How to build SaaS comparison pages buyers actually trust Build a SaaS comparison page buyers trust (examples + template)

When most SaaS entrepreneurs hear “comparability web page,” they consider a one-to-one matchup: your organization vs. a competitor. Normally, which means a characteristic desk stacked in your favor, an inventory of causes the opposite software doesn’t measure up, and a CTA designed to push the client towards your product.

Consumers have seen that playbook too many instances, they usually’re desensitized to it.

At the moment’s patrons are extra skeptical, higher knowledgeable, and fewer affected person with comparability pages that really feel immediately biased—particularly in a market the place budgets are tighter, and each software program choice is scrutinized. Should you’ve ever championed a brand new software internally, you already know the danger isn’t just monetary. Your credibility is on the road.

In response to B2B landing page expert Tas Bober, the strongest SaaS comparability pages don’t attempt to strain patrons into a call. Your web page ought to assist the proper patrons consider all their choices and perceive whether or not your answer suits their crew, funds, workflow, and priorities.

On this information, we’ll break down Tas Bober’s recommendation on how one can construct SaaS comparability pages with integrity, walk through her go-to landing page template, and share examples of comparison page blocks which might be really useful to patrons.

A SaaS comparability web page is a landing page or webpage designed to assist patrons examine the alternative ways they’ll resolve a particular drawback. It helps patrons examine your product to different choices, together with direct opponents, guide workarounds, and custom-built options.

The aim isn’t simply to explain your product. It’s to assist patrons perceive which choice is finest for his or her enterprise.

SaaS comparability pages additionally play an vital position in discovery. Many are constructed to focus on high-intent key phrases on natural and paid search so your model seems in your purchaser’s consideration set when they’re actively evaluating options.

The appropriate key phrases in your SaaS comparability web page sit on the intersection of search engine optimisation analysis and product positioning. 

The best way you place your product ought to align with the way in which patrons really seek for options. If it doesn’t, patrons are a lot much less prone to discover your answer when evaluating their choices.

To determine which key phrases to focus on, begin by asking these questions as you overview gross sales name recordings and deal information:

• How are patrons fixing this drawback as we speak? 
• What options are patrons evaluating? 
• Which opponents will we lose to most frequently?
• Are we primarily competing towards different distributors, spreadsheets, legacy instruments, or no choice in any respect?
• Why do you sometimes lose offers? Worth, lacking performance, implementation issues, and so forth. 

What you do subsequent will fluctuate based mostly in your class and the place your product sits available in the market:

• A first-to-market product may have to influence patrons to maneuver away from guide options like spreadsheets or custom-built techniques. 
• A product in a crowded market may have to focus on the use circumstances the place it’s most definitely to win, together with the opponents it loses offers to most frequently.
• A product competing towards a legacy software or long-established vendor may have competitor options pages for patrons who’re already seeking to change.

Comparability pages are vital instruments for B2B patrons constructing a case to buy new software program—however they’ll additionally affect whether or not a purchaser chooses any software in any respect. 

Too many groups have a slender view of what comparability content material ought to do. These pages aren’t simply one other asset in your search engine optimisation guidelines. The win isn’t simply getting a customer to land in your web page. It’s serving to patrons transfer one step nearer to a call.

Comparability pages are important to the client journey. Landing page expert Tas Bober consists of them amongst the “core four” pages B2B paid media groups ought to construct to maneuver patrons from consciousness to consideration to conversion.

Take heed to the podcast: The B2B landing page strategy every paid media team needs with Tas Bober

Entry the total “core 4” toolkit: Templates and resources to help you build the 4 pages every B2B paid media team needs

Tas recommends beginning with a comparison overview page that offers patrons a transparent view of all their choices. That issues as a result of your largest competitor isn’t all the time one other software program firm. Harvard Business Review discovered that between 40% and 60% of offers are misplaced to inaction, which suggests patrons typically keep on with guide options, workarounds, or no answer in any respect.

Sturdy comparability content material ought to assist a number of levels of the client journey. Some patrons need assistance understanding their choices. Others need assistance evaluating shortlisted distributors. Others wish to substitute an current answer and discover options. Your job is to grasp what your patrons are up towards and create pages that assist them transfer ahead.

