Before They Buy

Most comparison pages don't get you customers. Here's what the good ones do differently.

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What this episode covers

GetUplift worked with Teamwork.com on their comparison pages. Conversions up 45%. Signups up 172%. Here's what changed — and how to apply it to yours.

The four things converting comparison pages do differently

1. Lead with a specific angle

  • Teamwork doesn't say "best project management tool" — they say "built for client service teams"
  • Basecamp leans into having fewer features than ClickUp. That's the positioning.
  • Duda vs. Squarespace: "better website builder for agencies" — not just "better website builder"

    • 2. Acknowledge what the competitor does well

    • Chili Piper's page against Calendly says: if you want something simple, go with Calendly
    • This sounds backwards. It works because it makes buyers self-identify
    • You get qualified leads in. Unqualified leads out. Your sales team stops chasing the wrong people.

      • 3. Use switching testimonials, not happy-customer quotes

      • Unbounce fills comparison pages with testimonials from people who left LeadPages
      • Klaviyo puts migration guides directly on the comparison page — "the hard part is solved"
      • Heap's page against Pendo: every testimonial names Pendo specifically. One PM explains exactly why they switched.

        • 4. Treat the feature table as support, not the star

        • BambooHR's page against Namely has no feature table — just storytelling
        • Teamwork's new pages do have a table, but it comes after the positioning
        • GetUplift's research: buyers evaluate 2–4 tools at once, so they need the table — just not first
          • The four-question self-audit

          Run your comparison page through these:

          1. Can you tell which competitor you're comparing against within 2 seconds?
          2. If you swapped the competitor's name, does the page still make sense? (If yes, it's too generic.)
          3. Does every feature go in your favor? (Nobody believes that.)
          4. Are your comparison pages findable from the main nav?
            5. Companies mentioned
            • Teamwork.com, GetUplift, Coda.io, Confluence, Quip, Basecamp, ClickUp, Duda, Squarespace, Chili Piper, Calendly, Unbounce, LeadPages, Klaviyo, Heap, Pendo, BambooHR, Namely
              • One thing to do this week

              Open your best comparison page and run it through the four questions above. If it fails two or more: pick one competitor page, rewrite the hero with positioning specific to that competitor, find one switching testimonial (email a customer who switched if you don't have one), and move the page into your main nav. That's a morning's work.

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              Before They BuyBy Deian Isac