competitor-analysis

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Analyze competitor website structures, messaging patterns, and unique features. Use when researching competition, identifying gaps, or informing content strategy.

⭐1stars🔀0forks📁View on GitHub🕐Updated Dec 4, 2025
[Market Research]

When & Why to Use This Skill

This Claude skill automates comprehensive competitor analysis by auditing website structures, messaging patterns, and unique features. It leverages advanced web browsing tools to perform deep-dive research into competitor page layouts, trust signals, and conversion tactics, providing actionable gap analysis to inform your market positioning and content strategy.

Use Cases

  • Website Redesign Strategy: Analyze the section structure and CTA patterns of industry leaders to identify high-converting UI/UX layouts before a site overhaul.
  • Market Entry & Benchmarking: Research national and regional competitors to understand their pricing models, service offerings, and established value propositions in a new territory.
  • Messaging & Positioning Audit: Compare headlines, subheadlines, and brand voice against competitors to identify messaging gaps and refine your unique selling points (USPs).
  • Feature Gap Analysis: Discover unique interactive tools, calculators, or trust signals used by competitors that can be implemented to improve your own site's credibility and engagement.
  • Quarterly Competitive Review: Automate the tracking of competitor updates to stay informed about new product launches, pricing changes, or shifts in their content strategy.
namecompetitor-analysis
descriptionAnalyze competitor website structures, messaging patterns, and unique features. Use when researching competition, identifying gaps, or informing content strategy.
allowed-toolsRead, Write, mcp__playwright__browser_snapshot, mcp__playwright__browser_navigate, mcp__exa__web_search_exa

Competitor Analysis Skill

Purpose

Analyze top competitors page-by-page to understand their structure, messaging, and features for gap analysis.

Analysis Framework

Pages to Analyze

  1. Homepage - First impression, main value prop
  2. About - Story, team, credentials
  3. Services/Products - Offering structure
  4. Pricing - Pricing model and presentation
  5. Contact - Conversion points
  6. Blog/Resources - Content strategy

Per-Page Breakdown

For each page, extract:

1. Section Structure

Order of sections from top to bottom:

  • Hero
  • Problem statement
  • Value propositions
  • Social proof
  • Process/How it works
  • Pricing teaser
  • FAQ
  • CTA

2. Headlines & Subheadlines

Capture the exact wording used:

  • Main headlines
  • Section headlines
  • Supporting copy

3. Trust Signals

What builds credibility:

  • Review counts
  • Star ratings
  • Certifications
  • Logos (clients, partners)
  • Awards
  • Guarantees

4. CTAs

Call-to-action patterns:

  • Button text
  • Placement
  • Urgency language
  • Form fields

5. Unique Features

What they have that others don't:

  • Interactive tools
  • Calculators
  • Chat widgets
  • Video content
  • Custom features

Competitor Ranking

National Leader

  • Highest authority sites
  • Largest market share
  • Reference for industry best practices

Regional Top

  • Strong in specific markets
  • May have niche advantages

Local Competitor

  • Direct competition in service area
  • Similar size and offering

Emerging

  • New entrants with interesting approaches
  • Potential disruptors

Gap Analysis Output

After analyzing competitors, identify:

  1. Missing Features - What do they have that we don't?
  2. Missing Trust Signals - What credibility markers are we lacking?
  3. Messaging Gaps - What are they saying that we're not?
  4. Recommendations - Prioritized action items

When to Use

  • Before website redesign
  • When entering new market
  • For quarterly competitive review
  • Before pricing changes
  • When creating new pages

Integration Points

  • src/lib/agents/competitor-analyzer.ts - Main agent
  • competitor_analysis table - Storage
  • ConversionCopywritingEngine - Consumer

Output Format

{
  "competitor": "Competitor Name",
  "url": "https://competitor.com",
  "rank": "national_leader",
  "page_structures": {
    "homepage": {
      "sections": [...],
      "headlines": [...],
      "ctas": [...]
    }
  },
  "unique_features": [...],
  "trust_signals": [...],
  "messaging_patterns": {...}
}

Quality Rules

  1. Analyze, don't copy - Learn patterns, don't plagiarize
  2. Focus on structure - Why it works, not just what it is
  3. Date your analysis - Websites change frequently
  4. Note what's missing - Gaps are opportunities
  5. Prioritize insights - Not everything matters equally