Competitor Site 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.
1---2name: competitor-site-analysis3description: Use this skill to inspect a competitor website and extract structured evidence about the company, positioning, pricing, social proof, and hiring signals. Trigger it when creating a current competitor profile from public pages before comparative analysis.4license: MIT5---67# Competitor Site Analysis89## Usage1011Use 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.1213## Process1415### Step 1: Gather Inputs1617Ask the user for:181. **Competitor name** — the company to analyze192. **Competitor URL** — their homepage URL203. **Specific sections to focus on** (optional) — default: all 52122### Step 2: Validate & Fetch2324Confirm you have competitor name and URL. Fetch the homepage to verify it's reachable.2526**If the site is unreachable**, behind a login wall, or returns errors — tell the user and stop.2728### Step 3: Fetch Website Pages2930Fetch up to 6 pages. Adapt URLs based on what the site actually has — not every site uses the same paths.3132| Page | Typical URLs to Try | What to Extract |33|------|---------------------|-----------------|34| Homepage | `/` | Tagline, headline, value prop, target audience signals, trust badges, social proof |35| Pricing | `/pricing`, `/plans` | Model, tiers, price points, value metric, free tier, annual discount, trial, feature-by-tier gating |36| Features | `/features`, `/product` | Key features, integrations, platform capabilities |37| About | `/about`, `/about-us`, `/company` | Founded, team size signals, stage/funding signals, mission |38| Customers | `/customers`, `/case-studies` | Customer logos, testimonials, case study count, industries served |39| Careers | `/careers`, `/jobs`, `/about/careers` | Open roles by department, total headcount signals, strategic hiring patterns |4041**If a page doesn't exist** (404, redirect to homepage), skip it and note "not found" for that section. Don't guess.4243### Step 4: Structure Findings4445Organize extracted data into 5 sections:4647#### Section 1: Company Overview48- Tagline (their words, not yours)49- Founded / age signals50- Stage / funding signals (bootstrapped, seed, Series X — based on about page, team size, office count)51- Team size signals (exact if stated, otherwise estimate from about page)52- Headquarters / markets53- Primary GTM motion: PLG / sales-led / content-led / community-led (based on homepage CTA — "Start free" vs. "Book a demo" vs. both)54- Partnerships / integrations as distribution (from features page or homepage)5556#### Section 2: Product & Positioning57- Homepage headline (exact quote)58- Value proposition (what they promise in 1-2 sentences)59- Target audience (who the site speaks to)60- Key features (top 5-8 from features page)61- Integrations (notable ones)62- Product-led vs. sales-led signals (self-serve signup? demo request? both?)63- Free trial / freemium availability6465#### Section 3: Pricing & Feature Monetization66- Pricing model (per-seat, usage-based, flat, freemium, custom)67- Tier breakdown with price points68- Value metric (what they charge per unit of)69- Annual discount percentage70- Free tier — what's included, what's limited71- Enterprise tier — custom pricing or listed?7273**Feature monetization** — if the pricing page shows feature-by-tier breakdowns:74- Which features are free vs. gated?75- What's the key unlock at each paid tier? (the feature that justifies the upgrade)76- What do they gate behind enterprise? (reveals what they consider highest-value)77- Any usage limits that force upgrades? (seats, API calls, storage, etc.)7879**If pricing is not public**, note "not public — sales-led motion" and any signals about pricing level.8081#### Section 4: Social Proof & Trust82- Customer logos (notable names)83- Testimonial highlights (1-2 strongest quotes)84- Case study count and themes85- Trust signals (G2 badges, security certs, compliance badges)86- Community size (if visible — Slack, Discord, forum)87- Social media follower counts (if visible on site)8889#### Section 5: Hiring Signals90- Total open roles (if listed)91- Roles by department — engineering, sales, marketing, product, customer success, etc.92- Notable hires or role types that signal strategic direction (e.g., "ML Engineer" = investing in AI, "Enterprise AE" = moving upmarket, "Developer Advocate" = building community)93- Hiring velocity signals — "urgently hiring", multiple roles in one department9495**If no careers page exists**, note "no public careers page" and move on.9697## Output Format9899Present the 5-section structured website profile:100101```102# Competitor Site Analysis: [Name]103104**URL:** [url]105**Date:** [current date]106107## 1. Company Overview108[structured findings]109110## 2. Product & Positioning111[structured findings]112113## 3. Pricing & Feature Monetization114[structured findings]115116## 4. Social Proof & Trust117[structured findings]118119## 5. Hiring Signals120[structured findings]121```122123## Rules124125- Never invent data — if a page is inaccessible or info isn't visible, mark "not found."126- Never fetch more than 6 pages per competitor.127- Never guess at pricing — if it's not public, say so.128- Don't add strategic interpretation — this skill extracts, it doesn't analyze. Save strategic assessment for competitor-landscape.129- Keep extraction factual. Quote headlines, list features, note prices. Don't editorialize.130- If key pages (pricing, features) are missing or inaccessible, flag that the profile will have gaps.131- If the site is heavily JS-rendered and content is sparse, suggest using Playwright MCP if available.
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