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What guarantees do you offer?
What experience do you have?
Are you a member of any industry bodies?

Another way to check out what your competitors are doing well is to read testimonials on their sites. Find out what impresses people then decide how you can do it better.

To stand out you need a unique selling position. A point of difference that you can offer.

Find out who your ideal customer is and what pains them?
Is it money? Value for money? Wanting a professional job? Wanting it done now?

I think you are on the right track and it’s so important to check out your competitors when building your business.

Good luck with it!