If you just want to improve your home page you should add 5 links of your competitions home pages to your logbook. But if you want to beat them at targeted landing pages the same Ad Spy tools from the last task can be used to help you find their targeted landing pages as well. Finally, you could just perform keyword searches based on your research to find competing pages.

The point is that you want to differentiate but also not stray too far from formulas that may be working. Use your competitors head start as an advantage when you improve upon their pages.

This works especially well if you are competing against a well established (larger) player. You can assume that they've already done a lot of this research to know what works. Rip, pivot, and jam on their content. :)