We counted every word on 23 homepages in one category and looked for phrases that showed up on several of them.
"Your team" appears word-for-word on 18 of 23.
Not "team." Not a synonym. Those exact two words, on 78% of the pages a buyer compares side by side.
| Phrase | Homepages |
|---|---|
| your team | 18 of 23 |
| learn more | 9 |
| for free | 9 |
| in one | 9 |
| project management | 8 |
| your work | 8 |
| your teams | 8 |
| trusted by | 8 |
| in one place | 7 |
| ai agents | 6 |
"Your team" is not bad writing
This is where people get a list like this wrong.
It's team software. Addressing the buyer as somebody who has a team is close to forced. Nobody should stop writing it, and a rule against it would be daft.
The phrase isn't wrong. It just does nothing.
A buyer comparing three of these pages reads "your team" three times and learns nothing that separates the three companies. Correct, appropriate, on-brief, completely inert.
Two kinds of shared language
Start counting and the overlap splits in two. Only one half is worth acting on.
The words everyone has to use. Team. Work. Project. Tasks. Take them out and the page gets harder to understand, not more distinctive. Their presence tells you nothing.
The words everyone drifted into. In one place. All-in-one. Trusted by. The agent language that appeared on six of these homepages in the same week. Nobody had to write any of it. Everybody did.
The second group is the finding.
In one place shows up on 7 of 23 pages. Consolidation has been this category's pitch since before half these companies existed, and it's still the most crowded claim on the map. If your argument is that everything lives in one place, six other tabs in your buyer's browser are making it in the same words.
Some of it is just buttons
A third group inflates every count and isn't positioning at all.
Learn more. Get started. For free. Sign up. No credit card.
That's interface. Every SaaS homepage has it, and a page with four CTAs and a trial banner scores more generic than a page with one button no matter what either actually says.
Worth knowing when you read any "most common phrases" analysis, this one included.
Do it by hand
You don't need a tool for the first pass.
Open five competitor homepages. Real competitors, the ones your buyers name, not the ones in your deck.
Read only the first screen of each. That's roughly what a buyer reads before deciding, and it's where the crowding is worst.
Write down every phrase that shows up on more than two of them. By hand. It takes fifteen minutes and it's uncomfortable.
Then split the list. Which of these could you delete and still be understood?
The test for a phrase isn't whether it's true or well-written. It's whether a competitor could paste it onto their page tomorrow and nobody would notice.
What goes in its place
Not cleverness. Narrowness.
The least generic pages in this category weren't the most creative. They were the ones that claimed something small enough that nobody else could take it.
Zenhub: advanced project management that runs in GitHub, not beside it. A specific place and a specific objection.
TeamGantt: online Gantt chart software for schedule-driven teams. A specific artefact and a specific buyer, giving up everyone who doesn't want a Gantt chart.
Todoist: clarity, finally. Two words, and no other company in the set could have written them.
None of the three is the biggest company in the category. All three said something only they could say.
That's the move. Not better adjectives. A smaller claim.
From Volume One of the Yieldpage Category Map — 25 project management homepages read against one shared axis and scored on nine elements. Read the full volume →
Also from this volume: You name them. They don't name you. · When the whole category moves at once
Paste your URL and Yieldpage reads your homepage the way your buyer's mind does. No account, under 5 minutes.