---
name: vantage-website
description: >
  TRIGGER when the user wants a competitor website & conversion-path teardown —
  "teardown their site", "their funnel", "conversion analysis", "their pricing
  page", "how do they capture leads", "CTA analysis", "their offers". Part of the
  `vantage` suite. Maps funnel, offers, pricing presentation, proof, and lead
  capture.
  DO NOT trigger for technical SEO / Core Web Vitals (use seo-technical) or
  copywriting the user's own pages (use copywriting).
context: fork
---

# Vantage-Website — Website & Conversion-Path Teardown

How each competitor turns a visitor into a lead — the funnel, the offers, the proof,
and the friction. This is the growth-team channel: it produces concrete, copyable
conversion mechanics and the offer-comparison table.

Web-only. Score with `scoring-framework.md` §3; offer table = template C in
`deliverable-templates.md`.

## Walk the funnel (per competitor)

1. **Entry & hero** — primary CTA above the fold. What's the single intended action?
   Is the path obvious or cluttered with competing CTAs?
2. **Primary offer** — free trial / demo / freemium / tool / quote. How strong and
   how much friction (credit card? sales gate? form length)?
3. **Pricing presentation** — `/pricing`: public tiers (anchors, "most popular"
   nudge, annual discount) vs **"contact sales" only**. Wayback `/pricing` to catch
   recent increases or repackaging — a live signal of strategy.
4. **Social proof** — density and *quality*: logos (recognizable?), named
   testimonials with outcomes, quantified results, embedded review ratings. Vague vs
   specific proof is a scored difference.
5. **Lead capture** — count the capture mechanisms: gated content, newsletter, exit
   intent, chat/qualification bots, interactive tools/calculators. Note the magnets'
   perceived value.
6. **Trust & polish** — speed, modernity, clarity, mobile. A dated/slow/broken
   experience is a competitive opening you can name.
7. **Secondary paths** — how they nurture the not-ready: resources, comparison
   pages, ROI calculators, community.

## Conversion frames

- **Friction ladder** — rank the set from lowest- to highest-friction primary
  conversion. Lowest friction often wins self-serve buyers; highest may signal a
  sales-led motion (and a slower funnel to exploit).
- **Proof gap** — which competitors lean on *named, quantified* proof vs adjectives?
  Thin proof is both their weakness and a bar the subject brand should clear.
- **Offer arbitrage** — is anyone offering a materially better front-door (better
  trial, higher-value magnet, instant tool)? Match, beat, or differentiate.

## Output

```markdown
# Website & Conversion Teardown — [set]
*Captured [date]*

## Offer & conversion comparison
| Dimension | Us | Comp A | Comp B |
|-----------|----|--------|--------|
| Primary CTA / action | | | |
| Primary offer & friction | | | |
| Pricing model & transparency | | | |
| Lead magnets | | | |
| Proof density (named/quantified) | | | |
| Conversion polish | | | |

## Pricing intelligence
[Public tiers, anchors, recent changes from Wayback, "contact us" gates.]

## Conversion mechanics worth copying
- [Specific tactic + which competitor uses it.]

## So what (growth)
- **Quick wins** for the subject's funnel: …
- **Offer/friction move** to win self-serve buyers: …
- **Proof gaps** to exploit in messaging: …
```