Use this list to evaluate your competitor’s websites so you can create a site that gives you the edge over them.

• Brand — does the site add or detract from the companies brand equity?
• Content — does the quality of the content captive your attention?
• Goals — are the goals and objectives of your competitor’s site easy to understand?
• Hierarchy — it is obvious which content units are more important than others? Is there a hierarchy within the page layout?
• Labels — do the site’s labels help you understand each section?
• Location — do you always know where you are within the overall site structure? Is it easy to find Help information and FAQs?
• Relevance — is the site content relevant to the target audience?
• Speed — do the webpages download quickly?
• Target audience — is the target audience clearly understood?
• Tasks — can tasks be easily accomplished, for example, buying a product?
• Trust — does the site evoke a sense of trust from its professional quality?
• User-friendly — is the content organized with an understandable structure?
• Visuals — Is the overall look and feel attractive?
• Writing — is the text well-written, free from misspellings, grammatically correct and easy to read? It is over-written?

It will also help you determine which aspects of your site you may need or want to improve.

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