How to Create a Competitor Comparison Landing Page: 5 Proven Steps

A competitor comparison landing page stacks your brand’s offerings against your competitors, comparing price, quality, benefits, and more. The best pages feature easy-to-read charts, visuals, and persuasive CTAs.

Competition is fierce in every industry: 30,000 SaaS companies, 24 million ecommerce sites, 400,000 law firms — you get the idea.

Your regulars love you, but how do you win over new web visitors from competitors?

Show them what you’ve got with a standout competitor comparison landing page.

We chatted with Abigail Beene, an SEM manager at HawkSEM with a serious track record for hitting growth and conversion goals.

In this guide, she shares the ins and outs of a high-impact competitor comparison landing page, solid examples, and tips on how to write your own.

What is a competitor comparison landing page?

Competitor comparison landing pages are web pages that compare your brand’s offerings with those of one or more of your competitors.

They usually include summaries of your offerings’ main features and benefits, comparison charts, testimonials, and calls to action that link to your purchase or contact page.

These landing pages compare your brand with top competitors in terms of:

• Quality
• Offerings
• Price
• Customer service
• Compatibility
• Other industry qualifiers, depending on your industry

Since these are landing pages (web pages that people land on after they click an ad), they take a persuasive and sales-focused approach. The goal? Convert the visitors into customers.

You’ll often see competitor comparison pages for B2B SaaS businesses that want to showcase a feature comparison and the benefits of their SaaS products for discerning audiences.

5 steps to create a killer competitor comparison landing page

Here’s HawkSEM’s proven formula for winning competitor comparison pages that top organic search results and convert website visitors.

1. Focus keyword research on pain points

Keyword research helps you determine which terms and phrases to rank for on the search engine results page (SERP).

Typically, brands aim for keywords related to their industry and offerings, especially for pay-per-click (PPC) ads and service pages. But for competitor comparison landing pages, Beene recommends two keyword research strategies that focus on:

• Customer pain points
• “Alternatives” and “replacements”

Customer pain points

Customer pain points are the problems your business aims to solve with your offerings. This applies to both new customers and those who currently use a competitor’s products or services. Why would someone switch from a competitor to you?

Here are some examples:

• More personalized customer service
• Higher quality or more innovative features
• Lower, more flexible pricing
• Faster delivery times
• Better warranty or return policies
• Stronger brand reputation
• Exclusive promotions or discounts
• Better security measures

When you keep these in mind, you can further strengthen your message and appeal to more potential customers.

Beene elaborates:

“These will be some details you can include in your keywords, and the more specific you can get about how you alleviate those pain points, the stronger the landing page,” she says.

“Alternatives” and “replacements”

Imagine your top competitor sells a similar product, but charges a higher than average price.

Wouldn’t it be nice if you could reach out to their customers and show them your more affordable product? Problem is, you can’t find them.

With the magic of keyword research, you can. Just use your competitor’s brand name with a qualifier like “alternative” or “replacement.”

While this combo may not have the highest search volume, Beene says the search intent places you in front of bottom-of-the-funnel audiences who are ready to convert.

“When you add these qualifiers, you narrow down your searchers to those who are actively in-market to switch from a competitor and looking for a different option, instead of only trying to capture users specifically looking for that competitor,” explains Beene.

What about people who actively search for your competitors? You can capture them, too.

Should you rank for competitor names?

Let’s say you have a decent product and marketing budget, but your brand recognition lags behind competitors. You might bid on competitor keywords to ramp up your visibility.

For instance, affiliate marketing software company Everflow comes up as a top result when you search its competitor, Refersion:

(Image: Google screenshot)

Funny enough, Refersion doesn’t appear until three spots further down the SERP.

According to Beene, this could be a highly effective strategy, especially if your competitor is an industry giant:

“If your product or service is clearly the best solution for users but maybe doesn’t have the brand awareness as a bigger competitor,” she explains, “this can be a great way to get in front of new potential customers and convince them to make the switch to your brand.”

Keep a close eye on your metrics, especially organic traffic and bounce rate. You might find some visitors leave immediately once they realize they’re not where they intended, which Beene says could be problematic as well:

“It’s important to note that this can produce more accidental clicks to your site, which isn’t always the best use of budget,” she says.

“You’ll want to pay attention to bounce rates, average time on site, and on-site conversion rates to determine how many of these users click due to actual interest, and how effective this tactic is.”

