The 'vs' page is your highest-converting page you haven't built
Comparison pages convert at 5.45% – about 10x typical content – because they catch buyers one to two weeks from a decision.
Your "us vs them" page converts at 5.45% – roughly ten times what typical top-of-funnel content manages, which usually lands at fractions of a percent.
The reason is timing: someone searching "[Your product] vs [Competitor]" is one to two weeks from a decision, and research shows 95% of winning vendors were already on the buyer's initial shortlist. A comparison page meets that buyer at the exact moment they're choosing – and the same pages are what AI assistants like ChatGPT cite when someone asks how two tools stack up.
If you sell software and don't have a page for each competitor your buyers actually evaluate, you're letting the competitor's version of the story rank instead of yours. Three to seven honest, side-by-side pages is usually all it takes.
Source: How to Build SaaS Comparison Pages That Actually Convert
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