A competitor comparability touchdown web page stacks your model’s choices towards your opponents, evaluating value, high quality, advantages, and extra. The very best pages function easy-to-read charts, visuals, and persuasive CTAs.
Competitors is fierce in each trade: 30,000 SaaS companies, 24 million ecommerce sites, 400,000 law firms — you get the thought.
Your regulars love you, however how do you sway over new internet guests from opponents?
Present them what you’ve acquired with a standout competitor comparability touchdown web page.
We chatted with Abigail Beene, an SEM supervisor at HawkSEM with a critical monitor report for hitting development and conversion targets.
On this information, she shares the ins and outs of a high-impact competitor comparability touchdown web page, stable examples, and recommendations on find out how to write your individual.
What’s a competitor comparability touchdown web page?
Competitor comparability touchdown pages are internet pages that examine your model’s choices with these of a number of of your opponents.
They normally embrace summaries of your choices’ most important options and advantages, comparability charts, testimonials, and calls to motion that hyperlink to your buy or contact web page.
These touchdown pages examine your model with prime opponents when it comes to:
- High quality
- Choices
- Value
- Customer support
- Compatibility
- Different trade qualifiers, relying in your trade
Since these are touchdown pages (internet pages that folks land on after they click on an advert), they take a persuasive and sales-focused strategy. The purpose? Convert the guests into clients.
You’ll typically see competitor comparability pages for B2B SaaS companies that need to showcase a function comparability and the advantages of their SaaS merchandise for discerning audiences.
5 steps to create a killer competitor comparability touchdown web page
Right here’s HawkSEM’s confirmed formulation for successful competitor comparability pages that prime natural search outcomes and convert web site guests.
1. Focus key phrase analysis on ache factors
Keyword research helps you identify which phrases and phrases to rank for on the search engine outcomes web page (SERP).
Sometimes, manufacturers goal for key phrases associated to their trade and choices, particularly for pay-per-click (PPC) adverts and repair pages. However for competitor comparability touchdown pages, Beene recommends two key phrase analysis methods that concentrate on:
- Buyer ache factors
- “Alternate options” and “replacements”
Buyer ache factors
Buyer ache factors are the issues your small business goals to unravel together with your choices. This is applicable to each new clients and people who at present use a competitor’s services or products. Why would somebody swap from a competitor to you?
Listed below are some examples:
- Extra personalised customer support
- Greater high quality or extra modern options
- Decrease, extra versatile pricing
- Quicker supply instances
- Higher guarantee or return insurance policies
- Stronger model status
- Unique promotions or reductions
- Higher safety measures
Once you preserve these in thoughts, you possibly can additional strengthen your message and attraction to extra potential clients.
Beene elaborates:
“These shall be some particulars you possibly can embrace in your key phrases, and the extra particular you may get about the way you alleviate these ache factors, the stronger the touchdown web page,” she says.
“Alternate options” and “replacements”
Think about your prime competitor sells an identical product, however fees a better than common value.
Wouldn’t it’s good if you happen to might attain out to their clients and present them your extra reasonably priced product? Downside is, you possibly can’t discover them.
With the magic of key phrase analysis, you possibly can. Simply use your competitor’s model identify with a qualifier like “different” or “alternative.”
Whereas this combo could not have the very best search quantity, Beene says the search intent locations you in entrance of bottom-of-the-funnel audiences who’re able to convert.
“Once you add these qualifiers, you slim down your searchers to those that are actively in-market to modify from a competitor and in search of a distinct possibility, as an alternative of solely attempting to seize customers particularly in search of that competitor,” explains Beene.
What about individuals who actively seek for your opponents? You possibly can seize them, too.
Must you rank for competitor names?
Let’s say you might have a good product and marketing budget, however your model recognition lags behind opponents. You may bid on competitor key phrases to ramp up your visibility.
As an example, internet online affiliate marketing software program firm Everflow comes up as a prime consequence whenever you search its competitor, Refersion:
(Picture: Google screenshot)
Humorous sufficient, Refersion doesn’t seem till three spots additional down the SERP.
Based on Beene, this might be a extremely efficient technique, particularly in case your competitor is an trade big:
“In case your services or products is clearly the perfect resolution for customers however perhaps doesn’t have the model consciousness as a much bigger competitor,” she explains, “this may be a good way to get in entrance of latest potential clients and persuade them to make the swap to your model.”
Preserve an in depth eye in your metrics, particularly natural visitors and bounce charge. You may discover some guests go away instantly as soon as they understand they’re not the place they meant, which Beene says might be problematic as properly:
“It’s necessary to notice that this may produce extra unintended clicks to your website, which isn’t all the time the perfect use of finances,” she says.
