Alternative/competitor comparison pages
How not to be boring

Creating alternative pages can be tricky. And often underrated.

So most commonly, companies create them just to check off another task.

The result?

Something like:

The problem with this format is that it really doesn't show that you understand the user.

When somebody searches for an alternative, they probably already know how a tool works. They're missing some features, not happy with the cost, disappointed by support, etc. So your focus should be on HOW you stand out.

Let's see some companies that excel at leveraging comparison pages:
  • Miro - The best example thanks to their product highlight and focus on reasons why you should choose Miro. Only issue with this page is that, while they do use their own product to showcase the comparison, the actual features table is still... lame.
  • Mixpanel - While they have your classic comparison table, it's strictly focused on the core differences, not every single thing.
  • SavvyCal - Comparison without the table.
  • Zendesk - Not a fan of their above-the-fold messaging, but they sure get their positioning right. [as an idea, their own competitor, Freshdesk, takes a classic approach: focusing on their reviews]
  • Hotjar - Your alternative pages can be a part of your blog as well. [similar version here]
If this edition made ya' want to stand out through everything you do, don't forget to send it to a friend and save their content!

Until next time,
Alexandra Cote


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