For better or worse, consumers often judge an entire company based solely on its website. Indeed, it’s nearly impossible for an organization to place too much credence on the appearance and upkeep of its website. And this is great news for new business owners. By simply studying a competitor’s website, entrepreneurs can gain valuable insights about the nature of an industry, consumer preferences, and what it will take to create a successful brand. That’s just the tip of the iceberg, though. Here are four things you can learn by analyzing a competitor’s website.
Marketing is essentially a game of superlatives. Every business owner wants to have something that sets them apart from the competition. As such, many professional websites will contain phrases like “experienced,” “cost-effective,” and “high quality.” Savvy pros can often determine how a company will market itself based solely on the language they use in their copy.
While every business theoretically competes with each other for consumer attention online, direct competitors tend to focus on the same, smaller subset of keywords and phrases that relate to their brand. Thankfully, by reviewing an established business’s blog, professionals can identify which keywords they use most often –– and which blogs resonate most with consumers. Remember, competitor analysis is an integral part of any SEO strategy.
Businesses are not shy about displaying their best-selling products online. A cursory glance around a website should let a visitor know what products or services a company prides itself on. This might seem obvious, but it’s important for entrepreneurs to appreciate exactly which products or services their competitors are pushing hardest. Sometimes the answer can be surprising and illuminating.
Opportunities by Omission
What a company chooses to omit from its site can be just as telling as what it includes. Be on the lookout for products or services that your competitors don’t offer. Furthermore, check to see if they’ve addressed difficult consumer questions in their blog. If they haven’t, then your business has a golden opportunity to seize the initiative and attract consumers to your site with relevant content. Plus, by learning what your competitors can’t do ––but that you can –– you can refocus your marketing efforts to emphasize your superiority.
Whether your business manufactures relatively obscure items like 24 well plates or you sell household cleaning products, quality competitor research is essential to getting a new company off the ground. Note, while it’s fine to review and analyze a competitor’s digital practices, it is NOT okay to plagiarize or directly rip them off. Not only is this lazy, immoral, and ineffective, but Google and other search engines will punish you harshly for copying the work of others. Be mindful of this to keep your business out of hot water!