01What to compare
Pick 3 to 5 competitors and score each on the same points so the comparison is fair.
- Headline: what they say they do and for whom, in the first screen.
- Proof: reviews, logos, case studies, numbers.
- Offer: pricing, free trial, guarantees, calls to action.
- Experience: speed, mobile layout, ease of finding key pages.
02SEO & content signals
Look at page titles and descriptions, how many useful pages they have (guides, comparisons, location pages) and which topics they cover that you don't. A competitor with a strong blog or help centre is winning searches you could be competing for.
Check the basics too: one clear H1 per page, descriptive titles, a sitemap and working internal links.
03Speed & tech stack
Slow sites lose visitors and rankings. Test each competitor's homepage speed on mobile. Their tech stack (CMS, e-commerce platform, analytics, chat and payment tools) tells you about their budget and what features they can offer easily.
Scan a site's tech and scores04Pricing & positioning
Write down each competitor's price points, plans and what is included. Then look at who they target: are they the cheap option, the premium one, or the specialist? Gaps in the market often show up as segments nobody is speaking to directly.
05Turn findings into actions
Finish with three concrete changes, ordered by impact and effort. For example:
- Rewrite the homepage headline to name the customer and the outcome.
- Add reviews or a case study above the fold.
- Publish the two guides competitors rank for that you don't have.
06Compare sites with Hazana
Hazana's Compare Sites puts two websites side by side: tech stacks, scores and key business signals in one view. Scan each competitor first to get its full profile, then compare the ones that matter most.
Compare two websitesFree tools for this guide
Frequently asked questions
How many competitor websites should I analyze?
Three to five gives a clear picture without drowning in detail.
Is it OK to copy what works on a competitor's site?
Learn from patterns like structure and proof, but write your own copy and design. Copying content can break copyright and hurts your SEO.
How often should I repeat this?
Every quarter, or after a competitor relaunches their site.