Competitor comparison landing pages: The goldmine of B2B SEO?

Thumbnail for a blog on competitor comparison pages showing two pages with a pile of gold in front of them.

Competitor comparison landing pages can be a powerful but often overlooked tactic in search engine optimization (SEO) campaigns. In creating content strategies for our B2B SaaS clients, I’ve seen first-hand the transformative impact these pages can have on a brand’s online presence and SEO performance. 

But what exactly are these product comparison landing pages, and how do you know if your business could benefit from them? How do they supercharge SEO efforts, and what’s the best way to craft one?

In this guide, I explain the “why” and “how” of competitor comparison landing pages, share tried-and-true strategies for creating them and provide examples of these web pages done right. 

What are competitor comparison landing pages?

In simple terms, competitor comparison landing pages are dedicated sections (pages) on your website where you showcase your products or services in parallel to those of your competitors. 

Think of it as a stage where your product’s features, benefits and unique selling propositions act out a play alongside your competitor’s product and its features. Only in this case, you are the scriptwriter, the director and the producer. You shape the story, frame the scenes and, ultimately, influence the audience’s perspective.

Does my business really need SEO comparison pages?

The short answer is that any business with a product or service with direct competition can benefit from a competitor comparison landing page. Whether you’re a SaaS powerhouse, a burgeoning tech startup or even a veteran manufacturing company, if your customers are weighing you against another provider, a comparison page could be just the ticket to sway their decision in your favor.

Let’s break down the deciding factors that might signal you need a competitor comparison page:

  • Keyword research: If you see a substantial search volume for terms like “your brand vs competitor brand” or “your product vs competitor product,” you know people are actively looking for comparisons. The intent behind these keys is often transactional and shows there’s an audience interested in a head-to-head comparison.
  • Sales team input and customer queries: If customers often inquire about how your product compares to others in the market or if your sales team frequently encounters prospects evaluating your product against competitors, a comparison landing page could be just the tool you need for the sales cycle.
  • Market position and product strength: Assess your product’s standing in the market. Do you have a unique value proposition (UVP) that is not getting the attention it deserves? Have you been following a product led growth model to build features or benefits that no one else can match?
  • Competitor activities: If your competitors have comparison landing pages, that could indicate that such a page would also benefit your business. Not only does this prove there’s a demand for this type of content, but it’s also an opportunity for you to counteract any comparisons that may not be in your favor.
  • High-investment complex products: For complicated products or services that require a significant investment — cybersecurity solutions, for example — customers often spend more time researching and comparing options. A comparison page can succinctly explain the details and set you apart from competitors.

👉 A competitor comparison landing page isn’t about throwing shade at your competitors but about showcasing your UVP in a market full of choices. It’s about educating your customers so they can make the best decision — which, of course, is choosing you!

Why do competitor comparison pages matter for B2B SEO?

So, you’re in the B2B SaaS game… High stakes, tough competition and a constantly changing environment? I get it. We’re right there with you. 

And let’s be honest, in this arena, stagnation equals loss. It’s essential to constantly look for ways to innovate and tweak levers to get ahead. Often, when clients are ready to accelerate growth, one of the strategies we discuss is creating war pages. As I see it, these pages are not just a nice to have when you’re ready to scale. They’re a necessity.

By creating competitor comparison landing pages, you’re effectively ramping up your SEO strategy and ensuring your marketing and sales strategies are aligned and designed to maximize customer acquisition. 

Let’s dive into the full benefits:

Achieve superior conversion rates

Comparison landing pages are like a magnet for audiences with high purchase intent. Sure, these pages might not rake in the traffic volume that top of the funnel content does. Still, they offer something far more valuable — better conversion rates. 

Prospects making comparative searches such as “(your SaaS) vs (competitor)” or “(your SaaS) alternatives” are just one nudge away from making a decision. By creating effective SaaS competitor comparison pages, you can be the force that tips the scales in your favor. It’s like carving out a direct pathway for prospects right to your doorstep.

