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Skillslanding-page-intel-extractor

landing-page-intel-extractor

Frontend & websites

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Updated 10-15 21:55

About this skill

Landing Page Intel Extractor

Turn any company's landing page into a structured intelligence brief. Fetches the HTML, extracts every competitive and customer signal on the page, and delivers a clean report you can hand to sales, marketing, or product.

Core principle: A company's landing page is a public declaration of strategy. The customers they showcase, the competitors they reference (or carefully avoid), the language they use, and the proof points they lead with — all of it is signal. This skill reads that signal systematically.

When to Use

  • "What can we learn about [company] from their website?"
  • "Pull competitor and customer intel from [url]"
  • "Who does [company] sell to? Who do they compete with?"
  • "Extract intelligence from this landing page: [url]"
  • "Scrape [company]'s site for competitive signals"
  • Before a sales call — quickly understand a prospect's positioning
  • Building a competitive landscape — extract intel from multiple sites

Quick Start

Extract competitor and customer intelligence from https://example.com

Multiple pages:

Extract landing page intel from these URLs:
- https://example.com
- https://example.com/customers
- https://example.com/pricing

With comparison:

Extract intel from https://company-a.com and https://company-b.com, then compare their positioning.

Inputs

Input Required Source
Target URL(s) Yes User provides
Company name Optional Inferred from page if not provided
Specific focus Optional e.g., "just competitors" or "just customers"
Client context Optional clients/<client>/context.md for framing

Step-by-Step Process

Phase 1: Page Acquisition

Fetch the target URL(s) using WebFetch.

Primary page — always fetch:

WebFetch: [target_url]

Discovery pages — attempt to fetch these additional paths if they exist (non-blocking; skip 404s):

  • /customers or /case-studies
  • /pricing
  • /integrations or /partners
  • /about
  • /vs/ or /compare/ or /alternatives/

These secondary pages often contain the richest competitive and customer signals. Check the primary page's navigation/footer for links to these sections first, then fetch the ones that exist.

Phase 2: HTML Signal Extraction

Parse each fetched page and extract the following signal categories. Be thorough — look in headings, body text, image alt text, meta tags, schema markup, footer, and navigation.

2A: Competitor Signals

Signal Where to Look
Named competitors Comparison pages (/vs/, /alternatives/), body text ("unlike [X]", "switch from [X]"), meta descriptions, alt text
Implicit competitors Category claims ("the leading...", "#1 in..."), feature comparison tables without names, "why switch" sections
Positioning against "Unlike other [category] tools", "not just another [X]", differentiation claims
Comparison pages Any /vs/[competitor] or /compare/ or /alternatives/ URLs found in navigation or links
Migration/switch content "Switch from [X]", "migrate from [X]", import tools mentioned

2B: Customer Signals

Signal Where to Look
Customer logos Logo bars/grids (img alt text, aria-labels, filenames), "trusted by" sections
Testimonials Quote blocks, review widgets, named endorsements with title/company
Case studies Links to /case-studies/, /customers/[name], specific metrics ("increased X by Y%")
Industries served Industry pages, solution verticals, "for [industry]" sections
Company sizes "Enterprise", "SMB", "startup" language, pricing tier naming, seat-based pricing thresholds
Named customers Mentioned anywhere in text, case studies, press mentions

2C: Positioning & Messaging Signals

Signal Where to Look
Hero headline H1 tag, hero section
Value proposition Subheadline, first paragraph
Category claim How they define their market category
Key differentiators Feature highlights, "why us" section, unique claims
Proof metrics Numbers in hero/social proof ("10,000+ teams", "99.9% uptime", "50M events/day")
Awards/recognition G2 badges, analyst mentions, "leader in [report]"

2D: Product & GTM Signals

Signal Where to Look
Pricing model Pricing page, CTA language (free trial vs. demo vs. contact sales)
Pricing tiers Tier names, feature gates, price points if visible
Primary CTA Hero button — reveals their conversion strategy (PLG vs. sales-led)
Secondary CTAs Other conversion paths offered
Integrations Integration pages, "connects with" sections, partner logos
Platform/tech signals API mentions, SDK references, infrastructure claims
Security/compliance SOC2, HIPAA, GDPR badges or claims

Phase 3: Enrichment (Optional)

If the user wants deeper context, use WebSearch to:

  1. Verify competitor relationships — search "[company] vs [competitor]" to confirm competitive dynamics
  2. Identify unlisted competitors — search "[company] alternatives" or "[company] competitors"
  3. Validate customer claims — search "[customer] + [company]" for case studies or press mentions
  4. Check recent news — funding, pivots, rebrand, leadership changes that add context

Only do this if the user asks for "deep" analysis or specifies enrichment. By default, stick to what's on the page.

Phase 4: Intelligence Report

Compile all extracted signals into the structured output below.

Output

Save to clients/<client-name>/intel/landing-page-intel-[company]-[YYYY-MM-DD].md

If no client context, output directly.

Report Template

# Landing Page Intelligence: [Company Name]

**URL:** [primary url]
**Extracted:** [date]
**Pages analyzed:** [list of URLs fetched]

---

## Executive Summary

[3-5 sentences. What does this company do, who do they sell to, who do they compete with, and what's their core positioning bet? Note anything surprising or notable.]

