a single source, nothing corroborates it

Run one comparison template across every rival

Once the first alternative page works, the marginal cost of the next is close to zero, so cover the whole competitive set rather than the obvious one. That also hedges you: whichever rival becomes fashionable next, you are already positioned to catch the customers it disappoints. Judge the pages on purchase intent, not volume, because fifty visitors here can beat five thousand on a blog post.

The method

1. 01

   Build the template once and then duplicate it across every competitor you have, since each additional page costs almost nothing to add.

2. 02

   Covering the whole competitive set hedges you, so whichever rival becomes fashionable next you are already positioned to catch the customers it disappoints.

3. 03

   Expect a well-built comparison hub to convert at a rate ordinary content cannot approach, which is what justifies the template work.

4. 04

   Judge these pages on purchase intent rather than traffic volume - a page drawing 50 visits a month can produce more paying users than a blog post drawing 5,000.

What it returned

• 37

  Podia runs 37 of these pages off one template, together bringing in 5,500 organic visits a month.

• 10%

  Copywriter Annie Maguire, responsible for the wording on the pages, reports they turn visitors into trial accounts at better than 10%.

Sources

• Podia's hub of competitor comparison pagesHarry Dry · Marketing Examples · A hub of pages · undated