How To Perform An Effective Competitor Website Audit

Gaining a competitive edge is essential for the growth of small businesses. Understanding what your competitors are doing and how they are performing online can provide valuable insights and opportunities for improvement.

One effective way to achieve this is through a competitor website audit. In this guide, we will walk you through the process of conducting a thorough competitor website audit.

competitor website audit

What Is A Competitor Website Audit?

To embark on a successful competitor website audit, you first need to know just what one is. A competitor website audit is an in-depth analysis of your competitors’ online presence, which includes their websites, content, services, and overall digital strategies. It helps you identify their strengths and weaknesses, allowing you to make informed decisions to outperform them in the market.

Requirements for Conducting a Competitor Website Audit

Before diving into the audit, you need to set the right groundwork. Here are the essential requirements to ensure a smooth and effective audit process:

Identify competitors & their USPs 

Start by listing your main competitors and understanding what sets them apart from others in your industry. Analyse their unique selling propositions, target audience, and value propositions to gain valuable insights into their marketing strategies.

Access to competitor analysis tools

To conduct a comprehensive audit, you’ll need the right tools. These tools provide valuable data on your competitors’ website traffic, keyword rankings, backlinks, and more.

Define outcomes & goals

Set clear objectives for your competitor website audit. Determine what information you seek to gather and the specific goals you want to achieve from this analysis. This will keep your audit focused and yield actionable results.

5 Essential Components for Auditing Your Competitors’ Websites


Now that you’ve prepared the groundwork let’s look at the essential components you should focus on during the competitor website audit:

1) Website structure

Evaluate your competitors’ website architecture, navigation, and user experience. A well-structured website can significantly impact user engagement and search engine rankings.


2) Products & services offered

Analyse the range of products and services offered by your competitors. Identify gaps in their offerings that you can capitalise on to attract more customers.


3) Types of content

Examine the content on their website, including blog posts, articles, videos, and infographics. Understand the topics they cover and the level of engagement their content generates.

4) Unique content

Look for unique content that sets your competitors apart. Identify areas where you can create distinctive content to establish your authority.


5) Authority of the site

Assess the domain authority and backlink profile of your competitors. High-quality backlinks and domain authority contribute to better search engine rankings.

WatchMyCompetitor Can Help Monitor and Audit Your Competitors

At this stage, you might wonder how to efficiently perform such a comprehensive audit. That’s where
WatchMyCompetitor comes to the rescue. Our platform offers a range of features to simplify the competitive intelligence process:

Real-time automated competitor tracking
: With WMC, you can monitor your competitors’ website changes in real-time, enabling you to stay updated with their latest strategies and improvements.

Detailed analytics and reports: Get access to in-depth analytics and reports on your competitors’ digital performance. This valuable data will aid in making data-driven decisions for your business.


Competitor benchmarking: Compare your website’s performance against your competitors, identify gaps, and discover opportunities to outperform them in the market.

WMC platform screenshot

The Advantages of Conducting A Competitor Website Audit


Let’s now explore the advantages of conducting such a competitor website audit:


Identify competitor strategies: Through a competitor website audit, you can gain a comprehensive understanding of your competitors’ marketing strategies, allowing you to adapt and improve your own tactics.


Uncover untapped opportunities: By analysing your competitors, you may discover niche markets or potential areas for expansion that you hadn’t considered before.


Enhance user experience: Studying your competitors’ website structure and user experience can inspire improvements to your own site, leading to better customer engagement.


Improve SEO & keyword strategy: Competitor website audits help you identify high-performing keywords and SEO techniques used by your rivals, enabling you to optimise your content and improve search engine rankings.

Benchmark your performance: Evaluating your performance against your competitors’ benchmarks helps you set realistic goals and track your progress over time.

Steps To Conducting An Effective Competitor Website Audit

Now let’s look at the step-by-step process of conducting a competitor website audit to gain valuable insights and leverage WatchMyCompetitor’s capabilities along the way:

Step 1 – Define your competitors & goals

Identify your main competitors and prioritise them based on their market share, relevance and influence in your industry. Define clear goals for your competitor website audit, such as understanding their content strategy, SEO approach or customer engagement tactics.

Step 2 – Analyse website structure & user experience

Visit each competitor’s website and explore its structure, design, and ease of navigation. Pay attention to the user experience, mobile responsiveness and loading speed. Analysing their website layout can inspire improvements to your own site.

Step 3 – Evaluate products & services offered

Examine the range of products and services your competitors offer. Analyse their pricing strategies, product features and any unique selling propositions they emphasise. Use this information to refine your own offerings and stand out in the market.

Step 4 – Explore the types of content

Dive into your competitors’ content marketing efforts. Analyse the types of content they produce, such as blog posts, videos, infographics and case studies. Identify the most engaging content and take inspiration for your content strategy.

Step 5 – Assess unique content & authority

Identify any proprietary resources or unique content your competitors provide. Look into their thought leadership pieces and assess the level of authority they have established in your industry. Use this information to create and promote your distinctive content.

Step 6 – Monitor new and improved content 

Utilise WatchMyCompetitor’s real-time tracking feature to monitor your competitors’ website changes. Keep an eye on their updates, improvements, and any new content they publish. This will enable you to respond quickly and stay ahead of the competition.

Final Thoughts

Conducting a competitor website audit is a vital step in gaining a competitive edge for your small business. By analysing your competitors’ websites with WatchMyCompetitor’s powerful tools and features, you can unlock valuable insights, discover untapped opportunities, and refine your digital strategy.

Stay ahead in your industry by leveraging the impact of competitive intelligence with WatchMyCompetitor. Start your competitor website audit journey today and watch your business thrive.

Competitor Website Audit FAQs

1) Why do I need a competitor website audit?

Understanding your competitors’ strategies and how your website measures up against them is essential for strategic planning and optimization. A competitive website audit helps you uncover areas where you can outperform your rivals, refine your marketing approach, and enhance user experience.


2) What aspects does a competitor website audit cover?

A competitive website audit covers various aspects, including website design, user experience, content quality, SEO, backlink analysis, site speed, mobile-friendliness, social media presence and overall online visibility.

3) How often should I conduct a competitive website audit?

It is advisable to conduct a competitive website audit at least once a year or whenever there are significant changes in your industry or competitor landscape. Regular audits ensure you stay informed about your competitors’ actions and adapt to the evolving market trends.


4) What if my website performs better than my competitors? Do I still need an audit?

Yes, even if your website appears to outperform your competitors, a competitive website audit is still beneficial. It can reveal areas where you can further excel, uncover new strategies, and help you maintain your competitive advantage.

5) How long does a competitive website audit take?

The time taken for a competitive website audit depends on the complexity of your website and the number of competitors analysed. Typically, it can take a few weeks to thoroughly analyse and compile the results.