Landing Page Intel Extractor

Landing Page Intel Extractor

Turn any company's landing page into a structured intelligence brief. Fetches the HTML, extracts every competitive and customer signal on the page, and delivers a clean report you can hand to sales, marketing, or product.

Core principle: A company's landing page is a public declaration of strategy. The customers they showcase, the competitors they reference (or carefully avoid), the language they use, and the proof points they lead with — all of it is signal. This skill reads that signal systematically.

When to Use

• "What can we learn about [company] from their website?"
• "Pull competitor and customer intel from [url]"
• "Who does [company] sell to? Who do they compete with?"
• "Extract intelligence from this landing page: [url]"
• "Scrape [company]'s site for competitive signals"
• Before a sales call — quickly understand a prospect's positioning
• Building a competitive landscape — extract intel from multiple sites

Quick Start

Extract competitor and customer intelligence from https://example.com

Multiple pages:

Extract landing page intel from these URLs:
- https://example.com
- https://example.com/customers
- https://example.com/pricing

With comparison:

Extract intel from https://company-a.com and https://company-b.com, then compare their positioning.

Inputs

Step-by-Step Process

Phase 1: Page Acquisition

Fetch the target URL(s) using WebFetch.

Primary page — always fetch:

WebFetch: [target_url]

Discovery pages — attempt to fetch these additional paths if they exist (non-blocking; skip 404s):

• /customers or /case-studies
• /pricing
• /integrations or /partners
• /about
• /vs/ or /compare/ or /alternatives/

These secondary pages often contain the richest competitive and customer signals. Check the primary page's navigation/footer for links to these sections first, then fetch the ones that exist.

Phase 2: HTML Signal Extraction

Parse each fetched page and extract the following signal categories. Be thorough — look in headings, body text, image alt text, meta tags, schema markup, footer, and navigation.

2A: Competitor Signals

2B: Customer Signals

2C: Positioning & Messaging Signals

2D: Product & GTM Signals

Phase 3: Enrichment (Optional)

If the user wants deeper context, use WebSearch to:

1. Verify competitor relationships — search "[company] vs [competitor]" to confirm competitive dynamics
2. Identify unlisted competitors — search "[company] alternatives" or "[company] competitors"
3. Validate customer claims — search "[customer] + [company]" for case studies or press mentions
4. Check recent news — funding, pivots, rebrand, leadership changes that add context

Only do this if the user asks for "deep" analysis or specifies enrichment. By default, stick to what's on the page.

Phase 4: Intelligence Report

Compile all extracted signals into the structured output below.

Output

Save to clients/<client-name>/intel/landing-page-intel-[company]-[YYYY-MM-DD].md

If no client context, output directly.

Report Template

# Landing Page Intelligence: [Company Name]

**URL:** [primary url]
**Extracted:** [date]
**Pages analyzed:** [list of URLs fetched]

---

## Executive Summary

[3-5 sentences. What does this company do, who do they sell to, who do they compete with, and what's their core positioning bet? Note anything surprising or notable.]

---

## Competitor Intelligence

### Named Competitors

| Competitor | How Referenced | Where Found | Context |
|-----------|---------------|-------------|---------|
| [Name] | [Comparison page / "switch from" / body mention] | [URL + section] | [Quote or context] |

### Comparison Pages Found

| URL | Competitor | Positioning Angle |
|-----|-----------|------------------|
| [/vs/competitor] | [Name] | [How they position against them] |

### Implicit Competitive Positioning

- **Category claim:** "[Exact claim from page]"
- **Differentiation language:** [How they describe what makes them different]
- **"Not" positioning:** [What they explicitly say they are NOT — often reveals who they compete with]

### Competitive Landscape Summary

[2-3 sentences. Who are the main competitors based on page signals? Where does this company position itself in the market? Any competitors conspicuously absent?]