There are a couple of various kinds of SaaS comparability pages, and every serves a unique stage of the client journey. Right here’s when to make use of each.

A comparability overview web page solutions the query: What are my choices for fixing this drawback?

For many B2B groups, that is the perfect web page to create first since you’re typically up towards the 40% to 60% of patrons who gained’t transfer ahead with any answer in any respect.

A powerful comparability overview web page ought to cowl the highest methods your target market is presently fixing the issue, equivalent to:

The aim is to assist patrons consider the professionals and cons of the alternative ways they might resolve the issue.

Any such web page may also be tailor-made to completely different groups or use circumstances. For instance, entrepreneurs and buyer success groups may have very various things from the identical class of software program.

It may also be written to focus on a number of key phrases, equivalent to:

• Options for [problem]
• Methods to unravel [problem]
• How you can handle [problem]
• [Product category] options
• [Product category] comparability
• [Product category] software program 
• [Product category] instruments
• [Your brand] vs [competitor]
• Finest [category] software program for [team/use case]

Many manufacturers cowl this matter by way of lengthy “prime 10 instruments” weblog posts. These posts will be nice for driving visitors, however they’re typically too broad or too biased to assist patrons decide. They could improve consciousness, however they’re much less probably to assist patrons really select. A comparability overview web page is extra structured, extra targeted, and extra helpful to a purchaser making an attempt to maneuver ahead.

That is the traditional [your brand] vs. [competitor] web page.

It serves patrons who’ve already narrowed their shortlist and need a direct side-by-side analysis. They’re additional alongside within the choice course of and normally making an attempt to reply a extra particular query: which of those two choices is the higher match for my crew?

One-to-one comparability pages that give an trustworthy view of each choices will construct extra belief than pages that fake you win each class.

These pages typically targets key phrases like: 

• [Your brand] vs [competitor]
• [Competitor] vs [your brand]
• [Competitor] comparability

One-to-one comparisons would not have to be restricted to direct software program opponents. They’ll additionally examine your product to guide or nontraditional options, equivalent to:

• [Manual solution] vs [product category]
• Customized construct vs purchase [product category]

These pages will be particularly efficient when the client’s actual different isn’t one other vendor, however an inside workaround.

When deciding which one-to-one pages to construct first, begin with the opponents or options that present up most frequently in each search quantity and gross sales calls.

A competitor options web page serves patrons who already use or have used a particular vendor and are actively searching for different choices.

This format is particularly helpful if you compete towards a longtime or legacy software that patrons could also be outgrowing as a consequence of points with flexibility, usability, or worth. In these conditions, the client isn’t exploring each doable different. They’re searching for a alternative.

These pages typically goal key phrases equivalent to:

• [Competitor] options
• Finest options to [competitor]
• Software program like [competitor]
• [Competitor] opponents

These pages are a robust match for high-intent switcher visitors as a result of the client is already problem-aware, category-aware, and actively searching for a particular alternative.

Most SaaS comparability pages not work as a result of they’re constructed to pressure a call as a substitute of serving to patrons make a assured alternative.

The outdated playbook is acquainted: construct the web page across the competitor’s weaknesses and make your product appear to be the plain winner.

Consumers acknowledge that sample immediately. As soon as a web page feels engineered to win the argument, it stops feeling reliable.

You’ll be able to completely discuss tradeoffs, limitations, and gaps. In truth, it is best to—particularly in relation to your purchaser’s particular wants. However when you faux the opposite choice has no strengths, or that your product has no weaknesses, the web page stops feeling like an trustworthy comparability and begins feeling like a gross sales pitch.

Consumers aren’t searching for some common finest product. They’re searching for the perfect match for his or her crew, funds, workflow, and priorities.

Many comparability pages miss this. They’re written as if each customer ought to arrive on the similar conclusion, despite the fact that completely different patrons have completely different wants. You find yourself with generic messaging that tries to influence everybody, feels related to nobody, and makes your organization appear much less credible.

The strongest SaaS comparability pages concentrate on match. They present the place your product is a robust match, the place another choice may match higher, and which tradeoffs matter most for a particular purchaser.

