Agencies today don’t just compete on creativity — they compete on insight. The best campaigns and digital strategies are built on deep knowledge of what others in the market are doing. That’s where competitive analysis comes in.
Understanding your competitors’ moves helps you make smarter decisions, improve your positioning, and uncover hidden opportunities for your clients. But here’s the challenge — gathering and organizing all that information can quickly become overwhelming.
That’s why using the right competitive analysis template is essential. It helps agencies save time, structure their insights, and communicate findings in a way clients actually understand.
In this post, we’ll share 10 powerful competitive analysis templates every agency can use — from marketing and UX to product and pricing analysis.
You’ll also see how Charisol helps small businesses and startups use insights like these to build better digital products and strategies.
1. Competitor Overview Template
This is the foundation of all competitive analysis work. It helps you organize the key facts about each competitor in one place.
What it includes:
- Company name, size, and location
- Target audience
- Product/service offerings
- Strengths and weaknesses
- Key differentiators
How to use it:
Start by listing your top 3–5 competitors. Then, fill out this template with data from their websites, social media, and customer reviews. The goal is to understand who you’re really up against.
2. SWOT Analysis Template
A SWOT analysis helps you evaluate competitors based on their internal strengths and weaknesses, as well as external opportunities and threats.
Example layout:
| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| Established brand | Outdated website | Growing demand for digital tools | New market entrants |
Pro tip:
Use this to compare your own agency’s strengths against your competitors. It helps identify where you can position your services more effectively.
3. Market Positioning Map Template
A positioning map is a visual tool that shows where each competitor sits in the market based on two key factors — for example, price and quality or innovation and accessibility.
How to use it:
Plot your competitors on a simple grid. Then, see where your agency or your client’s brand fits. You might find untapped market gaps that are ripe for new offers or products.
4. Digital Presence Audit Template
In the digital world, your online presence is everything. This template helps you assess how your competitors show up online.
Include sections for:
- Website traffic and performance (using tools like SimilarWeb or Ahrefs)
- SEO rankings and keyword strategy
- Social media engagement
- Blog and content activity
- Paid ads and targeting
How Charisol uses this:
When we build digital products for startups, we first analyze how competitors perform online. It helps us design experiences that outperform the competition from day one.
5. Content Strategy Comparison Template
If you manage content or inbound marketing, this one’s key. It helps you understand what type of content works for your competitors and where they’re falling short.
What to track:
- Blog topics and posting frequency
- Content formats (blogs, videos, podcasts, infographics)
- Tone and brand voice
- Engagement metrics (likes, comments, shares)
Why it matters:
Once you see the content gaps, you can tailor your client’s strategy to stand out — not just add more noise.
6. Product Feature Comparison Template
Perfect for SaaS, tech, or product-based agencies, this template helps you break down each competitor’s product features and capabilities.
How to structure it:
| Feature | Competitor A | Competitor B | Competitor C | Your Product |
|---|---|---|---|---|
| Mobile app | ✅ | ❌ | ✅ | ✅ |
| Integration support | ✅ | ✅ | ❌ | ✅ |
| Free trial | ✅ | ✅ | ✅ | ❌ |
Tip:
Highlight which features customers actually care about most. It helps prioritize what to build next or how to improve your positioning.
7. Pricing Analysis Template
Pricing often determines how competitive your agency or your client’s offer really is. This template helps you track how competitors structure and communicate their prices.
What to include:
- Pricing tiers or packages
- What’s included in each plan
- Discounts or loyalty programs
- Payment models (subscription, one-time, freemium)
Pro tip:
Combine this with customer sentiment data from reviews or forums to understand how customers feel about the pricing — not just what the numbers say.
8. Customer Experience (CX) Comparison Template
The way a brand treats its customers can make or break its reputation. Use this template to evaluate competitors’ customer journeys.
Key sections:
- Onboarding experience
- Customer support channels (chat, email, phone)
- Response times
- Customer reviews or ratings
- Retention programs
Why it matters:
Understanding where competitors disappoint customers helps you design smoother, more empathetic user experiences — something we prioritize deeply at Charisol.
9. Social Media Performance Template
Social media is where audiences show their preferences loud and clear. This template helps you track what’s working for your competitors online.
Track data such as:
- Platforms used
- Posting frequency
- Engagement rate (likes, shares, comments per post)
- Follower growth over time
- Campaign performance
Pro tip:
Look beyond vanity metrics. Engagement quality (meaningful comments or shares) often tells a deeper story than follower counts.
10. Growth Opportunities & Insights Summary Template
After all that research, this final template helps you summarize what you’ve learned and identify next steps.
Sections to include:
- Key takeaways from all analyses
- Gaps in the market
- Recommended actions
- New opportunities for innovation
Example:
If you notice that all your competitors have strong design but weak mobile experiences, that’s an immediate growth opportunity for your agency or client.
Why Templates Like These Matter for Agencies
Using structured templates keeps your competitive analysis organized, consistent, and scalable. They make it easier for your team to:
- Share insights across departments
- Present findings clearly to clients
- Turn research into action
At Charisol, we use a similar framework when helping startups and small businesses grow digitally. From UX design to web development, we analyze markets deeply before building — ensuring every product or strategy is backed by real data and insights.
If your agency or business is ready to take competitive analysis to the next level, Charisol can help you build custom digital tools and dashboards that automate and visualize these insights — saving you time while improving decision-making.
FAQs
What is the main purpose of a competitive analysis template?
It helps organize research about competitors so you can compare them easily, identify market gaps, and build smarter strategies.
How often should agencies update their competitive analysis?
At least once per quarter. Market trends shift fast — updating regularly keeps your insights relevant.
Can small agencies use these templates effectively?
Absolutely. These templates are scalable. You can start simple and add more detail as your client base or project size grows.
Which tools can I use alongside these templates?
Tools like SEMrush, Ahrefs, Google Trends, and SimilarWeb make data collection faster and more accurate.
Conclusion
A solid competitive analysis gives your agency an edge — it helps you understand where you stand, what clients really want, and where your biggest opportunities lie.
So, which of these templates will you start using first to sharpen your competitive strategy and impress your clients?
Looking to build smarter digital solutions or dashboards for your competitive analysis process? Talk to Charisol — we’ll help you turn research into results.