Guide · Agent skill
How to use the Competitor Profiling agent skill
Updated · written with AI from the project's own documentation and checked against our catalogue data
The Competitor Profiling skill teaches an AI agent to take a list of competitor website addresses, read their key pages, and write each competitor up as a consistent markdown profile. It is for marketing teams, founders and product marketers who want a side-by-side view of rivals' positioning and pricing. By the end of this guide you will know what the skill does, how to install it, how to ask for it in plain language, and what it needs to run well.
Competitor Profilingcoreyhaines31/marketingskills · MIT Download the skill Quick start
- 1Download the ZIP. Get the competitor-profiling ZIP file from this skill's page in the directory.
- 2Unzip into a skills folder. Unzip into ~/.claude/skills/ for all projects, or into a project's .claude/skills/ folder for one project.
- 3Or upload in the Claude apps. In the Claude apps, go to Settings → Capabilities → Skills and upload the skill.
- 4Gather competitor URLs. List the website addresses of the competitors you want profiled.
- 5Ask in plain language. Request a competitor profile or analysis and include the URLs in your message.
- 6Review the saved profiles. Open the generated markdown files and the raw folder they reference to check the evidence.
What the Competitor Profiling skill makes the agent do
An agent skill is a folder of instructions that an AI agent loads when a task matches it. This one is for competitor research. Given competitor URLs, the agent scrapes pages such as the homepage, pricing, features and customer pages, optionally pulls SEO and market data, and writes each competitor up in the same template so the profiles can be compared directly.
The skill is built to keep evidence honest. Observed facts are kept separate from the agent's inferences, each snapshot is dated, and the raw scraped data is saved to folders so the research can be audited or re-checked later.
- Output: structured competitor profile markdown files, one per competitor, plus a cross-competitor summary.
- Raw data is saved under competitor-profiles/raw/<competitor-slug>/<YYYY-MM-DD>/ in scrapes/, seo/ and reviews/ subfolders.
- If a feature is not on a page the agent checked, the profile says 'not observed on [pages checked], as of [date]' rather than claiming the competitor lacks it.
Install the skill
Download the ZIP file from the skill's page in this directory, then choose one of the two install locations below. Unzip the file so the skill folder sits inside the skills directory.
For Claude Code, unzip into your personal skills folder ~/.claude/skills/ to make the skill available in all projects, or into a project's .claude/skills/ folder to make it available only in that project.
In the Claude apps, you can instead upload the skill under Settings → Capabilities → Skills.
- Personal install: ~/.claude/skills/
- Project install: .claude/skills/ inside your project folder
- Claude apps: Settings → Capabilities → Skills (upload)
Check what you need before you start
The skill works with two data source stacks. The primary stack uses Firecrawl MCP for scraping and DataForSEO MCP for SEO data. The alternative stack uses the built-in WebFetch tool for scraping, plus whichever SEO data source you have connected, such as Ahrefs, Semrush or Ubersuggest.
If neither Firecrawl nor DataForSEO is available but another SEO source is, the skill uses the alternative stack. If no SEO source is available, the SEO metrics are marked unavailable and the profile relies on qualitative observations only. An optional product marketing context file at .agents/product-marketing.md lets the agent skip questions it can already answer about your product.
- Scraping: Firecrawl MCP (preferred) or built-in WebFetch (fallback)
- SEO data: DataForSEO MCP (preferred), or Ahrefs, Semrush, Ubersuggest or similar. Optional; missing metrics are marked unavailable.
- Optional: .agents/product-marketing.md for your product context
- Network access is required, since the skill fetches live websites.
Trigger the skill with natural requests
You do not need a special command. Ask for competitor research in ordinary words and the agent will match the request to this skill. The skill's description lists phrases such as 'competitor profile', 'competitor analysis', 'profile this competitor', 'who are my competitors', 'competitive audit' and 'research these competitors'.
Always include the list of competitor URLs. The skill's input is a list of URLs, and it may ask about your product, the depth you want, and any focus areas if they are not already in your context file.
- Quick scan: key facts only, when speed matters more than depth.
- Deep profile: full research across the pages and data sources.
- Focus areas you can name: pricing, positioning, SEO strength, content strategy.
Example requests
Here are requests that match the skill's trigger phrases. Replace the example URLs with your own competitors' sites.
- 'Research these competitors and give me a landscape review: https://competitor-a.example, https://competitor-b.example'
- 'Profile this competitor, focusing on pricing and positioning: https://competitor-c.example'
- 'Do a quick competitor scan of these three sites so I can compare their free tiers.'
Read the output and keep the research current
Each profile follows the same template, and each includes the date it was generated and a Raw Data Sources section that points to the folder it was built from. Because profiles are snapshots, rerun the skill later on a new date instead of editing an old profile. The skill never overwrites a prior date's data.
Treat the inferences as hypotheses. Before you publish a gap, such as 'no SSO', or a price claim in a comparison page or ad, confirm it in the competitor's docs or a trial.
What people use it for
- Marketing teams preparing a competitive landscape review of several rivals.
- Founders who want a structured, side-by-side view of rivals' positioning and pricing.
- Product marketers building the inputs for comparison or alternative pages.
- Refreshing an earlier competitor review by running the skill again on a new date and comparing snapshots.
Frequently asked questions
How do I install the competitor-profiling skill?
Download the ZIP from this skill's page and unzip it into ~/.claude/skills/ for personal use or into a project's .claude/skills/ folder for one project. In the Claude apps, you can upload it under Settings → Capabilities → Skills instead.
Is the competitor-profiling skill free?
The skill is published under the MIT licence, as listed on this page. Check the licence file in the source repository for the exact terms before reuse. Some data sources it can use, such as Firecrawl, DataForSEO, Ahrefs or Semrush, may have their own pricing, which this page does not cover.
What do I need to run the competitor-profiling skill?
You need network access and a scraping option: Firecrawl MCP is preferred, with built-in WebFetch as a fallback. SEO data from DataForSEO MCP is preferred, but other sources such as Ahrefs, Semrush or Ubersuggest also work, and missing SEO metrics are marked unavailable. A product marketing context file at .agents/product-marketing.md is optional.
Does the skill run scripts?
No. The skill does not run scripts, but it does use the network to fetch competitor websites and, if connected, SEO data sources.
Can the skill confirm that a competitor lacks a feature or charges a certain price?
Not for public claims. The skill only records what it observed on the pages it checked, as of a date. Confirm any gap or price in the competitor's docs or a trial before you publish it.
Is this skill an alternative to a sales battle card or account research tool?
No. The skill is limited to competitor profiling. Its own description points sales battle cards to the sales-enablement skill and research on accounts you are selling to to the prospecting skill. For comparison pages built from profiles, it points to the competitors skill.
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Our verdict
Use this skill if you need a repeatable, dated, side-by-side set of competitor profiles and you are comfortable reviewing the agent's evidence before acting on it. Pick something else if you need sales battle cards, account research, or confirmed claims about a competitor's features or prices without checking their docs or a trial.
Download the skill