Printable template

Competitive Positioning Audit

Business: [Business name]

Website: [Website address]

Competitors reviewed: [Competitor websites or category alternatives]

Audit date: [Date]

Competitive Positioning Score: [Score]/100

Executive Summary

[Whether a customer can quickly understand why this business is meaningfully different and worth choosing.]

Score Breakdown

Unique Value Proposition clarity	15	[ ]	[Evidence]	[Business impact]	[Recommendation]
Positioning statement	10	[ ]	[Evidence]	[Business impact]	[Recommendation]
Competitive differentiation	15	[ ]	[Evidence]	[Business impact]	[Recommendation]
Target audience clarity	10	[ ]	[Evidence]	[Business impact]	[Recommendation]
Product/service messaging	10	[ ]	[Evidence]	[Business impact]	[Recommendation]
Pricing communication	8	[ ]	[Evidence]	[Business impact]	[Recommendation]
Value communication	10	[ ]	[Evidence]	[Business impact]	[Recommendation]
Customer proof	8	[ ]	[Evidence]	[Business impact]	[Recommendation]
Market credibility	5	[ ]	[Evidence]	[Business impact]	[Recommendation]
Comparison content	4	[ ]	[Evidence]	[Business impact]	[Recommendation]
Brand promise	3	[ ]	[Evidence]	[Business impact]	[Recommendation]
CTA positioning	2	[ ]	[Evidence]	[Business impact]	[Recommendation]

Evidence Standard

Every finding must include Weight, Score, Evidence, Business Impact, Recommendation, Priority, Estimated Effort, Expected Benefit, and Evidence Confidence.

Critical Issues

[Positioning gaps most likely to make the business look interchangeable with competitors.]

High Priority

[Weak UVP, unclear audience, missing proof, vague value, or poor competitor contrast.]

Quick Wins

[Low-effort improvements to make the offer easier to understand and compare.]

30-Day Action Plan

[Week-by-week positioning and differentiation improvement plan.]

Final Recommendation

[Whether the business communicates a clear enough reason to choose it over alternatives.]