Comparison / Alternative Page

The first 10 questions

This is where the conversation starts. Each answer shapes what gets asked next.

1. 01Which competitor or alternative is this page about, and why this one specifically — search volume, sales objections, or a direct rivalry?
2. 02Who's searching for this comparison — someone evaluating both, or someone already frustrated with the competitor and looking to switch?
3. 03Have you already done Competitive Positioning or Competitive Map work you can pull real differentiators from?
4. 04What are the genuine, defensible differences — not marketing spin — between you and this competitor?
5. 05Where does the competitor actually win, and are you comfortable acknowledging that honestly on this page?
6. 06What's the risk of this page reading as petty, defensive, or dishonest — and where's that line for your brand?
7. 07Comparison structure: table, side-by-side prose, or a narrative format — and which categories/rows matter most?
8. 08Headline and framing: how the page is titled and introduced without leading with an attack.
9. 09Honest concession(s): the 1-2 things you'll openly say the competitor does well or differently.
10. 10Migration/switching content: what to include if this page needs to help someone actually switch (data import, pricing comparison, etc.).

+ 4 more questions across discovery, validation, and the creative brief — each one adapting to what you've already said.

Related marketing project types

• Customer PersonaBuild a sharp, evidence-based profile of the specific person who buys and uses your product — so anyone on your team knows exactly who you're building for.
• Name Your StartupChoose a name you can defend, spell out loud, and actually own — working from positioning criteria rather than word games, with live domain checks on the shortlist.
• Competitive PositioningMap your competitive landscape, find the position that's genuinely yours to own, and build the case for why your approach beats the alternatives for the customers who matter most.