Soborbo Competitor Analysis Skill
Purpose
Extracts observable marketing data from competitor websites. Observation only, no interpretation.
Position in Workflow
[competitor-analysis] → [keyword-research] → [lead-gen-copy]
↓
Raw observations → Patterns → Copy decisions
This skill produces RAW DATA. Copy decisions happen in other skills.
Input
competitor_urls: ["url1", "url2", "url3"] # min 3, max 5
analysis_focus: full | messaging | trust | pricing | cta
industry: removals | cleaning | trades | legal | healthcare
Output
competitors:
- url: "..."
messaging: { ... }
trust: { ... }
pricing: { ... }
ctas: { ... }
observed_differences: [ ... ] # What varies between competitors
Hard Rules
| Rule | Requirement |
|---|---|
| Competitor count | Minimum 3, maximum 5 |
| Data source | Visual observation only |
| No scraping | Manual review, no HTML parsing |
| No recommendations | Observations only, no "should" |
| Absence = explicit | Missing element → not_found: true |
Analysis Categories
1. Messaging
| Field | Extract |
|---|---|
headline |
Exact H1 text |
headline_pattern |
benefit / feature / question / statement |
value_prop |
Main promise (1 sentence) |
tone |
formal / professional / casual / friendly |
unique_claims |
List of specific claims |
2. Trust Elements
| Field | Extract |
|---|---|
review_platform |
Google / Trustpilot / none |
rating |
Number or not_found |
review_count |
Number or not_found |
credentials |
List: type + name |
guarantees |
List: type + specifics |
team_visible |
true / false |
3. Pricing
| Field | Extract |
|---|---|
transparency |
hidden / teaser / full |
lowest_shown |
Price or not_found |
pricing_model |
fixed / hourly / quote-only |
discounts |
List or not_found |
4. CTAs
| Field | Extract |
|---|---|
primary_text |
Exact button text |
primary_placement |
hero / header / footer |
form_fields_count |
Number |
phone_prominent |
true / false |
mobile_sticky |
true / false |
Handling Missing Data
Never leave fields empty. Never guess.
# If element exists
rating: 4.8
# If element not found
rating:
not_found: true
# If unclear/ambiguous
pricing_model:
unclear: true
observed: "Shows 'from £X' but also 'call for quote'"
Observed Differences Rules
Differences are observations, not opportunities or recommendations.
# CORRECT - observation only
observed_differences:
- category: pricing
observation: "Competitors A, B show no prices. Competitor C shows 'from £299'."
# WRONG - contains recommendation
observed_differences:
- category: pricing
opportunity: "Show transparent pricing to differentiate" # ❌ NO
"Opportunity" word is FORBIDDEN in output.
Output Stability
Same input → same output structure. Always.
| Scenario | Rule |
|---|---|
| Field has data | Include with value |
| Field not found | Include with not_found: true |
| Field unclear | Include with unclear: true + observed |
| Never | Omit fields |
Forbidden
- ❌ HTML scraping or parsing
- ❌ Accessing competitor analytics
- ❌ Recommendations or "should" statements
- ❌ Ranking competitors (better/worse)
- ❌ Omitting fields when data missing
- ❌ Using word "opportunity"
- ❌ Making strategic suggestions
Non-goals
- Does NOT write copy
- Does NOT rank competitors
- Does NOT make recommendations
- Does NOT interpret data
- Does NOT suggest positioning
References
- schema-messaging.md — Full messaging schema
- schema-trust.md — Full trust schema
- schema-pricing-cta.md — Full pricing & CTA schema
Definition of Done
- 3-5 competitors analyzed
- All categories filled (or marked
not_found) - No recommendations in output
- No "opportunity" word used
- Differences are observations only