Make your solution stand out

What’s so special about your software? Why should prospects choose you over the rest? Comparison landing pages are your stage to showcase what makes your SaaS solution special. Highlight unique features, cost-effectiveness, superior support or anything else that makes your offering the better choice. The story is yours to tell.

Protect your reputation

Without a comparison page, your prospects might rely on other sources such as blogs, review sites or even your competitor’s landing pages for information. A dedicated comparison page allows you to control the narrative around your brand, presenting your offerings in the best light.

To avoid competitors ranking for “G2 alternatives,” even G2 — a product comparison and review platform — took matters (and the traffic) into its own hands. 


SERP screenshot for G2 alternatives.

Get long-term SEO value

A comparison landing page isn’t just a one-hit-wonder. As your product gains popularity, more people will start comparing it with other products, increasing the traffic to your page over time. Such pages offer opportunities to target a broader range of relevant keywords to enhance online visibility. 

You can even target your rival’s long tail branded keywords, such as “(competitor product) reviews” or “what is (competitor product).” Usually, companies target these rival keywords through paid ad campaigns. War pages provide an opportunity to steal this traffic with organic search instead, saving you a ton of money. Regular updates to the page can keep it fresh and relevant, maintaining its value in the long run.   

Assist the B2B buyer’s journey

Last but certainly not least, competitor comparison pages are pivotal in guiding your prospects through the B2B buyer’s journey. These pages play a role mainly in the decision-making stage — the bottom of the funnel — where potential buyers are comparing their options. According to Gartner, in 2023, B2B software buyers evaluated five providers on average before making a purchase. 

By providing a detailed, easy-to-digest comparison of your product and the competition, you’re effectively addressing the buyer’s key concerns, helping to remove potential obstacles and nudging them towards choosing your product. Whether it’s features, price points or support services, your comparison page can be a trusted piece of enablement content that they can use to champion your product.

Check out our deep dive into the B2B sales funnel to learn how to optimize it for your target personas. 

How to create the best product comparison page

Crafting the perfect competitor comparison page isn’t about showing off or slinging mud at the competition. It’s about catering to the potential customers you’re ultimately vying for, the ones making these high-intent searches. A report by the Content Marketing Institute found that 87% of the most successful B2B marketers focused on the audience’s informational needs over their organization’s promotional messaging. Here’s how to start:

1. Understand the target persona

Understanding your audience isn’t just the first step in creating a competitor comparison landing page. It’s also the cornerstone of all effective content creation. Before you start drafting, you must know exactly who your content is meant for and what they’re looking for. The goal is to find answers to questions like: 

  • What problems are they trying to solve? 
  • What are their business goals? 
  • What do they value in a solution?
  • What would make them switch providers?

Hint: your sales team interacts with your potential customers daily. Their insights can be invaluable in painting a detailed picture of your audience. Interview your sales leaders about common questions customers ask, hesitations they have to overcome and what features or benefits seem to resonate the most. Ask them about the deals they win against competitors and what the deciding factors are. 

The real magic happens when you let these market and competitor insights shape your content. That’s when the rubber hits the road. When writing your competitor comparison landing page, every feature you choose to highlight and every comparison you make should tie back to your buyer persona’s needs and pain points. Is your software more user-friendly for non-technical users? Highlight that. Do you offer 24/7 customer support while your competitor doesn’t? Make sure your audience knows.

2. Make competitor battle cards

A competitor battle card is a document or worksheet that consolidates vital information about your competitors: their strategies, strengths, weaknesses and more. It’s your go-to source for quick insights when devising your strategy or responding to competitive moves. But you’ll have to do some digging to get in-depth competitive intelligence.

Visit competitor websites, sign up for their newsletters and follow them on social media. Pretend you’re a customer and experience it firsthand. When analyzing their product features, dive into the details. What specialized features or services do they offer? Can you identify any gaps or weaknesses in their offerings? Remember to look at their tech stack and check what they have under the hood. Are they missing any integrations with other tools and systems?

