Competitor & Peer Analysis

The process of observing a client’s peers and competitors in order to establish existing conventions and identify ways to distinguish your brand.


An incredibly integral part of web design is analysing your competitors and doing what they do but even better. Competitor and peer analysis can help to mitigate any last minute changes by identifying crucial features early on in the design process. It also allows us the opportunity to build a website that fills any gaps that your competitors might be missing, helping you to stand out from the crowd.

What is Competitor & Peer Analysis?

Competitor analysis is the process of researching your top competitors and evaluating what they are successful at, then putting this into the strategy that we create for your business. This allows us to create a unique and well-informed website design and user flows for your brand, ensuring your success and ability to stand out from the crowd. Competitor and peer analysis informs a large portion of what we do in the initial stages to create your website.

Key Elements of Competitor and Peer Analysis

In the dynamic and ever-evolving landscape of web design, staying ahead of the competition is crucial for the success of any business or not-for-profit. A comprehensive competitor and peer analysis serves as a strategic tool that empowers clients to understand market trends, identify strengths and weaknesses, and uncover opportunities for growth.

Many disciplines go into good competitor analysis; it's much more than just looking at peers in your industry and stealing concepts from them. The following elements are important inclusions in any good competitor and peer analysis.

Understanding the Competitive Landscape

Innovation and creativity drive success when it comes to a well-designed website and knowing who your competitors are is the first step towards strategic planning. Competitor analysis involves identifying both direct competitors, those offering similar services, and indirect competitors, those solving the same problem but with different approaches. Peer analysis, on the other hand, focuses on businesses of similar size, capabilities, and target markets.

Understanding the local competition is essential. By examining the websites, portfolios, and online presence of other businesses in your field, valuable insights can be gained. Analysing the websites of both competitors and peers allows for a comprehensive view of the current market landscape.

Benchmarking and Industry Trends

Once the competitors and peers are identified, the next step is benchmarking. This involves assessing your performance against key competitors and industry standards.

Staying on top of industry trends is equally vital. Keeping a close eye on what competitors are implementing in terms of design techniques, user experience strategies, and technological integrations on their websites can provide inspiration for innovation within your own website.

SWOT Analysis: Assessing Strengths, Weaknesses, Opportunities, and Threats

A SWOT analysis is a powerful tool in competitor and peer analysis. It involves a thorough examination of internal and external factors that affect a businesses ability to compete effectively online. Identifying strengths and weaknesses within your business and juxtaposing them against opportunities and threats in the market provides a strategic framework for decision-making when building your website.

Differentiation and Value Proposition

In a competitive market, finding ways to differentiate your website is essential. Through competitor and peer analysis, businesses and not-for-profits can identify gaps in the market or areas where competitors may be falling short. This insight allows for the development of a unique value proposition that sets your business or not-for-profit apart. By understanding the landscape, we can tailor your website to meet unmet needs in the market, providing a compelling reason for users to choose your services or products over competitors.

Continuous Monitoring and Adaptation

After we have completed your website and you've launched, competitor and peer analysis is not a one-time activity; it's an ongoing process for your business. The web design landscape is dynamic, with technologies evolving, and user preferences shifting. It's important that you are regularly monitoring the websites of competitors and peers to allow your business to stay agile and adapt your website in years to come to keep on top of regular trends.


We ensure that every website we build is well-informed and researched. Competitor and peer analysis allows us to a build a site that is up-to-date with industry trends and helps your business or not-for-profit stand out from the crowd. Without in-depth competitor and peer analysis a high-quality website cannot be achieved, hence why it's such an integral process in our website building timeline.

When approaching us with a new website proposition we'd love to see sites of competitors that you love and even hate! The more we know about how you want your business or not-for-profit to be presented online, the better. We can take this information and analyse the key features to include and how to position you as best in the market with a sophisticated new website.

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