Most designers don’t do formal competitor research. And honestly? I get it. The thought of diving into what other designers are doing can feel like opening the door to comparison hell.
If you do look at competitors, it’s probably scrolling through their Instagram feed, checking out their portfolio, and maybe glancing at their website. You’re comparing design styles, follower counts, and the quality of their work. And then you close the tab feeling either superior or inadequate, depending on the day.
But here’s what you’re missing: the most valuable competitor research has nothing to do with their portfolio or their grid aesthetic.
It’s about their client experience. How they talk about their services. What they promise versus what they actually deliver. Where they’re making it easy for clients to work with them, and where they’re creating confusion or friction.
Because here’s the reality: portfolio and price matter most when a potential client is choosing a designer. But when two designers are comparable on those fronts? The one who seems easier to work with wins. The one who makes the process clear. The one who doesn’t leave them guessing about next steps.
This kind of competitor research isn’t about comparison. It’s about finding gaps—in positioning, in delivery, in how competitors show up—that you can fill strategically.
You’ll learn:
- Why researching competitors’ client experience reveals more useful gaps than comparing portfolios
- Who actually counts as a competitor (it’s not just designers with similar styles)
- What you can see when analysing how competitors deliver their services
- How to spot disconnects between what competitors promise and what they show
- How to turn these insights into strategic positioning and better systems
Why you need to research client experience (not just portfolios)
Your competitors aren’t just other designers with similar styles or that focus on the same niche. They’re anyone your ideal client compares you to when making a decision.
→ That logo designer who charges $500? Competitor.
→ The family member who’s “good with Canva”? Also a competitor.
Your potential client is weighing options, and you need to understand what those options look like from their perspective.
But most designers research the wrong things. They compare portfolios, follower counts, pricing, and visual style. And while that gives you a sense of their target market, it doesn’t tell you how to position yourself differently in a way that actually matters to clients.
Here’s what matters more: what client experience do your ideal clients comparing you to?
When someone gets your proposal, they’re weighing it against the last designer they talked to.
→ What did that experience feel like?
→ How clear was the process?
→ How organised did that designer seem?
→ How easy was it to understand what happens next?
If the other designer has a comparable portfolio and similar pricing, but their process seems vague or their communication feels scattered, you have an opportunity because your delivery is more professional.
This is why researching competitors’ client experience is more useful than comparing Instagram grids.
What client experience research reveals
→ Where competitors are positioned and what gaps exist. If everyone focuses on beautiful aesthetics but no one mentions strategic positioning or competitive differentiation, that’s a gap
→ What experience clients are comparing you to. When a potential client lands on your website after looking at three other designers, what did those other designers make them expect? Clear timelines and outlined processes? Or vague descriptions and hope for the best? Your positioning needs to account for what they’ve already seen.
→ Where promises don’t match delivery. This is the biggest opportunity. Designers who say they’re organised but show no evidence of systems. Ones who promise collaboration but only offer quick 20-minute fit calls. Or designers who position themselves as premium but present like budget. These disconnects are where you can differentiate yourself.
The goal isn’t to copy what’s working. It’s to understand the landscape so you can position yourself strategically, not just in what you offer, but in how you deliver it and talk about it.
Related article: How to perform market research to understand what your clients are looking for
How to pick which competitors to research
Before you start analysing, you need to decide who you’re actually researching. You can’t analyse every designer out there, and you don’t need to. Pick 3-5 competitors that will give you the most useful insights. Here’s who to include:
Direct competitors
These are designers offering similar services to a similar audience at a similar price point. They’re who your ideal clients are likely comparing you to right now. Look for designers who show up when you search for your service + your niche, who target the same type of clients you do or ask leads who declined your proposal who they did choose to work with.
Aspirational competitors
These are designers who have the business model you’re working toward. Maybe they’ve been in business longer, have a waitlist, or are charging the prices you want to charge. They show you what’s possible and what clients at that level expect from the experience.
Adjacent competitors
These are the ones your ideal clients might choose instead of you, even though they’re not offering the same thing. The logo designer charging $500 when you charge $3k for a full brand identity. The designer offering DIY templates. They’re solving a similar problem with a different approach, and understanding their positioning helps you articulate why your approach is worth the investment.
A few things to keep in mind: don’t only pick competitors you admire. Include one or two that you don’t quite understand; why are they booked out when their portfolio seems average? What are they doing that’s working? Sometimes, the competitors who confuse you reveal the most about what clients actually value.
