| A | B | C | D | E | F | ||
|---|---|---|---|---|---|---|---|
1 | Your Company | Realistic Competitor 1 | Realistic Competitor 2 | Realistic Competitor 3 | Aspirational Competitor 4 | ||
2 | Key Takeaways | Include summary of findings - what are they doing a good job with? What are their weak points? | Include summary of findings - what are they doing a good job with? What are their weak points? | Include summary of findings - what are they doing a good job with? What are their weak points? | Include summary of findings - what are they doing a good job with? What are their weak points? | Include summary of findings - what are they doing a good job with? What are their weak points? | |
3 | Messaging | Include notes on value proposition, mission statement, and differentiators / value adds | Include notes on value proposition, mission statement, and differentiators / value adds | Include notes on value proposition, mission statement, and differentiators / value adds | Include notes on value proposition, mission statement, and differentiators / value adds | Include notes on value proposition, mission statement, and differentiators / value adds | |
4 | Website | UX/Navigation Include navigation categories (top and main), usability in terms of having all info you need within a page, interlinking, etc. Conversion Opportunities Include different CTAs and points of information capture SEO Include top keywords ranked for and if GMB is claimed | UX/Navigation Include navigation categories (top and main), usability in terms of having all info you need within a page, interlinking, etc. Conversion Opportunities Include different CTAs and points of information capture SEO Include top keywords ranked for and if GMB is claimed | UX/Navigation Include navigation categories (top and main), usability in terms of having all info you need within a page, interlinking, etc. Conversion Opportunities Include different CTAs and points of information capture SEO Include top keywords ranked for and if GMB is claimed | UX/Navigation Include navigation categories (top and main), usability in terms of having all info you need within a page, interlinking, etc. Conversion Opportunities Include different CTAs and points of information capture SEO Include top keywords ranked for and if GMB is claimed | UX/Navigation Include navigation categories (top and main), usability in terms of having all info you need within a page, interlinking, etc. Conversion Opportunities Include different CTAs and points of information capture SEO Include top keywords ranked for and if GMB is claimed | |
5 | Assets | Bullet different types of materials found on site (videos, sell sheets, catalogues ,etc.). Indicate which are gated. | Bullet different types of materials found on site (videos, sell sheets, catalogues ,etc.). Indicate which are gated. | Bullet different types of materials found on site (videos, sell sheets, catalogues ,etc.). Indicate which are gated. | Bullet different types of materials found on site (videos, sell sheets, catalogues ,etc.). Indicate which are gated. | Bullet different types of materials found on site (videos, sell sheets, catalogues ,etc.). Indicate which are gated. | |
6 | Organic Social Media | Include detail on posting frequency, content types posted, engagement. Link each header below to profile page. YouTube | Include detail on posting frequency, content types posted, engagement. Link each header below to profile page. YouTube | Include detail on posting frequency, content types posted, engagement. Link each header below to profile page. YouTube | Include detail on posting frequency, content types posted, engagement. Link each header below to profile page. YouTube | Include detail on posting frequency, content types posted, engagement. Link each header below to profile page. YouTube | |
7 | Digital Ads | Google Search Include top keywords bidding on and keyword categories Google Display Include sample screenshots, content, days live in market, and most used unit sizes | Google Search Include top keywords bidding on and keyword categories Google Display Include sample screenshots, content, days live in market, and most used unit sizes | Google Search Include top keywords bidding on and keyword categories Google Display Include sample screenshots, content, days live in market, and most used unit sizes | Google Search Include top keywords bidding on and keyword categories Google Display Include sample screenshots, content, days live in market, and most used unit sizes | Google Search Include top keywords bidding on and keyword categories Google Display Include sample screenshots, content, days live in market, and most used unit sizes |