Brands over time

ClickUp
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

203 of ClickUp's own blog posts, press releases and announcements, 2017 to 2026, measured sentence by sentence, 57 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 15 other software companies, and what it sounds like in its own words.

Pages measured
203
Years covered
2017–26
Archived before ChatGPT
57
Blog · press
183 · 20

01 · Homepage

One capture a year

ClickUp's homepage from 2017 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026clickup.com30 Jun 2026
ClickUp homepage, 30 Jun 2026

Screenshot of ClickUp’s homepage (clickup.com) as archived by the Internet Archive on 30 Jun 2026. © ClickUp or its licensors. Shown for comparison and review; not endorsed by ClickUp.

Homepage

2026

“Software to replace all software”

Page title

ClickUp™ | Maximize productivity • Software, AI, and humans converge

Open on the Internet Archive
  1. 2019A better way to manage
  2. 2020One app to replace them all.
  3. 2024The everything app, for work
  4. 2026Software to replace all software

9 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Software avg 13.3
10.7
11.5
11.0
11.1
12.6
14.6
9.5
11.8
10.8
11.5
ChatGPT · Nov 2022
2015no pages
2016no pages
201710 pp
20187 pp
20197 pp
202013 pp
202113 pp
20229 pp
20231 pp
20249 pp
202571 pp
202641 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201710.710
201811.57
201911.07
202011.113
202112.613
202214.69
20239.51
202411.89
202510.871
202611.541

Years with pages: 2017 (10), 2018 (7), 2019 (7), 2020 (13), 2021 (13), 2022 (9), 2023 (1), 2024 (9), 2025 (71), 2026 (41). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 42 pages from before ChatGPT launched and 121 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 42 pp2024 to 2026 · 121 ppChange
Sentence length
12.311.1−10%
Sentence rhythm
0.680.73+7%
Contractions
18.211.0−39%
"You"
71%83%+12 pts
"We"
22%6%−16 pts
Questions
5.84.9−16%
Exclamations
6.760.85−87%
Long words
27%32%+5 pts
Em dashes
1.832.24+22%
AI-associated words
2.371.80−24%
AI-era marketing words
1.861.59−14%
Quieter LLM-favoured words
0.912.25+148%
AI-associated sentence shapes
0.200.24+21%
Page length
2,0834,569+119%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (42 pages); after = 2024 to 2026 (121 pages). Method: SGR-011.

04 · Against its sector

ClickUp among software companies

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Questions

    65% more than its sector

    5.1 against a sector average of 3.1; highest of 16.

  2. "We"

    62% less than its sector

    12% against a sector average of 32%; lowest of 16.

  3. Em dashes

    35% less than its sector

    1.97 against a sector average of 3.04; 3rd lowest of 16.

Sentence length2nd lowest of 16
ClickUp 11.1
10.415.7
Contractions4th lowest of 16
ClickUp 12.5
8.519.6
"You"Highest of 16
ClickUp 78%
39%78%
"We"Lowest of 16
ClickUp 12%
12%49%
QuestionsHighest of 16
ClickUp 5.1
1.65.1
Long words5th highest of 16
ClickUp 31%
23%34%
Em dashes3rd lowest of 16
ClickUp 1.97
0.216.56
AI-associated words6th highest of 16
ClickUp 2.41
1.033.27
Exclamations3rd highest of 16
ClickUp 2.69
0.155.13
Page lengthHighest of 16
ClickUp 3,377
7403,377

Pages measured: FreeAgent 266 · GoCardless 217 · Xero 328 · Sage 229 · Intercom 204 · HubSpot 190 · Canva 203 · Figma 222 · ClickUp 203 · Miro 14 · Notion 30 · Slack 270 · Asana 223 · monday.com 266 · Airtable 299 · Mailchimp 258. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words ClickUp uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

tasks82.1 vs 13.5
template70.9 vs 14.2
summarize38.5 vs 2.1
docs34.6 vs 1.7
reviews35.0 vs 3.2
instantly22.2 vs 2.2
workflow39.4 vs 10.9
streamlining18.3 vs 0.7
alternative17.0 vs 1.0
tracking28.0 vs 6.9
notes16.1 vs 2.9
ClickUpSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 203 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20172 Feb · BlogArchived copy
“Over the past several years, I’ve had a chaotic and immensely exciting time as I’ve narrowed-in on increasingly fulfilling work.”
Do More of the Work that Makes You Happy
202226 Apr · BlogArchived copy
“SAN DIEGO, April 26, 2022 – ClickUp, the all-in-one productivity platform, today announced the acquisition of Slapdash, the leading unified search and command bar platform. With the integration of Slapdash, ClickUp will make it easier for employees to harness company knowledge regardless of where it lives.”
ClickUp Acquires Slapdash to Accelerate Mission of Saving People Time
20248 Feb · Blog
“It’s easy to feel like a victim of today’s modern world, where technology has shrunk within the palm of our hands. Instead of getting work done, we mindlessly spend time scrolling through dopamine-hitting content, or worse, switching between emails and tedious tasks that bring us little to no joy.”
Deep Work Book Summary, Key Ideas, and Takeaways

07 · Every page

All 212 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 203 count towards the measures; the rest were not measured (6 mostly short lines (lists, tables, link pages) rather than prose, 3 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

202641 pages
202571 pages
20249 pages
20231 page
20229 pages
202113 pages
202013 pages
20197 pages
20187 pages
201710 pages
In the overall numbers, no year22 pages
Not measured9 pages

08 · Method

How this was measured

The pages

ClickUp's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.