Jul 01, 2024 Digital BIAS

How to Nail a Website Competition Analysis and Win

Website Competition Analysis

Digital BIAS is an award-winning website and app design and development agency. Nailing a website competition analysis is your secret weapon to understanding your rivals' strengths and weaknesses, and leveraging that knowledge to your advantage. 

By diving deep into their strategies, from SEO and content to user experience and customer engagement, you'll uncover valuable insights that can propel your business forward. Whether you're a marketer looking to refine your tactics or a founder aiming to carve out a unique space in the industry, mastering the art of competitor analysis will equip you with the tools to not just compete, but to win. 

Let's get started on this exciting journey to outsmart your competition and elevate your online presence!

As a marketer or founder, understanding your competitors' online presence is crucial for developing a winning digital strategy. A thorough website competition analysis can provide valuable insights into your rivals' strengths, weaknesses, and positioning. Here's how to conduct an effective analysis that will give you a competitive edge.

1. Identify Your Key Competitors

Start by listing your main competitors. Include both direct competitors (those offering similar products/services) and indirect competitors (those solving the same problem differently). Use search engines, industry directories, and social media to find relevant players in your space.

2. Analyse Website Design and User Experience

Examine your competitors' websites with a critical eye:

  • Visual design: Assess the overall aesthetic, colour schemes, and branding consistency.
  • Navigation: Is it intuitive and user-friendly?
  • Mobile responsiveness: How well do the sites perform on different devices?
  • Loading speed: Use tools like Google PageSpeed Insights to compare performance.
  • Accessibility: Check for features that make the site usable for people with disabilities.

3. Evaluate Content Strategy

Content is king in the digital world. Analyse your competitors' content approach:

  • Types of content: Blog posts, videos, infographics, case studies, etc.
  • Content quality and depth: Is it informative, engaging, and valuable to the target audience?
  • Frequency of updates: How often do they publish new content?
  • Topics covered: What themes and keywords are they focusing on?

4. Assess SEO Performance

Search engine optimisation is crucial for online visibility. Use tools like SEMrush or Ahrefs to:

  • Identify top-ranking keywords
  • Analyse backlink profiles
  • Check domain authority
  • Examine meta titles and descriptions

5. Investigate Product/Service Offerings

Thoroughly review your competitors' products or services:

  • Features and benefits: How do they compare to yours?
  • Pricing structure: Are they more expensive, cheaper, or on par with your offerings?
  • Unique selling propositions: What sets them apart in the market?

6. Analyse Customer Engagement

Look at how competitors interact with their audience:

  • Social media presence: Which platforms are they active on? How engaging is their content?
  • Customer support: Do they offer live chat, email support, or phone assistance?
  • User reviews and testimonials: What are customers saying about their experience?

7. Examine Marketing and Sales Tactics

Identify the strategies your competitors use to attract and convert customers:

  • Call-to-action (CTA) placement and messaging
  • Lead generation methods (e.g., newsletter sign-ups, free trials, downloadable resources)
  • Use of pop-ups or exit-intent offers

8. Study Technology Stack

Understanding the technology behind your competitors' websites can provide valuable insights:

  • Content Management System (CMS) used
  • E-commerce platforms (if applicable)
  • Third-party integrations and plugins
  • Analytics tools employed

9. Conduct a SWOT Analysis

Summarise your findings in each competitor's SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) analysis. This will help you identify areas where you can differentiate and improve your own website and digital strategy.

10. Keep It Ongoing

Remember, conducting a website competition analysis isn't a one-time task. The digital landscape is constantly evolving, so make it a habit to review and update your analysis regularly.

By following these steps, you'll understand your competitors' online presence comprehensively. Use these insights to refine your own website strategy, improve your offerings, and ultimately stand out in the crowded digital marketplace.

Remember, the goal isn't to copy your competitors but to learn from their successes and failures. Use this analysis as a springboard for innovation and differentiation in your own digital efforts.

How can I Identify Gaps in my Competitors' Strategies?

Identifying gaps in your competitors' website strategies is crucial for several reasons. 

Firstly, it allows you to uncover opportunities that your competitors are missing, enabling you to fill those gaps and better meet customer needs. This can lead to increased traffic, higher engagement, and improved conversion rates on your own site. 

Secondly, understanding where your competitors fall short helps you to differentiate your brand by offering unique value propositions that set you apart in the market.

Additionally, analysing these gaps can provide insights into industry trends and customer preferences, allowing you to stay ahead of the curve and adapt your strategies accordingly. 

Ultimately, this proactive approach not only enhances your competitive edge but also ensures that your business remains agile and relevant in an ever-evolving digital landscape.

