Comparing Competitor Sites; A Small Business Owner’s Simple Checklist
Have you ever looked at a competitor’s website and thought, “Hmm… theirs just feels better somehow”?
You’re not alone.
As a small business owner, it’s natural to be curious about how your website stacks up. But too often, the idea of “doing a website audit” sounds way too technical or overwhelming—especially when you’ve got a to-do list a mile long.
Good news: It doesn’t have to be that way.
In this post, I’ll walk you through a simple, no-fluff checklist you can use to compare your website with your competitors—so you can figure out what’s working, what’s not, and where to focus your energy if you’re ready for a refresh.
No fancy tools. No jargon. Just your laptop, a coffee, and about 30 minutes.
Let’s go.
Step 1: Identify Your Top Competitors
Start by identifying the 3 top-ranking local or online competitors who offer similar services to you. A quick Google search for your industry + city (e.g. “acupuncturist St. John's NL”) can give you a solid list.
Grab a notepad or spreadsheet and create spaces for:
Their website URL
First impressions notes (good/bad)
Anything that makes you think “ooh, I like that”
Anything that makes you cringe a little
Optional: Create a simple table with categories (see below) and jot down your thoughts side-by-side for each competitor.
Step 2: First Impressions Matter
When you first land on any site, you decide within seconds whether it feels credible, professional, and worth your time.
For each competitor’s website, ask yourself:
Does it load quickly? Under 3 seconds is ideal
Is it mobile-friendly? Use your cursor to resize your browser window to see what happens as you make the window smaller.
Is the layout clean and modern—or dated and cluttered?
Can I tell what this business does immediately?
Would I feel confident reaching out to this business?
Now, go back and ask the same about your website.
✨ Pro Tip: First impressions are one of the easiest wins in a Website in a Week sprint. A quick visual refresh can turn the shame of “ugh, don’t look at my site” into the pride and joy of “heck yes, let me send you the link!”
Step 3: Clarity & Content
Once someone lands on the website in question, can they figure out what to do next?
Here are the “Good UX” signs to look for:
Clear headlines and messaging
Obvious services or product offerings
Fresh, relevant blog content (last updated when?)
Easy-to-spot buttons or CTAs (Book Now, Contact, Schedule)
If your competitor’s site makes you want to take action—and yours doesn’t—that’s a clue it’s time to update.
Step 4: Trust & Credibility
People buy from businesses they trust. Does the website showcase the social proof that backs up their expertise?
Scan for:
Testimonials and reviews
Awards, certifications, memberships
Media mentions or badges
Social media links and presence
(📸 NTS: Include 1–2 screenshot examples of what strong social proof looks like.)
🛑 A quick note for regulated professionals:
I know that in some industries—like healthcare, law, or financial services—there are strict rules around using client testimonials or reviews in your marketing. These regulations are usually in place to protect the public from misleading claims or pressure tactics, which makes sense.But that doesn’t mean you can’t build trust on your website.
In fact, it’s even more important to use other credibility markers—like your credentials, memberships, professional affiliations, media features, and clear, educational content—to show your expertise and help potential clients feel confident choosing you.
Step 5: Customer Experience
Put yourself in your customer’s shoes. How easy is it to get the info you need and take the next step?
Compare:
Is the contact info easy to find?
Are business hours, location, and service areas listed?
Is there a live chat or quick reply option?
Does it feel welcoming and helpful—or cold and outdated?
Even small details (like offering multiple contact methods) can make a big difference.
Step 6: That “Extra Mile” Magic
Now for the fun stuff: what makes a website really stand out.
Look for:
Online booking or scheduling tools
Videos, guides, or resource hubs
Transparent pricing or packages
Special offers or opt-in freebies
Creative use of photos or personal touches
These are often the elements that turn a good site into a memorable one.
Step 7: Take Action
You’ve now got a clearer picture of how your site compares. So… what next?
Start by:
Prioritizing 1–2 quick wins (like updating your homepage copy or adding extra social proof)
Creating a longer-term wishlist for bigger changes
Scheduling a day (or a sprint) to actually make it happen
And if you realize your site could use a full refresh—but you don’t want to DIY it again…
👉 I’d be delighted to help!
My Website in a Week service is designed for business owners just like you—folks who need a clean, professional site that actually works (and don’t have months to wait for it). In just 5 days, we’ll build you a Squarespace site you’re proud to share—with all the strategy and polish built in.
Ready to see how your site could compare?
