After 10 years of Open Copy, we are changing gear. Conrad is now working with First Reef Studio in Denmark and Lydia is offering copywriting and editing with Open Copy. They are still comparing notes over dinner.

OC Co-opitor Review Process

‘Co-opitors’ is new-speak for competition.

Don’t see businesses that have the same or similar offering as you as your ‘competition’. The name of the game is co-operation.

Your ‘co-opitors’ want to convert audiences to the same way of thinking as you do. So in this way, they are your best friends.

Keep an eye on your co-opitors. See what they are bringing to market. Mark their standards, use them to up your own. Work harder to carve out your niche, and where your co-opitors drop the ball – get ready to catch.

Do a regular review of you co-opitors online. At least twice a year, and/or do a quick review at the beginning of every marketing campaign.

Which websites should be in your co-opitor review?

Close competition

Google the top 3 keywords/ key phrases for your business. Look at the Google listings. Where do you appear. Make a record. Just take a note, or I find taking a screen shot is a good way to do this.

From the Google Listing above, zone in on your closest competitors. Copy down their urls (web addresses). These guys should definitely be in your co-opitor review.


As well as your direct competitors, affiliated businesses and influencers should also be on your co-opitor list.

Same business, different area.

Use online to link in with business people from your sector that are across state, or overseas. These may not be your direct competition, but could be a great place to find inspiration, or discover new trends.

Your co-opitor review

Co-opitor Glossary.

Read the glossary of terms below. This is a list of some of the key elements you should be able to spot and assess on a website. Check out other websites. How is your website, or imagined website development, comparing with your completion?

• Are you aiming for the same target audience?
• Are you displaying the same benefits?
• Can you distinguish yourself from other businesses in your sector, in some way?


Images – are the images engaging. Do the images draw you in? What messages are the images giving you? Are the written message and the visual messages working together, or contradicting each other. It may say ‘we are professional’ but does it look professional?

Value Proposition – user-focused statement explaining your market place advantage point (aka why a customer should choose your offering over someone else’s). Are you clear about what this business does and how it can benefit you?

Headlines – what kinds of headlines are your co-opitors using? Are the headlines capturing your interest? Are the headlines informative and believable?

Proof – how are your co-opitors proving their claims? Are they giving stats? Award logos? Testimonials? Photos?

Services Filter – a section on the web page that gives you two or more options (click-through links to other pages)

Call to action – button or contact details with a prompt, such as click here, or read more, book now, or contact us.

User Journey – How is your user journey being enabled or made difficult? Are you finding the functionality or the website user friendly? If not how does that make you feel. Make a note of any sticking points. When you get to the end of a page do you know what to do next?

TIP – look at your co-opitors online. Keep a record of the website addresses you visit. Make notes with a pen and paper, and be sure to make a digital document, recording any observations or insights that seem useful. Use this document to help you plan a campaign to improve your website. Aim to target a niche market, display unique advantage, engage, and convert your website visitors into good potential leads.

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