Competitor research should reveal the choices a buyer is comparing—not give your team permission to copy another brand’s wording. Use public evidence, label what you infer, and look for an underserved question.
Compare the buying experience
Choose a small, relevant set of alternatives: direct competitors, an in-house workaround, and doing nothing. For each, capture the public offer, audience, proof, scope, price basis if stated, and next step. Record URL and date. Do not infer delivery quality or results from a polished homepage.
Then compare by buyer task:
| Buyer question | What each alternative answers | What remains unclear |
|---|---|---|
| What will I receive? | Deliverable and exclusions | Who does the work and in what timeframe |
| How do I know it works? | Public case, sample, or credential | Whether the example applies to my market |
| What will it cost? | Stated price basis or quote path | Which inputs change the quote |
The gap column is a hypothesis to verify with interviews or sales questions, not proof that competitors fail.
Find a position you can support
Choose an unmet task that fits your actual capability and evidence. Do not claim “the only” provider or use competitor names in a comparison unless the comparison is accurate, fair, and reviewed. Avoid copying a distinctive phrase even if it describes the category well; explain your own process and limits.
Review the map when offers or evidence change. Save screenshots or notes only within allowed use, and do not access private dashboards or customer data. The output should guide a clearer offer, not create a competitor collage.
Optional AI-assisted work brief — Competitor evidence matrix
Compare competitors using dated public evidence: target audience, stated promise, proof, price or scope where disclosed, route to action, and gaps. Separate direct observation from interpretation. Identify an underserved need only when the evidence supports it. Do not copy wording, infer internal performance, or use one screenshot as a market-wide conclusion.
Worked scenario — A useful competitor comparison
Compare public service descriptions, market served, visible proof, next action, and scope on the same date. One competitor may explain eligibility better; another may provide clearer examples. These observations suggest opportunities to improve your own page, but do not prove the competitor’s conversion rate or internal strategy. Cite the public page and label interpretation separately.
AI disclosure: AI tools assisted with drafting. The comparison method is illustrative.