---

## Competitor Intelligence

### Named Competitors

| Competitor | How Referenced | Where Found | Context |
|-----------|---------------|-------------|---------|
| [Name] | [Comparison page / "switch from" / body mention] | [URL + section] | [Quote or context] |

### Comparison Pages Found

| URL | Competitor | Positioning Angle |
|-----|-----------|------------------|
| [/vs/competitor] | [Name] | [How they position against them] |

### Implicit Competitive Positioning

- **Category claim:** "[Exact claim from page]"
- **Differentiation language:** [How they describe what makes them different]
- **"Not" positioning:** [What they explicitly say they are NOT — often reveals who they compete with]

### Competitive Landscape Summary

[2-3 sentences. Who are the main competitors based on page signals? Where does this company position itself in the market? Any competitors conspicuously absent?]

---

## Customer Intelligence

### Customer Logos Identified

| Customer | Source | Section |
|----------|--------|---------|
| [Company name from logo/alt text] | [URL] | [e.g., "Trusted by" bar, case study] |

### Testimonials

| Quote | Person | Title | Company |
|-------|--------|-------|---------|
| "[Quote]" | [Name] | [Title] | [Company] |

### Case Studies

| Customer | Headline/Metric | URL |
|----------|----------------|-----|
| [Name] | "[Metric or headline]" | [Link if available] |

### Industries & Segments

| Industry/Vertical | Evidence |
|-------------------|----------|
| [Industry] | [Page section, solution page, case study] |

### Target Company Profile

- **Company sizes:** [Enterprise / Mid-market / SMB / Startup — based on language, pricing, logos]
- **Buyer persona signals:** [Titles mentioned, "for [role]" language, use-case framing]
- **Geographic signals:** [Languages offered, regional pricing, office locations]

---

## Positioning & Messaging

### Core Messaging

| Element | Extracted Text |
|---------|---------------|
| **Hero headline** | "[Exact text]" |
| **Subheadline** | "[Exact text]" |
| **Category** | [How they define their category] |
| **Primary CTA** | "[Button text]" → [Action: demo/trial/signup] |

### Key Differentiators Claimed

1. [Differentiator] — "[Supporting text from page]"
2. [Differentiator] — "[Supporting text from page]"
3. [Differentiator] — "[Supporting text from page]"

### Social Proof Metrics

| Metric | Value | Where |
|--------|-------|-------|
| [Type: customers, users, events, uptime] | [Number] | [Section] |

### Trust Signals

- **Awards/recognition:** [G2, analyst reports, awards]
- **Security/compliance:** [SOC2, HIPAA, GDPR, etc.]
- **Partnerships:** [Named partners, certified integrations]

---

## Product & GTM Signals

### Pricing Model

- **Model type:** [Free / Freemium / Free trial / Contact sales / Usage-based / Seat-based]
- **Visible pricing:** [Yes/No — if yes, summarize tiers]
- **PLG vs Sales-led:** [Based on CTA strategy and pricing visibility]

### Integrations Discovered

| Integration | Category |
|-------------|----------|
| [Name] | [CRM / Analytics / Communication / etc.] |

### Technology Signals

[API availability, SDK mentions, platform claims, infrastructure details]

---

## Key Takeaways

### For Sales

- [Insight relevant to selling against or to this company]
- [Key objection or positioning to be aware of]

### For Marketing

- [Messaging angle opportunity]
- [Competitive positioning gap]

### For Product

- [Feature or integration signal]
- [Market direction implied by their roadmap/positioning]

---

## Raw Signals Log

[Optional — full list of every extracted signal with source URL and page location, for audit purposes]

Multiple URL Mode

When given multiple URLs (e.g., a company's homepage + customers page + pricing):

  1. Fetch all pages in parallel
  2. Deduplicate signals across pages
  3. Note which page each signal came from
  4. Produce a single consolidated report

Comparison Mode

When given two or more company URLs:

  1. Run the full extraction for each company
  2. Add a Comparison section at the end:
## Head-to-Head Comparison

| Dimension | [Company A] | [Company B] |
|-----------|:-----------:|:-----------:|
| Category claim | [claim] | [claim] |
| Primary CTA | [CTA] | [CTA] |
| Customer count signal | [metric] | [metric] |
| Named customers | [count] | [count] |
| Competitors referenced | [list] | [list] |
| Pricing model | [model] | [model] |
| Key differentiator | [claim] | [claim] |

### Positioning Overlap
[Where they compete directly — same claims, same customers, same language]

### Positioning Gaps
[Where one has signals the other doesn't — potential opportunities]

Cost

Free — no paid APIs. All extraction is done via WebFetch and optional WebSearch.

Component Cost
WebFetch (page retrieval) Free
WebSearch (enrichment, optional) Free
Analysis Free (LLM reasoning)
Total Free

Tools Required

  • WebFetch — for retrieving page HTML
  • WebSearch — for optional enrichment (competitor verification, customer validation)
  • No API keys or paid tools required

Tips

  • Start with the homepage, then expand. The homepage gives you positioning and social proof. Add /customers, /pricing, and /vs/ pages for richer data.
  • Check comparison pages first. If a company has /vs/ or /alternatives/ pages, those are goldmines for competitive intel. The primary page nav or footer usually links to them.
  • Logo bars are noisy. Not every logo is a current customer — some are "compatible with" or "integrates with." Look at the section heading for context.
  • Alt text is your friend. Customer logos often have company names in alt attributes or filenames even when not visible as text.
  • Run on competitors too. Extract intel from your competitor's site to see who they sell to and compete with. The overlap (or lack thereof) is valuable signal.
  • Pair with battlecard-generator. Once you have the competitor list, feed it into battlecard-generator for full competitive battlecards.
  • Pair with icp-website-audit. Use the extracted customer/industry signals to inform persona building, then audit the site through those personas.
  • Refresh quarterly. Landing pages change. Run this periodically to catch positioning shifts, new competitors, and customer additions.