Competitor Site Analysis

Visit a competitor's website and extract structured data across 5 dimensions: company overview, product & positioning, pricing & feature monetization, social proof & trust, and hiring signals. Pure website extraction — no synthesis, no strategic assessment.

This skill focuses on business data. Content strategy (blog, social, email, gated content) is handled by competitor-content-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:

• Competitor name — the company to analyze

• Competitor URL — their homepage URL

• 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.

Page Typical URLs to Try What to Extract

Homepage /

Tagline, headline, value prop, target audience signals, trust badges, social proof

Pricing /pricing , /plans

Model, tiers, price points, value metric, free tier, annual discount, trial, feature-by-tier gating

Features /features , /product

Key features, integrations, platform capabilities

About /about , /about-us , /company

Founded, team size signals, stage/funding signals, mission

Customers /customers , /case-studies

Customer logos, testimonials, case study count, industries served

Careers /careers , /jobs , /about/careers

Open roles by department, total headcount signals, strategic hiring patterns

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.