Consulting & professional services competitor analysis
Criteria, weights, features, KPIs and sources for analysing competitors of CA and accounting firms, law firms, management consultants, HR consultants, architects, financial advisors.
Professional services are credence goods: clients cannot easily judge quality before buying, so they rely on credentials, referrals, specialisation and how clearly the firm explains its fees. Many markets also restrict advertising, which puts more weight on reputation and content.
This template scores expertise, specialisation, fee transparency, responsiveness, reputation and digital presence.
What decides who wins
Score every competitor from 0 to 10 on these criteria. The weights are a starting point; adjust them to what your customers say matters.
| Criterion | Weight | What to look at |
|---|---|---|
| Expertise & credentials | 22% | Qualifications, partners, years of practice |
| Specialisation | 16% | Industry or service focus |
| Fee transparency & value | 14% | Published fees, fixed packages |
| Responsiveness | 14% | Speed of reply, accessibility of senior staff |
| Reputation & referrals | 18% | Reviews, referrals, client roster |
| Digital presence & content | 16% | Website, guides, LinkedIn, search visibility |
Features and offers to compare
Mark each competitor yes, partly or no. Critical items missing from your offer are the first gaps to close.
- Industry specialisation (Critical)
- Fixed-fee packages (Important)
- Free first consultation (Important)
- Online document portal (Important)
- Published guides & content (Important)
- Multi-city presence (Nice to have)
- Virtual meetings (Nice to have)
- Compliance calendar / reminders (Nice to have)
Where to find your competitors
- Google Maps and search for '[service] in [city]'
- Professional body directories
- LinkedIn search by service and location
- Startup and SME communities where referrals are exchanged
Well-known players in related categories
Larger brands your customers may compare you with. Listed for research only; inclusion does not imply they compete with you.
- Accounting software: QuickBooks, Xero, FreshBooks, Zoho Books, TallyPrime, Wave, Sage, Vyapar
- Invoicing & billing tools: Zoho Invoice, Invoice Ninja, myBillBook, Vyapar, Refrens, Bonsai, FreshBooks, Stripe Invoicing
KPIs to benchmark
- Published fees or quoted fees for a standard engagement
- Google rating and review count
- Number of partners and staff
- Content output: articles, webinars, LinkedIn posts per month
- Search visibility for '[service] in [city]'
Five Forces snapshot
Typical pressure in this market. Your local situation may differ; rate it in the Five Forces tool.
| Force | Typical level |
|---|---|
| Competitive rivalry | Medium |
| Threat of new entrants | Low |
| Threat of substitutes | Medium |
| Bargaining power of buyers | Medium |
| Bargaining power of suppliers | Low |
Estimating market share
For this industry, employee counts are usually the most practical public proxy for share. Use the same source for every business and read the result as a share of the businesses you track. See how to estimate market share and HHI.
Mistakes to avoid
- Assuming clients compare only on fees
- Ignoring software and online platforms that automate routine filings
- Breaking professional advertising rules while copying rivals' claims