How to use the Competitor & Alternative Pages agent skill

What is an agent skill and what does this one do?

An agent skill is a folder containing a SKILL.md file and supporting reference files. When it is installed, an AI agent such as Claude can read those instructions and follow them when a task matches the skill's description.

The competitors skill covers four page formats: a singular alternative page (for example, an alternative to one named competitor), a plural alternatives page, a you-vs-competitor page, and a competitor-vs-competitor page. For each format, the skill describes the search intent, a suggested URL pattern, target keywords and a page structure to follow.

• Writes 'Competitor alternative', 'You vs Competitor' and 'Competitor A vs Competitor B' pages, each following a set structure.
• Refuses to guess which competitor to target; it asks you instead.
• Asks the agent to acknowledge rivals' strengths and state who each option is best for.
• Asks the agent to date every pricing or feature claim about a competitor.
• Audits existing comparison pages for outdated or unverified claims.
• Points you elsewhere for competitor research from scratch (competitor-profiling), technical SEO on these pages (seo-audit), and internal sales battle cards (sales-enablement).

Install the competitors skill

Download the ZIP file for the skill from the directory page, then choose one of the install options below.

For a personal install, unzip the file into ~/.claude/skills/. For a single project, unzip it into the project's .claude/skills/ folder. Alternatively, in the Claude apps, open Settings, go to Capabilities, and upload the skill under Skills.

• Personal: unzip into ~/.claude/skills/
• Single project: unzip into .claude/skills/ inside the project folder
• Claude apps: Settings → Capabilities → Skills, then upload the ZIP

Check the files after installing

The skill folder should contain SKILL.md, references/content-architecture.md, references/templates.md and evals/evals.json. SKILL.md holds the main instructions; the two reference files hold the data template and page section templates the agent uses when it writes pages.

If you also keep a product marketing context file, the skill checks for .agents/product-marketing.md, .claude/product-marketing.md, or the older product-marketing-context.md name, and reads it before asking you questions.

• SKILL.md: main instructions and the four page formats
• references/content-architecture.md: how to store competitor data in one file per competitor
• references/templates.md: templates for TL;DR, feature, pricing, migration and 'who it's for' sections
• evals/evals.json: evaluation cases

How to trigger the skill with natural requests

You do not need a special command. Describe the task in plain language, and include the competitor's name. The skill is designed to trigger on phrases such as 'alternative page', 'vs page', 'competitor comparison', 'comparison page', 'competitive landing pages', 'how do we compare to X', 'competitor teardown', 'audit our competitor pages' and 'are our comparison pages out of date'.

If your request does not name a competitor, the skill asks which one to target and stops there. Give it the name, and any context you have about your product's differences.

• Write a Notion alternative page for our project management tool.
• Create a you vs Asana comparison page for our site.
• Draft a comparison of Competitor A vs Competitor B, positioning us as the third option.
• Audit our competitor pages: are our comparison pages out of date?
• How do we compare to Monday.com? Make a landing page for that search.

Example: what a request produces

For a 'You vs Competitor' page, the skill sets out a structure: a TL;DR summary of key differences in two or three sentences, an at-a-glance comparison table, detailed sections on features, pricing, support, ease of use and integrations, then who each product is best for, customer quotes from switchers, migration support and a call to action.

The skill asks for dated competitor facts. Pricing tables should carry an 'as of' date, and a comparison row the competitor's pages do not mention should read 'not listed on their pricing page (as of [date])' rather than a cross, unless their docs or a hands-on trial confirm the absence.

Keep competitor facts accurate

The skill recommends storing each competitor in its own data file with a last-verified date and the source for each fact, so that an update changes every page that uses it. Before republishing, re-check the competitor's current pricing and feature pages.

The skill separates three things: what the competitor's site says, what you think it means for the buyer, and what you recommend. It also advises against stating motives for a competitor's moves unless they have said so publicly.

• Store one data file per competitor, with sources and an as-of date.
• Re-verify pricing and features before each republish.
• Do not treat one visit as proof of a long-term pattern.
• Keep facts, interpretation and recommendations separate.

Safety notes: scripts and network access

According to the listing, this skill does not run scripts and does not use the network. It only supplies written instructions and templates to the agent. Any checking of a competitor's pages has to be done by you or by the agent using whatever tools your setup already gives it, so the skill itself does not perform that step.

The skill is published under the MIT licence. Review the files before use, and treat any competitor claim the agent writes as a draft that needs checking against the competitor's current site or documentation.

• Runs scripts: no
• Uses network: no
• Requires: nothing listed
• Licence: MIT