Competitor Analysis Skill Skill

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

Agent Skills: Competitor Analysis Skill

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