Conducting an online competitor audit can provide you with insights into how your competitors operate, what strategies they employ, and how you can differentiate your services.
Here is a guide on how to conduct an online competitor audit for your home service business.
Step 1: Identify Your Main Competitors
The first step in conducting a competitor audit is to identify who your competitors are. Look for other businesses offering similar home services in your area. You can use Google searches, local business directories, and social media platforms to compile a list of competitors. Focus on both direct competitors (those offering the same services as you) and indirect competitors (those offering related or supplementary services that could capture your target audience).
Step 2: Analyze Their Websites and SEO Strategies
Once you have a list of competitors, visit their websites to assess several key aspects:
- Website Design and Usability:
How professional does the website look? Is it easy to navigate? This can give you insights into how much they prioritize their online presence. - Content Quality and Strategy:
Check the type of content they publish. Are they using blogs, FAQs, or videos? High-quality, informative content can attract more visitors and establish credibility. - SEO Tactics:
Analyze their site for SEO optimization. Tools like SEMrush, Ahrefs, or Moz can be utilized to see keywords they rank for, their backlinks, and other SEO metrics. This information will help you understand how they are likely to be found online by potential customers.
Pro Tip:
Curious Why People Choose Your Competitor’s Website Rather Than Yours?
Here’s one way to find out. Start by checking pages that bring them the most visitors. To do this, simply enter their website into SEMrush’s Organic Research tool (register for a free account) and navigate to the “Pages” report. Here, you can see their 10 best pages, share of traffic, and the number of keywords for which they rank. Visit these pages one by one. Analyze their copy, headers, images, and overall structure. Identify what works for them and how you can do it better to help your site jump above them in the search rankings!
Step 3: Evaluate Their Social Media Engagement
Social media is a powerful tool for understanding competitor engagement and customer relationships.
- Platform Presence:
Which social media platforms are they active on? Different platforms attract different demographics. - Content and Engagement:
Pay attention to the nature of the content they post and how frequently they engage with the audience. Also, notice the kind of response they receive—positive, negative, or neutral. - Ads and Promotions:
Look for any ongoing paid promotions or ads. Analyzing these can provide insights into their marketing strategy and campaigns.
Step 4: Study Their Customer Reviews and Feedback
Customer reviews on platforms like Yelp, Google Business Profile, and TrustPilot, or even comments on social media can tell you a lot about a competitor’s reputation and quality of service. Note common praises or complaints. This will help you understand areas where you can improve your services or capitalize on a niche your competitors are lacking.
Step 5: Compile and Analyze Data
Gather all the data into a structured format, typically in a spreadsheet. Compare each competitor on various aspects such as SEO performance, social media activities, customer feedback, and overall web presence. Look for patterns or strategies that are working for them and consider how you can adapt or better these tactics in your strategies.
Step 6: Develop Your Strategy
Based on your findings, develop a strategy that leverages your strengths and addresses any gaps relative to your competitors. Whether it’s improving your SEO, stepping up your social media game, or enhancing your customer service, use the insights gained from the audit to refine your approach.
Conducting a comprehensive online competitor audit is an ongoing process that should be repeated periodically. It keeps you aware of the changing landscape and ensures that your business remains competitive in the ever-evolving home services industry.
Are you ready to take your company to the next level? Contact us for a free digital marketing audit and strategy session.
About the Author
Katie Wilson, Owner
Aspire ID is a small digital marketing company in Denver, Colorado. Our mission is to empower business growth through superior digital marketing solutions and to build long-lasting client relationships. Since 2002, Katie and her team have helped home service businesses throughout the U.S. consistently grow and generate leads by providing best-in-class web design, SEO, PPC, content marketing, social media management, and reputation management and deploying targeted online marketing strategies driven by clear objectives.