Here are some key ways to identify gaps in your competitors' strategies:

1. Analyse their content and SEO strategy:

  • Look for topics or keywords they aren't targeting that are relevant to your industry
  • Check if there are content formats (videos, infographics, etc.) they aren't utilising
  • See if there are gaps in their content publishing frequency or consistency

2. Evaluate their product/service offerings:

  • Identify features or capabilities your products have that theirs don't
  • Look for customer needs or pain points their offerings don't fully address
  • See if there are market segments or use cases they aren't catering to

3. Assess their customer engagement:

  • Check if they are underutilising any social media platforms or channels
  • Look for gaps in their customer service or support offerings
  • See if there are engagement tactics (contests, user-generated content, etc.) they aren't leveraging

4. Analyse their website and user experience:

  • Identify usability issues or friction points in their website experience
  • Look for gaps in their site content, resources, or functionality
  • See if there are opportunities to provide a better mobile experience

5. Evaluate their marketing and messaging:

  • Look for brand attributes or value propositions they aren't emphasising
  • Identify customer segments or personas they may be overlooking
  • See if there are marketing channels or tactics they aren't utilising effectively

6. Assess their pricing and positioning:

  • Look for gaps in their pricing tiers or options
  • Identify value-adds or bundling opportunities they aren't offering
  • See if there are positioning angles they aren't leveraging

The key is to thoroughly analyse all aspects of your competitors' strategies and look for opportunities where you can differentiate yourself and provide unique value to customers. Focus on addressing unmet needs and delivering a superior experience.

What Technology can I use to run a Competitive Website Analysis?

Understanding your competitors' website strategies is crucial for gaining a competitive edge in the digital marketplace. By thoroughly examining their websites, you can uncover valuable insights into their product presentation, customer experience, marketing tactics, SEO strategies, and customer acquisition methods. 

This analysis should cover aspects such as product photography, descriptions, calls-to-action, mobile optimisation, and customer support. 

Additionally, investigating their market positioning, pricing strategies, shipping solutions, and customer reviews provides a comprehensive view of their strengths and weaknesses. Leveraging tools like social media analysis and Google Alerts can further enhance your competitive intelligence. 

This holistic approach to competitor analysis empowers you to identify gaps in the market, differentiate your offerings, and ultimately develop a more effective online strategy for your business.

To effectively run a competitive analysis on your website, leveraging the right technology and tools is crucial. Here are some key tools and technologies that can help you conduct a comprehensive competitor analysis:

1. SEO Analysis Tools


Functionality: Provides insights into competitors' keyword strategies, backlinks, and organic search positions.

Use Case: Identify high-performing keywords and analyze backlink profiles to understand competitors' SEO strategies.


Functionality: Offers detailed backlink analysis, keyword research, and competitor content analysis.

Use Case: Track competitors' organic search traffic and discover their most linked-to content.


Functionality: Includes tools for keyword research, link building, and site audits.

Use Case: Evaluate competitors' domain authority and discover opportunities for improving your own SEO.

2. Content Analysis Tools


Functionality: Analyzes the most shared content across social media platforms.

Use Case: Identify popular content topics and formats among your competitors to inform your own content strategy.

Content Explorer by Ahrefs

Functionality: Allows you to search for the most popular content on any topic.

Use Case: Find content gaps and opportunities by analyzing what content performs well for your competitors.

3. Social Media Monitoring Tools

Sprout Social

Functionality: Provides social media analytics, engagement, and listening tools.

Use Case: Monitor competitors' social media activity, engagement rates, and audience growth.


Functionality: Manages multiple social media accounts and provides analytics.

Use Case: Track competitors' social media strategies and performance across various platforms.

4. Website Performance Tools

Google PageSpeed Insights

Functionality: Analyses website speed and performance.

Use Case: Compare your website's loading speed and performance metrics with your competitors.


Functionality: Provides detailed insights into website speed and performance.

Use Case: Identify areas where your competitors' websites excel or lag in terms of performance.

5. Customer Experience and Usability Tools


Functionality: Offers heatmaps, session recordings, and user feedback tools.

Use Case: Understand how users interact with competitors' websites and identify usability issues.

Crazy Egg

Functionality: Provides heatmaps, scroll maps, and A/B testing tools.

Use Case: Analyse competitors' website design and user experience to find areas for improvement on your own site.

6. Market and Competitor Research Tools


Functionality: Offers website traffic and performance insights.

Use Case: Compare traffic sources, visitor engagement, and audience demographics between your site and competitors.

Alexa by Amazon

Functionality: Provides website traffic analysis and competitive benchmarking.

Use Case: Gain insights into competitors' website traffic, audience behavior, and engagement metrics.

7. Pricing and Product Analysis Tools


Functionality: Monitors competitors' pricing and stock levels.

Use Case: Keep track of competitors' pricing strategies and adjust your own pricing accordingly.


Functionality: Offers price monitoring and comparison tools.

Use Case: Analyse competitors' pricing trends and identify opportunities for competitive pricing.

8. Additional Tools


Functionality: Provides domain registration and ownership information.

Use Case: Gather background information on competitors' websites.

Google Alerts

Functionality: Sends notifications for specific search queries.

Use Case: Stay updated on competitors' activities and industry news.

By utilising these tools, you can gather comprehensive data on your competitors' strategies, identify gaps, and make informed decisions to enhance your own digital presence and digital marketing efforts.

How can I Automate the Process of Gathering Competitor Data?

Automating the process of gathering competitor data is essential for staying ahead today. By leveraging automation tools, you can efficiently collect and analyse vast amounts of data with minimal effort, ensuring you always have the latest insights at your fingertips. 

