Identify the audience
Infer who the page is addressing from the problem, language, examples, and offer. Label this as an inference unless the audience is explicitly stated.
Find the core promise
Summarize the main value proposition in your own words. Notice what outcome or problem receives the most visual emphasis.
Map the hierarchy
Record the order of explanation, proof, objections, features, and calls to action. Page order often reveals the seller’s assumptions about buyer questions.
Inspect friction
Look at fields, navigation, choices, required information, and the number of actions competing for attention.
Extract principles
Write down the underlying principles you might test rather than saving wording or design assets to reproduce.
Related guides
How to Analyze a Competitor’s Sales Funnel
A structured competitor-funnel analysis method covering acquisition, messaging, pages, offers, follow-up, and the hypotheses worth testing.
Competitor Ad Research for Funnel Strategy
Use public advertising clues to understand competitor promises, audiences, creative patterns, and likely landing-page expectations.
How to Research Competitor Traffic Sources
Combine observable evidence and third-party estimates to form careful hypotheses about where competitors acquire attention.
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