| name | competitive-intel-to-html |
| description | Use when the user wants to turn niche research, competitor evidence, and verbatim buyer pains into a conversion-focused website strategy and a client-ready HTML deliverable. Trigger on "конкурентный анализ", "разведка рынка", "сайт по болям клиентов", "research для лендинга", "competitive research", or when market research must directly drive website structure, copy, and proof. |
| allowed-tools | Read, Write, Edit, Glob, Grep, Bash, WebFetch, WebSearch |
Competitive Intel -> Conversion Site
Overview
This skill is not just for "competitive analysis." Its job is to produce the inputs for a super-selling website:
- what the buyer fears,
- what competitors say,
- what competitors fail to prove,
- how the future site should close those gaps in the right order.
The final output is two things at once:
- a client-facing HTML report that sells the strategy,
- a site-building handoff containing structure, wireframe, and copy for implementation.
Required sub-skill: pain-driven-research — use it for Firecrawl methodology, review mining discipline, and evidence-backed gap analysis.
Success Criteria
Before starting, align on these verifiable outcomes:
- the research identifies the top buyer pains with verbatim evidence,
- the site structure maps each section to a pain, objection, or trust job,
- the HTML report clearly explains why this website strategy should outperform competitors.
Inputs
| Input | Example |
|---|
| Niche keyword | стеклопластиковая сетка |
| Geo | Москва / РФ |
| Output folder | ./research/competitors/ |
| Client brand URL | galencomposite.ru |
| Active site repo path | ./setka-rockmesh/ |
| Design tokens | #FF6B00, Instrument Serif, DM Sans, dark #1A1208 |
| Approved copy path | ./docs/approved-copy.md (optional) |
Core Principle
Do not stop at "competitor insights."
This skill is only successful if the analysis is translated into:
- site structure,
- section purpose,
- proof strategy,
- copy direction,
- and a handoff a designer/developer can implement without guessing.
9-Phase Pipeline
01-serp.json
02-sites/<domain>.md
03-reviews/<source>.md
04-scoring.md
05-gap-analysis.md
06-site-structure.md
07-wireframe.md
08-copy.md
09-competitive-report.html
Phase 1 - SERP Discovery -> 01-serp.json
Goal: find the real competitive field instead of guessing it.
Use 3-5 commercial queries:
купить {niche} {city}{niche} цена{niche} отзывы{niche} производитель{niche} оптом if the niche is B2B
Save top domains with appearance frequency and query context.
Minimum output:
[
{
"domain": "arm-plast.ru",
"appearances": 6,
"intent_bucket": "commercial",
"serp_rank": 2,
"type": "producer"
}
]
Pick the top 5-7 domains for deep analysis.
Phase 2 - Site Scraping -> 02-sites/<domain>.md
Scrape each competitor and capture:
- H1, hero copy, CTA text
- visible pricing or price opacity
- trust elements: certificates, years on market, testimonials, production photos
- visual style: colors, typography, density, whitespace, mobile feel
- proof assets: object photos, logos, case references, review count
One file per domain.
Do not treat marketplaces as full competitors. They can be visual or merchandising references, but not strategy anchors.
Phase 3 - Review Mining -> 03-reviews/<source>.md
Priority sources:
2gisotzovikya-marketirecommendforumhousemastergrad
For every quote, keep:
- verbatim quote,
- pain category,
- source URL,
- author/date if public.
Minimum: 15 verbatim quotes.
No paraphrasing. Buyer language becomes website language.
Phase 4 - Scoring Matrix -> 04-scoring.md
Score each top competitor on 8 criteria, 1-10 each:
- Search visibility
- Review quality
- Visual design
- Mobile responsive quality
- Content depth
- Social proof
- CTA strategy
- Estimated page speed
Identify:
- leader - who sets the benchmark,
- weakest - who exposes the floor,
- top-10% patterns - what winners do that weaker players do not.
This is where you establish what the future site must beat.
