About the service
I start by building the real list of competitors — not the one that feels right inside the company, but the one a buyer actually meets: the names that come up in search results for the queries your customers really type, plus the names your own clients mention when they explain who else they looked at. Those two lists almost never match, and the gap between them is already worth the project. Half of the rivals you argue with in meetings are invisible to the buyer, and half of the ones he compares you with are new to you.
After that every name goes through the same grid. What exactly is sold, what is included in the price and what is billed separately. How the price is shown at all — a number, a range, a quiet request for contact. What is promised and what backs the promise: figures, deadlines, samples, or only adjectives. Where they collect attention, how often they speak there, and whether anyone answers. Weak spots matter more than strengths here: a question buyers keep asking that no page answers, a step in the service everyone skips, a guarantee nobody dares to put in writing — those are places you can take with words instead of budget.
Everything lands in a map of differences, and from it comes a positioning draft in your own voice: a short line for the first screen and the reasoning behind it. Then your pages get the same honest reading — which block should go first, which one is filler, and where the answer a buyer needs is buried too deep.
What you receive:
— a verified list of competitors from search and from client conversations, with the reason each name is on it;
— a breakdown of their offers, packages and conditions, laid side by side;
— a comparison of prices and scope, including what hides behind a starting price or a quote on request;
— promises against evidence: what is claimed and what is actually shown;
— channels and activity: where they speak, how often, and what gets a response;
— weak spots and unanswered buyer questions, sorted by how easy each one is to take;
— a map of differences and a positioning draft with wording options;
— recommendations for site texts and page structure, block by block;
— a comparison table for internal use by your team.
Limits I state up front. I work with open sources only: public pages, published price lists, search results, open profiles and what your own clients tell you. No digging through private databases, no calls pretending to be a customer with the conversation recorded. Comparison tables naming competitors stay inside your company and are never published on your site — that road leads to complaints and disputes, not to orders. And the conclusions are hypotheses: they are meant to be tested in practice, not treated as a finished strategy.
After that every name goes through the same grid. What exactly is sold, what is included in the price and what is billed separately. How the price is shown at all — a number, a range, a quiet request for contact. What is promised and what backs the promise: figures, deadlines, samples, or only adjectives. Where they collect attention, how often they speak there, and whether anyone answers. Weak spots matter more than strengths here: a question buyers keep asking that no page answers, a step in the service everyone skips, a guarantee nobody dares to put in writing — those are places you can take with words instead of budget.
Everything lands in a map of differences, and from it comes a positioning draft in your own voice: a short line for the first screen and the reasoning behind it. Then your pages get the same honest reading — which block should go first, which one is filler, and where the answer a buyer needs is buried too deep.
What you receive:
— a verified list of competitors from search and from client conversations, with the reason each name is on it;
— a breakdown of their offers, packages and conditions, laid side by side;
— a comparison of prices and scope, including what hides behind a starting price or a quote on request;
— promises against evidence: what is claimed and what is actually shown;
— channels and activity: where they speak, how often, and what gets a response;
— weak spots and unanswered buyer questions, sorted by how easy each one is to take;
— a map of differences and a positioning draft with wording options;
— recommendations for site texts and page structure, block by block;
— a comparison table for internal use by your team.
Limits I state up front. I work with open sources only: public pages, published price lists, search results, open profiles and what your own clients tell you. No digging through private databases, no calls pretending to be a customer with the conversation recorded. Comparison tables naming competitors stay inside your company and are never published on your site — that road leads to complaints and disputes, not to orders. And the conclusions are hypotheses: they are meant to be tested in practice, not treated as a finished strategy.
