“I constantly feel like I’m falling behind.”
I’d challenge you with that. One way to prove yourself wrong is to start tracking certain metrics. What areas do you feel you’re falling behind in? Track those areas. What you measure gets managed.
Your Competition will be around for a while, but I’m sure you’d like to feel a different way soon. I get that.
This would be a good time to remind yourself of the values and strengths of your company/brand. Start setting some new goals and focus on working toward reaching them. That’s more rewarding than losing energy thinking about the competition.
Another approach is to know your competitor well. Find an area of their products or services that you find a gap or fault in. Do you solve the problem better? Does your solution save them more money?
The name of the game is differentiation. When a customer thinks of someone to solve their problem, you want your company/brand to be the top possibility.
If you have a website, it would be good to see your brand and how you’re marketing yourself.
Also, the subject of your post is a little confusing to me.
Technically, traffic/people will be brought to your website. How are you attracting people to your website? Simple google searches? Ads? Facebook page? Social media?