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Market & Competitor Analysis

Competitor Digital Presence Audit

use this prompt when:

  • You need to understand how your digital presence compares to key competitors
  • Your website traffic or social engagement metrics are underperforming industry benchmarks
  • You’re planning a website redesign or digital marketing strategy refresh
  • You’re losing market share and need to identify digital experience gaps
  • You’re preparing to enter a new market or launch a new product line online

The prompt

Conduct a comprehensive digital presence audit comparing <business name> against <competitor names> across all digital touchpoints. Analyze website performance, SEO rankings for <key search terms>, content strategy, social media presence and engagement, email marketing approach, paid advertising strategy, and mobile experience. Identify digital experience gaps where competitors are outperforming us and opportunities where we can establish digital leadership to reach our target audience of <target audience>.

Copy prompt

How to customize

Competitor Digital Presence Audit
Variables
Description
Variables
business name
Description
Enter your brand name that needs a digital presence audit.
Variables
competitor names
Description
List 2-4 key competitors whose digital presence you want to benchmark against.
Variables
key search terms
Description
Include 5-10 industry-specific keywords or phrases that potential customers would use to find your products or services.
Variables
target audience
Description
Define your specific audience segments, including relevant demographics, psychographics, and online behavior patterns.

Example Output

Competitor Digital Presence Audit: GLOW Skincare

 

Executive Summary: GLOW Skincare’s digital presence shows strengths in content marketing and social proof, but significant gaps exist in website performance, SEO optimization, and paid advertising strategy compared to competitors Kiehl’s, Fresh, and The Ordinary. Key opportunities include improving mobile experience, expanding influencer partnerships, and creating more educational content targeting millennial and Gen Z skincare enthusiasts.

 

Website Performance Analysis:

  • GLOW Skincare: 4.3s average page load time, 65% mobile conversion rate, 32% bounce rate
  • Kiehl’s: 2.1s average page load time, 78% mobile conversion rate, 22% bounce rate
  • Fresh: 2.8s average page load time, 71% mobile conversion rate, 25% bounce rate
  • The Ordinary: 3.2s average page load time, 70% mobile conversion rate, 28% bounce rate

 

Gap Analysis: GLOW’s website significantly underperforms competitors in loading speed, creating friction in the customer journey. Mobile conversion rates lag behind competitors by 8-13 percentage points.

SEO Performance:

Search Term GLOW Position Kiehl’s Fresh The Ordinary
Natural moisturizer 12 3 5 7
Vitamin C serum 18 2 8 1
Clean beauty routine 7 11 4 Not in top 20
Sensitive skin solution 14 6 10 9
Sustainable skincare 5 15 7 Not in top 20

 

Gap Analysis: GLOW performs well for sustainability-related terms but significantly underperforms for product-specific searches, especially for high-volume terms like “Vitamin C serum.”

 

Social Media Presence:

  • GLOW: 45K Instagram followers, 2.1% engagement rate, 15K TikTok followers
  • Kiehl’s: 2.1M Instagram followers, 1.8% engagement rate, 120K TikTok followers
  • Fresh: 980K Instagram followers, 2.3% engagement rate, 85K TikTok followers
  • The Ordinary: 1.5M Instagram followers, 3.2% engagement rate, 220K TikTok followers

 

Gap Analysis: While GLOW maintains a higher engagement rate than Kiehl’s on Instagram, its overall reach is significantly limited compared to all competitors. TikTok presence is particularly underdeveloped.

 

Digital Experience Opportunities:

  1. Mobile Optimization Priority: Improve mobile checkout flow and page load speeds to match industry leaders.
  2. SEO Content Strategy: Develop comprehensive content clusters around product-specific terms where competitors currently dominate.
  3. Influencer Amplification: Establish micro-influencer partnerships specifically targeting Gen Z skincare enthusiasts on TikTok.
  4. Email Personalization: Implement dynamic content blocks based on customer skin concerns, outperforming competitors’ generic newsletter approach.
  5. Paid Social Testing: Reallocate budget from underperforming Google display ads to Instagram and TikTok Shopping campaigns.

 

Implementation Roadmap:

  • Immediate (1-30 days): Technical SEO fixes, mobile optimization
  • Short-term (1-3 months): Content strategy development, email personalization implementation
  • Medium-term (3-6 months): Influencer program expansion, paid social strategy pivot

Pro tips

Competitor Digital Presence Audit
  • Use actual analytics data rather than estimates when comparing your performance metrics to competitors for more accurate insights.
  • Include screenshots or recordings of competitor websites and social media pages to visually document UX differences and best practices.
  • Conduct this audit quarterly to track improvements and stay ahead of competitors’ digital strategy shifts.
  • Share findings with cross-functional teams (not just marketing) to align product development with digital experience opportunities.

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