The Startup Chat with Steli and Hiten on Smash Notes

The Startup Chat with Steli and Hiten podcast.

December 31, 2019

Unfiltered insights and actionable advice straight from the trenches of startup and business life. The show hosts, Steli Efti and Hiten Shah, are both serial entrepreneurs who have founded multi-million dollar SaaS startups. Being busy CEOs of fast-growing companies, they know the value of your time and make sure you get the most out of each 22 minute episode. Tune in for new episodes every Tuesday and Friday.

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In today’s episode of The Startup Chat, Steli and Hiten talk about how to create comparison pages to highlight the differences between you and your competitors.

The startup industry can be super competitive, and buyers are continually looking for better solutions to their problems. One way to show potential customers that your product is better than your competitors is by creating a comparison page on your site.

In this week’s episode, Steli and Hiten dive into what a comparison page is, who it should be targeted at, the right time to create one and much more.

Time Stamped Show Notes:

00:00 About today’s topic.

00:50 Why this topic was chosen.

01:36 Who to target your comparison pages at.

02:02 How these pages are for search engines.

03:45 Another target for your comparison pages.

04:40 One thing that puzzles Steli.

06:04 How to create a compelling comparison page.

07:53 What makes a comparison page compelling.

08:00 Why comparing features is a good thing.

09:49 When to create a comparison page.

3 Key Points:

These pages are for search engines.

You could be doing it for a visitor that’s already on your site.

Act like you’re unbiased and write your best possible content that you can.



Steli Efti: Everybody, this is Steli Efti


Hiten Shah: And this is Hiten Shah and today on the Startup Chat we're gonna talk about how to create comparison pages to basically highlight you versus your competitor. So your business, your product versus a competitor.


Steli Efti: Right? So, you know, oftentimes ... Well, first of all, I think the definition that you've already given is super useful. It's usually a landing page that compares your product or company with a direct competitor or multiple competitors, right? The thing that you see ... And so maybe we'll break it down to this episode in terms of who ... When should you use this kind of tactic? When is it effective? When isn't it? Is this something that you ... When should you utilize it? Is this a pure SEO play where you try to drive traffic when people are searching for you versus a competitor or should you send these kind of or use these kinds of pages in the sales process, etc. And then also the kind of style. I've seen a ton of these comparison pages. Usually I'm not very impressed so I'd love to do a little bit of a back and forth between you and how, like what are the different templates that are out there that companies use and how potentially to improve on those kind of standard boilerplate templates of comparison pages.


Hiten Shah: Yep.


Steli Efti: Alright. So let's start with the ...


Hiten Shah: Well go ahead.


Steli Efti: Let's start with the when ... Who are these pages typically for? Who do we ... If I have a SAS product in my company and I am a startup and I'm thinking and I have competitors, let's say that, I have competitors, when is it worth my time even thinking about building a comparison page?


Hiten Shah: Steli, you're going to love this. These pages are for search engines.


Steli Efti: I thought that you would say that. Alright.


Hiten Shah: Yeah.


Steli Efti: Give me more.


Hiten Shah: I mean think about it, this is the thing, okay, let me go through the one on one and then we can get into the good stuff. Right?


Steli Efti: Boom.


Hiten Shah: So like, look, these pages are for search engines because people are typing in things like, let's say Zendesk alternative. In fact, Zendesk was so good at this that they created a whole alternative band. I just somehow retweeted something about it.


Key points in this episode

In this episode

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