Running a quick digital competitor analysis
Learn from competitors without copying them. This half-day analysis covers positioning, websites, search, ads, social media and reviews.
- Published
- Reading time
- 1 min read
Key takeaways
- Study how competitors position themselves and where they are vague.
- Use public data on search, ads and reviews to find gaps.
- Turn findings into a short list of opportunities, not a list of things to copy.
A competitor analysis shows how others present themselves, where they're strong and where customers are left underserved. You don't need expensive tools for a useful first version.
Pick competitors
Choose three to five:
- Direct competitors customers mention when comparing
- Businesses that rank for your main services in search
- One aspirational competitor you'd like to resemble in a few years
Positioning and messaging
Visit each website and note:
- Their headline and main promise
- Who they say they serve
- How they describe their difference
- Pricing information, if shown
- Proof: case studies, reviews, logos, certifications
Look for patterns. If everyone claims "quality and great service", clear specifics will stand out.
Website experience
How easy is it to understand their offer, find information and get in touch on a phone? Note what works well and what frustrates you.
Search visibility
Search for your main services. Who appears in the map results and organic results? What kind of pages rank: service pages, guides, directories? Which questions appear in "People also ask"? This shows the content you need to compete.
Advertising
Search for your main services to see ads in the results. Meta's Ad Library shows active ads on Facebook and Instagram, and Google's Ads Transparency Center shows ads from verified advertisers. Note their offers and messages.
Social media
Which platforms do they use? How often do they post, and what gets engagement? How quickly do they reply to comments?
Reviews
Read competitors' reviews on Google and industry platforms. Complaints reveal unmet needs: slow communication, hidden costs, poor follow-up. These are opportunities for you.
Summarise
Create a simple table: competitor, positioning, strengths, weaknesses and opportunities for you. Then write three to five actions, such as:
- A clearer value proposition focused on a gap
- Service pages for topics competitors cover poorly
- An offer that removes a common frustration
- Faster response or clearer pricing
Repeat periodically
Markets change. A light review every six months keeps you aware without obsessing.
Our SEO, paid advertising and brand identity work often begins with this kind of analysis.
Frequently asked questions
Who counts as a competitor?
Anyone customers might choose instead of you: direct competitors, alternative solutions and doing it themselves. Search results also show who competes for attention online.
Is it ethical to analyse competitors?
Yes, when you use public information and don't copy their content, designs or trademarks. The aim is to understand the market and differentiate.
