How it works
Transparent methodology. No black boxes. Here's exactly what I do and why.
The problem we're solving
73% of B2B manufacturing websites use the same 50 phrases. “Quality.” “Trusted partner.” “Industry-leading.” When everyone sounds the same, buyers default to the only differentiator left: price.
The Commodity Test identifies exactly where your messaging blends in - and gives you specific alternatives to stand out.
The methodology
1. I scrape your homepage
When you enter your URL, I extract:
- →Your main headline (H1)
- →Subheadlines and hero section copy
- →The first 2,000 characters of visible text
2. I scan for commodity patterns
I match your text against 60+ commodity patterns, each weighted by how severely it impacts differentiation. High-impact phrases in your headline hurt more than medium-impact phrases buried in body copy.
3. I calculate your score
Your Commodity Score reflects how interchangeable your messaging is. Higher = more generic.
0-40
Differentiated
41-60
Moderate
61-80
Commodity
81-100
Invisible
4. I generate specific fixes
For each commodity phrase I detect, I provide:
- →The original phrase in context (so you can find it)
- →Why it hurts your differentiation
- →3 different alternatives: specific stats, social proof, or unique process
Not everyone has the same data available. Three options means one will work for you.
5. I estimate the cost
I show my math:
$50,000 (avg deal) × 30 (deals/year) × 20% (loss rate) = $300,000
These are industry averages for $2M-$10M manufacturers. Your numbers may be different, but you can plug in your own values.
Pattern categories
Vague quality claims
"quality products", "high quality"
Generic partnership
"trusted partner", "your partner"
Unproven leadership
"industry leader", "leading provider"
Empty innovation
"innovative solutions", "cutting edge"
Solutions jargon
"comprehensive solutions", "turnkey"
Generic service
"exceptional service", "dedicated team"
Plus 54 more patterns across 12 categories. The full list is based on analysis of hundreds of manufacturing websites.
Who built this
I'm Lee Fuhr. 27 years helping manufacturers stop sounding like everyone else.
I built The Commodity Test because I got tired of having the same conversation. Marketing directors would say “I think our messaging might be too generic.” I'd say “Let me check.” Then I'd spend 30 minutes manually analyzing their site.
This tool automates that first conversation. Now you can see the problem for yourself, with specific fixes - before we ever talk.
Why manufacturers?
SaaS companies have a million messaging tools. Manufacturers have nothing. They're underserved, and the messaging problems are often worse because the industry moves slowly and everyone copies the same templates.
Questions
Is this really free?
Yes. The test, score, and 5 fixes are completely free. No email required. I make money when people hire me to fix their messaging professionally.
What do you do with my URL?
I scrape your homepage to analyze the text. I don't store personal data, track you across sites, or sell your information. See the privacy policy for details.
How accurate is the score?
The score is based on pattern matching against 60+ commodity phrases common in B2B manufacturing. It's not perfect - some context-appropriate uses might get flagged. But if you score above 60, you definitely have commodity messaging.
Can I run the test multiple times?
Yes. Run it as many times as you want. Test your competitors too.
What if I disagree with a fix?
The fixes are suggestions, not mandates. Each issue comes with 3 different approaches - use your judgment about which fits your situation. The goal is to spark thinking about differentiation, not to prescribe exact words.
How is the cost estimate calculated?
I show you the formula: average deal value × annual deals × loss rate based on your score. These are industry averages for $2M-$10M manufacturers. Your numbers may vary, but the methodology is transparent.