Competitor Comparison Landing Pages: Best Practices & Examples (2025)

If you aren't building comparison pages, you are letting your competitors control the narrative. It's that simple.

When a prospect searches for "Your Product vs Competitor", they are in the "Transactional" phase. They want to buy. If you don't have a page to greet them, they'll land on G2, Capterra, or worse—your competitor's site.

What to Avoid (The "Don'ts")

1. Making it "All About You"

The goal isn't to beat your chest and scream "We are the best!". The goal is to help the user make a decision. If you just list your features and ignore the competitor's strengths, you lose credibility.

2. Trashing the Competition

"They suck, we rule" is not a strategy. It's petty. Users can smell bias a mile away. Instead of attacking them, disprove their claims with facts. If they say they are "Enterprise Ready" but lack SSO, point that out objectively.

3. Ignoring Internal Linking

Don't bury these pages. Google needs to find them. Create a /compare hub in your footer that links to all your comparison pages. This creates a "silo" of authority that boosts your SEO rankings.

How to Build Them (The "Dos")

A high-converting comparison page needs structure. Don't just throw up a table and call it a day.

1
The "Master Compare" HubCreate a single page (e.g., yourdomain.com/compare) that lists all your competitors. Link to this from your footer.
2
The "USP" HeaderStart with a clear Unique Selling Proposition. "The Alternative to X for [Specific Audience]."
3
The "Trust Builders"Embed G2 badges, testimonials, and case studies. Prove that real humans switched to you.

Best-in-Class Examples

Example #1: Gusto

Gusto is the gold standard. They have a massive internal linking structure in their footer. Their pages focus on:

Pricing transparency (1-to-1 comparison)
"What to consider" sections (educational, not salesy)
FAQ sections to capture long-tail keywords

(Gusto's comparison pages drive ~800 unique high-intent visitors per month)

Example #2: Podia

Podia has built over 20+ comparison pages. They even target "Alternative" keywords (e.g., "Kajabi Alternatives").

Key Takeaway: They include videos comparing themselves to the competition. This is high-effort but builds massive trust.

The "Cheat Code" for Building These Pages

You could spend weeks designing these pages, writing the code, and setting up the schema markup. Or you could use a dedicated tool.

Don't start from scratch.

Comp Stomp is a purpose-built generator for these exact pages. It handles the design, the "Us vs Them" tables, and the SEO schema automatically.

Build Your Comparison Page

Final Thoughts

Competitor comparison pages are not "dirty tactics". They are essential educational resources for your customers. If you don't build them, you are leaving revenue on the table.

Start with your biggest competitor. Build one page. See the traffic flow in. Then rinse and repeat.

Competitor Comparison Landing Pages: Best Practices & Examples