Competitor Analysis Template

• Search your top 5 keywords and note who appears consistently
• Check Google Ads auction insights for who you compete against most
• Include at least one competitor from outside your immediate market (they may be stealing attention)
• List 3-5 competitors. More than that dilutes focus.

For each competitor, document:

• Their homepage headline and value proposition
• How they describe their ideal customer
• The language they use (formal vs casual, technical vs simple)
• Their primary CTA (what action do they push?)
• Unique claims or guarantees they make

• What services or products do they lead with?
• How do they structure pricing (visible vs hidden, tiered vs custom)?
• Do they offer free resources, audits, or consultations?
• What is their upsell path (starter to premium)?

• Website speed and mobile experience (use PageSpeed Insights)
• Google Ads activity (use Google Ads Transparency Center)
• Social media presence and posting frequency
• Review volume and sentiment on Google, Trustpilot
• Blog and content quality and frequency

• What do all competitors say that sounds the same?
• What do none of them address that your customers care about?
• Where is the quality gap (everyone claims "expert" but their content is thin)?
• What can you offer that is genuinely different (process, results, speed, specialisation)?

Use this table to capture your findings for each competitor. Fill it in as you work through the steps above.