How much should you talk about your competitors in your website messaging?

We all have competitors.

Should you address them in your website messaging? Or not?

I asked this from competitive intelligence expert Andy McCotter-Bicknell

Here’s what he had to say.

If you are the undisputed category leader

You should not talk about competitors in your website messaging.

Instead, you should be leaning more on the category that you're leading, its importance to business growth, and social proof.

If you're NOT the undisputed category leader

You need to very clearly explain why someone would go with you over the leader(s)—ESPECIALLY on your home page.

That can come in the form of a "why we're different," "why us," or case studies that mention why a customer went with you over the leading competitor.

There are no wrong answers, really.

But keep in mind, if you aren't the undisputed category leader, then the first thing on everyone's mind when they view your website will be "why would I buy them instead of the leading solution?"

The comparison will be very top of mind, so you need to address it as directly as possible.