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Anyone can ship a website this year. They are all shipping the same one.

Not because the tools are bad — because nobody asked a question the defaults could not answer. These are those questions.

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Answer for the site as it is today. Progress saves in this browser — nothing is submitted.

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Indistinguishable

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0 of 30 checks ticked. Indistinguishable.

00POSITION0/4

Before the design

A site looks generic because the thinking behind it was generic. Nothing further down this sheet can rescue an answer you have not made yet.

You can finish the sentence "Only we…" in one line, and a customer would agree with it.AskIf a competitor said this exact sentence tomorrow, could anyone prove they were lying?TellA homepage that opens with what your category does, not what you do.
Put a competitor's name into your homepage headline. It now reads false.AskWhich sentence on our first screen could only ever have been written by us?TellHeadlines assembled from transform, empower, unlock, seamless, end-to-end.
You have written down who this site is not for, and the site shows it.AskWho do we want to leave without booking a call, and does the site help them leave?TellCopy that tries to qualify everybody and so convinces nobody.
You have a short list of words you own, and a shorter list you have banned.AskWhat are five words we say that nobody else in our category says?TellSolutions, innovative, cutting-edge, robust, leverage, next-generation.

01TYPE0/4

Typography

Type is the first thing a visitor reads and the last thing most teams choose. It is also the cheapest way to stop looking like everyone else.

Your primary typeface is not the framework default — not Inter, Geist, Poppins or Montserrat.AskWhat does our typeface say about us that a default could not?TellInter at three weights, and a 12px radius on every corner.
You pair two faces that differ in voice, not two weights of the same one.AskWhich face carries the argument, and which one carries the evidence?TellA "pairing" that is Semibold for headings and Regular for body.
Your type scale has a jump at the top big enough to read as a decision.AskWhat is the largest thing on the page, and is it the thing we most want remembered?TellEvery heading within four pixels of the last, so nothing is emphatic.
One typographic detail is yours and repeats everywhere — numerals, an eyebrow, a rule, a caption style.AskSet a page in plain black and white. What would still look like us?TellNothing survives greyscale except the logo.

02COLOUR0/4

Colour and light

Palettes built in a colour tool land in the same place because they start in the same place. A palette with a source has an argument behind every value.

Your palette comes from something you can name — a material, a place, a product, an archive — not a generator.AskWhere did this colour come from, and can we point at the thing?TellFive swatches that are one hue at five lightnesses.
No indigo-to-violet gradient. No glass card floating on a glowing blob.AskWould this hero still work if we deleted every gradient and every glow?TellDark hero, purple radial glow, frosted card in the middle.
One colour appears rarely enough that it means something when it does.AskWhat has to be true on the page for this colour to be allowed?TellThe accent on every button, badge, icon and underline at once.
You have written down where colour is not allowed.AskWhich parts of the site should stay quiet so the loud parts land?TellEvery section competing for attention, so none of them win it.

03MATERIAL0/4

What only you have

Anyone can buy your typeface and copy your palette in an afternoon. Nobody can copy the photograph of your own team at work.

At least half the images are things only you could have — real work, real people, real artefacts, real screens.AskWhich images on this page could a competitor also have bought?TellSmiling strangers in a meeting room that is not yours.
No generic stock, no abstract AI renders, no invented dashboard screenshots.AskIs anything here showing a product state that has never actually existed?TellIridescent 3D shapes, or a chart whose numbers nobody can source.
Every image shares one treatment — the same crop rule, grade or grain — so they read as one set.AskShuffle our images with a competitor's. Could we still pick ours out?TellPhotographs from four sources, four colour temperatures, four crops.
One recurring graphic device is yours: a mark, a grid, a rule, a shape, a texture.AskWhat could go on a business card, a slide and a t-shirt and still be us?TellIcons in rounded squares, from the same set as everyone else's.

04COMPOSITION0/4

Layout and structure

Templates are not the problem. Templates used without a single deviation are how forty companies end up sharing one skeleton.

At least one key page does not open with a centred headline, a subhead and two buttons.AskWhat is the most useful thing we could put on the first screen instead of a slogan?TellCentred hero, gradient headline, "Get started" and "Learn more".
Section rhythm varies. Not every block is an eyebrow, a heading and three cards.AskDoes this section need to be a grid, or are we reaching for one out of habit?TellFive consecutive sections with identical structure and different nouns.
There is one deliberate break in the grid — an overlap, an asymmetry, a jump in scale.AskWhere are we allowed to break our own rules, and why there?TellPerfect symmetry top to bottom, and nothing anywhere to look at.
There is at least one place you left empty where a template would have put a feature grid.AskWhat did we cut, and did the page get better without it?TellEvery pixel filled, because empty space felt like a bug.

05MOTION0/3

Motion and interaction

Animation is free now, which is exactly why everyone's is the same. Motion that means something is still rare.

Motion carries meaning — sequence, state, or spatial continuity — rather than one fade-up on every block.AskWhat does this animation tell the visitor that a static page would not?TellEvery section fading up twenty pixels on scroll, forever.
One interaction is memorable enough that a visitor could describe it out loud afterwards.AskWhat would someone tell a colleague about using our site?TellNothing to describe: hover states and a sticky header.
It still looks like you with reduced motion switched on, and before the images have loaded.AskWhat does our site look like in its first four hundred milliseconds?TellA blank screen, and then everything arriving at once.

06LANGUAGE0/4

Words and wayfinding

Most of a website is words. A voice of your own does more for recognition than any visual decision on this sheet.

Your navigation is named in your language, not Platform / Solutions / Resources.AskWhat do we actually call these things when we talk to each other?TellA menu that would fit any company in any category.
Every call to action says what happens next. None of them says "Get started".AskAfter clicking this, what does the visitor get — and does the label say so?TellGet started, Learn more, Contact us, three times on one page.
Your microcopy — 404, empty states, errors, confirmations — sounds like one person wrote it.AskWho is the person speaking here, and would they say it this way out loud?Tell"Something went wrong." and a page that just says "404 Not Found".
The first screen makes a specific claim with the evidence attached, not a category description.AskWhat is the number, name or artefact that proves our first sentence?Tell"We help businesses grow" with a logo strip underneath.

07LEGIBILITY0/3

Distinctive, still usable

Distinctiveness bought with legibility is not distinctiveness, it is a tax on your visitor. Every check above has to survive this group.

Body text is at least 16px and passes AA contrast against what sits behind it.AskHave we measured the contrast, or does it just look fine on this monitor?Tell14px grey on grey, because it "looks more premium".
Focus states are visible and part of the identity — not the browser default, and not nothing.AskCan someone tab through this page and always see where they are?Telloutline: none, shipped.
The primary action is reachable by keyboard, on a phone, and on a slow connection.AskWhat is the smallest, slowest device a real customer will use to reach us?TellA call to action that appears only after a 3MB hero video loads.

Before you ship

Three tests nothing on the sheet can fake.

Do these with someone who does not work at your company. Every one of them takes under five minutes and will tell you more than another round of feedback.

The logo test

Cover your logo and show the page to someone who knows your category. If they cannot name you, the identity is doing no work.

The line-up test

Screenshot your homepage beside three competitors at the same width. Ask whether yours reads as a different company or just a different colourway.

The paste test

Paste your homepage copy into a competitor's site. If nothing breaks, none of that copy was ever about you.

A distinctive site is not a nicer site.

It is the one a buyer can still describe a week later.

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