You can learn from your competitors. Measure yourself and see how you compare.
Use Hubspot's Marketing Grader - http://www.marketinggrader.com
- to get a report card on how your website is performing.
Grade your competitor's websites to see their strengths and weaknesses.
Visit your competitor's websites regularly. Try to view their sites as though you are a customer. Be objective in determining what you like, and dislike, about their site.
Don't copy your competitors. Review their efforts to see what you can do better (or avoid)!