Over the past 3 years, versus (vs) pages have helped us deliver 5x higher conversions for almost every client and that is the reason, they have become a core part of our all campaigns.
To share more about these pages, we are going to write today’s post – here we will outline exactly when the strategy worked in our favor and the process we follow to build them.
Without further ado, let’s get to the point!
Here are the Real Scenarios Where “Vs” Pages Have Performed Well for Our Clients
If you see clearly, in all the above situations, buyers are not exploring from scratch, they are actually evaluating a choice and just a few steps away from the final decision.
By using comparison pages, we first built trust with them, helped them avoid taking the wrong move and strategically introduced our client’s product or service.
Sounds cool? Yes, it is but only possible if a structured process is used to build them.
These are the 7 Steps We Follow to Build “Vs” Pages for Our Clients (From Start to Finish)
There’s one important thing that we would like to highlight before we start explaining the process. We run an SEO audit on the client’s website page (the one where we want the readers to land on). There we check speed, core web vitals, mobile responsiveness like technical elements.
The moment all are working well, only then we start strategizing the comparison page plan. Let’s explain :
Step 1. Understand Why Target Users Want to Switch
This step includes identifying the specific problems users are facing today and the expectations they have from the product, tool, or service they plan to switch to.
Here’s how we do it:
- We go to G2, Capterra, Trustpilot or the client’s industry specific review platform, and check there the users’ feedback who gave 3-stars. This helps us know what genuine users think and the scope of change they are expecting.
- Then, we also contact the client’s sales team because they are the best source to collect authentic information. Generally, we ask them what the buyers complain the most about their past partner, whether it was a price hack or an update or lack of a specific integration.
Step 2. Identify At Least Two Rivals Being Compared by Buyers
There’s always a 50% possibility that our client will be there in the user’s shortlisted companies and 50% they will not. Most of the time, we have handled the latter case.
Using tools like Ahrefs or SEMrush, we find:
- What users are looking for when doing the “Alternative” search like “Best [Competitor] alternatives for [niche]”
- Which two names keep appearing together in SERPs
- Winner search queries like “is [competitor A] better than [competitor B]
And that’s how we get the two names for our comparison post. Readers are genuinely looking for information about them and we make sure to provide them but with a twist.
Step 3. Determine Where Our Client Can Fit in That Comparison
Here, we figure out where we can position our client in the comparison post. Our goal is to present them as a dealbreaker, someone who is an actual logical alternative, because only that way, a comparison post will bring any major difference for them.
Here’s how we determine:
- We position our client as a “specialized expert” if the other two rivals offer the same services or tools to all platforms. This helps us attract users from the specific industry.
- If our client is a startup and the other two rivals are well-established names of the industry, we introduce our client as someone who is modern, updated and offers more precision in results.
Step 4. Choose a Neutral Title for the Comparison Post
The title is the first opportunity to make a fair impression on the readers and we make sure to utilize it very well. Every title is aligned with real search behavior identified through keyword research, ensuring it matches what buyers are actively looking for.
Here’s how we approach title selection:
- We choose a title that helps the reader achieve some objective. For instance: [Competitor A] vs. [Competitor B]: Which is Right for [Specific Role/Industry]?
- Another way, we handle it this way – we choose the title keeping in mind the buyers actively frustrated from the identified competitors and looking for a specific “out”. For instance – Searching for a [Competitor] Alternative? Here is How [Client] is Different.
- The third approach we use here is “truth seeker” title selection. Here, we keep the title this way – Before You Buy [Competitor], Read This [Client] Comparison.
Step 5. Present a Fair Comparison (Admit Where Competitors Do Well)
Our motive is to provide real, authentic and fair information to the readers and that’s what we make sure to do honestly.
Here’s how we do it:
- We compare identified rivals by highlighting what each is best suited for. This is how we show the client as a genuine advisor.
- Another strategy we use is “good for others, not for you”, which means we highlight a strength that is actually a hidden weakness for the client’s audience.
Step 6. Highlight the Key Difference Where Our Client Excels
This is the stage where we present our client as the actual solution to the readers’ frustrations (the ones we identified in the first step).
Here’s how we do it:
- We visualize the client solution as an anti-frustration feature. Like, use a screenshot or a 10-second GIF or “Before vs After” comparison.
- While describing benefits, we make sure to explain them from the user’s point of view, like focus on outcomes.
- We use exclusive advantage language as well. Like- the solution designed specifically to eliminate [common industry pain point].
Step 7. Guide Buyers Through the Switching Process
At this moment, we help decision-ready readers understand what switching actually looks like in practice. We address common concerns around effort, risk, and what changes after the switch, so buyers feel confident moving forward.
We then support this with a single interactive CTA, such as “See if we’re a fit,” which allows buyers to take the next step without pressure.
And that’s how we build a ready to convert comparison page for our clients.
Need a High-Converting Comparison Page Strategy for Your Product or Service?
We are delighted to help you out if you do not find the execution process as easy as we’ve explained. What you need to do is simply contact our team, share a few details about your product or service and we’ll in a very short span of time, submit a comparison page strategy to your market and buyers.
