---

name: competitor-analysis description: Extracts marketing elements from competitor websites. Structured observation only. Does not write copy or make recommendations.

Competitor Analysis Skill

Purpose

Extracts observable marketing data from competitor websites. Observation only, no interpretation.

Position in Workflow

Copy[competitor-analysis] → [keyword-research] → [lead-gen-copy]
         ↓
   Raw observations      →    Patterns    →    Copy decisions

This skill produces RAW DATA. Copy decisions happen in other skills.

Input

Copycompetitor_urls: ["url1", "url2", "url3"]  # min 3, max 5
analysis_focus: full | messaging | trust | pricing | cta
industry: removals | cleaning | trades | legal | healthcare

Output

Copycompetitors:
  - url: "..."
    messaging: { ... }
    trust: { ... }
    pricing: { ... }
    ctas: { ... }
observed_differences: [ ... ]  # What varies between competitors

Hard Rules

Analysis Categories

1. Messaging

2. Trust Elements

3. Pricing

4. CTAs

Handling Missing Data

Never leave fields empty. Never guess.

Copy# 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.

Copy# 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.

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