Key takeawaysA one-sentence verdict up topA table of facts, not adjectivesWho should pick each optionPricing side by sideA source for every claim
Buyers ask in comparisons
Nearly a third of the B2B buyer prompts we track are comparisons: X vs Y, alternatives to X, best X for Y. If you don't have a page for those questions, an engine will answer them with someone else's.
Honest beats promotional
Engines skip pages that read like ads. The comparison pages that get cited admit where the rival is better and are specific about where you win.
The structure that works
- A one-sentence verdict up top
- A table of facts, not adjectives
- Who should pick each option
- Pricing side by side
- A source for every claim
Start with one
Pick the rival buyers mention most on sales calls. Ship that page first, then watch citations for two weeks before you write the next one.
Written by Maya OkaforHead of Search at Scaplet
