# Copy Audit — takedowns.vesamuni.com

> After reading 8 competitor landing pages and our own `/`, plus analyzing
> takedowns.ai (literally our name), Rulta, CopyrightShark, Leakless,
> BranditScan, DMCA.com, Erasa, and StopNCII.org.
>
> **TL;DR:** Our home page reads like a SOC 2 audit. The competitors read
> like people. We blend a "for survivors" page (where the SWGfL statement
> says charging is unethical) with a "for creators" market where competitors
> are stat-heavy, bot-vs-bot, anonymity-first. We do neither well. Three
> specific moves would change this: (1) split the home page by audience,
> not by stakeholder, (2) cut copy volume ~60%, (3) swap abstract verbs for
> concrete ones.

---

## 1. Competitive map

| Service            | Audience                   | Price       | Headline tone                                | Distinct edge              |
| ------------------ | -------------------------- | ----------- | -------------------------------------------- | -------------------------- |
| **StopNCII.org**   | NCII victims               | **Free**    | "You are not alone."                         | Hashing on-device, SWGfL   |
| **CCRI / RPH**     | NCII victims               | **Free**    | Helpline-first                               | 24/7, multilingual         |
| **ProofSnap**      | Lawyers + victims          | $4.99 once  | Legal-precision, FRE 902(13)                 | Forensic chain of custody  |
| **DMCA Bunny**     | Anti-predatory niche       | $3.99/mo    | "Stop being milked by $40–$350/mo services"  | Cheap & DIY-first          |
| **Leakless**       | Creators                   | $99/mo      | "Set up once and let our AI handle the rest" | Lowest-friction            |
| **CopyrightShark** | Creators (high-earners)    | $59-63/mo   | "You keep creating. We keep taking them down." | Real-time dashboard        |
| **BranditScan**    | Creators + agencies        | From $69/mo | "AI scans 72,000+ sites hourly, 98.7% rate"  | Google Trusted partner     |
| **Rulta**          | Creators (5,000+ base)     | ~$324/mo    | "Our bots fight their bots."                 | 159M+ leaks removed        |
| **Erasa**          | Creators                   | Mid-tier    | "The smarter, faster [X]"                    | Aggressive removal claims  |
| **Takedowns.ai**   | Creators                   | Variable    | "99.8% success rate, 24–48 hour removal"     | Literally owns "takedowns" |
| **us (today)**     | 4 personas                 | $0–$199/mo  | "We help survivors, advocates, agencies…"   | ??                         |

---

## 2. The voice divide we are ignoring

Two completely different ethics + copy conventions govern this market. We treat them as one.

### Survivor track (StopNCII, CCRI, RPH, NCMEC)

- Tone: warm, plain, dignity-first, **no upsell in the moment of harm**
- Format: helpline numbers, free tooling, partner orgs, multi-language
- Pricing: **always free** — SWGfL publicly stated (June 2025) that
  "charging for NCII takedown services risks compounding the harm already
  experienced and introduces inequity and potential exploitation at a
  moment when timely and trusted intervention is critical."
- Brand posture: charity / NGO / public-interest

We currently have a `for-survivors.html` page. Look at it through that
lens — does it match SWGfL's tone? It doesn't. It sounds like a
security-platform product page.

### Creator track (Rulta, BranditScan, CopyrightShark, Leakless, Erasa)

- Tone: aggressive, stat-anchored, bot-vs-bot, anonymity-first
- Format: hard numbers everywhere, real creator headshots + their
  takedown counts, "trusted by N creators", before/after dashboards
- Pricing: $30–$400/mo, monthly+annual, free trial
- Brand posture: platform / SaaS

We match this in our pricing tier but never deliver the voice. Our
hero CTA is "Create account" — competitors are "Start 7-day free trial"
or "Protect your content now".

