Competitor site analysis

Competitor Site Analysis#

Usage#

Use for a quick website data pull on a competitor, or as a first step before deeper analysis. Produces a structured 5-section profile from publicly available website information.

Process#

Step 1: Gather Inputs#

Ask the user for:

1. Competitor name — the company to analyze
2. Competitor URL — their homepage URL
3. Specific sections to focus on (optional) — default: all 5

Step 2: Validate & Fetch#

Confirm you have competitor name and URL. Fetch the homepage to verify it's reachable.

If the site is unreachable, behind a login wall, or returns errors — tell the user and stop.

Step 3: Fetch Website Pages#

Fetch up to 6 pages. Adapt URLs based on what the site actually has — not every site uses the same paths.

If a page doesn't exist (404, redirect to homepage), skip it and note "not found" for that section. Don't guess.

Step 4: Structure Findings#

Organize extracted data into 5 sections:

Section 1: Company Overview#

• Tagline (their words, not yours)
• Founded / age signals
• Stage / funding signals (bootstrapped, seed, Series X — based on about page, team size, office count)
• Team size signals (exact if stated, otherwise estimate from about page)
• Headquarters / markets
• Primary GTM motion: PLG / sales-led / content-led / community-led (based on homepage CTA — "Start free" vs. "Book a demo" vs. both)
• Partnerships / integrations as distribution (from features page or homepage)

Section 2: Product & Positioning#

• Homepage headline (exact quote)
• Value proposition (what they promise in 1-2 sentences)
• Target audience (who the site speaks to)
• Key features (top 5-8 from features page)
• Integrations (notable ones)
• Product-led vs. sales-led signals (self-serve signup? demo request? both?)
• Free trial / freemium availability

Section 3: Pricing & Feature Monetization#

• Pricing model (per-seat, usage-based, flat, freemium, custom)
• Tier breakdown with price points
• Value metric (what they charge per unit of)
• Annual discount percentage
• Free tier — what's included, what's limited
• Enterprise tier — custom pricing or listed?

Feature monetization — if the pricing page shows feature-by-tier breakdowns:

• Which features are free vs. gated?
• What's the key unlock at each paid tier? (the feature that justifies the upgrade)
• What do they gate behind enterprise? (reveals what they consider highest-value)
• Any usage limits that force upgrades? (seats, API calls, storage, etc.)

If pricing is not public, note "not public — sales-led motion" and any signals about pricing level.

Section 4: Social Proof & Trust#

• Customer logos (notable names)
• Testimonial highlights (1-2 strongest quotes)
• Case study count and themes
• Trust signals (G2 badges, security certs, compliance badges)
• Community size (if visible — Slack, Discord, forum)
• Social media follower counts (if visible on site)

Section 5: Hiring Signals#

• Total open roles (if listed)
• Roles by department — engineering, sales, marketing, product, customer success, etc.
• Notable hires or role types that signal strategic direction (e.g., "ML Engineer" = investing in AI, "Enterprise AE" = moving upmarket, "Developer Advocate" = building community)
• Hiring velocity signals — "urgently hiring", multiple roles in one department

If no careers page exists, note "no public careers page" and move on.

Output Format#

Present the 5-section structured website profile:

# Competitor Site Analysis: [Name]

**URL:** [url]
**Date:** [current date]

## 1. Company Overview
[structured findings]

## 2. Product & Positioning
[structured findings]

## 3. Pricing & Feature Monetization
[structured findings]

## 4. Social Proof & Trust
[structured findings]

## 5. Hiring Signals
[structured findings]

Rules#

• Never invent data — if a page is inaccessible or info isn't visible, mark "not found."
• Never fetch more than 6 pages per competitor.
• Never guess at pricing — if it's not public, say so.
• Don't add strategic interpretation — this skill extracts, it doesn't analyze. Save strategic assessment for competitor-landscape.
• Keep extraction factual. Quote headlines, list features, note prices. Don't editorialize.
• If key pages (pricing, features) are missing or inaccessible, flag that the profile will have gaps.
• If the site is heavily JS-rendered and content is sparse, suggest using Playwright MCP if available.