What Makes a Good Comparison Page?

When a potential customer searches for "Your Product vs Competitor", they have their credit card in hand. They are ready to buy; they just need to know why they should choose you.

Most SaaS companies blow this opportunity with a boring, biased Excel sheet screenshot. Here is how to do it right.

1Radical Honesty (The "Trust" Factor)

If you say you are better at everything, nobody believes you. A good comparison page admits where the competitor is strong but highlights where you are different.

Customers are smart. They know no product is perfect. When you admit a weakness (e.g., "We don't have a mobile app yet"), it makes your strengths (e.g., "Our desktop workflow is 2x faster") much more believable. This is called the "Blemish Effect" in psychology.

2The "At a Glance" Summary

Don't make users read 2,000 words to find the answer. Start with a clear summary block or a "Winner's Badge" that explains your core value proposition in one sentence.

Pro Tip: Use a "Winner Badge" at the very top of your table for the features that matter most to your ideal customer.

3Visual Proof, Not Just Checkmarks

A table of green checkmarks is easy to fake. Show screenshots, interactive demos, or specific data points. If you claim to be faster, show the speed test results.

Don't just say "User Friendly". Show a GIF of a user completing a task in 3 clicks vs the competitor's 10 clicks. Concrete evidence wins arguments.

• Use GIFs to show workflow speed.
• Use Side-by-Side screenshots for UI comparison.
• Use Benchmarks for performance claims.

4Social Proof Integration

Your opinion is biased. Your customers' opinions are facts. Embed G2 badges, Capterra reviews, or specific testimonials that mention switching from the competitor.

5Strategic CTA Placement

Don't hide your "Sign Up" button at the bottom. You should have a sticky CTA or repeat the CTA after every major section. If you've convinced them in section 2, let them buy in section 2.

6SEO Schema Markup

Google loves structured data. A great comparison page uses Product and Comparison schema to help search engines understand the relationship between the two tools. This helps you get those rich snippets in search results.

7Mobile Responsiveness

Comparison tables are notoriously bad on mobile. 50% of your traffic is likely on a phone. Ensure your table collapses into "Cards" or has a horizontal scroll that doesn't break the page layout.

8Keep It Updated

Competitors change. If your comparison page references a version of their software from 2019, you look out of touch. Schedule a quarterly review of your comparison pages to ensure accuracy.