## 3. What competitors do that we don't

| Pattern                                            | StopNCII | Rulta | takedowns.ai | leakless | **us** |
| -------------------------------------------------- | :------: | :---: | :----------: | :------: | :----: |
| Specific time-to-result ("24–48 hour removal")     |          |   ✓   |      ✓       |    ✓     |   ✗    |
| Real number of users / removals / sites scanned    |    ✓     |   ✓   |      ✓       |    ✓     | **fake** |
| Anonymous / privacy-by-default callout             |    ✓     |   ✓   |      ✓       |    ✓     | **✗** |
| Helpline referrals for free option (CCRI 844…)     |    ✓     |       |              |          | **✗** |
| Real creator headshots with stats                  |          |       |      ✓       |          | **✗** |
| Short, sentence-fragment headlines                 |          |   ✓   |      ✓       |    ✓     | **✗** |
| Plain language in FAQ                              |    ✓     |       |              |    ✓     | **✗** |
| Multi-language switcher (EN/ES/DE/JA…34 langs)     |    ✓     |       |              |          | **✗** |
| Free tier explicitly sized for non-paying segment  |          |       |              |          | **✗** |

### Our 7 most damaging copy problems

1. **Abstract verbs instead of concrete ones.** "constructed to",
   "structured to", "engineered to", "organised", "isolated", "compilable".
   Replace with: *find, file, pull, take down, monitor, prove*.
2. **Multi-clause sentences where the meat is a single fact.** Hero
   description is 4 clauses. The competitor hero description is 1 sentence.
3. **Stakeholder grid instead of audience choice.** "Survivors, advocates,
   agencies, content creators" puts the visitor in a job jar they didn't ask
   for. Survivors and creators have *different* urgent needs — the page
   shouldn't ask them to self-identify among 4 personas.
4. **Fake-feeling stats in the metrics strip.** "98% Takedown success rate",
   "1.3M Scans processed", "500+ Cases supported". We can't prove any of
   these. Stripe-search would surface "500+" as the kind of social proof a
   small SaaS invents to look bigger. **Cut the strip or ground the stats
   in your own admin DB before launch.**
5. **Trust block is a terminal mockup with YAML-style key/value pairs**
   (`trust.txt`). Self-consciously clever. Compared to a plain "We never
   store raw images. Stripe handles payment. We never sell data." — the
   plain version wins trust every time. Move the terminal to a `/trust`
   corner for engineers; put plain language on the home page.
6. **No anonymity callout anywhere.** Every creator-focused competitor
   has it as a top hero trust item: "We file under our company name. Your
   real identity stays private." This is the single biggest decision
   driver for OnlyFans creators and we bury it.
7. **FAQ answers are 4–7 sentences each.** Reads like Terms-of-Service.
   Competitor FAQs are 1–3 sentences with a yes/no or a single number.

## 4. Before / after — concrete rewrites

### Hero

**Now (133 words of meta + ~45 in the H1/desc):**
> *"Privacy-first NCII Protection"*
> *"Detect, document, and remove harmful content faster."*
> *"Shield helps survivors, advocates, agencies, and content creators on
> OnlyFans, Fansly, and webcam platforms track harmful content, collect
> evidence, generate takedown requests, and monitor removal status — all in
> one secure, privacy-first platform."*
> trust bar: *Evidence capture · Takedown workflows · Audit logs ·
> Privacy-first handling · Role-based access*

**Suggested rewrite (3 short blocks):**
> **Pill:** "DMCA & NCII takedown service"
>
> **H1:** We find your leaked content. We take it down. We stay on it.
>
> **Sub:** Average first takedown: **24 hours**. Files served under our
> name, never yours. **Free for survivors** of non-consensual sharing.
>
> **Two CTAs, no trust bar yet:**
> - I had a private image shared without my consent →
> - My content is being reposted without my permission →
>
> Then a trust strip with the **concrete outcomes**:
> - *24h avg to first takedown*
> - *Files under our name, not yours*
> - *Stays on the case until it's gone*
> - *Free for survivors · 7-day trial for creators*

### "Who It Helps" — collapse to 2 cards

**Now (4 cards, 4 paragraphs, ~120 words):**
> Survivors and individuals · Victim support organizations · Legal teams ·
> Agencies and case operators
>
> Each card has a feature-shaped paragraph of 25–30 words.