“You’ll need to take note of bounce charges, common time on website, and on-site conversion charges to find out what number of of those customers click on on account of precise curiosity, and the way efficient this tactic is.”
That mentioned, we don’t suggest this tactic for newer or small companies with budgets higher spent on ache level and “different” key phrases.
2. Decide your model’s USPs
It’s tempting to leap proper into model comparability. However first, keep in mind your viewers. Some guests will not be aware of your model, whereas others may want a reminder of what you’re all about.
That’s why Beene suggests you start competitor comparability touchdown pages together with your distinctive promoting factors (USPs), or qualities that outline and qualify your model:
“At all times preserve the principle give attention to YOUR firm, highlighting what makes you the most suitable choice to alleviate a buyer’s ache factors,” says Beene.
“The small print concerning the opponents needs to be included as secondary particulars to additional persuade customers to transform, however by no means the principle thought of the touchdown web page.”
Right here’s how one can break down your USPs:
- Decide your audience
- Listing your product options
- Determine your prime buyer ache factors
3. Create a visually interesting comparability desk
The person expertise (UX) begins with usefulness, accessibility, and desirability. However worth alone isn’t sufficient in case your supply falls brief.
Would we prefer to learn a comparative essay about you and your opponents? You wager; we need to know each single element to market your model successfully and obtain the 4.5X ROI we persistently ship for all our shoppers.
Your viewers, then again, doesn’t have time for prolonged essays or detailed aggressive analyses. That’s why your touchdown web page wants to speak your worth concisely with bullet-point lists and brief, breezy sentences.
Enter the comparability chart: an accessible, easy-to-digest, and visually interesting solution to examine your product with opponents.
However don’t paste your Excel spreadsheet right here, both. You need your chart to have interaction your viewers with a bit of pizazz. Focus your comparability on a most of ten attributes and take into account including competitor logos for visible attraction.
Competitor comparability chart instance
To ensure your model stand out, place it first within the comparability and spotlight it not directly, like we did for our consumer Hilton Head Well being:
(Picture: Hilton Head Health)
To craft this chart, we performed in depth competitor analysis for Hilton Head Well being. And if we couldn’t discover a element or two, resembling pricing data?
“Generally, I might probably go away pricing out of the equation and give attention to the opposite key differentiators of your model,” she says.
“Nevertheless, if that decrease pricing is your greatest aggressive benefit, it might be value it to do some extra digging to search out out a competitor’s pricing.”
So, if a competitor’s internet web page says, “Contact for a quote,” HawkSEM’s SEO (search engine optimization) strategists definitely will.
If that doesn’t work, you possibly can nonetheless spotlight that you just’re the extra reasonably priced possibility with out together with particular numbers on the touchdown web page.
4. Share testimonials from completely satisfied clients
How typically do you go together with your intestine? Even with a stable hunch, likelihood is excessive that opinions are extra persuasive.
That’s true for 74% of consumers, who see buyer opinions as a solution to inform buying selections and study extra about an organization. They construct belief, set up credibility, and enhance lead era in your competitor touchdown pages.
Right here’s an instance of buyer testimonials from our consumer, Pacific Steele:
(Picture: Pacific Steel)
These testimonials establish Pacific Metal’s differentiators (stable pricing, fast service, and detailed work). At all times attempt to function experiences with as a lot element as potential, as an alternative of utilizing generic constructive feedback like “pleased with the work,” or “nice job.”
You possibly can even jazz up your social proof with totally different codecs. For instance, personalize them with consumer snapshots, or use movies to additional humanize content material in your readers like we do on our dwelling web page:
(Picture: HawkSEM)
5. Add a number of compelling CTAs
A name to motion (CTA) invitations readers to take a desired motion in your internet web page, ideally to transform into clients. Most CTAs hyperlink to a contact web page or request your viewers’s private data.
Widespread examples embrace “Name us as we speak” or “E-book an appointment.” Nevertheless, if you happen to actually need to stand out, give attention to the most important differentiators out of your opponents.
As an example, let’s say your aggressive benefit is your accessible value level. Right here’s what Beene recommends:
“As a substitute of claiming “Name In the present day,” you could possibly go for one thing alongside the strains of “Name Us and Begin Saving In the present day,” says Beene.
“The extra you possibly can summarize how your providing solves a buyer’s ache factors higher than your opponents, the extra probably they’re to turn out to be a paying buyer.”
Right here’s one in every of our favourite comparability web page examples for CTAs from challenge administration platform Zoho.com:
(Picture: Zoho.com)
The CTA button says “Get began,” however the headline identifies the principle profit: clients can save as much as 50% after they swap.
4 errors to keep away from with competitor comparability touchdown pages
Competitor comparability pages are a robust element of any content material advertising and marketing technique. However they don’t all the time land with leads.