Assessing their pricing structure is also crucial. Are they aiming to be the low-cost leader or are they positioning themselves as a premium option? Do they offer monthly subscriptions, annual contracts or both? How does their pricing compare to yours? Are they only providing after-sales support to the premium pricing tier? 

Use this intelligence to shape your battle cards and war page content. Your product’s strength isn’t just about what it does well but also what your competitors fail to do. 

3. Structure your content

The way you structure the content of your war page dictates its design. A thoughtfully designed page guides potential customers along the path you want them to take, making the information easy to digest and the decision easy to make. The following is a general roadmap, but there’s always room for creativity:

  1. Competitor comparison tables

Begin with a comparison table. Think of it as a snapshot of the comparison you’re about to explore. Your potential customers are all busy professionals who appreciate concise and straightforward information. This table should provide that data at a glance. As an added bonus, tables are also great for SEO and getting rich snippets.

List your product and competitors side by side, highlighting key features, pricing, customer support details and ease of use. But remember, it’s not just about piling up checkmarks on your side of the table. It’s about clarity and transparency. A comparison table perceived as biased or untruthful will do more harm than good.

Check out LearnWorlds‘ comparison table on their page against Podia:

Screenshot of LearnWorld’s comparison page.

To make this table even better than the standard comparison tables, LearnWorlds has done two things: 

  1. Instead of a simple check mark or cross, they added a 5-star rating system to compare the relative strengths of both platforms. 
  2. The feature column includes jump links to the detailed feature comparison section, so visitors can quickly navigate the page.  

📈 See what other SEO strategies were deployed to give LearnWorlds a 150% increase in demo button clicks.

  1. Unique selling points (USPs)

Next, highlight your USPs and let them take some real estate on the landing page. Each should have its “spotlight moment” on the page — a striking image, an arresting headline and a concise but powerful description that drives the point home. You can achieve this effect with an infographic, a short explainer video or even a simple icon with some color to draw the eye.

However you choose to do it, the goal is to create a visual hierarchy that guides your audience’s attention right where you want it. You want these prospects to land on your page and instantly see — even before they start reading — that your product offers something exciting.

Take a look at the USP section from one of our financial infrastructure clients’ landing pages:

Screenshot of Unit’s USPs on a landing page.

Even though this isn’t a war page, the basic idea behind highlighting USPs on a landing page remains the same. Unit gives the USP section the space it deserves. The headings are short but immediately clarify what makes this solution different from other market offerings. There are even icons, an eye-catching green color and a unique image. Nicely done, Unit.

  1. In-depth feature comparison

This part is the meat of your landing page content. Begin by listing out your key features. These are the features that your customers use every day, the ones that directly address their pain points and deliver the most value. Then, explain how each feature works, why it’s important and the benefits it can bring to their business. Use layman’s terms to ensure your audience can easily understand and relate to your described benefits.

But don’t just list features — discuss the experience. For instance, if your product has a user-friendly interface and the competition does not, emphasize the time your customers will save, the frustration they’ll avoid and the efficiency they’ll gain.

Watch how Brinqa compares cybersecurity solution features:

Screenshot of Brinqa vs Kenna comparison page.An interactive table lists the key elements of both solutions and explains in detail how Brinqa beats out the competition and simplifies the task for cybersecurity and dev teams. 

  1. Customer testimonials and reviews

It’s time to let the customers do the talking. Customer testimonials and case studies lend credibility to your claims and act as social proof to help build trust with your audience. According to a study by G2, 90% of B2B buyers are more likely to convert after reading positive, trusted reviews. 

Feature testimonials from satisfied customers who have switched from a competitor to your product and highlight the difference your solution made in their work lives. Bring quotes from happy customers and positive reviews from platforms like G2 and Gartner to reinforce your claims and add credibility.