This not only saves time and reduces manual labour but also enhances the accuracy and comprehensiveness of your competitive analysis. With real-time updates and continuous monitoring, you can quickly identify trends, spot opportunities, and make informed decisions that keep you one step ahead of the competition. 

Embracing automation in your competitor analysis strategy is a smart move that empowers you to focus on strategic actions rather than data collection.

Here are some key ways to automate the process of gathering competitor data:

1. Use competitor analysis software tools:

  • Tools like SEMrush, Ahrefs, Moz, and SpyFu can automatically track competitors' SEO performance, keywords, backlinks, content, and more.
  • Social listening tools like Sprout Social or Hootsuite can monitor competitors' social media activity and engagement.
  • Email tracking tools like Owletter can automatically capture and analyse competitors' email campaigns.

2. Set up automated alerts and monitoring:

  • Use Google Alerts to get notifications when competitors are mentioned online.
  • Set up automated tracking of competitors' websites for changes using tools like Visualping.
  • Create custom RSS feeds to aggregate competitors' blog posts and news.

3. Leverage web scraping and data extraction:

  • Use web scraping tools or APIs to automatically extract data from competitors' websites on pricing, products, etc.
  • Tools like Import.io or Octoparse can help automate web data extraction at scale.

4. Implement competitive intelligence platforms:

  • Platforms like Crayon or Kompyte can automatically gather intel across multiple channels and consolidate it into dashboards and reports.
  • These tools use AI to identify important competitive insights from large amounts of data.

5. Automate reporting and analysis:

  • Use business intelligence tools to create automated competitor analysis reports and dashboards.
  • Set up automated alerts for significant changes in competitor data or metrics.

6. Leverage APIs and integrations:

  • Connect various tools and data sources using APIs to create automated data pipelines for competitor analysis.
  • Integrate competitor data into your CRM or other business systems.

7. Use AI and machine learning:

  • Implement AI-powered tools that can automatically identify patterns and insights in competitor data.
  • Use natural language processing to analyse competitors' content and messaging.

The key is to use a combination of specialised tools and automation techniques to continuously gather competitor data across multiple channels with minimal manual effort. This allows you to focus on analysing the insights rather than collecting the data. For go to market teams, your CRM is the ideal place to integrate competitive data.

How can I Integrate Competitor Data into my CRM?

Integrating competitor data into your CRM can provide valuable insights and help you make more informed business decisions. Here's how you can effectively integrate competitor data into your CRM system:

1. Identify relevant competitor data:

First, determine what competitor data is most valuable for your business. This may include information on pricing, product features, marketing strategies, customer reviews, and market positioning.

2. Use competitive analysis tools:

Leverage tools like SEMrush, Ahrefs, or Sprout Social to gather competitor data automatically. These tools can provide insights on SEO performance, social media engagement, and website traffic.

3. Set up automated data collection:

Use Google Alerts or similar services to receive notifications about your competitors' activities and industry updates. This ensures you have a constant stream of up-to-date information.

4. Choose the right CRM integration method:

Depending on your CRM system, you may have different options for integrating competitor data:

  1. API integration: Many CRM systems offer APIs that allow you to connect third-party tools and import data directly.
  2. Manual import: For smaller datasets, you may choose to manually import competitor data into your CRM.
  3. Custom integration: Develop a custom integration solution if your CRM doesn't have built-in options for competitor data.

5. Create custom fields in your CRM:

Set up custom fields in your CRM to store and organise competitor data. This might include fields for competitor names, product comparisons, pricing information, and market share data.

6. Establish a data update process:

Implement a regular schedule for updating competitor data in your CRM. This could be weekly, monthly, or quarterly, depending on your industry's pace of change.

7. Train your team:

Ensure your sales and marketing teams understand how to access and use the competitor data within the CRM. Provide training on how to leverage this information in their day-to-day activities.

8. Use data visualisation:

Many CRM systems offer data visualisation tools. Use these to create dashboards and reports that make it easy to compare your performance against competitors.

9. Integrate with other tools:

Consider integrating your CRM with other marketing and sales tools to create a more comprehensive view of your competitive landscape. This might include SEO tools, social media management platforms, or email marketing software.

10. Leverage AI and automation:

Some advanced CRM systems offer AI-powered features that can analyse competitor data and provide actionable insights automatically. Explore these options to save time and uncover hidden trends.

Remember, the goal of integrating competitor data into your CRM is to make this information easily accessible and actionable for your team. By having competitor insights at their fingertips, your sales and marketing teams can tailor their strategies, address customer concerns more effectively, and highlight your unique value proposition.

Lastly, always ensure you're gathering and using competitor data ethically and legally. Focus on publicly available information and avoid any practices that could be considered corporate espionage or unfair competition.

With all that being said, a website competition analysis is a crucial aspect of the Research stage of the ARISE™ GTM Framework. We use this to build a broader understanding of your competitive landscape and help shape your forward strategy working multi-channel and evidence basing for decision making. If this sounds like it would help solve your current challenges use the footer form to get in touch with us.

Published by Digital BIAS July 1, 2024