Mkt Comparisons

---
name: mkt-comparisons
description: Comparison and alternative pages — builds "{competitor} alternative" pages, versus tables, migration guides for SEO and sales enablement. Use when user says "comparison page", "alternative to", "vs page", "migrate from". Deep competitor research is mkt-competitor-profiling.
license: MIT
metadata:
  source: "coreyhaines31/marketingskills (MIT)"
  category: marketing
---

# Comparison & Alternative Pages — {Competitor} Alternative Landing

**A comparison page is a weapon you only draw when you can win.** If areas where you're weaker than the compared rival get exposed, it backfires — a winnability judgment comes before building the page.

## Winnability Judgment (before building)

1. Are there **3+ axes where you're clearly superior** to the competitor
2. Is there search demand ("{competitor} alternative", "{competitor} vs", "{competitor} pricing")
3. Does the competitor brand outrank us in search results — if so, SEO alone can't work; switch to a paid-ad landing page only

## Page Structure Rules

- **Headline**: "{Competitor}'s [acknowledged strength]. But [our differentiator]." — no competitor bashing; acknowledge → pivot only
- **Comparison table**: 10~15 rows, our column on the left. Exclude items that can't be objectively verified ("best customer support") — legal and trust risk
- **The honest column**: acknowledging the 1~2 rows the competitor wins raises the credibility of every other claim (no-gold-rush effect)
- **Migration guide**: removing switching costs (data migration, learning) is the page's real conversion lever
- Include the direct question in the FAQ: "Is competitor X better?" — search traffic on that phrase is the page's long-term traffic backbone

## Operating Rules

- One competitor per page. Listing multiple competitors splits keywords and invites spam penalties
- Use of the competitor's name stays within nominative fair use for factual comparison; keep exact spelling in meta description, URL, and title alike
- Refresh quarterly — if pricing or features change, the comparison table becomes wrong and trust collapses

## Output

```
# Comparison Page — {Competitor} alternative
## Winnability verdict (superiority axes, search demand, ads or not)
## Page outline (by section + comparison table rows)
## 3 headline options (acknowledge → pivot structure)
## 5 FAQ entries (reflecting direct search queries)
## Migration guidance block
```