Become the
obvious
choice
Your website says “quality” and “trusted partner.” So does everyone else's. Find out exactly where you blend in — and how to fix it.
What you get
Your commodity score
+ 3 specific fixes
Commodity score
How much of your messaging is interchangeable with competitors. The higher the score, the more you're competing on price.
Flagged phrases
Exact phrases on your site that every competitor uses. “Quality,” “trusted partner,” “industry-leading” — you know the ones.
Specific rewrites
For each flagged phrase, a suggested alternative that actually differentiates. Not generic advice — specific copy you can use.
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.
Built by Lee Fuhr, who's spent 27 years helping manufacturers escape commodity positioning. The patterns in this test come from analyzing hundreds of websites that were losing deals to “cheaper” competitors.