The short answer
Pick one comparison buyers really ask about, such as your product versus a named competitor. Open with a short, fair verdict saying who each option suits. Compare the criteria buyers care about in a table, with sources and a date. Admit where the other option wins. Keep facts current, public and easy to verify.
- Comparison pages answer the versus and alternatives questions buyers ask AI assistants.
- A fair verdict at the top is more useful and more quotable than a sales pitch.
- Every claim about a competitor should come from a public source, with a date.
- Admitting where a competitor wins builds trust with readers.
Which comparison pages should you write?
Buyers often ask AI assistants to compare named options. A clear comparison page gives those answers a direct source to draw on.
Start with the comparisons you hear in sales calls. Then check which ones appear in your Search Console queries.
Skip rivals nobody asks about. Those pages take time to maintain and add little.
- You versus a competitor: one page per serious rival.
- Alternatives pages: for buyers leaving a well-known competitor.
- Approach comparisons: for example, hiring an agency versus doing it in-house.
- Category roundups that include you, written openly as your own view.
How to write a comparison page in eight steps
Plan a few hours per page. Research takes longer than writing.
- 1
Choose the comparison
Pick one your buyers actually ask about. Use sales notes, buyer prompts and Search Console queries.
- 2
Research from public sources
Use the competitor's own website, pricing page and docs. Save links and note the date you checked.
- 3
Pick buyer criteria
Choose five to eight things buyers weigh, such as price, setup time, support and key features.
- 4
Write the verdict first
In two or three sentences, say who each option suits best. Be specific and fair.
- 5
Build the comparison table
One row per criterion. Use plain values, not ticks alone, and link sources where you can.
- 6
Explain the real differences
Add short sections on the two or three differences that change a buying decision.
- 7
Add proof and disclosure
State that you make one of the products. Link to reviews, case notes or docs that support your claims.
- 8
Date it and schedule reviews
Show a last-updated date. Recheck competitor facts every quarter, or sooner after their launches.
A comparison page outline you can copy
This structure keeps the answer near the top, where readers and AI systems look first.
Use a real HTML table, not an image. Text inside an image is hard for crawlers to read.
H1: [Your Product] vs [Competitor A]: which is right for you? Last updated: [date]. We make [Your Product]. Short verdict (2-3 sentences) - Choose [Your Product] if ... - Choose [Competitor A] if ... Comparison table | Criterion | Your Product | Competitor A | Source | | Starting price| ... | ... | [link, date]| | Setup time | ... | ... | ... | H2: The biggest difference: [criterion] H2: Where [Competitor A] is the better choice H2: Where [Your Product] is the better choice H2: How to decide H2: FAQ
How to stay fair and accurate
Comparative advertising rules vary by country. In general, claims must be truthful, verifiable and not misleading. Ask a lawyer if you are unsure.
Only state competitor facts you can link to. If something is unclear, say so instead of guessing.
Add a line inviting corrections. If a competitor emails a fix, check it and update quickly.
Keep your tone neutral. Words like "clunky" or "overpriced" read as opinion and weaken your credibility.
A section titled "Where Competitor A is the better choice" earns more trust than any adjective.
How to check it worked
Ask a colleague to fact-check every competitor claim against its source. Fix anything they cannot confirm.
Use URL Inspection in Search Console to confirm Google has indexed the page. Later, check its queries for versus searches.
Re-run the matching comparison prompts after a few weeks. See whether answers now cite or reflect your page.
Watch for reader corrections too. They are a useful early signal about accuracy.
WebValet Pro tracks comparison prompts weekly and records which sources AI answers cite. Tracking is rolling out during early access.
Common comparison page mistakes
These make a comparison page less useful to readers and less credible to AI systems.
- A one-sided page where you win every row.
- Old competitor prices or features left uncorrected.
- No clear verdict, only a long feature list.
- Thin, near-identical pages for every competitor in your market.
- Hiding the table inside tabs that only load with JavaScript.
Questions people ask
Is it legal to name competitors on my site?
In many countries, fair and truthful comparative claims are allowed. Rules differ, so check the law where you sell. Stick to verifiable facts and avoid disparaging language.
Should I include competitor pricing?
Yes, if it is public and you link to the source with a date. Prices change often, so recheck them regularly.
How many comparison pages should I write?
Start with your two or three most common rivals. Add more only when buyers genuinely ask about them.
Will AI answers cite my own comparison page?
They may, especially if it is fair, clear and current. Independent reviews often carry more weight. Treat your page as one useful source, not a guarantee.