Best for
- B2B teams refreshing homepage messaging or landing page copy
- Product marketers preparing a positioning update
- Competitive intelligence teams building a reusable message map
Analyze competitor homepages, category language, proof claims, and CTA patterns to find positioning gaps your website and campaigns can own.
Build a competitor messaging map with repeated claims, proof gaps, overused language, and sharper positioning opportunities for your brand.
Quick view
Check the audience, core tools, and access before you start the detailed steps.
Best for
Core tools
5 tools used across the workflow.
Access
Preview the open steps, then unlock the remaining implementation details and prompts.
Why this works
Buyers do not compare your message in isolation. They see a wall of similar claims, similar CTAs, and similar proof points across the category. This workflow reveals what the category keeps repeating, then helps you find the useful white space where your message can become more distinct.
Expected results
Competitors analyzed
5-10 homepages
This range is enough to reveal category patterns without turning the workflow into a large research project.
Messaging directions
3-5 testable angles
Multiple angles let the team evaluate different positioning options before committing to one homepage rewrite.
Time saved
6-10 hours
Structured capture and AI-assisted synthesis reduce manual pattern detection, slide building, and first-draft copy work.
Strategic output
Positioning decision brief
The deliverable connects competitor research to concrete homepage, CTA, and campaign copy changes.
Step-by-step workflow
Step 1 is open. Pro unlocks the remaining steps, copy-paste prompts, pro tips, tool-by-tool setup guidance, and implementation details.
45-60 min
45-60 min
Scope: Treat the teardown as a decision about which homepage positioning direction to approve, not as an open-ended screenshot exercise. Name the workflow owner, research owner, product-truth reviewer, final approver, Webflow implementer, and measurement owner.
Set up: In Airtable, create fields for competitor, homepage URL, capture date, page section, exact claim, audience, category frame, problem, outcome, differentiator, proof, CTA, screenshot, source URL, confidence, analyst note, owner, and review status.
Configuration: Add the current homepage hypothesis, decision deadline, baseline metrics, approval criteria, and rollback owner to the project record. Paste the prompt below into Perplexity after replacing every variable, then save its source-linked research plan in Airtable.
Approval: Do not begin copy development until the decision scope and ownership are approved.
A decision brief, named owners, structured Airtable base, and source-linked research plan.
Keep the decision narrow enough to test. Do not let a positioning teardown quietly become a complete brand and website redesign.
Build a source-linked competitor homepage research plan.
INPUTS
- Our company and product: {{company_and_product}}
- Primary buyer: {{primary_buyer}}
- Current category frame: {{current_category_frame}}
- Decision this teardown must support: {{decision}}
- Known competitors: {{known_competitors}}
- Market or geography: {{market_scope}}
- Evidence cutoff date: {{cutoff_date}}
OUTPUT SCHEMA
1. Competitor set: competitor, direct/adjacent/aspirational, inclusion reason.
2. Evidence table: competitor, homepage URL, source URL, capture date, page section, exact claim, audience, category frame, problem, promised outcome, differentiator, proof, CTA, confidence.
3. Research gaps: missing pages, inaccessible evidence, stale information, and required manual checks.
4. Review plan: what must be opened manually, what screenshots to capture, and who should review each exception.
GUARDRAILS
Use first-party pages for factual competitor claims. Keep exact wording separate from interpretation. Do not treat search snippets or AI summaries as verified evidence. Do not infer capabilities, leadership, customer results, or buyer preferences.
UNCERTAINTY HANDLING
Mark each row high, medium, or low confidence. Label unavailable, regionalized, contradictory, or potentially stale evidence. Use unverified instead of filling gaps.
REVIEW CHECK
Confirm that every factual row has a source URL, exact wording is preserved, the competitor set matches the market scope, and missing evidence remains visible. Do not recommend our final positioning yet.Pro workflow preview
Previewing 1 of 8 steps
Get the remaining 7 steps, copy-paste prompts, pro tips, tool-by-tool setup guidance, and ongoing workflow and prompt releases.
$9/month
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