Comparison Post Template (X vs Y)

Comparison posts are conversion gold. Someone searching "[Your Product] vs [Competitor]" or "[Competitor] alternatives" is already deep in the buying decision — they're not in awareness mode, they're in evaluation mode. A well-written comparison post can intercept that high-intent traffic and send it your way.

But there's a trap: most comparison posts written by software vendors are transparently biased and everyone knows it. They list every competitor weakness and zero product weaknesses. Readers don't trust them, don't share them, and don't convert from them. The counterintuitive truth is that honest comparison content converts better than promotional content, because it builds credibility.

This template gives you a structure for writing comparison posts that are genuinely useful — and genuinely drive conversions.

When to Write a Comparison Post

Comparison posts make sense in three scenarios:

1. [Your Product] vs [Competitor] — Your prospects are already comparing you. Own the narrative before your competitor does.

2. [Your Product] vs [Category/Approach] — Compare your solution to a category (e.g., "AI writing tools vs. traditional content agencies"). This targets people earlier in the funnel who haven't decided on a specific product yet.

3. [Competitor] Alternatives — "Best alternatives to [Dominant Competitor]" captures high-intent traffic from people who've already tried the market leader and want something different. Often easier to rank than "[Your Product] vs [Competitor]" terms.

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Comparison Post Template

[HEADLINE]

Formula options:

• [Product A] vs [Product B]: Which Is Right for [Specific Use Case]?
• [Product A] vs [Product B] in [Year]: An Honest Comparison
• [Competitor] Alternatives: [Number] Tools for [Use Case] in [Year]

Good examples:

• Averi vs. Jasper: Which AI Content Tool Is Right for Startup Teams?
• HubSpot vs. Marketo: An Honest Comparison for Early-Stage B2B SaaS
• Notion Alternatives: 7 Tools for Startup Knowledge Management in 2025

Avoid:

• Headlines that telegraph your bias ("Why [Your Product] Beats [Competitor] Every Time")
• Vague headlines ("A Comparison of Two Great Tools")

Your headline: ___

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[Introduction — 200-300 words]

Template:

Opening scenario: Describe the situation your reader is in right now. They're comparing tools. What's their goal? What decision are they trying to make?

What this post covers: Be explicit about what you're comparing and on what dimensions. "This post compares [A] and [B] across [X, Y, Z criteria], based on [how you gathered this information — your own testing, user interviews, public documentation]."

The short answer: Give it to them. Don't make readers scroll for the thesis. "If you're [profile A], [Product A] is probably the better fit. If you're [profile B], [Product B] wins."

Why this comparison matters: One paragraph on why the choice matters for your ICP's goals.

What to avoid: Don't start with a 300-word preamble about how important it is to choose the right software. Get to the comparison.

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[Quick Comparison Summary — TL;DR]

Put a comparison table near the top. Many readers will make their decision here.

Template:

H2: [Product A] vs [Product B]: Quick Comparison

Feature / Dimension	[Product A]	[Product B]
Best for	[Use case / user profile]	[Use case / user profile]
Pricing	[Pricing range or model]	[Pricing range or model]
[Key Feature 1]	[Rating or brief description]	[Rating or brief description]
[Key Feature 2]	[Rating or brief description]	[Rating or brief description]
[Key Feature 3]	[Rating or brief description]	[Rating or brief description]
[Key Feature 4]	[Rating or brief description]	[Rating or brief description]
Free plan / trial	[Yes/No + details]	[Yes/No + details]
Integrations	[Key integrations]	[Key integrations]
Support	[Type and quality]	[Type and quality]

Bottom line: [2-3 sentences summarizing the key difference and when each is the right choice]

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[Product Overviews — 200-300 words each]

Give each product a fair overview. This is where you establish credibility — if you're visibly unfair to the competitor, you lose the reader's trust.

Template per product:

H2: What Is [Product Name]?

[Product Name] is [one-sentence description of what it does and who it's for].

Founded: [Year] | Pricing starts at: [Price] | Best for: [Use case]

[Paragraph 2: Core value proposition in your own words — not copy-pasted marketing language. What problem does it solve and how?]

What [Product Name] does well:

• [Strength 1 — specific]
• [Strength 2 — specific]
• [Strength 3 — specific]

Where [Product Name] has limitations:

• [Limitation 1 — honest, specific]
• [Limitation 2 — honest, specific]

Critical note: The limitations for your own product must be real. "It's not the cheapest option" is fine. "It doesn't do X" is better. Real honesty converts.

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[Feature-by-Feature Comparison — Core of the Guide]

Compare the products on the dimensions your ICP cares about most. Pick 4-7 dimensions. Don't compare 15 features — that's a product spec sheet, not a helpful comparison.

How to choose your comparison dimensions:

• What questions does your sales team hear most during evaluations?
• What criteria does your ICP mention in win/loss reviews?
• What terms are people searching alongside your product name?