Phase 5 - Gap Analysis -> 05-gap-analysis.md
Use the 7-bucket framework:
- Saturation
- Gaps
- Visual gaps
- Copy gaps
- Trust gaps
- Price gaps
- Mobile gaps
Every gap entry must contain:
- pain source or observed evidence,
- what competitors currently do,
- what the client can do better,
- what this implies for the website.
The rule: no gap without evidence, no recommendation without a linked pain or weakness.
Phase 6 - Site Structure Strategy -> 06-site-structure.md
This phase is mandatory. Do not jump from gap analysis straight into wireframe.
Goal: define the site as a buyer decision journey, not a loose set of blocks.
For each planned section, specify:
| Field | Meaning |
|---|
| Section | e.g. Hero, Proof, Compare, Delivery, FAQ |
| Buyer job | what the section must help the visitor decide |
| Pain / objection closed | exact fear, doubt, or friction reduced here |
| Evidence used | quote, proof, comparison, certificate, spec, photo |
| Why here | why this section appears in this exact order |
| Conversion role | attention / trust / education / proof / action |
Recommended sequence:
- Hero / product framing
- Fast trust proof
- Pain recognition
- Mechanism / why this product solves it
- Compare / alternative destruction
- Proof stack
- Delivery / economics / conditions
- FAQ / objection crushing
- Final CTA
If the niche requires it, use a hybrid structure:
- marketplace-style top for instant product clarity,
- landing-style lower sections for persuasion and trust build-up.
This file is the bridge between research and implementation.
Phase 7 - Wireframe -> 07-wireframe.md
Now convert the approved structure into section-level wireframe notes.
Every section gets 4 attributes:
### Section N - Name
| Function | What this section must achieve |
| Pain closed | Verbatim quote or objection from research |
| Visual benchmark | Best competitor reference OR "GAP - nobody does this" |
| Visual treatment | Specific UI pattern: sticky gallery, compare slider, marquee, specs table, proof wall |
Important: wireframe does not invent the section list. It expresses the already-decided site structure visually.
Phase 8 - Copy -> 08-copy.md
Write copy only for sections that still need text.
Rules:
- use real buyer vocabulary from
03-reviews/,
- name concrete mechanisms,
- avoid fluff adjectives unless backed by numbers,
- every strong claim needs proof, number, or comparison,
- match approved client copy where such copy already exists.
For each section, include:
- headline,
- support copy,
- proof bullets,
- CTA line if relevant.
Phase 9 - HTML Report -> 09-competitive-report.html
Build a self-contained HTML report. No external JS. Google Fonts @import is allowed.
This is a strategy-selling document, not a data dump.
Required sections:
- Executive Summary
- Competitor Profiles
- Comparison Table
- Buyer Pains Verbatim
- Niche Color Palette
- Gap Analysis
- Site Structure Strategy
- Top-10% Patterns
- Methodology
Recommended visual system:
--paper: #F5F0E8;
--ink: #1A1208;
--orange: #FF6B00;
font-family: 'Instrument Serif' for headings;
font-family: 'DM Sans' for body;
If the project already has an established HTML report filename such as 04-competitive-report.html, keep that filename for compatibility, but preserve the full 9-phase logic in the report body.
Final Deliverables
At the end, the work must provide:
- a client-facing HTML report,
- a site structure document for the future page,
- a wireframe aligned to that structure,
- a copy pack aligned to buyer pains,
- enough proof strategy for a designer/developer to build the site without inventing messaging.
Output Checklist
Common Mistakes
| Mistake | Fix |
|---|
| Stopping at analysis | Always translate findings into site structure and section jobs |
| Paraphrasing reviews | Keep exact buyer language |
| Inventing sections from taste | Build sections from pains, objections, and proof needs |
| Jumping from gaps to design | Insert 06-site-structure.md as the strategic bridge |
| Generic copy | Every important claim needs proof or a comparison |
| HTML as a dump of notes | Make the report persuasive and client-facing |