And if you’re not sure where to find competitors, start with who shows up when you Google “[your service] for [your ideal client]”. Check who your past clients talked to before hiring you. Look at who people recommended in the Facebook groups or communities your ideal clients hang out in.
The goal is to get a representative sample of what’s out there, not to analyse everyone in your industry.
The 4 areas to analyse when researching competitors
Here’s what to look for when you’re analysing competitors. You’re not just looking at what they do. You’re looking at how they present it, what they promise, and where there might be gaps between the two.
1. Their services and how they talk about them
This is where you see if a designer is focused on deliverables or solving problems. And this distinction matters because it changes everything about how they’re positioning themselves and what kind of clients they’re attracting.
Start by looking at what services they offer. Brand design, web design, both? One signature package or multiple tiers? Set packages or custom pricing only?
Then look at what’s included in those packages. This is where you start to see the difference between deliverable-focused and transformation-focused positioning.
A deliverable-focused package might list:
- Brand Strategy & Research
- Primary Logo Design
- Secondary Logo Designs
- 3 Logo Variations
- Brand Fonts
- Colour Palette
- 25+ Page Brand Style Guide
It’s just a list of what you’re buying. There’s no context for why these things matter or what they’ll do for the business.
A transformation-focused package might say the same deliverables this way:
→ Brand Strategy & Research to gain in-depth market insights. We conduct extensive research to understand your industry, target audience, and competitors. This strategic foundation ensures your brand stands out and deeply resonates with your audience.
→ Distinctive Logo Design to create a lasting impression. We craft a unique and impactful primary logo that embodies your brand’s personality and values, with multiple variations for consistent and adaptable brand representation across various platforms.
→ Visual Style Guide for consistent brand presentation. We provide you with a style guide to maintain brand consistency, ensuring your visuals always speak the same language.
See the difference? Same deliverables, completely different positioning. One sells features. The other sells what those features accomplish.
What pricing reveals about positioning
Look at the price points too. Do they make sense based on what’s included? If someone’s charging $5k for a brand identity, what does that package include compared to someone charging $2k or $10k? Are the differences clear?
Pay attention to how many options they give potential clients. Some designers offer one signature package. Others have tiered pricing (basic, standard, premium). Some only do custom quotes. Each approach sends a different message about how they work and who they work with.
Also, notice what they’re listing in those packages. Are they listing the number of logo variations or revisions? When designers list “3 logo variations” or “unlimited revisions,” it can inadvertently encourage clients to focus on price comparison rather than the strategic value of the services. It shifts the conversation to quantity instead of quality or outcomes.
Compare these two approaches:
→ Original: “Unlimited Revisions”
→ Reframed: “Collaborative Design Process to Perfectly Tailor Your Brand Identity”
The first one sounds generous, but it positions revisions as the value. The second positions the process and the outcome as the value. Revisions are just part of how you get there.
When you only list deliverables, you’re competing on price. When you sell transformation, you’re competing on value and results. The designers who are booked out aren’t necessarily the ones with the prettiest portfolios. They’re often the ones who’ve made it crystal clear what problem they solve and how working with them will be different.
Related articles: How to price your design services & Is value-based pricing for you
2. Their positioning and messaging
What angle are they using to sell the same services you offer? This is where you can really differentiate yourself because messaging is where most designers sound exactly the same.
Start by identifying which pain points they focus on.
→ Is it “your brand doesn’t attract the right clients”?
→ Or “you’re not standing out in a crowded market”?
→ Maybe its “you don’t feel confident in your visual identity”?
Then look at what benefits they highlight.
→ Are they talking about getting more clients?
→ Charging higher prices?
→ Feeling confident?
→ Having a brand that grows with you?
The pain point and benefit combination tells you what they think matters most to their audience.
If everyone in your niche is using the same angle, that’s your opportunity. When I see designer after designer saying, “I help you create a brand that attracts your ideal clients,” that phrase has lost its power. But if someone says, “I help you create a brand that makes raising your prices feel easy” or “I help you build a brand that books you out without social media,” suddenly they’re saying something different.
The goal isn’t to be different for the sake of being different. It’s to find an angle that’s true to how you work and what you value, but positions you apart from the crowd.
3. What their website reveals about their process
Can you tell what working with them looks like? This is a bigger differentiator than most designers realise.
When a potential client lands on your website, they’re not just evaluating your portfolio or price. They’re trying to figure out what it would be like to work with you. Will it be smooth? Will they know what’s happening? Will they feel taken care of?
Most designers don’t make this clear. Their portfolio is beautiful, but their process is vague or buried in an FAQ. That’s an opportunity.
