Structure
- A one-paragraph answer: "The best option depends on company size and stack. Here's how the main tools compare."
- A comparison table: company size served, key integrations, deployment time, price range, standout strength.
- One short section per option, including yours, with who it suits and who it doesn't.
- How to choose: three or four questions the buyer should ask.
- A date and a changelog.
Rules for fairness
- Include the competitors buyers actually compare you with.
- Use facts you can source; link to them.
- Say where a competitor is the better fit. AI and buyers both trust pages that do.
What to avoid
- Tables where you win every row.
- Outdated competitor pricing.
- Claims you can't support. If you also advertise, OpenAI's ad policy prohibits unfounded comparisons in ads and landing pages.
Keep it current
Review the page every quarter, and whenever a competitor changes pricing or packaging.
A table layout that works
| Your product | Competitor A | Competitor B | |
|---|---|---|---|
| Best for | Mid-size finance teams | Enterprises | Small teams |
| Integrations | NetSuite, Sage, Xero | SAP, Oracle | QuickBooks, Xero |
| Time to go live | About 6 weeks | 3–6 months | Days |
| Pricing | From $X a month | On request | From $Y a month |
Fictional example. Link each competitor fact to its source.
Questions
Should we name competitors at all?
Yes. Buyers compare you with them anyway, and a page without them isn't a comparison.
Will competitors complain?
If every fact is sourced and fair, there's little to complain about. Update promptly when they send corrections.
One page or one per competitor?
Both: a category page for "best tools" questions and "vs" pages for the competitors buyers name most.
Why fairness wins with AI and buyers
A comparison page that only praises its author reads as an ad, and both buyers and AI treat it with suspicion. A page that says "Competitor A is better for large enterprises; we're better for mid-size teams" is credible and quotable. AI assistants answering "best tool for a mid-size team" can use that sentence directly.
Maintain it like a product page
Assign an owner, review it quarterly, and update it whenever a competitor changes pricing or packaging. Note the date of the last review at the top.
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