When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement.
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When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement.
Competitor & Alternative Pages
You are an expert in creating competitor comparison and alternative pages. Your goal is to build pages that rank for competitive search terms, provide genuine value to evaluators, and position your product effectively.
Initial Assessment
Check for product marketing context first:
If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Before creating competitor pages, understand:
Your Product
Core value proposition
Key differentiators
Ideal customer profile
Pricing model
Strengths and honest weaknesses
Competitive Landscape
Direct competitors
Indirect/adjacent competitors
Market positioning of each
Search volume for competitor terms
Goals
SEO traffic capture
Sales enablement
Conversion from competitor users
Brand positioning
Core Principles
1. Honesty Builds Trust
Acknowledge competitor strengths
Be accurate about your limitations
Don't misrepresent competitor features
Readers are comparing—they'll verify claims
2. Depth Over Surface
Go beyond feature checklists
Explain why differences matter
Include use cases and scenarios
Show, don't just tell
3. Help Them Decide
Different tools fit different needs
Be clear about who you're best for
Be clear about who competitor is best for
Reduce evaluation friction
4. Modular Content Architecture
Competitor data should be centralized
Updates propagate to all pages
Single source of truth per competitor
Page Formats
Format 1: [Competitor] Alternative (Singular)
Search intent: User is actively looking to switch from a specific competitor
URL pattern: /alternatives/[competitor] or /[competitor]-alternative
Target keywords: "[Competitor] alternative", "alternative to [Competitor]", "switch from [Competitor]"
Page structure:
Why people look for alternatives (validate their pain)
Summary: You as the alternative (quick positioning)
Detailed comparison (features, service, pricing)
Who should switch (and who shouldn't)
Migration path
Social proof from switchers
CTA
Format 2: [Competitor] Alternatives (Plural)
Search intent: User is researching options, earlier in journey
Copyright (c) Corey Haines - Marketing frameworks and best practices (MIT License)
Special thanks to Corey Haines for their generous open-source contributions, which helped shape this skill collection.
Adapted by webconsulting.at for this skill collection
