Write a fair comparison page

The opportunity

Help buyers compare alternatives using clear criteria and honest tradeoffs.

Best for: Service businesses, educators and website owners answering customer questions

Goal: Leads

Gather your field kit

• Website editing access
• Verified sources
• Page review checklist

Make it happen

1. Identify options customers genuinely compare
2. Choose criteria before scoring the options
3. Verify current product facts from primary sources
4. Explain where your offer is and is not suitable
5. Label opinions and disclose your relationship
6. Update the page when products change

A ready-to-adapt example

Illustrative template. Replace the details with your own verified information.

Start smaller than you think

Run one small version of “Write a fair comparison page” with five relevant participants or one limited publication. Record the questions, responses and completion of the intended next step before expanding.

What to measure

• Relevant visits when analytics are available
• Task completion or qualified inquiries
• Corrections and unresolved reader questions

Watch out for

• Writing around keywords rather than a real question
• Leaving factual claims or links unverified

Permissions & trust

Use accurate visible content, original or licensed media and verifiable sources. Do not promise rankings or AI-answer placement.

Your next action

Start with this first step: Identify options customers genuinely compare. Set a review date before increasing the budget.