Comparison Pages: Writing Us vs Them Fairly
People comparing options are close to buying, and many of them search for "your brand vs their brand" or "alternatives to" before deciding. A well-written comparison page meets them at that moment. Written badly, it reads like an attack ad and drives careful buyers away. This guide shows you how to write us vs them pages that are honest, accurate and persuasive, and how to keep them that way.
Key takeaways
- Comparison pages serve buyers who are already deciding, so honesty and clarity matter more than hype.
- Compare on the factors customers actually care about, and admit where a competitor is a better fit.
- Every claim about a competitor should be accurate, verifiable and dated, because products and prices change.
- Comparative advertising rules apply in the US, UK and EU, so avoid misleading or disparaging statements.
Comparison pages work for software, service businesses, ecommerce brands and local businesses alike. A bakery can compare its custom cakes with supermarket options, a bookkeeper can compare its service with doing it yourself, and a software startup can compare its tool with the market leader. The format changes, but the principles are the same: be fair, be specific and help the reader decide.
The start of July is a handy moment to write or refresh these pages. Many competitors update pricing, plans and features around the middle of the year, so whatever you published earlier may already be out of date.
Why fair comparison pages convert better
It is tempting to make every row in a comparison table a win for you. Readers notice. Buyers comparing options usually have several tabs open, and many will check your claims against the competitor's own site. If your page is obviously one-sided, you lose credibility on the very page meant to win the sale.
A fair comparison does three useful things:
- It builds trust. Admitting a competitor is better for some needs makes your strengths more believable.
- It filters customers. People who would be unhappy with your product choose elsewhere, which can mean fewer refunds, complaints and churned accounts.
- It answers real questions. A clear page reduces sales calls and support emails from people trying to work out the differences.
Decide which comparisons to write
You do not need a page for every rival. Focus on the comparisons your buyers actually make.
- Ask your sales and support conversations. Which alternatives do prospects mention most often?
- Check lost deals. When someone chooses another option, which one is it?
- Look at search behavior. Your website search, search console data and keyword research can show which "vs" and "alternative" searches mention your brand or your category.
- Include non-competitor alternatives. Often the biggest rival is a spreadsheet, a DIY approach, a freelancer or doing nothing. Those comparisons can be the most useful of all.
Single comparisons vs "alternatives" pages
A one-to-one page ("[Your brand] vs [Competitor]") suits buyers who have already narrowed their choice to two options. An "alternatives to [Competitor]" page suits people who are unhappy with a product and are exploring what else exists. On an alternatives page, it is fair and often more credible to include several options, including ones that are not you, with a short note on who each suits. Your own option should earn its place through specifics, not by being listed first with the most praise.
Start with two or three pages. It is better to keep a few comparisons accurate than to publish a dozen you cannot maintain.
Research the competitor properly
Accuracy is everything on a comparison page. Before writing, gather evidence from reliable sources:
- The competitor's own website, pricing page, help center and published documentation.
- A free trial or a real purchase where that is reasonable and allowed by their terms.
- Public reviews, keeping in mind that individual reviews can be biased or outdated.
- Conversations with customers who switched to you or from you.
Record where each fact came from and the date you checked it. Save screenshots or notes for your own records. If you cannot verify a claim, leave it out or describe it generally.
Common mistake
Copying a competitor's feature list from a review article written months ago. Products change constantly, and an outdated claim on your page can mislead buyers and expose you to complaints. Always check the competitor's current official information.
Structure of a fair us vs them page
Most strong comparison pages follow a similar shape. Use this as a starting outline.
- A neutral headline. "[Your brand] vs [Competitor]: which fits your business?" works better than "Why [Competitor] is worse."
- A short summary. Two or three sentences explaining who each option suits best. Many readers decide from this alone.
- The comparison table. Five to ten factors that matter to buyers, described accurately for both sides.
- Where you are stronger. A few sections explaining your real advantages with specifics and examples.
- Where they might be better. An honest section about when the competitor is the smarter choice.
- Switching information. What moving to you involves: data import, setup time, contracts, support.
- Proof. Customer quotes or case studies from people who compared both, used with permission.
- A last-checked date and a clear call to action. Show when the information was verified and invite readers to try, book or ask a question.