Template per dimension:

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H2: [Dimension]: [Product A] vs [Product B]

[Product A]: [2-4 sentences describing how this product handles this dimension. Specific, factual, fair. Include what it does well AND any gaps.]

[Product B]: [Same structure for the competitor]

The verdict: [1-2 sentences on which wins in this dimension, or in what context each wins. Don't always give it to your product.]

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Recommended dimensions for SaaS comparison posts:

• Ease of setup / time-to-value
• Core features for primary use case
• Integrations / ecosystem
• Pricing and value for money
• Customer support quality
• Scalability / what it looks like as you grow

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[Who Should Choose Which Product — 300-400 words]

This is the most useful section for decision-ready readers. Be honest and specific.

Template:

H2: Choose [Product A] If…

[Product A] is the stronger choice when:

• [Specific scenario or user profile 1 — e.g., "You're a solo marketer who needs to publish 3+ pieces a week without relying on an agency"]
• [Specific scenario 2]
• [Specific scenario 3]
• [Specific scenario 4]

H2: Choose [Product B] If…

[Product B] is the right fit when:

• [Scenario where competitor genuinely wins — be honest]
• [Another honest scenario]
• [Another honest scenario]

Why this matters: If your "choose X" list is all use cases and your competitor's list is empty or fake, readers know. This section is where trust is won or lost.

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[Pricing Comparison — 200-300 words]

Template:

H2: Pricing: [Product A] vs [Product B]

[Product A] pricing:

• [Tier 1 name]: $[price]/month — [what's included]
• [Tier 2 name]: $[price]/month — [what's included]

[Product B] pricing:

• [Same structure]

Which offers better value? [1-2 paragraphs on value-for-money for different user profiles. Don't just compare sticker prices — compare what you get at each price point for your ICP.]

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[Alternatives Section — Optional, 200-300 words]

If there are other relevant tools in the space, mention them briefly. This improves the completeness of the guide and can help you rank for "[Category] tools" queries.

Template:

H2: Other Alternatives Worth Considering

If neither [Product A] nor [Product B] is quite right, these alternatives are also worth evaluating:

• [Alternative 1]: Best for [specific use case]. Starts at $[price].
• [Alternative 2]: Best for [specific use case]. Known for [differentiator].
• [Alternative 3]: Best for [specific use case]. Good if [condition].

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[Conclusion and CTA — 150-200 words]

Template:

H2: The Bottom Line

[2-3 sentence recap of the key difference between the two products.]

[Product A] is built for [ICP profile]. If [condition that makes your product the right choice], it's likely the better investment.

[Product B] is a better fit for [the profile where it genuinely wins].

[Try Product A free →] [Link]

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Quality Checklist

Before publishing your comparison post:

• The competitor's strengths are described accurately and fairly
• Your product's limitations are real, not "it might not be right for enterprise Fortune 500 companies"
• The "choose X if" sections contain scenarios where the competitor legitimately wins
• Pricing information is current (add a "last verified" date)
• The comparison table is near the top
• You have a clear bottom-line recommendation
• The post passes the "would I trust this if I found it about a competitor?" test

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Further Reading

• competitor comparison pages for context on how top brands position against alternatives
• BOFU content strategy that converts B2B buyers
• craft your brand positioning to sharpen your comparisons
• Averi's Strategy Map to fit comparison content into your full content architecture

Frequently Asked Questions

Should I write comparison posts about smaller competitors?

Generally, no — mentioning smaller competitors gives them your traffic and attention. Focus on comparison posts against the market leader in your category (everyone is comparing against them anyway), direct competitors you frequently lose deals to, and category-level comparisons ("AI tools vs. freelancers"). For tiny competitors, the traffic isn't worth the effort.

What if the comparison makes my product look bad on some dimensions?

That's fine — and it actually helps conversions. The goal isn't to win every dimension; it's to help the right reader self-identify and choose your product. A comparison post that admits your product costs more but delivers more value for a specific use case will convert better than one that tries to hide the price difference.

How often should I update comparison posts?

Quarterly at minimum, or any time there's a major product change by either party. Add a "last updated" date to the post — it matters for both reader trust and SEO. Outdated comparison posts actively hurt you because they spread misinformation and erode credibility.

Should I link to the competitor's website?

Yes. Linking out to the competitor with a nofollow tag is fine and improves credibility. It signals to readers that you're not hiding anything. Use a nofollow attribute if you're concerned about passing link equity.

How do I rank a comparison post when my product has low domain authority?

Target the long-tail versions first: "[Your Product] vs [Competitor] for [specific use case]" is easier to rank than the head term. Build the post's authority by including it in your internal link structure, reaching out to review sites and bloggers who cover your category, and promoting it in communities where your ICP hangs out. Comparison posts naturally earn backlinks when they're genuinely helpful — people share them in buying discussions.