A competitor comparability touchdown web page stacks your model’s choices towards your rivals, evaluating value, high quality, advantages, and extra. One of the best pages characteristic easy-to-read charts, visuals, and persuasive CTAs.
Competitors is fierce in each business: 30,000 SaaS companies, 24 million ecommerce sites, 400,000 law firms — you get the concept.
Your regulars love you, however how do you sway over new internet guests from rivals?
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 observe file for hitting development and conversion objectives.
On this information, she shares the ins and outs of a high-impact competitor comparability touchdown web page, stable examples, and tips about how one can 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 rivals.
They normally embrace summaries of your choices’ major 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 high rivals by way of:
- High quality
- Choices
- Worth
- Customer support
- Compatibility
- Different business qualifiers, relying in your business
Since these are touchdown pages (internet pages that individuals land on after they click on an advert), they take a persuasive and sales-focused strategy. The purpose? Convert the guests into prospects.
You’ll typically see competitor comparability pages for B2B SaaS companies that wish to showcase a characteristic 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 high natural search outcomes and convert web site guests.
1. Focus key phrase analysis on ache factors
Keyword research helps you establish which phrases and phrases to rank for on the search engine outcomes web page (SERP).
Sometimes, manufacturers intention for key phrases associated to their business and choices, particularly for pay-per-click (PPC) advertisements and repair pages. However for competitor comparability touchdown pages, Beene recommends two key phrase analysis methods that target:
- Buyer ache factors
- “Options” and “replacements”
Buyer ache factors
Buyer ache factors are the issues your enterprise goals to resolve along with your choices. This is applicable to each new prospects and those that presently use a competitor’s services or products. Why would somebody change from a competitor to you?
Listed here are some examples:
- Extra personalised customer support
- Larger high quality or extra progressive options
- Decrease, extra versatile pricing
- Quicker supply occasions
- Higher guarantee or return insurance policies
- Stronger model status
- Unique promotions or reductions
- Higher safety measures
Whenever you hold these in thoughts, you’ll be able to additional strengthen your message and enchantment to extra potential prospects.
Beene elaborates:
“These might be some particulars you’ll be able to 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.
“Options” and “replacements”
Think about your high competitor sells an analogous product, however prices a better than common value.
Wouldn’t it’s good if you happen to might attain out to their prospects and present them your extra inexpensive product? Drawback is, you’ll be able to’t discover them.
With the magic of key phrase analysis, you’ll be able to. Simply use your competitor’s model identify with a qualifier like “different” or “substitute.”
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.
“Whenever you add these qualifiers, you slender down your searchers to those that are actively in-market to change from a competitor and in search of a special possibility, as an alternative of solely making an attempt to seize customers particularly in search of that competitor,” explains Beene.
What about individuals who actively seek for your rivals? You possibly can seize them, too.
Do you have to rank for competitor names?
Let’s say you’ve an honest product and marketing budget, however your model recognition lags behind rivals. You would possibly bid on competitor key phrases to ramp up your visibility.
For example, affiliate marketing online software program firm Everflow comes up as a high end result if you search its competitor, Refersion:
Humorous sufficient, Refersion doesn’t seem till three spots additional down the SERP.
In response to Beene, this could possibly be a extremely efficient technique, particularly in case your competitor is an business big:
“In case your services or products is clearly the perfect resolution for customers however possibly doesn’t have the model consciousness as a much bigger competitor,” she explains, “this may be an effective way to get in entrance of latest potential prospects and persuade them to make the change to your model.”
Hold an in depth eye in your metrics, particularly natural site visitors and bounce price. You would possibly discover some guests go away instantly as soon as they notice they’re not the place they supposed, which Beene says could possibly be problematic as properly:
“It’s necessary to notice that this will produce extra unintended clicks to your website, which isn’t all the time the perfect use of funds,” she says.
“You’ll wish 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 resulting from precise curiosity, and the way efficient this tactic is.”
That mentioned, we don’t advocate 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 might not be conversant in your model, whereas others would possibly want a reminder of what you’re all about.
That’s why Beene suggests you start competitor comparability touchdown pages along with your distinctive promoting factors (USPs), or qualities that outline and qualify your model:
“All the time hold the primary deal with YOUR firm, highlighting what makes you the best choice to alleviate a buyer’s ache factors,” says Beene.
“The small print in regards to the rivals ought to be included as secondary particulars to additional persuade customers to transform, however by no means the primary concept of the touchdown web page.”
Right here’s how one can break down your USPs:
- Decide your audience
- Checklist your product options
- Determine your high buyer ache factors
3. Create a visually interesting comparability desk
The consumer 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 rivals? You guess; we wish 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 option to examine your product with rivals.
However don’t paste your Excel spreadsheet right here, both. You need your chart to interact your viewers with a little bit pizazz. Focus your comparability on a most of ten attributes and contemplate including competitor logos for visible enchantment.
Competitor comparability chart instance
To verify your model stand out, place it first within the comparability and spotlight it indirectly, like we did for our shopper Hilton Head Well being:
To craft this chart, we carried out intensive competitor analysis for Hilton Head Well being. And if we couldn’t discover a element or two, akin to pricing data?
