Before you build or rebuild your small business website, you’ll want an analysis of competitor’s websites to see:
- What you can learn from them
- Areas where you can highlight your strengths vs. their weaknesses
- How to position your brand so you stand out for all the right reasons
Here’s how I do it.
Having performed a lot of competitive analysis of this sort, I have been able to streamline my efforts so I spend time only on the important stuff.
I start by asking the client what companies he or she sees as the primary competition. I’ll also google several keywords to find which companies place higher than the client. Between the client and Google, I have a healthy list of websites to analyze.
For the analysis itself, I look at all the top-level pages, all or some (if It’s a very large site) of the second and third level pages, and the landing pages.
Next, I take a screenshot of the homepage and paste it into a word document. Then, I paste my Website Competitive Analysis Template table under the screenshot. The left column displays the criteria I report on. The right column tells you what I am reporting.
While all of the information you collect and analyze is important, the last row, Position, has the potential to be most important of all.
Establishing an authentic and unique brand position that makes clear why your ideal customers do business with you and how you are different from (and better than) the competition should be a fundamental building block of your website strategy.
If you need help with competitive small business website analysis, brand positioning, and/or developing a comprehensive website strategy, contact me and let’s discuss your needs.