(Unbiased) product comparison pages

Unpopular opinion: MOST SaaS companies get product comparison pages all wrong.

Here's the raw truth - these pages shouldn't resemble a gladiator arena where you're the perennial champion and your competitor meets an embarrassing defeat.

Nope, that's not what buyers need.

A truly valuable comparison page is about solution-consulting, not self-aggrandizing. You might be thinking, "Hey, that's radical!" But hold that thought and consider this:

1. Your product was designed to solve specific problems brilliantly. Highlight that.
2. Your competitor's product may be better for other specific scenarios. Yes, admit that.

It's not about winning every round—it's about meeting the customer's needs. Analyze why some buyers prefer you and some others your competitor. Reflect that on your comparison page.

How to implement this style? Here are 3 good examples:

1. Look at most bloggers and creators writing these independent software guides. They're doing a great job with these! Here's mine if it helps: https://earlystagemarketing.com/convertkit-vs-flodesk/

2. I also worked on a similar project at Close where we created a bunch of comparison pages following a similar style: https://www.close.com/compare

3. Zapier also has an interesting approach: https://zapier.com/blog/jira-vs-servicenow/

I suggest highlighting the pros and cons of both you and your competitors. Give them an objective overview of who you’re best for and who you’re not best for. Same for your competitors too.

Do you ever like a sales rep who replies to you “Our product is better” when you ask them differences between their competitor and them?