“Usually, I might probably go away pricing out of the equation and deal with the opposite key differentiators of your model,” she says.
“Nevertheless, if you recognize that decrease pricing is your largest aggressive benefit, it could possibly 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 search engine marketing (search engine optimization) strategists definitely will.
If that doesn’t work, you’ll be able to nonetheless spotlight that you just’re the extra inexpensive possibility with out together with particular numbers on the touchdown web page.
4. Share testimonials from comfortable prospects
How typically do you go along with your intestine? Even with a stable hunch, chances are high excessive that opinions are extra persuasive.
That’s true for 74% of consumers, who see buyer opinions as a option to inform buying selections and be taught extra about an organization. They construct belief, set up credibility, and enhance lead technology in your competitor touchdown pages.
Right here’s an instance of buyer testimonials from our shopper, Pacific Steele:
These testimonials determine Pacific Metal’s differentiators (stable pricing, fast service, and detailed work). All the time attempt to characteristic experiences with as a lot element as doable, as an alternative of utilizing generic optimistic 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 shopper snapshots, or use movies to additional humanize content material to your readers like we do on our dwelling web page:
5. Add a couple of compelling CTAs
A name to motion (CTA) invitations readers to take a desired motion in your internet web page, ideally to transform into prospects. Most CTAs hyperlink to a contact web page or request your viewers’s private data.
Frequent examples embrace “Name us at present” or “E book an appointment.” Nevertheless, if you happen to actually wish to stand out, deal with the most important differentiators out of your rivals.
For example, let’s say your aggressive benefit is your accessible value level. Right here’s what Beene recommends:
“As an alternative of claiming “Name In the present day,” you might go for one thing alongside the traces of “Name Us and Begin Saving In the present day,” says Beene.
“The extra you’ll be able to summarize how your providing solves a buyer’s ache factors higher than your rivals, the extra probably they’re to change into a paying buyer.”
Right here’s certainly one of our favourite comparability web page examples for CTAs from mission administration platform Zoho.com:
The CTA button says “Get began,” however the headline identifies the primary profit: prospects can save as much as 50% once they change.
4 errors to keep away from with competitor comparability touchdown pages
Competitor comparability pages are a powerful part of any content material advertising 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 rivals
In case your product is actually superior to your rivals’, are you allowed to outright say so? You can, but it surely’s not very tasteful. Like something in advertising, there’s a technique to it.
Badmouthing isn’t the proper transfer. This might diminish respect and belief to your model. The truth is, 40% of consumers would reduce ties along with your firm altogether.
As an alternative of changing into your business’s competitor basher, comply with Beene’s suggestions:
“When you don’t wish to point out a particular competitor by identify, an excellent possibility is to only go away names out of any form of comparability chart,” she suggests.
Right here’s what that appears like:
That’s a cautious strategy. Manufacturers with extra notoriety would possibly record rivals instantly.
Eat App, as an example, does an excellent job stating information that display its advantages over its competitor, Opentable:
The copywriting on this SaaS comparability web page presents each firms objectively.
Positive, they identify their competitor. However they merely current Eat App’s extra inexpensive pricing with none trash-talking.
Scroll down and also you’ll see a listing of all of the options on Eat app not accessible on OpenTable:
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 record the competitor by identify within the chart and doubtlessly 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 technique to pair with Google Adverts, since you’ll be able to bid on the competitor model key phrases and embrace headlines in your advertisements like ‘Greatest Various to X.’”
Even worse, if a SaaS model doesn’t create a product comparability web page, prospects will search this data on massive assessment websites like Capterra or G2.
The draw back? You allow your model status and notion within the fingers of doubtless sad prospects 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 likely one of the simplest methods to information search engine crawlers to your website’s content material.
Your competitor comparability touchdown pages provide you with ample alternatives for inner linking that you just shouldn’t move up.
Ahrefs reminds us that inner hyperlinks aren’t nearly amount, but additionally high quality. You need to hyperlink to internet pages most related to your providers and the subject at hand.
Our advice? Embrace three to 5 inner hyperlinks that navigate to your:
- House 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: When you go for separate touchdown pages for every competitor, you’ll be able to 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 to your shoppers or prospects.
They doc the shopper’s business and enterprise panorama, ache factors, and the way your model solved the shopper’s issues along with your choices.
Whereas we wouldn’t advocate documenting whole case research in your competitor touchdown web page, you would possibly contemplate together with:
- Bullet factors about your outcomes for numerous shoppers
- Hyperlinks to accompanying case research below your testimonials
- CTAs to discover your model’s choices in motion
These parts assist guests envision how one can assist them, particularly in case your shoppers resemble their enterprise by way of funds, ache factors, and business.
For instance, a finance SaaS model would possibly 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 worthwhile recommendation into motion? Right here’s a template you need to use to create your individual comparability pages:
The takeaway
Clients like to tick off psychological packing containers earlier than they make a purchase order.
The proper value? Test. Good guarantee? Test. Stable opinions? Test.
With competitor comparability touchdown pages, you information potential prospects 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 little thing search engine optimization and PPC? Achieved.
- Common of 4.5X ROI throughout our shopper roster? Within the bag.
It’s time to construct a high-quality comparability web page that turns browsers into prospects for all times. Talk to an SEO strategist today.