a single source, nothing corroborates it

Write one page per rival, aimed at their weak spot

Reusing generic positioning across comparison pages wastes the strongest thing you have, which is the specific reason people leave that particular competitor. Gather those reasons from user feedback and calls, lead the page with the biggest one, and add a mechanism that makes switching easy. Pick the comparison table's rows per rival from a much wider pool of criteria so each page foregrounds where that one is weak.

The method

1. 01

   Lead the page with the one objection that drives switching from that specific competitor, and add a mechanism that makes moving easy.

2. 02

   Write the page against the specific reasons people want to leave that competitor, because conversion tracks how directly you answer those reasons.

3. 03

   Write each page's copy against the specific reason someone would abandon that particular competitor, rather than reusing generic positioning.

4. 04

   Choose the rows of your comparison table per competitor, selecting from a much wider pool of criteria so each page foregrounds that rival's specific weak spots.

What it returned

• SupportBee's page attacks Zendesk's pricing model, Groove's attacks its overwhelming feature set, Base targets buyers wanting something cheaper and less complex than Salesforce, Podia's comparison table shows lower cost and more features than ClickFunnels, and Xero lists five reasons to leave QuickBooks alongside a discount and a data-import button.

• He gathered them from existing user feedback, Skype calls with prospective users, and the client team's market knowledge.

Sources

• Podia's hub of competitor comparison pagesHarry Dry · Marketing Examples · Antidote to pain · undated
• How to Take Customers from Competitors with Alternative SEO PagesGreg Kogan · gkogan.co · More Examples of Alternative Pages · 2015-02-25