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Free template

Free Competitor Analysis Template

Comparing rivals on what buyers actually notice is the point of this competitor analysis template: positioning, pricing, search visibility, ads, content and reviews. It also turns that comparison into decisions instead of a slide nobody reads.

Get the template

What’s inside

  • Positioning and messaging comparison
  • Channel and spend estimates
  • SEO and content gap analysis
  • SWOT summary and action list
How to use it

Three steps to value

Make a copy

Open it in Google Sheets or download for Excel.

Fill in the yellow cells

Instructions sit beside every section; the example row shows the standard.

Review monthly

Use the summary tab in your team meeting and act on what it shows.

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Why use a competitor analysis template

The template has sections for positioning (their main claim and who they target), offer and pricing, website experience, organic search (keywords they rank for that you do not), paid ads (what they run and where), content and social, and customer reviews (what people praise and complain about). A final sheet turns observations into actions: gaps to fill, claims to counter and areas to avoid.

Pick three to five competitors, including at least one your buyers mention that you would not have chosen. Use free tools for ads libraries and reviews, and an SEO tool for search data if you have one. Repeat the exercise every six months.

Useful before a repositioning, a new campaign or a website rebuild.

More free resources

Related tools & templates

Marketing ROI CalculatorToolMarketing Budget CalculatorToolConversion Rate CalculatorToolUTM Link BuilderToolSEO Audit ChecklistTemplateContent Calendar TemplateTemplateKeyword Research TemplateTemplateBuyer Persona TemplateTemplate
FAQ

Questions we often hear

Straight answers to the things clients ask us most. If yours isn’t here, just ask.

Still have a question?Talk to a strategist. We usually reply within one working day.Ask us directly
How many competitors should I analyse?
Three to five is usually enough. Include direct competitors, one aspirational brand and one alternative buyers consider, such as doing it in-house. More than that turns into data collection with little insight.
What free tools help with competitor analysis?
Meta Ad Library and Google Ads Transparency Center show active ads. Google reviews, marketplace reviews and social comments show customer sentiment. Search Console and free SEO tool tiers give a rough view of search visibility.
Learn more

Case studies & resources

Real-world results and practical reading to help you plan your next step.

Client stories

How similar work has played out for other businesses.

−33%infrastructure costMoving a manufacturer’s systems to the cloudRead the story 1dashboard for every brandGiving a pharma marketing team one source of truthRead the story 62%questions answered instantlyAnswering patient questions around the clockRead the story
Browse all case studies

Helpful resources

Guides, tools and articles our team recommends on this topic.

Free toolMarketing ROI CalculatorGuideSEO GuideGlossaryDigital Marketing GlossaryArticleHow to choose marketing channels that fit your buyers and budget
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Next step

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