Brands over time

Lloyds Bank
over time

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

210 of Lloyds Bank's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 55 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 17 other banks, and what it sounds like in its own words.

Pages measured
210
Years covered
2015–26
Archived before ChatGPT
55
Blog · press
182 · 28

01 · Homepage

One capture a year

Lloyds Bank's homepage from 1996 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.

2026lloydsbank.com1 Jul 2026
Lloyds Bank homepage, 1 Jul 2026

Screenshot of Lloyds Bank’s homepage (lloydsbank.com) as archived by the Internet Archive on 1 Jul 2026. © Lloyds Bank or its licensors. Shown for comparison and review; not endorsed by Lloyds Bank.

Homepage

2026

“The Halifax brand is changing to Lloyds”
Open on the Internet Archive
  1. 1996Welcome to The Lloyds Bank Website, please come in!
  2. 2004Fraudulent email alert from 24th June 2004
  3. 2008Bank charges court case
  4. 2015ENJOY
  5. 2020By your side
  6. 2026The Halifax brand is changing to Lloyds

31 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
Banks avg 14.4
9.1
8.1
7.4
10.4
13.9
12.0
14.5
11.0
14.7
ChatGPT · Nov 2022
20152 pp
20161 pp
20171 pp
2018no pages
20191 pp
202019 pp
202116 pp
202215 pp
2023no pages
2024no pages
20251 pp
202623 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20159.12
20168.11
20177.41
201910.41
202013.919
202112.016
202214.515
202511.01
202614.723

Years with pages: 2015 (2), 2016 (1), 2017 (1), 2019 (1), 2020 (19), 2021 (16), 2022 (15), 2025 (1), 2026 (23). 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 51 pages from before ChatGPT launched and 24 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 · 51 pp2024 to 2026 · 24 ppChange
Sentence length
13.414.5+8%
Sentence rhythm
0.740.71−4%
Contractions
6.211.2+80%
"You"
47%46%−1 pts
"We"
52%51%−1 pts
Questions
2.82.2−21%
Exclamations
0.010.09+691%
Long words
30%26%−4 pts
Em dashes
1.892.02+7%
AI-associated words
1.890.87−54%
AI-era marketing words
1.700.84−50%
Quieter LLM-favoured words
3.458.59+149%
AI-associated sentence shapes
0.060.28+389%
Page length
974929−5%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (51 pages); after = 2024 to 2026 (24 pages). Method: SGR-011.

04 · Against its sector

Lloyds Bank among banks

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. Contractions

    41% less than its sector

    9.4 against a sector average of 15.8; lowest of 16.

  2. Long words

    19% more than its sector

    30% against a sector average of 25%; 2nd highest of 16.

  3. "You"

    11% more than its sector

    53% against a sector average of 47%; mid-table, 7th of 16.

Sentence lengthMid-table, 8th of 16
Lloyds Bank 14.0
11.818.6
ContractionsLowest of 16
Lloyds Bank 9.4
9.428.7
"You"Mid-table, 7th of 16
Lloyds Bank 53%
18%76%
"We"Mid-table, 9th of 16
Lloyds Bank 44%
19%77%
QuestionsMid-table, 10th of 16
Lloyds Bank 3.0
0.65.2
Long words2nd highest of 16
Lloyds Bank 30%
20%30%
Em dashesMid-table, 7th of 16
Lloyds Bank 2.20
1.263.96
AI-associated words2nd highest of 16
Lloyds Bank 1.77
0.342.27
Exclamations3rd lowest of 16
Lloyds Bank 0.04
0.023.75
Page length4th highest of 16
Lloyds Bank 1,070
5261,935

Pages measured: Metro Bank 145 · TSB 170 · Virgin Money 73 · The Co-operative Bank 40 · Chase UK 3 · Zopa 208 · Atom bank 306 · Kroo 67 · Skipton Building Society 107 · Coventry Building Society 2 · Lloyds Bank 210 · Nationwide 91 · Monzo 219 · Barclays 213 · NatWest 292 · Starling Bank 298 · Santander 114 · HSBC 111. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words Lloyds Bank 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.

insurance63.0 vs 13.1
cover47.1 vs 7.3
transition20.6 vs 1.7
illness21.8 vs 2.3
critical23.2 vs 3.0
corporate28.0 vs 6.0
insights34.4 vs 8.8
manufacturing14.1 vs 1.2
cyber12.2 vs 1.1
financing10.0 vs 0.9
sustainability24.4 vs 6.6
zero12.9 vs 2.2
Lloyds BankSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 210 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.

2016Dec (archived by) · BlogArchived copy
“Welcome to our third annual market survey of the food and drink industry in England and Wales as part of a series of reports assessing the current climate in the UK’s major manufacturing subsectors.”
Article hub
2017Dec (archived by) · BlogArchived copy
“Manufacturers in the automotive sector are looking to create new growth opportunities and significantly boost their investment in R&D, according to our latest research.”
Article hub
2022Nov (archived by) · BlogArchived copy
“It’s now less than 10,000 days until Net Zero in 2050 – the date by which many nations across the UK have set a legally binding target to bring greenhouse gas emissions to Net Zero.”
Sustainability Voices
2026Jul · Press
“The classic ‘Brit abroad’ is fast becoming a thing of the past, with 71% of people now describing themselves as a global ‘traveller’ rather than a ‘tourist’, according to new research by Lloyds.”
Traveller or tourist
202531 Jan · Blog
“Basis Period Reform changed how certain businesses work out their profits. It switched from basing profits on the accounting year ending in the tax year, to basing them on the tax year itself – regardless of their accounting date. Ultimately this has left firms with less capital on their balance sheets.”
Unlock working capital for law firms

07 · Every page

All 218 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 210 count towards the measures; the rest were not measured (5 under 150 words of text, 3 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

202623 pages
20251 page
202215 pages
202116 pages
202019 pages
20191 page
20171 page
  • Article hubby Dec 2017 · blog · 567 words · archived
20161 page
  • Article hubby Dec 2016 · blog · 534 words · archived
20152 pages
In the overall numbers, no year131 pages
Not measured8 pages

08 · Method

How this was measured

The pages

Lloyds Bank'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?.