A comparison table template
Here is a simple table layout you can adapt. Choose factors buyers care about, and write in plain words instead of just ticks and crosses, because a tick can hide important differences.
| Factor | Your business (example) | Competitor (example) | Who this matters to |
|---|---|---|---|
| Best suited for | Teams of 1 to 10 who want quick setup | Larger teams needing advanced controls | Everyone, so put this row first |
| Setup time | Same day with guided import (made-up example) | Typically longer, with onboarding calls (made-up example) | Buyers switching mid-project |
| Support | Email and chat on weekdays | Email, chat and phone | Buyers who prefer phone support |
The entries above are invented to show the format. Fill in your own facts, and include a line under the table such as "Information checked on [date] from [competitor]'s public website. Features and pricing may have changed."
Pro tip
Add a "Who this matters to" column. It turns a wall of features into guidance, and it lets you be honest about the competitor's strengths without hurting your own case.
Language that stays fair and persuasive
Tone makes or breaks a comparison page. Here are some practical habits:
- Describe, do not insult. "They focus on larger teams" is fair. "Their product is bloated" is opinion dressed as fact.
- Be specific. "Setup takes about an hour with our import tool" beats "much easier to use," as long as it is true.
- Avoid absolutes. Words like "only," "always," "never" and "best" are hard to prove and easy to challenge.
- Compare like with like. Match plans, versions or service levels that are genuinely comparable. Comparing your premium tier with their cheapest plan misleads readers.
- Separate fact and opinion. Customer quotes can share opinions, but your own claims should be checkable.
Respect the legal side
Comparative advertising is allowed in many places, but it comes with rules. In the US, the FTC expects advertising claims to be truthful and supported by evidence. In the UK, the CAP Code and consumer protection law require comparisons to be fair, verifiable and not misleading or denigrating. EU rules on comparative advertising follow similar principles. Be careful with competitor trademarks and logos too: using a name to identify a competitor is common, but implying endorsement or copying their branding can cause problems.
A quick note: this article is general marketing information, not legal advice. If a comparison involves strong claims, regulated products or a competitor that is known to object, check the official guidance and consider asking a qualified professional to review the page.
Example
Imagine Sam, who runs a small scheduling software startup. Prospects often mention a well-known rival. Sam's first draft ticks every row in his own column. After reviewing it, he adds an honest section explaining that the rival offers more integrations for large companies, and reframes his strengths around quick setup for small teams. Sales calls from that page become shorter, because prospects arrive already knowing which option suits them. (Sam and his business are made up for illustration.)
Keep your comparison pages up to date
A comparison page is never finished. Competitors change prices, launch features and retire plans. Build a simple maintenance routine:
- Review each page at least every quarter, and immediately after a competitor announces major changes.
- Update the "last checked" date only when you have actually rechecked the facts.
- Keep a change log noting what was updated and why.
- Correct errors quickly and politely if a competitor or customer points one out.
- Retire pages for competitors that no longer exist or no longer matter to buyers.
Your comparison page checklist
- Pick two or three comparisons buyers actually make
- Research each competitor from current official sources and record the dates
- Write a neutral headline and a short "who each option suits" summary
- Build a table with plain-language entries and a "who this matters to" column
- Add an honest section on where the competitor may be the better fit
- Remove absolutes, insults and claims you cannot verify
- Use customer quotes only with permission
- Add a last-checked date and schedule a quarterly review
Frequently asked questions
Is it legal to name a competitor on my website?
In many countries, naming a competitor in a fair, accurate and non-misleading comparison is allowed. The rules differ by country, and trademark use has its own limits, so check the official guidance for your market and ask a professional if you are unsure.
Should I include competitor prices?
Only if you can keep them accurate. Prices change often and vary by plan, region and discount. Many businesses describe pricing approaches instead, such as "per user" or "flat monthly fee," and link readers to check current pricing themselves.
What if my product loses on most factors?
Then focus the comparison on the customers you serve best. A narrower audience with a clear reason to choose you is more persuasive than a page pretending you win everything.
Related reading
The bottom line
Good comparison pages help buyers decide, and that honesty is exactly what makes them persuasive. Choose the comparisons people actually make, research competitors carefully, use a clear table with plain-language entries, admit trade-offs and keep every claim dated and current.
Pick the alternative your prospects mention most and draft that page this month. A fair, specific comparison can quietly become one of the hardest-working pages on your website.
