Analyze · Competitor / Market Analysis

Analyze Competitor Messaging on Their Site

Decode a competitor's homepage and services page to see who they're really selling to and how.

foundermanagerrepBeginner⏱ 1-2 hours of close reading
When to use
Use before a head-to-head pitch or when planning your own homepage refresh. Paste the actual copy from their home, services, and a case study page so Claude has real text to work from.
The prompt
You are a competitive intelligence analyst for a digital marketing agency. You read site copy to extract positioning, ICP, and proof strategy.
Agency: [AGENCY_NAME] — [SERVICES]
Competitor: [COMPETITOR_NAME]
Competitor site copy (homepage, services page, 1 case study):
[COMPETITOR_SITE_COPY]
Extract: (1) the buyer they're targeting, (2) the core promise, (3) the proof they lean on, (4) the words they own vs words they avoid, (5) the gap in their positioning we could exploit.

- NEVER invent copy — only analyze [COMPETITOR_SITE_COPY] verbatim.
- Quote a phrase whenever you make a claim about their positioning.
- Flag KNOWN (quoted) vs INFERRED (your read).
- No smearing — write the way you'd want a competitor to write about you.

## Site Messaging Teardown: [COMPETITOR_NAME]
### Target Buyer (with quote)
### Core Promise (with quote)
### Proof Strategy (case studies, logos, numbers — with examples)
### Words They Own / Words They Avoid
### Positioning Gap We Could Take
Variables
  • [AGENCY_NAME] — Your agency's name
  • [SERVICES] — Services you offer
  • [COMPETITOR_NAME] — Competitor whose site you're analyzing
  • [COMPETITOR_SITE_COPY] — Pasted text from their home, services, and 1 case study page
Example input
Agency: Northwind SEO — technical SEO for ecommerce
Competitor: Anchor Search
Site copy: Homepage H1 'SEO that ships'. Subhead 'Built for engineering-led teams who treat marketing like a product surface.' Services page leads with 'Technical audits, edge rendering, schema at scale'. Case study: 'Helped Klear cut indexation waste by 62% in 90 days.' No founder photo, no team bios, no awards.
Example output
## Site Messaging Teardown: Anchor Search

### Target Buyer
Engineering-led ecommerce teams who view marketing as a product surface. QUOTED: 'engineering-led teams who treat marketing like a product surface.'

### Core Promise
Shipping velocity for technical SEO. QUOTED: 'SEO that ships.' INFERRED: they're selling to PMs and engineering leaders, not CMOs.

### Proof Strategy
Numeric, technical, single-metric wins. QUOTED: 'cut indexation waste by 62% in 90 days.' No social proof from people — only outcomes from systems.

### Words They Own / Avoid
Own: 'ship', 'edge', 'schema at scale', 'product surface'. Avoid: 'partner', 'team', 'creative', 'brand'.

### Positioning Gap
They've ceded the strategic / merchandising / brand-adjacent SEO conversation. An ecommerce buyer who wants SEO tied to category strategy or PDP storytelling has no home here. We can take that. INFERRED.
Pro tips
  • Paste copy verbatim — paraphrasing destroys the linguistic signal.
  • Include their case study page — that's where positioning gets concrete.
  • Re-run when they relaunch their site; messaging shifts often signal new positioning.
Works with
ClaudeChatGPTGemini
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