Judging by the phone calls and in-person meetings we sit through, there is a certain level of ice cold dread that comes with finding out a close competitor has launched a new website. It’s not hard to understand why. Who would enjoy the thought of another company having a powerful tool to steal their customers?
Because things like income and prestige are squarely on the line, many business owners and executives will want to take immediate action when a competitor steps up to the plate. Specifically, they’ll inquire about copying certain parts of another website they have seen and liked. But is this a good idea?
Before we answer this question, let us point out that you’re always going to have competitors and it’s easy to over-react. When you see something new or interesting in your industry, try to look at it the way a customer would. Is the other company doing something valuable, or just vaguely interesting?
Once you have that mindset in place, you’re ready to come back to the original question: how closely should you copy a competitor’s website? To help you find the right answer, let’s go through a quick series of ideas…
Figure Out What You Like
Often, when a business owner tells us they “really liked” a competitor’s website, it turns out they actually appreciate a single feature or design point. This is important because you shouldn’t go and duplicate big parts of a strategy when you are actually enamored with a small part of it. It can be difficult to separate the various elements when you’re first looking at them, so break the website down into pieces and try to identify specific traits that you find engaging.
Separate Features from Gimmicks
Remember, the goal is to think like a customer. Often, the things we see on competitors’ websites seem fascinating to us as marketers but deliver very little in terms of payoff for customers. It’s important to be able to separate what is shiny from what is useful. Otherwise you could end up adding things to your website that get in the way of your success rather than adding to it.
Find Out What’s Feasible and Profitable
Suppose you determine there are elements of your competitor’s website that you really are fond of, and feel like your best customers would be impressed with. The next step is to find out whether you can add them to your own site legally, feasibly, and profitably. You certainly can’t copy word for word, but you might be able to add your own version of an app or a downloadable report. Talk to your web design team and figure out what makes sense in the context of your existing site or a redesigned page.
Put Your Own Spin and Improvement on the Idea
Rather than just copying something your competitors have done, why not take the next step—one most business owners and executives miss—and see if you can improve on the idea? Look for ways to put the unique spend on what your competitors have done or make it more engaging and valuable. Often this kind of brainstorming leads to groundbreaking innovations.
Get More Proactive about Web Design
Finally, regardless of whether you institute some version of your competitor’s idea or not, don’t settle for simply following their lead. Sit down with your web design team and internal staff and see if there are more ideas you can come up with that go beyond what is currently available in the market. Look for ways to give extra value to your customer base. The more often you do this the easier it will become to have the competition following you instead of needing to worry about catching up to them.
Ready to Start Leading the Pack in Your Market?
Far too many business owners feel as if they are simply following the herd online rather than leading the pack. If you want to have a website that gets your competitors worried about what they should be doing—instead of the other way around—then it’s time to get serious about thinking outside the box.