Many comparability pages are optimized round key phrase focusing on or inside speaking factors, not across the questions patrons try to reply.

That normally reveals up in predictable methods:

• Function tables with “X” beside every part your competitor provides
• Tons of context in your product none in your competitor 
• Imprecise claims as a substitute of sensible tradeoffs
• No rationalization of who every choice is finest for
• No subsequent steps for patrons who want extra context

An goal, genuinely useful comparability web page does greater than convert the correct prospects. It improves belief, helps patrons self-qualify, and turns into an actual differentiator. 

There may be additionally a platform-level shift occurring.

Serps and LLMs are getting higher at figuring out whether or not a web page is definitely useful. In case your web page is simply too lean, too obscure, or poorly aligned with search intent, it’s much less prone to be cited or ranked in LLMs and natural search. Your paid search adverts are additionally much less prone to be proven.

That creates an actual alternative for manufacturers keen to construct comparability pages which might be genuinely helpful. Relevance, specificity, and readability are not simply conversion levers. They’re differentiators.

• Construct comparability pages round actual purchaser consideration—not assumptions. Prioritize the options patrons already say they’re evaluating, utilizing as we speak, or selecting over you in lively offers.
• Use clear part eyebrows to orient the reader. Eyebrows make the web page simpler to discover.
• Make it simple to maintain exploring. Use anchor navigation, inside hyperlinks, and paths to associated comparability pages so patrons can transfer to the knowledge that matches their stage, questions, or shortlist.
• Write like a information, not a salesman. The strongest comparability pages assist patrons consider tradeoffs and self-qualify.
• Give attention to the decision-making components that really matter. Emphasize the workflows, priorities, dangers, and differentiators that form the shopping for choice.

• Construct the web page round an search engine optimisation guidelines. Search intent issues, however a web page optimized for key phrases at the price of serving to the client can hurt your fame.
• Stuff the comparability desk with cherry-picked characteristic gaps. Consumers can inform when a desk is designed to make your competitor look weak slightly than assist them consider what issues.
• Speak all the way down to your competitor. You will be trustworthy about tradeoffs with out trashing the opposite choice.
• Create pages for opponents your gross sales crew by no means really sees. If a competitor not often reveals up in offers, the web page is unlikely to mirror actual purchaser journeys or significant income alternatives.
• Attempt to persuade each customer. A powerful comparability web page helps the correct patrons transfer ahead and provides wrong-fit patrons sufficient readability to choose out.

If a SaaS comparability web page does just one factor effectively, it needs to be this: assist the client make a extra assured choice.

Which means the web page mustn’t learn like a competitor takedown, a gross sales pitch, or an search engine optimisation guidelines. It needs to be genuinely helpful to patrons as they consider their choices.

B2B landing page expert Tas Bober says {that a} SaaS comparability web page is among the four core pages each B2B paid media crew ought to have. Her go-to template is constructed for the comparison overview page, nevertheless it may also be tailored for one-to-one comparability pages.

Tas’s tip: everytime you’re deciding what content material to incorporate on the web page, ask your self, “Is this useful?” That’s the way you create a comparability web page that patrons discover helpful and belief.

Beneath is a breakdown of the important thing blocks in Tas Bober’s comparability web page template and how one can use them effectively.

Should you nonetheless assume that navigation doesn’t belong on a touchdown web page, then you definitely probably missed Google’s announcement of its ad quality prediction model. Google rewards adverts that don’t ship the client to a useless finish. 

Which means two issues. First, the content material in your web page must align with the client’s search intent. Second, the web page must make it simple for patrons to seek out the knowledge they want and take the subsequent step. If somebody lands in your web page and returns to the search outcomes too rapidly, your advert is much less prone to be served.

That’s particularly vital on comparability pages as a result of these patrons are actively researching particular options. They’re far sufficient alongside within the course of that they’re searching for solutions that assist them transfer one step nearer to a call.

Tas’s tip: Use the navigation to anchor patrons to particular sections on the web page.

Really useful studying: Your landing pages may be killing your Google ads performance

The comparability hero ought to do two issues instantly: affirm the search time period the client probably used, and body the choice in a method that feels related to their scenario.