Poor copywriting, restricted search engine optimization, and disorganized designs can set you again on the SERP and in your viewers’s minds.
If you wish to succeed, right here’s what not to do:
- Bash your competitors
- Create only one competitor landing page
- Forget internal links
- Lose credibility without case studies
1. Bash your opponents
In case your product is actually superior to your opponents’, are you allowed to outright say so? You may, however it’s not very tasteful. Like something in advertising and marketing, there’s a technique to it.
Badmouthing isn’t the precise transfer. This might diminish respect and belief in your model. The truth is, 40% of consumers would reduce ties together with your firm altogether.
As a substitute of turning into your trade’s competitor basher, observe Beene’s ideas:
“For those who don’t need to point out a particular competitor by identify, a fantastic possibility is to only go away names out of any form of comparability chart,” she suggests.
Right here’s what that appears like:
(Picture: Pacific Steel)
That’s a cautious strategy. Manufacturers with extra notoriety may listing opponents immediately.
Eat App, for example, does a fantastic job stating info that show its advantages over its competitor, Opentable:
(Picture: Eat App)
The copywriting on this SaaS comparability web page presents each firms objectively.
Certain, they identify their competitor. However they merely current Eat App’s extra reasonably priced pricing with none trash-talking.
Scroll down and also you’ll see a listing of all of the options on Eat app not out there on OpenTable:
(Picture: Eat App)
2. Create just one competitor touchdown web page
We’ve seen touchdown pages with clear, partaking comparisons between a number of manufacturers. When you can definitely rank for a number of competitor key phrases on one web page, why make them compete with each other?
Beene recommends creating separate touchdown pages for every competitor to boost search engine optimization:
“You possibly can listing the competitor by identify within the chart and probably embrace a headline or two within the touchdown web page about why your model is the higher possibility,” says Beene.
“That is an superior advertising and marketing technique to pair with Google Advertisements, since you possibly can bid on the competitor model key phrases and embrace headlines in your adverts like ‘Finest Various to X.’”
Even worse, if a SaaS model doesn’t create a product comparability web page, clients will search this data on massive assessment websites like Capterra or G2.
The draw back? You permit your model status and notion within the palms of doubtless sad clients and individuals who could not know a lot about your model.
3. Neglect inner hyperlinks
Inside hyperlinks (hyperlinks from one web page in your website to a different) are a big-time Google ranking factor. That’s as a result of website structure is among the only methods to information search engine crawlers to your website’s content material.
Your competitor comparability touchdown pages offer you ample alternatives for inner linking that you just shouldn’t cross up.
Ahrefs reminds us that inner hyperlinks aren’t nearly amount, but in addition high quality. It’s best to hyperlink to internet pages most related to your providers and the subject at hand.
Our suggestion? Embody three to 5 inner hyperlinks that navigate to your:
- Dwelling web page: You possibly can simply hyperlink the house web page to your first point out of your model identify.
- Contact/buy web page: These are frequent hyperlink placements for CTA buttons.
- Different competitor comparability touchdown pages: For those who go for separate touchdown pages for every competitor, you possibly can invite readers to peep different comparisons as properly.
4. Lose credibility with out case research
Case research showcase how your model’s providers efficiently generated outcomes in your shoppers or clients.
They doc the consumer’s trade and enterprise panorama, ache factors, and the way your model solved the consumer’s issues together with your choices.
Whereas we wouldn’t suggest documenting whole case research in your competitor touchdown web page, you may take into account together with:
- Bullet factors about your outcomes for varied shoppers
- Hyperlinks to accompanying case research below your testimonials
- CTAs to discover your model’s choices in motion
These components assist guests envision how one can assist them, particularly in case your shoppers resemble their enterprise when it comes to finances, ache factors, and trade.
For instance, a finance SaaS model may really feel extra trusting of your model in the event that they see you achieved their desired outcomes for a SaaS competitor.
Competitor comparability touchdown web page template
Able to put all this invaluable recommendation into motion? Right here’s a template you need to use to create your individual comparability pages:
The takeaway
Prospects like to tick off psychological containers earlier than they make a purchase order.
The appropriate value? Examine. Good guarantee? Examine. Strong opinions? Examine.
With competitor comparability touchdown pages, you information potential clients on a digital path that ends at your merchandise. These pages fortify your model’s authority and put a highlight in your finest options.
Need assistance crafting your UVPs right into a changing competitor comparability web page?
HawkSEM is a number one search engine optimization company up for the duty:
- Devoted account supervisor? In your nook.
- A long time of expertise in every thing search engine optimization and PPC? Finished.
- Common of 4.5X ROI throughout our consumer roster? Within the bag.
It’s time to construct a high-quality comparability web page that turns browsers into clients for all times. Talk to an SEO strategist today.