You can even take it further by including your competitors’ negative customer reviews. Use these insights in your comparison content, highlighting how your product addresses these pain points and surpasses the opposition.

Consider how Demostack uses customer testimonials on their SaaS comparison page:

Screenshot of Demostack customer testimonial.Demostack’s web design cleverly incorporates an interactive feature that allows visitors to swipe through numerous customer testimonials directly on the landing page. Your credibility soars the more social proof you provide. Also, note the not-so-subtle highlighting of the “I haven’t seen any other tools that come close to the value that Demostack provides” sentence.

  1. Call to action (CTA)

A compelling call to action is the finishing touch on your competitor comparison landing page. After your potential customers have absorbed all the comparisons and testimonials, your CTA is what nudges them toward choosing your product. Make it count. 

To write an effective CTA, use persuasive, action-oriented language that speaks directly to your target persona and invites them to take the next step. Rather than merely saying “Buy now” or “Sign up,” emphasize the benefits they’ll enjoy and ask them to be a part of your story. And remember to design your CTA to stand out on the page. Use bold, large font or even a button to make it grab attention. Feel free to address your target personas directly. 

The end result should look similar to this:

Screenshot from Productive Shop landing page.

Yes, that’s an example from our CMO success landing page, not a comparison page. But the CTA works well and follows all the principles, so we’ll give ourselves a pat on the back. 🤩

  1. FAQ section

To cap it all off, consider including an FAQ section at the end of your page. Not only does this section provide another opportunity to address any remaining customer questions and concerns, but it’s also a strategic way to capture more branded and non-branded keywords. Oh, and don’t forget to add an FAQ schema to your webpage’s code for a chance to win more rich snippets. 

Anticipate the questions potential customers might ask when comparing your product with the competition. These could be questions about pricing, implementation, integrations, support or specific features. Answer each question clearly and honestly, and whenever possible, use the opportunity to highlight another advantage of your product.

You can find many B2B competitor comparison landing page examples with an FAQ section at the end, including this one from Keeper:

Screenshot of Keeper’s comparison page faqs.4. Optimize for SEO

Drafting the competitor comparison page content is only half the battle. The other half is ensuring your target audience can find it. Your war page needs to be SEO-optimized, just like any other content on your website. 

Include relevant keywords in your URL, meta title and description. Use your competitors’ brand names and branded keywords in your content (especially the headings) naturally and strategically to enhance your visibility for high-intent searches. Add alt text to your images and relevant internal links using suitable anchor text to your copy. However, try not to overdo it with the internal linking. You shouldn’t be trying to send this traffic elsewhere.

On the technical side, ensure your comparison page is mobile-friendly, loads quickly and has a simple, intuitive layout. Mobile optimization is crucial, with mobile traffic accounting for over half of web traffic worldwide. Optimizing for mobile can significantly impact your site’s visibility in search engine results and the overall user experience.

✍️ New to crafting SEO content? Our SEO writing for beginners guide should be able to point you in the right direction.  

5. Have it reviewed by your PMM

Before your competitor comparison landing page goes live, you’ll want to get it reviewed by your product marketing manager (PMM). This person is in the best position to ensure the information provided is accurate, up-to-date and matches the features and benefits listed in your product specs. They will review the USPs, pricing and look at the specific features you’ve highlighted to ensure they accurately reflect your product’s strengths and help differentiate it from your competitors.

With their deep understanding of the product, target personas and the market landscape, PMMs are critical in refining your comparison page content and ensuring it will resonate with prospective customers. 

A heads up: your PMM will likely send the copy back for multiple revisions if everything doesn’t align with the tone and messaging of your brand. But if you see SEO value in a keyword placement or want to focus on buyer enablement more than marketing jargon, try to stand your ground and explain your reasons. 