Begin by highlighting the search time period you’re focusing on within the eyebrow of this part. “Your choices for [software category],” equivalent to “Your choices for venture administration software program,” will help you goal key phrases like:

• Finest [product category] options e.g. Finest venture administration options
• Choices for [product category] options e.g. Choices for venture administration options
• Instruments to [solve problem] e.g. Instruments to handle initiatives 

Within the headline and supporting copy, you’ll be able to both spotlight: 

• the first drawback or danger with different options
• the main differentiator of your answer

• “Your crew can’t work effectively in a spreadsheet”
• “Your healthcare enterprise wants regulated software program”

This part ought to reply a easy query: What are my choices for fixing this drawback?

It’s your alternative to present a high-level view of the highest options this purchaser is probably going contemplating. Tas’s unique framework teams these choices into three buckets:

• Guide options or workflows
• An in-between answer, or hacking collectively a number of instruments
• A SaaS answer

Speak by way of the professionals and cons of every. That might embody issues like how lengthy every choice takes to replace, the chance of human error, or how simple it’s to take care of.

Tas’s tip: Be sure to come throughout as a information, not a vendor. 

How you can customise this block for one-to-one comparability pages: Give attention to the professionals and cons of your answer versus the precise competitor.

Use this block to summarize your answer and spotlight the differentiation you’ve over the options you simply lined.

This part is the place you go deeper on the precise options patrons are most definitely to check you towards.

Checklist two to 4 particular options. The eyebrows ought to align along with your goal search phrases, equivalent to [your brand] vs. [alternative]. That is additionally the place you’ll be able to tailor sections to questions like “Finest for [team/use case].”

Focus these sections on the choices you lose prospects to most frequently.

Tas’s tip: Don’t discuss all the way down to different options. Keep goal whereas making clear which groups or use circumstances you serve finest and what your core differentiators are.

How you can customise this template for one-to-one comparability pages: Give attention to how your model compares with out trashing your competitor. That is the place you’ll be able to concentrate on the themes that matter most to your purchaser and the place you win. You can too lead with questions like, “Doesn’t [competitor] additionally do that? Sure, however…“

This shouldn’t be a generic testimonial part. It ought to reinforce the precise options featured earlier in your web page.

Should you can, tailor this part to focus on testimonials from prospects who switched from the options you referenced earlier within the web page.

The extra testimonials, the higher, however intention for at the very least three. For longer testimonials, spotlight crucial strains so patrons can scan them rapidly.

• Add a LinkedIn profile hyperlink for every reviewer to construct credibility.
• Combine proof you bought straight from prospects with proof from exterior overview websites

How you can customise this template for one-to-one comparability pages: Share testimonials from prospects who migrated from that particular competitor.

This part ought to present the measurable impression of switching to your answer.

Use it to focus on outcomes from prospects who moved from the options you featured to your product.

How you can customise this template for one-to-one comparability pages: Present outcomes from prospects which have migrated from that particular competitor. 

The FAQ ought to reply the questions patrons have when they’re contemplating a change.

Tailor this part to the questions that come up most frequently from patrons contemplating the options you featured earlier on the web page. That might embody questions on:

• migration
• implementation
• integrations
• onboarding or assist

How you can customise this template for one-to-one comparability pages: Tailor the FAQ to the issues patrons would have about migrating from that particular competitor.

The CTA block is the place you lastly make the ask, however you continue to want to cut back uncertainty.

Use this space for the motion you need the client to take, whether or not that’s beginning a free trial, reserving a gathering, or one thing else. Most significantly, be certain that the client is aware of what to anticipate after they attain out. That readability helps scale back friction earlier than they hand over their info.

Be particular. As an alternative of claiming, “Somebody will attain out to you on our crew quickly,” say, “An knowledgeable on our crew will attain out inside 24 hours.” That reveals accountability.

Really useful studying: 5 thank you pages examples that take post-conversion to the next level

The footer ought to give patrons a helpful subsequent step, not depart them at a useless finish.

