Write an honest comparison page

Compare yourself with an alternative buyers already ask about, say plainly who should pick which, and source every row.

By Angelo NataleHalf a dayOne page per alternative, checked every quarter

What it does

Buyers search “[you] vs [them]” and “alternatives to [them]”, and they ask AI assistants the same questions. The answers come from pages that exist. If the only comparison out there is your competitor’s, that’s the one buyers and assistants read. An honest comparison page, one that says when the other option is the better pick, is the one buyers trust and pass on.

What you need

  • The alternatives buyers ask about, including “do it ourselves” (see check what AI assistants say)
  • The alternative’s own website, docs and pricing page, and recent reviews
  • Your own facts, with sources

How it works

  1. Pick an alternative buyers really ask about

    From your sales calls and your monthly AI check. “Do it in a spreadsheet” and “hire someone” count as alternatives too.

  2. Gather the facts, with sources

    Prompt for Perplexity, or Claude or ChatGPT with search on
    Research [ALTERNATIVE] from its own website, docs and pricing page, and from recent reviews.

List, with a source link and a date for each:
- who it's built for
- what it does well
- what it doesn't do, or does only with add-ons
- how it's priced, if that's public
- what reviewers praise and complain about most

Only include what you can source. If something isn't public, say so.

    Check every fact you’ll use against its source yourself.

  3. Answer who should pick which, first

    The first two lines: “Pick [THEM] if [SITUATION]. Pick us if [SITUATION].” If an assistant only reads your opening, it should still get the answer right.

  4. Build the table

    Only the rows buyers decide on: who it’s for, time to set up, what it does on its own, how it’s priced, and support. Source every cell, and mark ties as ties.

  5. Date it, and keep it current

    Put “Checked [DATE]” at the top, and check it every quarter. If anyone points out an error, fix it the same day.

What good looks like

A page you’d be comfortable sending to the competitor, that answers “which should I pick?” in its first two lines.

An example, not a client story. A scheduling company’s page opens: “Pick a spreadsheet if you have fewer than 10 trucks and the schedule rarely changes. Pick scheduling software once you’re rebuilding the plan more than twice a week.” Then a five-row table, each row sourced, and the date it was checked.

Mistakes to skip

  • A table where you win every row. Nobody believes it.
  • Old facts about the other option. Date the page, and check it every quarter.
  • Hiding the rows you lose. Say who the other option suits better.

More playbooks

All 64 playbooks →

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