6. Perform regular updates and maintenance

A competitor comparison landing page is not a “set it and forget it” type of SEO content and should be included in your content audits. Regular updates and maintenance are critical to ensure your landing page remains accurate, relevant and impactful. If there are any changes in the features list, USPs and pricing, update these sections immediately. 

Regularly review your landing page’s performance regarding keyword rankings, organic traffic and conversion rates. Use tools to monitor how visitors interact with your page. Is your ideal customer spending time on it? Are they scrolling down to the end? Is your CTA converting? Use these insights to tweak your SEO strategy, revise keywords, optimize metadata and make any necessary changes to improve your page’s search engine visibility and performance. 

If you need help, here’s a free ideal customer profile (ICP) template to let you create and target your ICPs.

Rather have professionals build your product comparison pages?

You may be thinking, “All this is great, but it also sounds like a lot of work!” And you’re right. Crafting the perfect competitor comparison landing page is no walk in the park. It involves a deep understanding of your target audience, extensive competitor research, proficiency in content creation, finesse in web design and a thorough knowledge of SEO.

The good news is we’re here for you. We specialize in helping B2B SaaS businesses boost their online share of voice and digital brand presence. Our team will do all the heavy lifting required for creating killer product comparison pages, enabling yours to do what they do best — building and delivering outstanding SaaS solutions.   

Let’s chat about your business needs and that list of competitors you want to take on.

Frequently asked questions

Should I do a competitor comparison blog or landing page?

While blog posts are typically used for more in-depth educational and informational content, landing pages are specifically designed to persuade and convert visitors.

If you notice a significant amount of “versus” search volume for your product and competitors, crafting a dedicated landing page can be more effective. But these pages require a deeper level of investment, involving not just copywriters but also web designers and developers to bring the page to life. For B2B buyers, who tend to spend more time researching and seeking detailed information before purchasing, comprehensive blog posts that delve into the comparisons are a good option too.

What are the legal considerations for setting up competitor comparison landing pages?

In the race to outshine your competitors, it’s critical to ensure you’re not stepping over any legal or ethical lines. Stick to the facts, be fair and respectful and, when in doubt, seek legal advice.

Not only false or misleading statements can damage your brand’s reputation but also lead to legal issues, including claims of false advertising or defamation. Claims that are presented as facts must be substantiated. For example, saying “we believe our product is more user-friendly” is an opinion. But stating “our product has been rated as more user-friendly by users” is a fact that needs to be backed by data.

In the United States, businesses are protected by laws against false advertising and defamation. If your competitor believes the comparisons you’ve made are misleading or damaging to their reputation, they may take legal action against you. Make sure to double-check every claim you make. Businesses in pharmaceuticals, healthcare, financial services and alcohol/tobacco industries are often subject to strict regulatory environments and should take extra care when building such pages. 

When is it a bad idea to do product comparison landing pages?

There are certain situations where crafting such pages may not be the wisest decision:

  • Lack of search volume for “vs” keywords:  If there isn’t significant search volume for comparison keywords, then the ROI of war pages could be low. 
  • A product yet to mature: If your product or service is still in its nascent stages and you’re working on strengthening its capabilities, a war page could prematurely expose its weaknesses. Customers will see the gaps in your offering when directly compared with well-established competitors.
  • False information: Creating a war page should never involve telling detailed lies. If you have to resort to misleading claims about competitors, this isn’t the right strategy for you.
  • Legal issues: If your legal team advises against it, heed their advice.
  • Difficult to develop authority: If your team lacks the deep understanding of your competitor’s product necessary for accurate and detailed comparisons, the war page will appear uninformed or shallow.
Productive shop team

Productive Shop Team

With diverse backgrounds and a shared enthusiasm for innovation and growth strategies, our passionate team of consultants brings together a wealth of experience and skills to meet the marketing and lead generation needs of B2B SaaS startups. Our seasoned writers, SEO specialists, project managers, designers and developers are always eager to share their knowledge and drive thought-provoking conversations.

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