As talked about earlier, touchdown pages are not alleged to be useless ends—particularly on paid search. This can be a good place to incorporate further hyperlinks for extra info or subsequent steps.

Tas’s tip: Hyperlink to different related pages inside your touchdown web page ecosystem.

Grab Tas Bober’s core four toolkit to entry her SaaS comparability web page template without spending a dime in Figma, or publish your web page quicker by signing up for Unbounce’s landing page builder. You’ll additionally unlock extra sources for constructing the remainder of the core 4 pages each B2B crew wants for paid media, so each click on will get your patrons nearer to a assured choice. 

There’s no comparability desk on this template, and that’s intentional. 

Landing page expert Tas Bober leaves it out on goal. Not as a result of comparability tables are all the time unhealthy, however as a result of most of them aren’t really helpful to B2B patrons and may find yourself doing extra hurt than good. 

• For direct opponents, you probably share most of the similar options. That provides visible muddle with out serving to a lot.
• They’re typically too particular. A purchaser is unlikely to decide on you as a result of your limits are marginally greater or due to one minor distinction. This web page construction focuses on the true deal-makers in your purchaser.
• They’re typically biased. Manufacturers cherry-pick the characteristic gaps they know their competitor has as a substitute of providing an goal comparability.

These examples are helpful not as a result of each web page is ideal, however as a result of particular blocks on them are genuinely useful to patrons.

Biased characteristic comparisons nonetheless persist, and only a few B2B SaaS corporations do these pages effectively from finish to finish. However the examples beneath embody blocks price learning. Should you take inspiration from them, you’ll be one step nearer to constructing higher relationships along with your patrons.

Vidyard’s comparability hero works as a result of it instantly indicators that the web page is supposed to assist the client select, not simply push Vidyard.

As quickly as you land on Vidyard’s comparison page the road “Which video software is best for you and your corporation?” units that expectation.

This block can be a robust instance of utilizing the eyebrow to focus on key phrases like Vidyard vs Loom.

This characteristic desk is among the few sorts of characteristic tables price tolerating. Why? As a result of it’s not only a record of checks and Xs. It describes core options in a method that’s really helpful, taking a look at themes like the first focus of every platform and the sorts of integrations each prioritizes. It offers each merchandise a good shot and delivers on the promise of the hero.

Asana’s FAQ and migration-focused content material are robust as a result of they deal with the true blockers patrons have when contemplating migrating platforms.

When constructing a one-to-one SaaS comparability web page, your FAQs ought to concentrate on frequent questions from patrons particularly contemplating a transfer out of your competitor to your product. That’s why this block on Asana’s comparison page works: it straight acknowledges issues that would forestall groups from switching.

This instance works as a result of it pairs proof with honesty.

Mailchimp’s comparison page features a robust instance of mixing a testimonial with outcomes from a buyer who really made the change from the featured competitor. 

The professionals and cons part can be efficient as a result of the cons aren’t restricted to the opposite product. Mailchimp calls out its personal gaps and explains that these gaps might matter extra for sure specialised companies. It additionally acknowledges the place Klaviyo could also be stronger in sure circumstances, together with extra complete reporting on lower-tier plans.

That goes again to the central query: Is this useful? On this case, sure. Consumers will discover out what your gaps are a method or one other. In the event that they discover out earlier than they purchase, they’re extra prone to belief you and extra prone to really feel happy with their choice.

Zendesk earns belief upfront by grounding the web page in outdoors analysis.

Zendesk’s comparison page feels reliable as a result of they introduced in an impartial analysis agency to interview prospects who had used each merchandise. That’s particularly helpful when you constantly lose to the identical competitor and have had a tough time buying testimonials from prospects who’ve made the change.

That stated, as you progress by way of the web page, it’s also possible to see a number of the regular drawbacks of speaking all the way down to the opposite product as a substitute of offering helpful steering.

This block is an effective instance of surfacing crucial assertion from a buyer story and together with a hyperlink to the total story so patrons can go deeper. 

Need extra touchdown web page examples? Try Tas Bober’s landing page swipe file.  

You now have Tas Bober’s go-to SaaS comparability web page template, together with examples of web page blocks that examine opponents with integrity.

Right here’s what to do subsequent: