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.

competitor-site-analysis