How to Steal Inspiration (the Right Way)

Your competitor just launched a website that makes yours look like it was built in 2003. You’re tempted to “borrow” their best ideas, but you’re smart enough to know that outright copying could land you in hot water.

Here’s the truth: Every successful business borrows inspiration from competitors. The difference between smart inspiration and costly imitation comes down to how you do it. Done right, competitor research becomes your roadmap to a better website. Done wrong, you’ll face legal battles and look like a cheap knockoff.

The Smart Way to Use Competitor Website Inspiration

Study their strategy, not their execution. Instead of copying their blue buttons, understand why they chose blue buttons. Look for patterns across multiple competitors—if three of your top competitors use video testimonials above the fold, that’s data worth considering.

Focus on user experience elements. Navigation structures, content organization, and conversion paths are fair game for inspiration. These aren’t copyrightable concepts—they’re industry best practices waiting to be improved upon.

Improve, don’t imitate. Take their good idea and make it better. If they have a simple contact form, create one that’s even simpler. If their pricing page is clear, make yours crystal clear.

Three Rules for Safe Competitor Research

1. Never copy exact text, images, or designs. This is where legal trouble starts. Their content is protected, but their concepts aren’t.
2. Study at least 5-7 competitors. This prevents you from accidentally cloning one specific site and helps you identify true industry trends.
3. Add your unique value proposition. Use their framework as a starting point, then layer in what makes your business different.

The goal isn’t to become your competitor—it’s to learn from their successes and failures to build something distinctly better.