Glossary › Comparison Pages

What Are Comparison Pages?

Comparison pages are a type of BOFU (bottom-of-funnel) content that directly contrasts two or more products, helping buyers evaluate their specific options. They typically target "[Product A] vs [Product B]" search queries from people who have narrowed their shortlist and want to make a final decision.

Why Comparison Pages Convert Well

Someone searching "Notion vs Confluence" has already decided they need a knowledge management tool. They've passed through TOFU and MOFU — they're ready to buy. The only question is which product.

This makes comparison pages some of the highest-converting content a SaaS company can publish. Grow and Convert’s analysis of 95 articles found that comparison and alternative keywords convert at 8.43% on average — higher than any other keyword type, including main category keywords (4.85%).

The search intent is explicitly commercial: the reader wants help making a purchase decision, and the page provides exactly that.

What Effective Comparison Pages Include

The best comparison pages are genuinely useful, not thinly disguised sales pitches. They typically include:

Feature-by-feature breakdown — a structured table or grid comparing specific capabilities
Pricing comparison — transparent cost analysis including free tiers, per-seat pricing, and enterprise plans
Use case fit — who each product is best for, acknowledging that the competitor might be better for certain buyers
Real differentiators — not vague claims like "better UX," but specific differences that matter to buyers
A clear recommendation — readers want a verdict, not a fence-sitting "it depends"

Comparison Pages vs Alternative Pages

Comparison pages and alternative pages are related but serve different search intents. Comparison pages target buyers weighing two specific products ("Slack vs Teams"). Alternative pages target buyers looking to leave one product ("Slack alternatives").

Most SaaS content programs need both. Comparison pages capture buyers in a direct evaluation. Alternative pages capture buyers who are dissatisfied with their current tool and open to any replacement.

Comparison Pages and AI Visibility

When buyers ask AI tools like ChatGPT or Perplexity “what’s the best alternative to [Competitor]?” or “compare [Product A] and [Product B],” the AI pulls from existing comparison pages to build its response.

If you don’t have a comparison page, your product doesn’t appear in these AI-generated recommendations. Competitors who publish comparison content get cited instead — and they control how your product is positioned.