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Aligned is changing how B2B teams run their most important deals.
Most reps guess where a deal really stands. They forecast on a gut feeling and the buyer’s word vs what's actually happening. Then they realize the deal slipped through only after it's too late. Aligned surfaces what buyers are actually doing inside every deal: the risks, the openings, and the exact next step to keep things moving.
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You Can Get With This…or You Can Get With That
Long before a prospect clicks “Start Free Trial,” they have usually opened enough browser tabs to qualify as a research department.
Your website is in one. A competitor is in another. G2, Reddit, and an AI assistant may be weighing in from the sidelines.
The comparison is real…and it’s already happening.
Avoiding the competition on your website does not make your brand look confident. It simply leaves someone else to explain the difference.
So sometimes the most useful landing page is the one willing to say the other brand’s name.
Comparison Pages Meet Buyers at the Right Moment
Most landing pages introduce a problem, explain a solution, and try to create interest.
Comparison pages serve someone further along.
The buyer already understands the category. They may already know your brand. Now they are trying to determine which option is right for them.
That makes searches such as “Brand A vs. Brand B” and “alternatives to Brand A” particularly valuable. They reflect evaluation, not casual curiosity.
Yet many startups avoid creating these pages because mentioning competitors feels defensive, impolite, or risky.
A recent study of 479 YC-backed B2B software companies found that only 30.9% had published at least one page comparing themselves with a named competitor. Among companies with ten or fewer employees, that figure was just 24%.
For a lean startup, that gap can be an opening.
You may not outrank a large competitor for a broad category such as “project management software.” But you may have a credible chance of appearing when someone searches for a specific alternative or comparison.
That is a smaller audience with a much larger reason to care.
Comparison pages like the one pictured here reach buyers who already understand the category and are actively weighing their options. Yet only 24% of B2B software startups with ten or fewer employees publish them, leaving a valuable opening to capture high-intent searches and define the choice.
The Best Comparison Pages Are Not Victory Parades
A weak comparison page starts with a conclusion and reverse-engineers the evidence.
Your product receives a row of green checkmarks. The competitor receives a collection of red Xs and, apparently, has never done anything useful.
Buyers can smell the setup.
A strong comparison page acknowledges that different products suit different customers. It helps the visitor understand the tradeoffs, then shows where your product has a meaningful advantage.
Slack offers a useful example in its comparison with Microsoft Teams. Slack explains where its approach is stronger, particularly for flexible, asynchronous work and integrations. It also acknowledges that Teams may be better suited to organizations that prioritize Microsoft 365, structured meetings, and calendaring.
That admission does not weaken Slack’s positioning.
It clarifies it.
The purpose is not to prove that your competitor is universally terrible. It’s to help the right customer recognize why you are the better fit.
The Slack dashboard reflects the product’s core advantage: keeping conversations, tools, and shared context accessible in one place. Its comparison with Microsoft Teams uses that experience to clarify which working style Slack is designed to support.
Build the Page Around the Decision
Start by choosing one competitor or alternative that appears frequently in sales conversations, customer interviews, search queries, or lost-deal notes.
Then build the page around five questions:
1. Who is each option best for?
Define the customer, use case, company size, or operating environment where each solution makes sense.
2. What criteria actually affect the decision?
Compare the issues buyers care about, such as setup time, pricing, integrations, service, flexibility, implementation, or ease of switching.
3. Where are you meaningfully different?
Avoid filling the page with minor features. Focus on three or four distinctions that change the customer’s experience or outcome.
4. What supports your claims?
Add customer evidence, third-party reviews, product screenshots, pricing details, and relevant case studies. G2’s comparison tools can help founders understand how verified users evaluate competing products across shared criteria.
5. What should the buyer do next?
Offer a free trial, product tour, migration guide, assessment, or demo connected to the decision they are making.
If switching feels difficult, do not end with “Contact Sales.” Show how the switch works.
Find the Comparisons Worth Owning
You don’t need to blanket the web with an army of comparison pages.
Begin with three:
Your brand versus the competitor mentioned most often
Your brand as an alternative to the category leader
Your approach versus the most common non-product option, such as spreadsheets, agencies, internal development, or doing nothing
Tools such as Ahrefs or LowFruits can help identify comparison and alternative searches. Sales-call transcripts and support conversations can reveal the language buyers use when evaluating the choice.
Before publishing, test the page with several target customers. Ask which differences feel relevant, what appears biased, and what information is still missing. Wynter can help B2B teams evaluate whether the page makes the decision clearer to the intended audience.
Then monitor qualified traffic, demo requests, trial starts, assisted conversions, and sales conversations influenced by the page. Rankings are useful. Better-informed buyers are the real prize.
Tools such as Ahrefs, pictured here, and LowFruits can identify the comparison and “alternative to” searches buyers are already making. Pair that data with language from sales calls and support conversations to build pages around the choices customers genuinely care about.
Final Thought
Your customers are comparing you whether you join the conversation or not.
A strong comparison page doesn’t throw punches. It helps buyers understand the tradeoffs, recognize the differences, and choose with confidence.
Be fair about where competitors are strong. Be specific about where you are better. Then let the right customer decide.
Because refusing to mention the competition will not remove it from the buyer’s shortlist.
To the contrary, it may just remove you.
Best,
Edwin
