still can't find competitors websites - what am i missing?

Search your main keywords in Google (private window, so your history doesn't skew it) and write down who keeps showing up on page one. Those are your search competitors, which aren't always the same as your business competitors, the big ones are often directories or blogs. If you're local, search Google Maps for your service in your area too. And the competitors report in Semrush or Ahrefs does the same thing faster once you've put your domain in.