competitor-analysis

name	competitor-analysis
description	Analyze competitor website structures, messaging patterns, and unique features. Use when researching competition, identifying gaps, or informing content strategy.
allowed-tools	Read, Write, mcp__playwright__browser_snapshot, mcp__playwright__browser_navigate, mcp__exa__web_search_exa

Competitor Analysis Skill

Purpose

Analyze top competitors page-by-page to understand their structure, messaging, and features for gap analysis.

Analysis Framework

Pages to Analyze

1. Homepage - First impression, main value prop
2. About - Story, team, credentials
3. Services/Products - Offering structure
4. Pricing - Pricing model and presentation
5. Contact - Conversion points
6. Blog/Resources - Content strategy

Per-Page Breakdown

For each page, extract:

1. Section Structure

Order of sections from top to bottom:

• Hero
• Problem statement
• Value propositions
• Social proof
• Process/How it works
• Pricing teaser
• FAQ
• CTA

2. Headlines & Subheadlines

Capture the exact wording used:

• Main headlines
• Section headlines
• Supporting copy

3. Trust Signals

What builds credibility:

• Review counts
• Star ratings
• Certifications
• Logos (clients, partners)
• Awards
• Guarantees

4. CTAs

Call-to-action patterns:

• Button text
• Placement
• Urgency language
• Form fields

5. Unique Features

What they have that others don't:

• Interactive tools
• Calculators
• Chat widgets
• Video content
• Custom features

Competitor Ranking

National Leader

• Highest authority sites
• Largest market share
• Reference for industry best practices

Regional Top

• Strong in specific markets
• May have niche advantages

Local Competitor

• Direct competition in service area
• Similar size and offering

Emerging

• New entrants with interesting approaches
• Potential disruptors

Gap Analysis Output

After analyzing competitors, identify:

1. Missing Features - What do they have that we don't?
2. Missing Trust Signals - What credibility markers are we lacking?
3. Messaging Gaps - What are they saying that we're not?
4. Recommendations - Prioritized action items

When to Use

• Before website redesign
• When entering new market
• For quarterly competitive review
• Before pricing changes
• When creating new pages

Integration Points

• src/lib/agents/competitor-analyzer.ts - Main agent
• competitor_analysis table - Storage
• ConversionCopywritingEngine - Consumer

Output Format

{
  "competitor": "Competitor Name",
  "url": "https://competitor.com",
  "rank": "national_leader",
  "page_structures": {
    "homepage": {
      "sections": [...],
      "headlines": [...],
      "ctas": [...]
    }
  },
  "unique_features": [...],
  "trust_signals": [...],
  "messaging_patterns": {...}
}

Quality Rules

1. Analyze, don't copy - Learn patterns, don't plagiarize
2. Focus on structure - Why it works, not just what it is
3. Date your analysis - Websites change frequently
4. Note what's missing - Gaps are opportunities
5. Prioritize insights - Not everything matters equally