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How to see competitors visiting your website

Competitors visit your website for a range of reasons that mean it would be useful for you to know when they visited and what they looked at page by page.

The links below take you directly to the competitors-tracking information of most interest to you …

When you CAN see competitors visiting your website

When you CAN’T see competitors visiting your website

How and why it’s good to see when competitors have been to your website

The two main reasons competitors visit your website

How you can get alerts when competitors visit your website

What to do when you know a competitor has visited your website

Not knowing when competitors are visiting your website



When you CAN see competitors visiting your website

To see the names of competitor companies visiting your website, you need software that can track such information.

Google Analytics won’t provide you with that type of information – only specialist providers will make that available to you.

As an example of how our own software works, if your competitor was Bartech Marine Engineering and they were identifiable by software, then you could see them (including what they looked at page by page) as in this example below:

Image showing a competitor visiting a website

We, and many others supply software that allows you to identify competitors, as well as the names of other companies that visit your website.   You can get a 30 day free trial of companies tracking on our website here.

This type of software identifies competitors by identifying their IP address (and other information) and linking it back to the name of the company.

However, there will be many cases where you can’t identify competitors that have visited your website …


When you CAN’T see competitors visiting your website

Even when you’ve got software that identifies the names of companies that visit your website, you won’t be able to identify competitors (or companies in general) in any of these scenarios:

  1. The person on your website is at the competitor location, but is on a mobile device that’s not connected to the internet of the competitor.
  2. The competitor cannot be identified by their IP address (this will often be the case).
  3. The person visiting your website is a competitor but they are accessing your website from another location (e.g. working from home or out somewhere on a mobile device).
  4. The competitor has some sort of blocking technology that stops their company name being trackable (although this is quite rare to see and will mostly be larger businesses).

In short: there is no guarantee that you will always be able to identify the competitors that have been to your website.


How and why it’s good to see when competitors have been to your website

There are several reasons why it’s useful to know when competitors have been to your website …


Competitors looking at your product and service pages

One reason they’re visiting your website is because they are trying to work out what you offer and how you present it, normally because they are not selling enough of those products or services and think they can get inspiration from your website so that they can fix their own website or offerings failings.

Another reason is that they may be bidding for the same work you are and so they’re trying to find angles they can use by looking at what you show within your website.


Competitors looking at your pricing

They may be losing potential business to you and so are keen to find out your pricing so that they have the option to undercut you or add additional value to their own pricing (if it is higher).

This could also apply if they are bidding for the same work that you are.


Competitors looking at your testimonials and case studies

This is what worries businesses most – having case studies and testimonials on the website for competitors to see.

The thinking is that the competitor will try to steal the clients.

The reality is that if your relationship with clients is strong enough then a competitor won’t find it easy to win them from you.

Being able to see your competitors looking at website pages related to your clients enables you to ask yourself this question:

How strong is our relationship with that client?

And if you feel it’s not strong enough then do something about it!

You will always win more business by showing client case studies and testimonials, because that’s what potential clients want to see on your website.  If you hide that information because you fear losing any clients to competitors then you will lose out.



Competitors looking at your staff or about pages

Sometimes you have to interpret a competitor going to the staff or about pages of your website.

While it could be someone at that competitor looking for staff to poach, it could equally be an employee there (using their employers computers/network) to see what you could offer them if they moved job.

It could also be a competitor doing more general research about your people and culture as part of their competitive research.

In rare cases it can be a competitor who may want to buy your company and who are trying to get a better feel for the culture of your business.


The two main reasons competitors visit your website

Overall, there’s usually two main reasons why competitors visit your website …


They don’t have enough business coming in and they’re looking for the answers

Whether that’s copying your website strategies, trying to steal your customers, or anything else, the fact that they are visiting your website indicates to you that you’re in a stronger position than they are.

If they were busy enough/doing well enough then they wouldn’t have time to be visiting your website.


They are in competition with you to win the same prospective client

They’re looking for an edge – something that you’re doing that they’re not.   Something that they find (or don’t find) within your website that they could use to their advantage.



How you can get alerts when competitors visit your website

If you are an A1WebStats customer (or take our free 30 day trial) then you can get an instant email alert when a competitor has visited your website.   This is how it works:

  1. You identify the competitor.
  2. You click ‘Track’, which sends an email to the person you’ve allocated to track that competitor.
  3. As soon as the competitor visits the website in the future, an email alert gets sent so that you can see what that competitor was looking at page by page.

What to do when you know a competitor has visited your website

It’s best to share that information with other key people within the business.

Multiple people will each have an idea about why that competitor is visiting your website, and many of them will be able to play a part in responding in the appropriate way.

Examples could be:

  1. Reach out to customers that the competitor has been looking at on your website (to make sure your relationship is solid enough to ward off them being approached by your competitor).
  2. Review their website to check that they’re not stronger than your own equivalent website page(s).
  3. If you feel the competitor are financially suffering, or are underperforming for their customers, you may be able to take some of their customers and make them weaker while you become stronger.
  4. Taking the opportunity to implement a bigger programme of strengthening loyalty with your customers. For example, a survey asking them what they would want more of from your business (that makes them feel valued because their responses are important to you).

Not knowing when competitors are visiting your website

Well, that’s a choice.

Software such as ours is not costly and even though competitors visiting your website will be a small percentage of the overall companies we can show you visiting your website, being aware of their visit can help you take actions that ensure you don’t lose any of your customers to those competitors.

It only takes one customer lost to a competitor to create financial damage that vastly exceeds the cost of the software we provide.







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