- Each row names one criterion, and each criterion matches something the buyer said they need.
- Every statement about an alternative comes from its public material, with the address and the date you read it.
- No row depends on a rumor, an unchecked review or an impression of a competitor.
- Your own claims match the product as it works today, not as it is planned.
- Where an alternative is stronger, the same row says so.
- No competitor is named until its name, the comparison and the wording have been checked by counsel.
- The page shows a review date and an owner, so it gets updated when prices or features change.
Sales & MarketingContent Creator
Competitor comparison: fair criteria, dated sources, no guesswork
A competitor comparison page sets out how your offer and the alternatives differ on criteria a buyer actually uses, such as pricing model, setup effort and data export. Each row needs a public source and the date you checked it, so a reader can verify the comparison. Name a competitor only when every fact is accurate, and have counsel review the comparative wording first.
What people search
Competitor comparison: 320 average monthly searches.Google Ads Keyword Planner · 2026-10-09 · United States
Section outline
Build the table around criteria buyers use, in this order
Who the comparison is for
Name the buyer and the decision in one sentence, such as choosing a scheduling tool for a clinic front desk.
50 wordsCriteria that matter to that buyer
Choose four to six criteria the buyer can name, such as pricing model, setup effort, data export or support hours. Drop any criterion you picked only because you lead on it.
120 wordsYour position on each criterion
State what your offer does for each criterion in the plain terms your product page uses. Link to the feature or price the row describes.
150 wordsThe alternatives, described fairly
Describe each alternative by category, such as a spreadsheet, a general suite or a specialist tool, using only what its public materials say. Note the date you read them.
180 wordsWhere the alternatives are stronger
List the criteria where another option does better. A comparison that never concedes a point is hard for a buyer to trust.
100 wordsSources, dates and the review plan
Show the source and check date for each row, and name the person who will review the page and when.
80 words
Total: 680 words
Quality checklist
Verify every row before the page goes live
Mistakes to avoid
Comparison errors that make a page look biased
Choosing criteria only you can win
A table of criteria picked because you lead on them reads as selective. Start from what buyers ask, then score the rows you would lose as well.
Mixing dates
Setting an alternative's price from last year beside your price today makes the table wrong. Date every row, and check them together on the same day.
Ending with an unsourced verdict
A line such as the clear winner has no evidence behind it. Replace the verdict with the criteria a buyer can weigh for themselves.
Repeating a rival's problems you have not confirmed
A claim about another company's outages, complaints or bugs needs a public source and a date. If you cannot cite it, leave it out.
Share the finished page
Publish the comparison where readers expect to find it
Public link
Use a public link when prospects may compare vendors on their own. Anyone with the address can read the page, including the vendors it describes.
Team link
Send a team link to product, legal and sales colleagues before publishing. Ask each of them to check the rows they own.
Copy link or device share sheet
Copy the link into a sales follow-up, or share it from your phone when a prospect asks how you compare.
WhatsApp share button
Use the button when a prospect asks for a comparison in a chat. Confirm the rows are current first, since a chat message can outlive a price change.
HTML download
Save the self-contained HTML file alongside your source list, so each row can be traced back to where it came from.
Frequently asked questions
Can I name competitors on my page?
You can, but it carries legal and reputational weight. Use only facts from public sources that you have dated, and have counsel review the wording, especially any claim that you are better. A safer start is to describe alternatives by category, then name them only where the comparison is clearly accurate.
How do I compare competitor websites fairly?
Pick the criteria first, then read each site's own pricing, feature and help pages on the same day. Record the address and the date for every row. This page does not analyze competitor sites for you, and a third party's summary is not a source until you check the original.
Is there a competitor comparison template?
The guide supplies an outline and checks, not a template file. Content Creator produces the page from your chosen type plus the criteria and contacts you enter, so every row is only as current as the sources you give.
How often should a comparison page be updated?
Update it whenever a price, plan or feature in any row changes, and at least on the review date printed on the page. A stale comparison can do more harm than none, because readers may assume it is current.
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How to build it
Follow the eight-step wizard: type, assets and description, images, branding, contact and call to action, Atty Suggestions, blueprint, and generate. Atty generates one HTML page in the background. Review it, then publish and share the page link or download the HTML file.