**Suggested rewrite (2 cards, ~40 words total):**
> **Card 1 — I need it removed**
> A private image of me was shared without my consent. I want it gone.
> [Start free →]
>
> **Card 2 — My work is being reposted**
> I'm a creator and my content is being stolen. Get it pulled and kept
> pulled. [Start 7-day trial →]
>
> *Advocates, attorneys, and agencies: [see our agency plan →]*

Move the "advocates / agencies / legal" stuff into a single
sub-card or a dedicated `for-agencies.html` page. Don't make a survivor
scan past an agency paragraph to find their entry.

### Security & trust block — kill the terminal mockup

**Now:** 4 security items in long-form paragraphs + a `trust.txt` YAML
panel with `"never persisted on our infrastructure"` keys.

**Suggested rewrite (3 lines, plain text, front and centre):**
> - We **never store** raw images. Only fingerprints.
> - We **never sell** case data. Never train models on it.
> - **Stripe** handles payment. Card data never touches our servers.
>
> Read the security details →

Move the YAML panel to the `/trust` page for the engineers who want it.

### FAQ — collapse each answer to ≤3 sentences

**Now (5 answers, ~700 words):** Each one reads like our privacy policy.
"How does Shield protect my privacy?" → 6 sentences covering hashing,
sessions, RBAC, advertising registries.

**Suggested rewrite:**
> **Q: How long does removal take?**
> Most first removals land within 24–48 hours. We keep monitoring until
> the link is dead.
>
> **Q: Will anyone see my real name?**
> No. Every notice we file uses our company information. Your identity
> stays private.
>
> **Q: Do you store my images?**
> No. We store perceptual fingerprints only. Your images never touch our
> servers.
>
> **Q: Can I get my data out?**
> Yes — export a full case archive any time. After cancellation, all data
> is permanently deleted within 30 days.
>
> **Q: I was threatened with sharing. Can you help?**
> Free for survivors of non-consensual sharing. We also recommend
> StopNCII.org (free, blocking future uploads) and the CCRI Helpline
> 1-844-878-2274 (24/7, free). →

The last one is **new** and **important** — it's the survivor-track
answer that turns our site from "yet another paid tool" into one that
knows its lane and points people to free support.

## 5. Page-volume problem

We currently ship **33 page templates** (admin, dashboard, marketing,
legal). Every competitor ships 6–10.

Some of ours are clearly SEO-driven and over-specific:

- `onlyfans.html`, `fansly.html`, `webcam-models.html` — three near-identical
  long-form pages targeting overlapping keywords. Competitors cover all three
  inside a single `/onlyfans-dmca` URL.
- `who-it-helps.html`, `for-survivors.html`, `for-creators.html`,
  `dmca.html` — overlapping audiences, each one long.

**Concrete suggestion:**
- Merge `onlyfans.html` + `fansly.html` + `webcam-models.html` into one
  `/for-creators` page with sub-tabs.
- Remove `who-it-helps.html` (folded into `/`).
- Keep `for-survivors.html` but rewrite it in StopNCII's voice — that
  page is the SWGfL alignment test.

This cuts 4 long pages for the same keyword and concentrates authority.
Risk: lower long-tail SEO. Mitigation: keep `/for-creators` keyword-rich
and add a real `/blog` with two articles per month.

## 6. Brand-collision flag: takedowns.ai

There is a live competitor called **Takedowns AI** at `takedowns.ai`.
Same brand word, same product category, same buyer.

Their moat: ranked "takedowns" in search + 5,000+ creators using
them. They will outrank us on branded search traffic for the foreseeable
future.

