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You know your site could be better, but you’re not sure what “better” looks like. Maybe it feels a little slow. Or leads are dropping off. Or your competitor just launched something flashy and now your homepage feels tired.
That instinct is probably right. But making smart website decisions requires more than gut feel; it needs context. You need to see how your site stacks up in the real world.
This guide shows you how to benchmark your website against competitors using free or low-cost tools. No fluff, no tech speak. Just clear steps to figure out what’s working, what’s not, and what to improve first.
Why this matters: Better decisions, faster growth
A great website is a competitive edge. It builds trust, converts traffic, and supports every part of your sales process. But it doesn’t exist in a vacuum.
Your customers are comparing you to others. If your competitors are faster, easier to use, or better at explaining what they do, you’re likely losing leads whether you know it or not.
Benchmarking gives you:
- A clearer sense of your strengths and gaps
- Insight into what users experience elsewhere
- Better ideas for design, messaging, and UX
It also stops you spending budget on the wrong things.
Key Tip: Your competitor’s site isn’t “better” just because it looks newer.
We’ve seen clients panic after a competitor’s redesign. But looks can be deceiving. A slick homepage might be slow, unclear, or hard to use.
Don’t copy based on aesthetics. Benchmark based on function.
What makes a useful website benchmark?
You’re not just comparing colours or layouts. A useful benchmark looks at:
- Performance (speed, accessibility, mobile usability)
- Messaging (clarity, relevance, trust signals)
- User experience (navigation, friction, CTAs)
- Content (depth, structure, SEO value)
- Conversion flow (how easy is it to take the next step)
You can do all this without fancy software. Let’s break it down.
Step-by-step: How to benchmark your site (for free)
Step 1: Pick 2 to 3 real competitors
Choose businesses your customers might compare you to. They don’t need to be identical in size or offering, just close enough that buyers could be choosing between you.
Tip: Google your main service or product category. Who ranks? Who shows up in ads?
Step 2: Run performance checks
Use Google PageSpeed Insights or GTmetrix to test:
- Load speed on desktop and mobile
- Core Web Vitals (LCP, FID, CLS)
- Overall site stability and responsiveness
Example: Your site scores 68 on mobile, and your competitor scores 92. That likely impacts your SEO and bounce rate.
Also test:
- Mobile usability via Chrome DevTools (responsive mode)
- Accessibility using WAVE or WebAIM tools
Step 3: Compare messaging and positioning
This part is manual, but powerful. Visit your site and a competitor’s side-by-side.
Ask:
- Can you tell what each business does in 5 seconds?
- Who is it speaking to?
- What’s the main point of difference?
- Is the headline clear or vague?
- Are there real benefits, or just buzzwords?
Example: Your site says “Solutions for every business”. A competitor says “Get custom software built by local NZ developers in under 3 weeks”. Which is clearer?
Step 4: Review structure and UX
Click around both sites like a potential customer would. Look for:
- Logical page structure and navigation
- Consistent call-to-actions
- Friction in common user paths (like booking a demo or browsing products)
Try this:Ask a colleague or customer to try completing a key task (like finding pricing or booking a meeting). Compare how easy it is across both sites.
Step 5: Scan SEO basics
Use a tool like Ubersuggest or Ahrefs’ free checker to review:
- Domain authority (rough measure of SEO strength)
- Keyword rankings (what they rank for that you don’t)
- Backlinks (are they being referenced more than you?)
Bonus tip:Paste their blog URLs into Google. Do they show up for helpful how-to searches? That’s a sign their content is working.
Step 6: Analyse conversion paths
You don’t need analytics access to spot good or bad conversion flow. Look for:
- Clear CTAs on key pages (not just “Learn More”)
- Friction-free forms
- Trust signals (testimonials, certifications, guarantees)
Example: One competitor uses a 2-step lead form with no distractions. Another buries their contact details three clicks deep. That difference matters.
Common mistakes (and how to avoid them)
Mistake 1: Benchmarking against giants
If you’re a local business, don’t compare your site to global companies with entire teams behind them. You’re playing a different game.
Fix it: Choose competitors at a similar stage or scale.
Mistake 2: Over-prioritising visual design
A nice-looking site isn’t always effective. If it loads slowly, buries key info, or confuses users, it loses.
Fix it: Prioritise clarity and conversion over “wow” factor.
Mistake 3: Copying what others do without knowing why
Just because another brand has a carousel, a chatbot, or ten CTAs doesn’t mean it works.
Fix it: Look at what your users need. Benchmarking is about learning, not cloning.
Objection: “Isn’t this what agencies do?”
Yes, but you don’t need a full audit to get insight. Doing a quick benchmark yourself makes you a better client, gives your team clearer direction, and helps you move faster.
And when you do bring in outside help, you’ll already have a head start.
What to do now
1. Pick 2 to 3 real competitors
Find businesses your customers might compare you to.
2. Run speed and performance tests
Use Google PageSpeed Insights to see how you stack up.
3. Compare messaging and clarity
Is your value prop stronger or fuzzier?
4. Walk through key tasks like a user
Try booking, buying, or enquiring, then compare friction.
5. Identify one quick win to fix
Maybe it’s your homepage headline. Or your form. Start small.
Want help benchmarking your site properly? We help NZ brands find practical ways to improve performance, clarity, and conversions. If you’d like a second opinion, feel free to reach out.