Check if their process is outlined anywhere. Some designers have a dedicated “Process” page that walks through every phase. Others mention it briefly on their services page. Some don’t include it at all. If they do outline it, look at how much detail they provide. Is it high-level (Discovery, Design, Launch) or specific (We’ll have a 90-minute kickoff call, then I’ll send you two rounds of concepts, then we’ll finalise and you’ll get all your files)?
→ Do they mention tools or systems they use? Some designers say, “I use Dubsado for a seamless client experience” or “All our communication happens in a dedicated project portal.” These details paint a picture of what working with them feels like. It signals organisation and professionalism.
→ Is there a welcome guide, client portal, or resources page that’s public? Sometimes you can see examples of how they onboard clients or what resources they provide. This gives you insight into how much they’ve systematised their process.
→ How easy is it to understand the next steps after you land on their site? Is there a clear path from “I’m interested” to “I’m working with them”? Or do you have to hunt around to figure out how to get started?
When you make your process clear and visible, you’ve already set yourself apart. You’re reducing the unknowns that make potential clients hesitant. You’re showing them you’re organised and you’ve thought this through. And you’re giving them a preview of what it’s like to work with you before they ever book a call.
4. The disconnect between promise and reality
This is where it gets interesting. Look for gaps between what they say and what they show. These disconnects are everywhere once you start looking for them, and they’re your biggest opportunities to differentiate yourself.
The most common one I see: designers who say they “walk alongside clients” or “collaborate closely” but only offer 20-minute fit calls before you commit to working with them. If you’re positioning yourself as someone who takes time to understand clients and works collaboratively, but your first touchpoint is a rushed call, there’s a disconnect.
Or designers who talk about being organised and having a smooth process, but their website doesn’t show any evidence of that. There’s no outlined process, no mention of tools, no client portal. You’re supposed to trust that they’re organised, but they haven’t shown you.
Or designers who position themselves as strategic or who include “brand strategy” in their packages, but all they’re actually doing is a brand discovery phase. Strategy involves analysing research, making strategic decisions about positioning, and developing a roadmap. Discovery is gathering information. They’re not the same thing, but a lot of designers use the terms interchangeably and increase their pricing accordingly. If a competitor says they offer brand strategy, look at what’s actually included. Is it strategic work or information gathering?
What testimonials reveal
Another place to look is testimonials. These reveal what clients actually experienced versus what was promised. If a designer says they’re organised but no testimonials mention communication or process, that’s telling. If they promise collaboration but testimonials only talk about the final design, the collaboration probably wasn’t remarkable. Look for what clients mention (and what they don’t). Phrases like “so organised,” “always knew what was happening,” “made it easy,” or “felt supported” tell you the designer delivers on their process promises. When testimonials only focus on “beautiful work” with nothing about the experience, there’s likely a gap between promise and delivery.
These gaps are your opportunities.
When you can back up what you promise with systems and processes that actually deliver it, you win.
→ If you say you’re organised, your Dubsado setup should prove it.
→ If you say you communicate well, your process should show exactly when and how that communication happens.
→ If you say you’re collaborative, your timeline should build in space for feedback and iteration.
→ If you say you offer strategy, your process should show strategic thinking, not just a questionnaire.
The designers who are most successful aren’t just talented. They’re the ones whose promises match their delivery. And that consistency is what gets them referrals.
Once you’ve analysed your competitors across these areas, you’ll start to see patterns: where everyone’s saying the same thing, where promises don’t match delivery, and where there’s room for you to position yourself differently.
What to do with this research?
Now you know where your competitors are positioned and where the gaps are. This research is only useful if you actually do something with it. Here’s how to turn insights into action.
Define how you’re different
You need to get clear on your positioning. Not just what makes your design work different, but how you deliver it and talk about it. Your positioning should reflect both your design style and your client experience.
This is where you take what you learned from your competitor research and ask: Where do I naturally fit that’s different from what I’m seeing? What do I do well that others aren’t emphasising? What do my past clients love about working with me that I haven’t been highlighting?
→ Maybe everyone’s leading with portfolio, and you realise your strength is actually in how you guide clients through strategy before you ever touch design. That’s a positioning angle.
→ Maybe you notice everyone’s promising fast turnarounds, and you’d rather be known for thoroughness and getting it right the first time. That’s a positioning choice.
→ Maybe you see that no one’s talking about how they handle revisions or client feedback, and you’ve built a really collaborative revision process that clients love. That could be part of your positioning.
