On writing comparison landing pages (Copy)
Imagine landing an interview at your dream company. To convince them you're the best candidate you trash-talk everyone else.
Congratulations, you sound like a Karen 🎉
There will always be things your competitors do better (or have features-wise that you don't). But you don't become the tallest building by tearing down others.
Nobody likes a hater and reading a product comparison page that feels like it was written by one will make your bounce rate as high as Snoop Dogg.
Instead, you need to understand what it is about how your product plugs into people's lives that make it the obvious pick for your content's intended audience.
Let's break down how to find an angle that helps position your product as the clear choice.
Define the main comparison points
Maybe your product can do 500 different things.
And so you want to talk about this
and that
and this
and that too
oh and so-and-so says don't forget to mention this, this, that
and so on...
But, when in a comparison frame of mind, your customers only care about a small handful of things.
Specifying the following things will help you craft content that resonates:
Who is content for? Be ultra-specific.
What does your audience need?
What has been in your audience's way of what they need?
Who is your audience stacking you up against?
What does the competitor have that you don't?
What do you have that the competitor doesn't?
What do both your product and the competitors have but that yours does better?
If you skip trying to get specific about these things you end up with a bunch of random ideas stitched together like the landing page equivalent of Frankenstein.
All the parts are there but they're barely functional.
Let's break down the thinking behind a VEED VS Synthesia page I edited.
What our customer is experiencing:
Looking for quality avatars
Needs to localize content for a global audience
Needs a tool for their team to make pro-level videos without pro-level skills
Juggling 3+ tools plus agencies is an expensive and time-consuming process
If someone is comparing VEED against Synthesia they're in the market for AI avatars so we should make it clear we have that as well...
...but they need more than just avatars.
"More than just avatars" is the edge we have over the competition and therefore the theme we should focus on.
Yes, we have avatars as well. And while it is important to a degree to cover how our avatars stack up against theirs it would be a waste of page space and attention spans to focus on that as the primary angle of the content.
Here are some key ideas to center the page content around:
Benefits such as ease of use and affordability due to only needing one tool plus sprinkle in testimonials to back this up with social proof
Features showcasing we're an all-in-one tool (e.g. stock library, collaboration, hosting, recording, editor, etc)
We have over 50 AI avatars that can speak 75+ languages (plus the ability to get custom avatars)
When you clearly define these things that truly matter it should feel like finding the pot of gold at the end of the rainbow for the person you're trying to reach.
P.S. This advice only works if you have a great product. No amount of great marketing can make a subpar product a great one.
