Free Brand Tool
Paste your homepage or About copy and see which phrases a competitor could have written too. Then compare it with a rival’s.
The Sameness Checker is a free tool for law, accountancy, financial advice and consulting firms. It flags stock phrases in your website copy, such as “trusted advisers” and “tailored solutions”, scores how generic the copy is out of 100, and suggests what to write instead. It runs in your browser, so nothing you paste is sent or stored.
Nothing you paste leaves your browser.
Sameness Checker
Paste the headline and opening paragraphs of your homepage or About page. For a fair comparison, paste the same section from a competitor’s site.
Specific, checkable claims are what separate a firm from its competitors. That is the work of positioning and copywriting.
Every firm claims the relationship. Prove it instead: average client tenure, a retention figure, or a named client who has stayed for years.
trusted adviser · trusted advisers · trusted partner · trusted partners · partner of choice · your trusted · long-term relationships · lasting relationships · building relationships · long-standing relationships · we put clients first · clients first · client-centric · client-focused · client-first · customer-centric · at the heart of everything we do · at the heart of what we do · your success is our success · we care · personal service · personal touch · personal approach · dedicated team · friendly team · approachable · here to help · peace of mind · we listen · take the time to understand · every client is different · get to know you · genuinely care · on your side · you can trust · a name you can trust
Every adviser tailors. Say what is different about how you work: a fixed process, a named team, a turnaround you commit to.
tailored to your needs · tailored solutions · tailored advice · tailored service · tailored approach · bespoke solutions · bespoke service · bespoke advice · bespoke approach · one-stop shop · full-service · full range of services · wide range of services · comprehensive range · comprehensive service · end-to-end · holistic approach · holistic · joined-up · seamless · whatever your needs · all your needs · all aspects · every aspect · from start to finish · every step of the way · each step of the way · no matter how big or small · big or small · businesses of all sizes · individuals and businesses · private and business clients
Experience is only persuasive with a number attached. Replace it with the count of matters, deals or clients, the sectors, and an outcome a buyer can check.
expert team · team of experts · industry experts · experts in their field · highly experienced · wealth of experience · years of experience · decades of experience · combined experience · extensive experience · deep expertise · in-depth knowledge · specialist knowledge · expert knowledge · skilled professionals · qualified professionals · dedicated professionals · experienced professionals · highly qualified · highly skilled · technical excellence · proven track record · track record · know-how · depth of experience · breadth of experience · sector expertise · industry knowledge
A ranking or award is only proof if you name it. Cite the directory, the year and the category, or remove the claim.
best-in-class · world-class · first-class · top-tier · leading firm · a leading · one of the leading · market-leading · market leader · award-winning · industry-leading · premier · renowned · highly regarded · unrivalled · second to none · excellence · commitment to excellence · centre of excellence · highest standards · highest quality · quality service · exceptional service · outstanding service · excellent service · high-quality · high quality · first-rate · gold standard · cutting-edge · state-of-the-art
These describe a manner, not a result. Show it instead: a decision you helped a client make, a fee model explained, a response time you stand behind.
commercially minded · commercially focused · commercial approach · commercially astute · pragmatic · practical advice · practical solutions · jargon-free · plain english · cost-effective · value for money · added value · adding value · add value · competitive fees · competitive rates · transparent fees · no hidden costs · no hidden fees · results-driven · results-oriented · results-focused · solutions-focused · solution-driven · solutions-driven · proactive · responsive · agile · innovative · innovation · forward-thinking · forward thinking · dynamic · partner-led · partner-level · senior-led · hands-on · straightforward advice · clear advice · sound advice · expert advice · professional advice · quality advice
Name who you help and with what: the type of client, the specific problem and the result. “Helping businesses grow” fits every firm.
helping businesses grow · help your business grow · help you grow · grow your business · achieve your goals · reach your goals · achieve your ambitions · realise your potential · reach your potential · unlock value · unlock potential · unlock · navigate complexity · navigate · complex world · ever-changing · fast-paced · in today's · rapidly changing · challenging times · uncertain times · future-proof · empower · empowering · transform · transformation · transformational · drive growth · sustainable growth · maximise · optimise · streamline · leverage · synergy · synergies · ecosystem · journey · next level · make a difference · make a real difference · the right solution · the best possible outcome · the best outcome · plan for the future · secure your future · protect what matters · financial wellbeing · financial freedom
Integrity and passion are expected, not distinctive. If a value matters, show it in a policy or a behaviour a client can check.
integrity · honesty · transparency · passion · passionate · committed to · dedicated to · professionalism · people-focused · values-driven · we pride ourselves · pride ourselves · we are proud · we believe · our mission is · we strive · strive to · go the extra mile · above and beyond · exceed expectations · exceeding expectations · exceed your expectations · core values · our values · ethical approach · collaborative · collaboration · teamwork
Every firm in your sector says this. Ask what is true of you and not of the firm down the road, then say that instead.
independent advice · independent financial advice · impartial advice · whole of market · legal solutions · legal services you can trust · accountants you can trust · more than just accountants · more than just lawyers · more than just numbers · not your typical · a different kind of · fresh approach · modern approach · traditional values · modern firm · personal and professional · local firm · national reach · local knowledge · international reach · global reach · full-service law firm · full-service accountancy · tax-efficient · tax efficient · regulatory landscape · legal landscape · business landscape · solicitors you can trust · advisers you can trust
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How it works
Use the text a prospect reads first: your homepage headline and introduction, or the opening of your About page. At least 40 words gives a fair score.
Stock phrases are marked in place, scored by how often they appear per 100 words, and grouped by type, with advice on what to say instead.
Paste a competitor’s copy to see who reads as more distinctive and which phrases you share. Replace the shared ones first: they are the clearest sign you sound the same.
Method
The checker looks for phrases from a published list of stock phrases that appear across UK professional services websites. It recognises common spelling variants, such as adviser and advisor, and counts each phrase once where it appears, with longer phrases taking priority over the shorter ones inside them.
The score depends on how densely the stock phrases appear, not on how long the copy is: about one per 100 words scores 22, four score 63 and eight score 86. Scores fall into four bands: under 25 is Distinctive, 25 to 49 Some sameness, 50 to 74 Generic, and 75 or more Interchangeable.
A phrase on the list is not always wrong. “Independent advice” may be a regulatory description you have to use. The point is that it cannot be the reason a client chooses you, so it should sit beside a claim that is specific to your firm.
Yes. It is free, needs no sign-up, and you can check as much copy as you like.
No. The check runs entirely in your browser. Nothing you paste, including a competitor’s copy, is sent to Inkbot Design or anyone else.
Stock phrases common on UK professional services websites, grouped into trust claims, tailored and full-service claims, unproven expertise, unsourced superlatives, commercial clichés, generic purpose language, shared values and sector phrases. The full list is published on this page.
Under 25, the Distinctive band. A homepage with no stock phrases at all can read as oddly stiff, so the aim is not zero: it is that every generic phrase sits beside a specific claim only your firm can make.
A claim a buyer can check: the number of matters or clients, a named sector, a turnaround you commit to, a fee model, or an outcome described in plain terms. If a competitor could truthfully say the same sentence, it is still generic.
Further reading