**Strategic options:**

1. **Lean in:** `takedowns.vesamuni.com` is intentionally a
   sub-brand — positioning "takedowns" as a *product category*, not *the*
   product. Keep the name, accept lower search-share, win on the
   for-survivors + for-agencies angles they don't touch.
2. **Differentiate hard on audience:** Lead every page with "for survivors
   · for agencies" rather than creator-bots. StopNCII.org does not compete
   on a takedowns-service basis (they give hashes but don't file DMCA).
   That gap is ours.
3. **Rebrand:** if you have flexibility on the name, the worst
   landing-page-positioning problem is being the second "takedowns" in
   the niche. But: rebrand costs you a domain migration, a month of SEO
   loss, and you already just paid that cost to move *to*
   `takedowns.vesamuni.com`.

I'd recommend option 2 — don't fight them on bots and speed, fight them
on empathy, anonymity, and audiences they don't serve.

## 7. Voice rules — paste into a style guide

When you (or I) write any copy for the site, run it through this:

| ❌ Kill                                       | ✅ Write instead                            |
| --------------------------------------------- | ------------------------------------------ |
| "structured to ensure"                        | "We do X."                                 |
| "constructed to verify"                       | "We check."                                |
| "engineered for sensitive casework"           | "Built for [one concrete thing]."          |
| "comprehensive audit logs"                    | "Every action is logged."                  |
| "Privacy-first NCII Protection"               | "DMCA & NCII takedown service"             |
| "granular folder permissions for teams…"      | "Role-based access."                       |
| Hyphen-rich, multi-clause sentences           | Three short sentences.                     |
| Adjective stacks (*"robust, scalable…"*)      | One noun. No adjectives.                    |
| Invented stats without backing                | Link to a public counter, or remove the claim. |
| Self-referential product names in copy ("…via Shield's…") | Reader-first (…your case is…)    |

## 8. Concrete next steps (priority order)

1. **Rewrite the home hero** (3 blocks, two CTAs). ~30 min. Single biggest
   visual win.
2. **Rewrite FAQ** to ≤3-sentence answers + add the survivor helpline
   referral. ~20 min. Single biggest trust win.
3. **Replace the terminal trust block** with 3 plain lines. ~10 min.
   Single biggest plain-language win.
4. **Add the survivor-track section** as a card on `/` + a proper
   `/for-survivors` rewrite in StopNCII's voice. ~45 min. Largest
   ethical / positioning win.
5. **Remove the metrics strip** until stats are real (or do a manual
   `SELECT count(*)` from the admin DB to populate correctly).
6. **Collapse 4 audience pages into 1** (`/for-creators` only, with
   sub-tabs). ~30 min.
7. **Add a StopNCII + CCRI + RPH + NCMEC line** in the footer, in plain
   language: "If you were threatened or had a private image shared, you
   can get free help right now: StopNCII.org · CCRI 1-844-878-2274 · RPH
   0345 6000 459." This single line tells a survivor-side reader that we
   understand the category.

---

## Appendix — competitor pages read

- `takedowns.ai/` — stat-driven, fictional creator roster, 24–48h headline,
  aggressive "99.8%" everywhere, dashboard preview GIF, "5,000+ creators
  protected" — *read this to see what we're up against.*
- `stopncii.org/` — "You are not alone", 34 languages, helpline-first,
  quoting international researchers and partner orgs in full. This is the
  survivor tone to match.
- `leakless.io/onlyfans-dmca` — clean, single-persona creator page,
  anonymous callout in the FAQ answers, "Set up once" pitch.
- `copyrightshark.com/` — "You keep creating. We keep taking them down."
  Sentence-fragment headline. Dashboard preview. Real per-domain numbers.
- `rulta.com/onlyfans-dmca-content-protection/` — "Piracy bots spread
  your content. Our bots fight their bots." 159M+ leaks removed. 5,000+
  creators.
- `prooffsnap.com/…` — Legal-precision tone, $4.99 one-time, explicit FRE
  902(13) framing.
- `dmcaforce.com/` — Discounted NCII victims pricing; "we guarantee
  removals". Conservative, "we don't pay extortion to leak sites".
- `swgfl.org.uk/magazine/charging-for-ncii-takedown-services-statement` —
  The ethical line we have to respect before going to market with
  survivor-facing copy.
