I mentioned some of this in Project 24, but there is much to be done in useful analysis of the competition. I have bookmark folders for direct competition and indirect competition. Within that some are bookmarked for their content if they are good, or for their layout, or colour scheme, or navigation, calls to action, progress through the website etc, there are different things I like or can learn from lots of different sites in different ways. These help me in adjusting the current website while also developing the new one behind it. You can also view or even copy and adjust their code via Firebug.
Yesterday I noticed that many of the sites round here use ‘mental resilience’ and ‘wellbeing’ in the workplace as key factors they advertise with. The next cold calls I made I used those terms and got four appointments in 14 calls. So I will continue learning and trailing things like this out.
In the UK you can use Companies House (the have an app too) to look up details of the business, longevity, accounts, previous names/directors. I find it useful for getting a feel for who they are, and also contact names for making calls. The more I know about someone before we speak the more likely it seems I will get at last an appointment, or get past the gate keeper in the business.