That said, we don’t recommend this tactic for newer or small businesses with budgets better spent on pain point and “alternative” keywords.

2. Determine your brand’s USPs

It’s tempting to jump right into brand comparison. But first, remember your audience. Some visitors may not be familiar with your brand, while others might need a reminder of what you’re all about.

That’s why Beene suggests you begin competitor comparison landing pages with your unique selling points (USPs), or qualities that define and qualify your brand:

“Always keep the main focus on YOUR company, highlighting what makes you the best option to alleviate a customer’s pain points,” says Beene.

“The details about the competitors should be included as secondary details to further convince users to convert, but never the main idea of the landing page.”

Here’s how you can break down your USPs:

• Determine your target audience
• List your product features
• Identify your top customer pain points

3. Create a visually appealing comparison table

The user experience (UX) starts with usefulness, accessibility, and desirability. But value alone isn’t enough if your delivery falls short.

Would we like to read a comparative essay about you and your competitors? You bet; we want to know every single detail to market your brand effectively and achieve the 4.5X ROI we consistently deliver for all our clients.

Your audience, on the other hand, doesn’t have time for lengthy essays or detailed competitive analyses. That’s why your landing page needs to communicate your value concisely with bullet-point lists and short, breezy sentences.

Enter the comparison chart: an accessible, easy-to-digest, and visually appealing way to compare your product with competitors.

But don’t paste your Excel spreadsheet here, either. You want your chart to engage your audience with a little pizazz. Focus your comparison on a maximum of ten attributes and consider adding competitor logos for visual appeal.

Competitor comparison chart example

To make sure your brand stand out, place it first in the comparison and highlight it in some way, like we did for our client Hilton Head Health:

(Image: Hilton Head Health)

To craft this chart, we conducted extensive competitor research for Hilton Head Health. And if we couldn’t find a detail or two, such as pricing information?

“In most cases, I would likely leave pricing out of the equation and focus on the other key differentiators of your brand,” she says.

“However, if you know that lower pricing is your biggest competitive advantage, it could be worth it to do a little more digging to find out a competitor’s pricing.”

So, if a competitor’s web page says, “Contact for a quote,” HawkSEM’s search engine optimization (SEO) strategists certainly will.

If that doesn’t work, you can still highlight that you’re the more affordable option without including specific numbers on the landing page.

4. Share testimonials from happy customers

How often do you go with your gut? Even with a solid hunch, chances are high that reviews are more persuasive.

That’s true for 74% of consumers, who see customer reviews as a way to inform purchasing decisions and learn more about a company. They build trust, establish credibility, and boost lead generation on your competitor landing pages.

Here’s an example of customer testimonials from our client, Pacific Steele:

(Image: Pacific Steel)

These testimonials identify Pacific Steel’s differentiators (solid pricing, quick service, and detailed work). Always try to feature experiences with as much detail as possible, instead of using generic positive comments like “happy with the work,” or “great job.”

You can even jazz up your social proof with different formats. For example, personalize them with client snapshots, or use videos to further humanize content for your readers like we do on our home page:

(Image: HawkSEM)

5. Add a few compelling CTAs

A call to action (CTA) invites readers to take a desired action on your web page, ideally to convert into customers. Most CTAs link to a contact page or request your audience’s personal information.

Common examples include “Call us today” or “Book an appointment.” However, if you really want to stand out, focus on the biggest differentiators from your competitors.

For instance, let’s say your competitive advantage is your accessible price point. Here’s what Beene recommends:

“Instead of saying “Call Today,” you could go for something along the lines of “Call Us and Start Saving Today,” says Beene.

“The more you can summarize how your offering solves a customer’s pain points better than your competitors, the more likely they are to become a paying customer.”

Here’s one of our favorite comparison page examples for CTAs from project management platform Zoho.com:

(Image: Zoho.com)

The CTA button says “Get started,” but the headline identifies the main benefit: customers can save up to 50% when they switch.

4 mistakes to avoid with competitor comparison landing pages

Competitor comparison pages are a strong component of any content marketing strategy. But they don’t always land with leads.

Poor copywriting, limited SEO, and disorganized designs can set you back on the SERP and in your audience’s minds.

