When planning your website—whether it’s design, layout, or functionality—you’ve probably spent plenty of time checking out what your competitors are up to. Maybe you loved the color scheme from one, the online booking system from another, and the homepage layout from a third.
But here’s a thought: did you notice what they aren’t doing?
Finding inspiration is great, but the real magic lies in spotting the gaps—those missing features or frustrating experiences that you can improve on to stand out. After all, if your website looks and functions just like everyone else’s, you’re basically blending in with the digital wallpaper.
Let’s Break It Down:
For Caterers
Put yourself in the customer’s shoes while browsing other catering websites:
- Do they make you download a PDF form and email it back (hello, 1999)?
- Is booking only possible via phone?
- Are their menus and pricing buried in a maze of clicks?
Now, ask yourself what you could do differently:
- Allow customers to build their own package, add it to a cart, and pay online—like ordering pizza, but classier.
- Create an interactive calculator to help clients figure out portion sizes without the mental math.
- Offer extras like décor or equipment hire—because who doesn’t love one-stop shopping?
For Personal Trainers
When scoping out competitor PT websites:
- How easy is it to book an initial consultation? Do they have an online scheduler, or are you stuck playing phone tag?
- Do they share their expertise through a blog, videos, or downloadable guides?
- Does their site look like it’s from the age of dial-up, or does it feel fresh and engaging?
Ways to step it up:
- Add a scheduling tool so clients can book a session faster than they can find their gym bag.
- Create a content hub with workout plans, nutrition guides, or even a podcast—show off what you know.
- Offer a quick fitness quiz to match clients with the perfect program, minus the guesswork.
For eCommerce Brands
Look at how your competitors keep people coming back:
- Do they build brand loyalty, or is it just a bland “buy and bye” experience?
- Is their site engaging, or is it a digital snooze fest?
- Do they offer anything extra, or is it all pretty standard?
Ways to do better:
- Create a members-only area with exclusive deals or early access.
- Add a fun “which product is right for you?” quiz—shopping doesn’t have to be serious business.
- Offer free resources that show clever ways to use your products—make your brand part of their lifestyle.
Your Competitive Edge: What Others Aren’t Doing
Next time you’re brainstorming new ideas for your website (or planning a fresh build), don’t just look at what’s working for others. Look for what’s missing—the features no one else is offering, the pain points they’ve left unaddressed.
In a world full of copycats, being original is your superpower. So, what’s something you can do that no one else in your industry is doing?