Have a question?
Or just want to know the name of all of Jupiter’s moons?
Why do we peek in on the competition?
We’re not here to copy competitors – that’s a race to the bottom. Instead, we want to:
- Spot gaps in their messaging we can fill
- Understand how they’re positioning similar features
- See what claims they’re making (and how to differentiate ourselves)
- Learn from their page structure and flow
Like I said, we’re not here to copy.
What are we looking for?
What we want to avoid here is only flicking through their website and thinking that’s it.
I’ve included a few potential areas we tend to look at. Then below this section, I show you how to put this into a framework to analyse multiple competitors.
Messaging and Positioning:
- What pain points do they focus on?
- How do they structure their value proposition?
- What language patterns do they use?
- Which industries or use cases do they highlight?
Page Elements and Structure:
- How do they organise their content?
- What types of social proof do they use?
- Where do they place their CTAs?
- How do they handle pricing? On-page or POA?
Claims and Promises:
- What results do they promise?
- Which features do they emphasise?
- What guarantees or assurances do they offer?
- How do they back up their claims?
With these questions in mind, it’s time to create a competitive analysis document.