excellent feedback on the content so far and we will certainly look to work with them again in the future.” | proof | Section | 0% | 0% | Anyone could say it | No | Unique for now |
Clients say the team is pleasant to work with “They are a lovely group of people to collaborate with and I wouldn't hesitate to recommend them.” | proof | Section | 0% | 0% | Anyone could say it | No | Unique for now |
Takes time to understand the client's business and brand “Rationale was committed to understanding our business, our brand and our goals to create a visual brand and messaging strategy that resonated with our audience.” | proof | Section | 0% | 0% | Anyone could say it | Yes | Unique for now |
Work produced a highly successful podcast “Thanks to Rationale, our podcast has become a tremendous success.” | proof | Section | 0% | 50% | Copyable with effort | No | Unique and owned |
- Specialises in regulated/financial/professional services sectors“Discover how we support clients in regulated markets to define, articulate and amplify what matters most to their audiences.”segmentHerosame claim 50%same territory 75%Copyable with effortContestedAlso on alan., Editions
- Publishes blog/thought-leadership content from its team“Dive into blog articles and thought pieces from the minds of our leaders, strategists and creatives.”capabilitySectionsame claim 25%same territory 50%Anyone could say itnot a buying criterionContestedAlso on alan.
- Email newsletter with insights and updates“Be the first to receive industry updates and insights, delivered straight to your inbox.”outcomeBodysame claim 25%same territory 50%Anyone could say itnot a buying criterionContestedAlso on Stick & Twist
- Named, talented people you will work withgrouping uncertain“Meet the brilliant people you'll work with in Team Rationale.”qualityBodysame claim 25%same territory 25%Anyone could say itContestedAlso on alan.
- Tracks industry developments so clients don't have to“We keep our finger on the pulse, so you don't have to.”qualityBodysame claim 25%same territory 50%Anyone could say itnot a buying criterionContestedAlso on alan.
- Agency became an essential partner to client success“Rationale is much more than an agency; they're an indispensable part of our success story.”proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterionUnique for now
- Client campaign described as a major milestone“This campaign marks an important milestone for Bupa B2B, representing our biggest ever push to help SMEs realise their growth potential.”proofSectionsame claim 0%same territory 50%Anyone could say itnot a buying criterionUnique for now
- Client testimonials praising quality of delivered work“It resulted in a suite of quality content that positioned us very well with our audiences.”proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterionUnique for now
- Client testimonials praising responsiveness and professionalism“Rationale's responsiveness, creativity and strategic consultancy was invaluable.”proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterionUnique for now
- Client would hire the agency again“We have received excellent feedback on the content so far and we will certainly look to work with them again in the future.”proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterionUnique for now
- Clients say the team is pleasant to work with“They are a lovely group of people to collaborate with and I wouldn't hesitate to recommend them.”proofSectionsame claim 0%same territory 0%Anyone could say itnot a buying criterionUnique for now
- Takes time to understand the client's business and brand“Rationale was committed to understanding our business, our brand and our goals to create a visual brand and messaging strategy that resonated with our audience.”proofSectionsame claim 0%same territory 0%Anyone could say itUnique for now
- Work produced a highly successful podcast“Thanks to Rationale, our podcast has become a tremendous success.”proofSectionsame claim 0%same territory 50%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% | 71 | 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% | 38 | 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% | 15 | 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% | 100 | 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% | 32 | 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 (5 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 “Discover how we support clients in regulated markets to define, articulate and amplify what matters most to t…”.
alan., Stick & Twist and Editions say it too (75% 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.
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.
