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Competitor Copy Analyzer

Fetch a competitor's website, extract their messaging and positioning, and generate a competitive analysis with differentiation opportunities — from the command line.

Works with: claude-code
View source

Point Claude Code at a competitor’s URL and get a structured teardown of their messaging, positioning, value propositions, and copy patterns — plus actionable differentiation angles for your brand.

What Makes This a Claude Code Skill

Claude Code can fetch web pages, parse the HTML, and write structured analysis files to your project. Combined with reading your own site’s copy for comparison, it performs a full competitive messaging analysis without leaving the terminal.

Based on the /landing-competitor command from TheCraigHewitt/seomachine and the competitor-alternatives skill from coreyhaines31/marketingskills.

Setup

Create .claude/commands/competitor.md:

Analyze the competitor URL provided in $ARGUMENTS and produce a competitive messaging report.

## Step 1: Fetch Competitor Content

Use curl or WebFetch to retrieve the competitor's key pages: homepage, pricing, about. Extract:
- Headlines and subheadlines
- Hero section copy and value propositions
- CTAs (button text, form labels)
- Social proof (testimonials, logos, stats)

## Step 2: Analyze Messaging

Document:
- **Positioning**: Target customer, primary value prop, key differentiator
- **Voice & Tone**: Formal-casual scale, emotional triggers, power words
- **Copy Patterns**: Headline length, CTA style, social proof usage
- **Strengths & Weaknesses**: What works, what's weak, missed opportunities

## Step 3: Compare With Your Brand

Read your project's content from `src/content/` and `.claude/brand-voice.md`. Compare:
- Overlapping claims
- Differentiation gaps
- Vulnerability areas

## Step 4: Differentiation Angles

Suggest:
- 3 messaging angles your brand can own
- Headline rewrites for your key pages
- CTA improvements

## Output

Write to `./competitor-analysis/[competitor-domain].md`. Print 5-bullet executive summary to terminal.

Usage

/project:competitor https://competitor-website.com

Claude fetches the site, analyzes their messaging, compares it to yours, and writes a report.

Tips

  • Run for your top 3 competitors and compare reports side by side
  • Re-run quarterly as competitor messaging evolves
  • Focus on the differentiation angles section — it’s the most actionable output