Customers compare. Before you design, know what they compare your client with. These website competitor analysis questions come in two parts: what to ask the client, and what to check on competitor websites yourself.
Questions for the client
- Who are your three main competitors (names or websites)?
- Who wins jobs you wanted, and why?
- Which competitor's website do you secretly admire?
- What do you do better than all of them?
- What do they do better than you today?
- Are you cheaper, similar or more expensive?
Checklist for each competitor website
| Check | What to look for |
|---|---|
| Headline | Who they target and what they promise |
| Offer | Prices shown? Packages? Free quote? |
| Proof | Reviews, number of jobs, years, licenses, photos |
| Call to action | Call, book, form; how visible on phones |
| Speed and mobile | Fast? Easy to tap and read? |
| SEO | Service pages per service and per city? |
| Gaps | What's missing that your client can own? |
Turn the findings into positioning
- Pick one clear difference (speed, price transparency, specialty, guarantee, local team).
- Make it the headline or the first line under it.
- Prove it on the page with numbers, reviews or photos.
Find competitors fast
Search the client's main service + city on Google Maps and note the top results; a Google Maps lead scraper shows their websites and problems side by side. Weak competitor sites are also your next prospects.
Related: website strategy questionnaire · website SEO questionnaire.
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Frequently asked questions
How many competitors should I analyze for a website project?
Three to five direct, local competitors are enough for a small business website.
What should I copy from competitors?
Nothing directly. Learn what customers expect, then find what's missing and make it your client's advantage.