The research presented in this article demonstrates how to investigate the competitive position of an institution's academic programs or services through an analysis of the Web sites of other higher education institutions. By using information from research/doctoral, master's, baccalaureate, and community colleges across 40 states, this study looked at nine data elements that identify competitive advantage for a hypothetical online degree program. This process can be applied to either one's own institution to determine how well it provides information important to students or to competing institutions to determine where competitive advantage may lie. (Contains 3 figures.)