COMMODITY TEST
Could a competitor
say exactly
what you're saying?
Your website says “quality” and “trusted partner.” So does everyone else's. When buyers can't tell you apart, they compare on price. We show you exactly where you blend in — and how to become the obvious choice.
What changes
Become
the “obvious choice”
in 30 seconds
When a purchasing manager can't tell you apart, you're one of three identical bids and price wins. This shows you exactly where you blend in — and hands you the words to stand out.
See where buyers lose you
Exact phrases on your site that every competitor uses. “Quality,” “trusted partner,” “industry-leading” — the words that make you invisible.
Get copy that differentiates
For each weak phrase, a rewrite that only you can say. Not generic advice — specific sentences you can paste today.
Know where you stand
Your differentiation score (0-100) shows how much your messaging stands out. Higher is better. Run your competitor through it too — see who's winning the positioning battle.
The real problem
It's not your product.
It's your messaging.
You've built something genuinely better. But your website sounds exactly like the competitors you outperform. So buyers put you in a spreadsheet and pick the cheapest one.
PRO TIP
Run a competitor through it too.
Compare your score to theirs. If you're both in the same range, that's the problem — buyers can't tell you apart. The gap between your scores is your opportunity.
FREQUENTLY ASKED
Common questions
What counts as a “commodity phrase”?
Words and phrases that every company in your industry uses — “quality,” “trusted partner,” “industry-leading,” “innovative solutions.” They're not wrong, but they're invisible. When a purchasing manager has read “committed to quality” on 12 websites this week, yours doesn't register. You blend into the pile.
What does my score mean?
Higher is better. A score of 70+ means your messaging stands out — buyers can tell you apart from competitors. A score below 40 means you sound like everyone else, which pushes buyers to compare on price alone. That doesn't mean you're bad at what you do — it means your website isn't communicating what makes you different.
How is this different from SEO tools?
SEO tools check if Google can find you. This checks if buyers can tell you apart once they get there. You can rank #1 and still lose deals if your messaging sounds identical to everyone else.
Do you store my website data?
No. We analyze your homepage in real-time and discard the content immediately after generating your report. We don't save your URL, your content, or your results.
How do I improve my score?
Your report rewrites your worst offenders for you. The pattern is always the same: swap claims for proof. “Industry-leading quality” → “0.02% defect rate across 50,000 units last year.” “Trusted partner” → “43 contractors have reordered from us 10+ times.” The phrases aren't bad because they're on a list — they're bad because they don't prove anything.
We compete mostly on relationships and reputation. Does messaging really matter?
It matters for the deals where you don't have a relationship yet. Your existing customers know you're different. The purchasing manager who's never heard of you is comparing your website to four others. If you all say the same thing, she's comparing price. That's the deal you lose without knowing it.
Can I game the score by removing certain words?
You could, but you'd miss the point. The goal isn't a low score — it's replacing generic claims with specific proof. “Quality” isn't bad because it's on a list. It's bad because it doesn't prove anything.
Built by Lee Fuhr. I help manufacturers stop sounding like everyone else. The pattern is always the same: “quality,” “trusted partner,” “industry-leading” — words that mean nothing because everyone uses them. This tool spots those phrases so you can replace them with proof.
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