If you want to succeed, here’s what not to do:

1. Bash your competitors
2. Create only one competitor landing page
3. Forget internal links
4. Lose credibility without case studies

1. Bash your competitors

If your product is truly superior to your competitors’, are you allowed to outright say so? You could, but it’s not very tasteful. Like anything in marketing, there’s a strategy to it.

Badmouthing isn’t the right move. This could diminish respect and trust for your brand. In fact, 40% of consumers would cut ties with your company altogether.

Instead of becoming your industry’s competitor basher, follow Beene’s tips:

“If you don’t want to mention a specific competitor by name, a great option is to just leave names out of any sort of comparison chart,” she suggests.

Here’s what that looks like:

(Image: Pacific Steel)

That’s a cautious approach. Brands with more notoriety might list competitors directly.

Eat App, for instance, does a great job stating facts that demonstrate its benefits over its competitor, Opentable:

(Image: Eat App)

The copywriting on this SaaS comparison page presents both companies objectively.

Sure, they name their competitor. But they simply present Eat App’s more affordable pricing without any trash-talking.

Scroll down and you’ll see a list of all the features on Eat app not available on OpenTable:

(Image: Eat App)

2. Create only one competitor landing page

We’ve seen landing pages with clear, engaging comparisons between multiple brands. While you can certainly rank for multiple competitor keywords on one page, why make them compete with one another?

Beene recommends creating separate landing pages for each competitor to enhance SEO:

“You can list the competitor by name in the chart and potentially include a headline or two in the landing page about why your brand is the better option,” says Beene.

“This is an awesome marketing strategy to pair with Google Ads, since you can bid on the competitor brand keywords and include headlines in your ads like ‘Best Alternative to X.’”

Even worse, if a SaaS brand doesn’t create a product comparison page, customers will seek this information on large review sites like Capterra or G2.

The downside? You leave your brand reputation and perception in the hands of potentially unhappy customers and people who may not know much about your brand.

3. Forget internal links

Internal links (links from one page on your site to another) are a big-time Google ranking factor. That’s because site architecture is one of the most effective ways to guide search engine crawlers to your site’s content.

Your competitor comparison landing pages give you ample opportunities for internal linking that you shouldn’t pass up.

Ahrefs reminds us that internal links aren’t just about quantity, but also quality. You should link to web pages most relevant to your services and the topic at hand.

Our recommendation? Include three to five internal links that navigate to your:

• Home page: You can easily link the home page to your first mention of your brand name.
• Contact/purchase page: These are common link placements for CTA buttons.
• Other competitor comparison landing pages: If you opt for separate landing pages for each competitor, you can invite readers to peep other comparisons as well.

4. Lose credibility without case studies

Case studies showcase how your brand’s services successfully generated results for your clients or customers.

They document the client’s industry and business landscape, pain points, and how your brand solved the client’s problems with your offerings.

While we wouldn’t recommend documenting entire case studies on your competitor landing page, you might consider including:

• Bullet points about your results for various clients
• Links to accompanying case studies under your testimonials
• CTAs to explore your brand’s offerings in action

These elements help visitors envision how you can help them, especially if your clients resemble their business in terms of budget, pain points, and industry.

For example, a finance SaaS brand might feel more trusting of your brand if they see you achieved their desired results for a SaaS competitor.

Competitor comparison landing page template

Ready to put all this valuable advice into action? Here’s a template you can use to create your own comparison pages:

• USPs
• SEO
  • Internal links
  • Competitor keywords
  • Pain point keywords
• Visuals
  • Icons and images
• Branding
  • Consistent messaging
  • Logos
• Comparison table
  • Features
  • Price point
  • Customer support options
  • Locations
  • Quality
  • Shipping
  • Expertise
  • Environment and ethics
  • Integrations
• Customer testimonials
• Call to action
• Case studies
• FAQs

The takeaway

Customers love to tick off mental boxes before they make a purchase.

The right price? Check. Good warranty? Check. Solid reviews? Check.

With competitor comparison landing pages, you guide potential customers on a digital path that ends at your products. These pages fortify your brand’s authority and put a spotlight on your best features.

Need help crafting your UVPs into a converting competitor comparison page?

HawkSEM is a leading SEO agency up for the task:

• Dedicated account manager? In your corner.
• Decades of experience in everything SEO and PPC? Done.
• Average of 4.5X ROI across our client roster? In the bag.

It’s time to build a high-quality comparison page that turns browsers into customers for life. Talk to an SEO strategist today.

 

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