Product comparison articles are a great way to tackle industry competitors and insert your brand into the conversation.
It’s also a way to add value, earn trust with your audience, and get traction with SEO. But if written in the wrong way, it can do the opposite.
Product comparison articles should be transparent, written with authority, and with as little bias as possible. A great article gives readers all the information they need to decide on their own.
While there are many industry methods to use product comparison articles, we will focus on a brand comparing similar services or products for readers to make a purchase.
We’ll learn the foundational laws for an effective comparison article and practical ways you can craft one.
1. Unbiased Transparency
When visitors click on your article, they trust you will provide truthful information.
So if you exaggerate and paint your solution better than others, you’ll lose credibility. It’s okay to champion your product but be fair and point to the advantages of each option.
Don’t be afraid to talk about “negatives” for your product. You can do it without damaging your brand by focusing on who your product is for and who it is not.
For example, if you have a CRM for sales professionals that is highly customized, the platform might not target salespeople who lack tech-savvy skills.
Since the CRM is designed as a build-yourself solution, you would point out that if the person wants to log in and go, it’s not for them. Then, you would mirror the positive: salespeople can create a highly efficient and personalized system.
2. Verified and Relevant
After signs of bias, the second reason someone can discredit the article is if the products are irrelevant or your sections are inaccurate. Great product comparison pages are highly relevant and detailed.
When you choose the solutions to feature, ensure they relate to your target audience.
Also, make sure they all belong in the same tier or a recognizable category. Generally, all products/services should meet similar needs but to varying degrees and differences.
When you share features and facts, don’t use second-source information. Instead, collect the data yourself and verify everything is accurate.
3. Provide the Most Important Product Information
Visitors should have enough information to decide or research a top list. That’s the value you ask for when you click on a product comparison article.
Include their top features, pricing plan, and why someone would consider each other the others. After reading your article, visitors should feel well-informed and confident about their options.
4. Show the Value
If you include visuals and other forms of media, you can give readers a fuller experience. For example, if it’s a software solution, you can display screenshots of the home page or even Loom videos of you doing a walkthrough.
This is another reason for readers to stay on the page to get everything they need
Use cases also show value. Describe real examples and show how a user could utilize the product or service.
5. Include Perspectives
Add customers or experts to the conversation.
One resource you can use is publicly available reviews. Reference them to introduce a new point. Also, if you know an expert in the industry, have them lay out what an ideal product is for the reader.
6. Subtly Make Your Case
If you’ve given enough value, you’ve earned the chance to position your solution as a possible option.
After you’ve included your product in the listing and reached the end of the article, add a final case in the conclusion with a call to action.
Explain why it’s worth trying and include risk-free benefits like trials or guarantees.
Product comparison articles are an effective way to gain trust and position your product as a solution to readers.
You can add a comprehensive product comparison article to your business blog. Contact me to create a powerful digital asset that helps grow your business.