Their websites show what they believe customers want to hear and which services they’re pushing hardest. You’ll find gaps where competitors aren’t presenting services your customers care about. Or you’ll find everyone saying the same things (quality, experience), which means you need to find a way to stand out. What you can do this week: Open three competitor websites and write down the first promise each homepage makes. If all four say roughly the same thing, rewrite your homepage headline to say something only you can claim.