---

## Customer Intelligence

### Customer Logos Identified

| Customer | Source | Section |
|----------|--------|---------|
| [Company name from logo/alt text] | [URL] | [e.g., "Trusted by" bar, case study] |

### Testimonials

| Quote | Person | Title | Company |
|-------|--------|-------|---------|
| "[Quote]" | [Name] | [Title] | [Company] |

### Case Studies

| Customer | Headline/Metric | URL |
|----------|----------------|-----|
| [Name] | "[Metric or headline]" | [Link if available] |

### Industries & Segments

| Industry/Vertical | Evidence |
|-------------------|----------|
| [Industry] | [Page section, solution page, case study] |

### Target Company Profile

- **Company sizes:** [Enterprise / Mid-market / SMB / Startup — based on language, pricing, logos]
- **Buyer persona signals:** [Titles mentioned, "for [role]" language, use-case framing]
- **Geographic signals:** [Languages offered, regional pricing, office locations]

---

## Positioning & Messaging

### Core Messaging

| Element | Extracted Text |
|---------|---------------|
| **Hero headline** | "[Exact text]" |
| **Subheadline** | "[Exact text]" |
| **Category** | [How they define their category] |
| **Primary CTA** | "[Button text]" → [Action: demo/trial/signup] |

### Key Differentiators Claimed

1. [Differentiator] — "[Supporting text from page]"
2. [Differentiator] — "[Supporting text from page]"
3. [Differentiator] — "[Supporting text from page]"

### Social Proof Metrics

| Metric | Value | Where |
|--------|-------|-------|
| [Type: customers, users, events, uptime] | [Number] | [Section] |

### Trust Signals

- **Awards/recognition:** [G2, analyst reports, awards]
- **Security/compliance:** [SOC2, HIPAA, GDPR, etc.]
- **Partnerships:** [Named partners, certified integrations]

---

## Product & GTM Signals

### Pricing Model

- **Model type:** [Free / Freemium / Free trial / Contact sales / Usage-based / Seat-based]
- **Visible pricing:** [Yes/No — if yes, summarize tiers]
- **PLG vs Sales-led:** [Based on CTA strategy and pricing visibility]

### Integrations Discovered

| Integration | Category |
|-------------|----------|
| [Name] | [CRM / Analytics / Communication / etc.] |

### Technology Signals

[API availability, SDK mentions, platform claims, infrastructure details]

---

## Key Takeaways

### For Sales

- [Insight relevant to selling against or to this company]
- [Key objection or positioning to be aware of]

### For Marketing

- [Messaging angle opportunity]
- [Competitive positioning gap]

### For Product

- [Feature or integration signal]
- [Market direction implied by their roadmap/positioning]

---

## Raw Signals Log

[Optional — full list of every extracted signal with source URL and page location, for audit purposes]

Multiple URL Mode

When given multiple URLs (e.g., a company's homepage + customers page + pricing):

1. Fetch all pages in parallel
2. Deduplicate signals across pages
3. Note which page each signal came from
4. Produce a single consolidated report

Comparison Mode

When given two or more company URLs:

1. Run the full extraction for each company
2. Add a Comparison section at the end:

## Head-to-Head Comparison

| Dimension | [Company A] | [Company B] |
|-----------|:-----------:|:-----------:|
| Category claim | [claim] | [claim] |
| Primary CTA | [CTA] | [CTA] |
| Customer count signal | [metric] | [metric] |
| Named customers | [count] | [count] |
| Competitors referenced | [list] | [list] |
| Pricing model | [model] | [model] |
| Key differentiator | [claim] | [claim] |

### Positioning Overlap
[Where they compete directly — same claims, same customers, same language]

### Positioning Gaps
[Where one has signals the other doesn't — potential opportunities]

Cost

Free — no paid APIs. All extraction is done via WebFetch and optional WebSearch.

Tools Required

• WebFetch — for retrieving page HTML
• WebSearch — for optional enrichment (competitor verification, customer validation)
• No API keys or paid tools required

Tips

• Start with the homepage, then expand. The homepage gives you positioning and social proof. Add /customers, /pricing, and /vs/ pages for richer data.
• Check comparison pages first. If a company has /vs/ or /alternatives/ pages, those are goldmines for competitive intel. The primary page nav or footer usually links to them.
• Logo bars are noisy. Not every logo is a current customer — some are "compatible with" or "integrates with." Look at the section heading for context.
• Alt text is your friend. Customer logos often have company names in alt attributes or filenames even when not visible as text.
• Run on competitors too. Extract intel from your competitor's site to see who they sell to and compete with. The overlap (or lack thereof) is valuable signal.
• Pair with battlecard-generator. Once you have the competitor list, feed it into battlecard-generator for full competitive battlecards.
• Pair with icp-website-audit. Use the extracted customer/industry signals to inform persona building, then audit the site through those personas.
• Refresh quarterly. Landing pages change. Run this periodically to catch positioning shifts, new competitors, and customer additions.