Competitor messaging analysis
Enter your website and up to three competitor websites. We read each home page. Then we put the headlines, the calls to action, the audiences and the top claims side by side. You see the claims you share with your competitors and the angles that no company claims.
What you get
Side-by-side messaging table
The hero headline, the subhead, the primary call to action, the named audience, the top claims and the proof points of each home page.
Shared claims
The themes that two or more home pages claim. A buyer who reads those pages sees the same promise more than once.
Open angles
The themes that no home page in the set claims, each with a note on how a company can own it.
How the messaging comparison works
The tool reads the public home page of each website as static HTML. It keeps the headings, the paragraphs, the lists, and the text of the buttons. A model then reads each page and returns the hero headline, the subhead, the primary call to action, the named audience, the top three claims, and up to three proof points.
Code checks the model output against each page before you see it. A headline, a subhead or a call to action that is not on the page is dropped. A claim or a proof point with a number that the page does not state is dropped too. Each result lists the pages it read, so you can check every line.
Each claim gets one theme from a fixed list. Code then compares the themes across the home pages. A theme on two or more pages is a shared claim. A theme on no page is an open angle.
How to read a competitive messaging matrix
A competitive messaging matrix puts the messaging of each company in one column. Read it row by row. The headline row shows the promise that each company makes first. When three headlines make the same promise, a buyer cannot tell the companies apart from the headline alone.
The shared claims list shows where your market sounds the same. A shared claim is not wrong. Buyers expect it, so it does not win a deal by itself. Keep a shared claim when buyers need it, and move it below your headline.
The open angles list shows themes that no home page claims. An open angle is a candidate for competitive differentiation. It is not a fact about buyers. Test it against your win and loss notes before you put it in your headline. Our competitive positioning page explains how to choose the position that the copy expresses.
The 14 messaging themes
The tool tags each claim with one theme from this list. The list covers the promises that B2B software home pages make most often.
- Saves time
- Say how many hours or steps your product removes from the buyer's week.
- Easy to set up and use
- Say how fast a new user gets a first result, in minutes or days.
- Lower cost
- Compare your price with the cost of the tools or the hires your product replaces.
- More revenue
- Tie your product to pipeline, conversion rate, or deal size, with a number.
- AI and automation
- Name the manual task that your product does for the buyer.
- Works with your stack
- Name the tools your buyer already uses that connect to your product.
- Security and compliance
- Name the standards you meet, such as SOC 2 or HIPAA.
- Built for large teams
- Give the largest team, account count, or data volume your product supports.
- Better data and insight
- Say what the buyer learns from your product that other tools do not show.
- Team collaboration
- Show how more people across the buyer's company use the product together.
- Fits your process
- Show how the buyer changes the product to match the way the team works.
- Hands-on support
- Name the help a buyer gets, such as guided onboarding or a named contact.
- Reliable and accurate
- Give an uptime figure or an accuracy figure that a buyer can check.
- Market leader
- Back a leadership claim with a review score, a ranking, or a customer count.
What to do with the comparison
- Copy the table as Markdown and paste it into your positioning document.
- Mark each shared claim that your buyers ask for on sales calls. Keep those claims, and support each one with proof.
- Pick one open angle that your product can prove. Write it as a headline, and test it on one landing page first.
- Run the comparison again after a competitor relaunches its site. Home page copy changes more often than product positioning does.
For a full review of one competitor, with pricing and a sales battlecard, use the free competitor analysis tool. To find the companies to compare, use the free competitor finder. The competitor analysis guide covers messaging as one of five parts of a full analysis.
Frequently asked questions
What is competitor messaging analysis?
Competitor messaging analysis compares the words that competitors use to sell to the same buyer. It looks at the headline, the subhead, the call to action, the named audience and the main claims. The goal is to find the claims that every company makes and the angles that no company owns yet.
Is the messaging comparison tool free?
Yes. You need no account and no card. Each visitor can run a few comparisons an hour.
What does the tool read?
It reads the public home page of each website once, as static HTML. It does not sign in anywhere. Some sites build the page with JavaScript only. The tool cannot read those pages, and the result says so.
How does the tool find shared claims and open angles?
A model tags each home page with themes from a fixed list of 14, such as time savings, integrations, or security. A theme that two or more home pages claim is a shared claim. A theme that no home page claims is an open angle. Code compares the tags, so the model does not decide what is open.
Are the headlines and the claims accurate?
The tool checks each headline, subhead and call to action against the page text. It drops a line that it cannot find on the page. It also drops a claim or a proof point with a number that the page does not state. A home page can change at any time, so open the linked pages before you rewrite your copy.
How do I use an open angle?
An open angle is a theme that your market does not claim on its home pages. First check that buyers care about it. Read your win and loss notes and your sales call notes. When buyers care and you can prove the claim, test it in your headline or your subhead.
How is this different from competitor monitoring?
This tool reads each home page once. Competitor monitoring reads the pages, the prices, the launches and the hiring of each competitor every week, and tells you what changed. Debriefing does that monitoring and sends you a source-backed brief.
Do you store the websites I enter?
We keep each result for seven days, so a second run for the same websites answers at once. We do not store your IP address. We store your email only when you ask for the monthly email about a competitor.