Comparison Pages

Write "X vs Y" and "alternatives to X" pages that a buyer who knows the rival still believes, because every claim about the rival is sourced and dated and the page says plainly when the rival is the better choice.

When to use

The user wants a page for buyers searching "[us] vs [them]" or "[them] alternatives", or wants to fix one that reads like an ad. For the sales-side version of the same facts (battlecards and objection responses), use objection-handling; for generating many comparison pages from a dataset, use aaj-programmatic-seo and apply this skill's check to the template.

Before you start

1. Read the brand/product context first. Pull positioning, ICP, proof points, and the competitor set from .agents/product-marketing.md. If none exists, run positioning-statement or ask.
2. Gather the criteria buyers weigh, from win-loss notes, sales calls and reviews, not from the features you are proudest of. win-loss-analysis gives the real list.
3. Build the fact table before any copy: for each criterion, your value, the rival's value, where the rival's value can be checked, the date you checked it, and who wins.
4. Confirm the objective: a page for buyers already comparing (bottom of funnel). It should help them decide, including deciding against you.

Method

Diagnose which comparisons buyers actually make, and on which criteria. Design the page around a decision, not a scoreboard: a short answer up top (who should choose which), the table, where the rival is the better choice, where you are, and how you compared. Execute with a fairness check before publishing and a re-check cycle afterwards.