Your positioning isn’t just a tagline. It’s the consistent message that shows up across everything: your website, your services, your proposals, your social content, and how you talk about your work. It’s the thing you want to be known for.
Once you know how you’re different, you need to present your services in a way that reflects that. Move from deliverables to transformation in how you describe what you do. Show your process, don’t hide it. And make sure your proposals reflect the experience you’re promising, not just a price breakdown, but your understanding of their needs, how your process addresses those needs, and what working together will look like.
And here’s the thing: your positioning has to be backed up by how you actually deliver your services. Which brings us to the next part.
Build a client experience that backs up your promises
If you say you’re organised, you need systems that prove it. If you say you walk alongside clients, your process needs to show that. If you promise clear communication, your communication touchpoints need to be built into your workflow.
This is where most designers have a gap. They know what they want their client experience to feel like. They know they want to be known as organised, responsive, thorough, and collaborative. But they haven’t actually mapped out what that looks like in practice. What do the following parts of your process look like;
→ Organised: It means clients get automated emails at the right times. It means a system handles your contracts and invoices, not you manually. It means clients can see where they are in the process without having to ask. It means you’re not scrambling to remember what happens next because it’s all built into your workflow.
→ Responsive: It doesn’t mean you reply to every email within an hour. This means you’ve set expectations about when clients will hear from you, and you stick to that. It means you’ve built in check-ins so they’re not left wondering. It means they don’t have to chase you for updates.
→ Collaborative: Your process includes space for client input at key stages. It means you’ve structured how feedback works so it’s productive, not chaotic. It means clients feel heard without derailing the project timeline.
You can’t just say these things. You have to build them into your process.
Systematise what makes you different
Here’s where it all comes together. You’ve defined your positioning. You know what you want your client experience to feel like. Now you need to actually map your client experience and build systems that deliver it consistently.
Sounds logical, right? But here’s what stops most designers: they’re managing their entire process in their head. Trying to remember what email to send next, when that deadline is, whether they sent the contract, and what happens after the kickoff call. The mental load of tracking everything manually is what creates the scattered, reactive experience you’re trying to avoid.
The truth is, you can’t systematise what you haven’t clearly defined. Most designers know generally what they want their process to be, but they haven’t mapped it out step by step: What happens after someone inquires? What information do you need from them? When does the contract go out? What’s included in the kickoff call? What happens between kickoff and presenting concepts?
This is exactly what I help designers do in my Client Projects by Design Program. We map out your process from inquiry to offboarding so you can see the full picture. Where you want touchpoints with clients, what you need from them at each stage, and where things currently fall through the cracks. Once you have that map, you know exactly what needs to be systematised.
From mapping to implementation
That’s where tools like Dubsado and ClickUp come in.
→ Dubsado handles your client-facing processes. It’s where your inquiries come in, where contracts get signed, where invoices go out, where clients book calls, and where automated emails keep them informed throughout the project. When you set up Dubsado well, your clients have a smooth, professional experience without you manually managing every touchpoint.
→ ClickUp handles your internal project management. It’s where you track what needs to happen for each project, where you manage deadlines and deliverables, and where you keep client information and project files organised. When you set up ClickUp well, you’re not relying on memory or scattered notes to keep projects on track.
Related article: The difference between ClickUp and Dubsado in
Together, these systems let you deliver on your promises without burning out. They’re what make the difference between a designer who says they’re organised and a designer who actually is organised in a way clients can see and feel.
But these tools only work if they’re set up to match how you actually work. A lot of designers try to set up Dubsado or ClickUp on their own, get overwhelmed by all the options, and either give up or end up with a setup that doesn’t match their process. Then the tools sit there unused, and they’re back to doing everything manually.
That’s why my Dubsado and ClickUp Done With You programs start with mapping your process first. We work together in a coaching format with a lot of personal support. First, we map out your ideal process (if you haven’t done the Client Projects by Design Program already). Then we turn it into workflows. Then we build the best Dubsado or ClickUp setup for how you work.
It’s not about cramming your process into a template. It’s about building systems that match your process and actually make your life easier.
Wrapping it up
Competitor research isn’t just about knowing who else is out there. It’s about understanding what experience your ideal clients are comparing you to and finding the gaps you can fill.
Portfolio and price will always matter. But when you can show potential clients that working with you will be smooth, organised, and supportive, you’ve given them another reason to choose you. And when you have the systems to back that up, you’ve built something referral-worthy.
That’s how you stand out in a crowded market. Not by accident, but strategically.
