What pages say.And what it costs.
How pages end up in the wrong category, how message market fit is measured, and what we find in the wild.
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9named by nobody
You name them. They don't name you.
In one category, 9 of 22 companies were named by nobody. All 9 position against the same three leaders. Two of them have better pages than the leaders do.
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6same framing, one window
When the whole category moves at once
Six competitors adopted the same framing inside one ten-minute capture window. Six others haven't moved since 2019. Both are defensible. Here's how to tell which one you're doing.
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18/23say the same two words
Say something only you could say
The phrase "your team" appears word-for-word on 18 of 23 work management homepages. It isn't bad writing. It just does nothing.
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0scored above three
Nobody sells the second year
We scored 22 work management homepages on nine things. Eight scores were spread out. One was the same everywhere: not a single page says anything about life after the purchase.
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19/45the biggest player
A new headline is not a new position
Jira uses the exact words its category is moving toward and scores 19 out of 45. Basecamp refuses them and scores 32. What the gap between those two numbers measures.