How to Use Compare Pages to Grow Your Software Company

In this article, you’ll discover the playbook for creating high-converting competitor comparison pages, complete with real-world examples from SaaS CEOs who’ve used competitive positioning to dominate search results and acquire new customers at scale. You’ll learn the secrets behind how leaders like Adam Sandman grew Inflectra to over $10 million in ARR by strategically creating hundreds of unique content pieces that outranked their biggest competitors.

You’ll get the 6-part strategy to launch your own competitive comparison pages, backed by over 40 case studies you can use as inspiration for your own growth playbook. These examples are from top Founders like Kyle Racki at Proposify, Adam Sandman at Inflectra, and Madhav Bhandari at Storylane, collected directly from keynotes at Founderpath events.

The 6-Part Strategy For Dominating With Compare Pages

Competitor comparison pages are a powerful, low-cost tactic for capturing high-intent search traffic. These are potential customers actively searching for alternatives to your competitors. By creating dedicated landing pages that target keywords like “[Competitor] vs. [Your Company]” or “[Competitor] Alternative,” you can insert your product directly into their buying decision. This playbook breaks down the six critical steps to creating comparison pages that convert visitors into paying customers.

1. Identify Key Competitors & Keywords: Pinpoint the top 3-5 competitors your prospects are searching for and the high-intent keywords they use, like “alternative to” or “vs.”
2. Find Your Unique Angle & Differentiator: Don’t just list features. Uncover the core pain point your product solves better than anyone else and build your narrative around that unique value proposition.
3. Analyze Search Intent: Understand what searchers are really looking for. As Inflectra’s CEO Adam Sandman discovered, a search for “software testing tool” (singular) wants a whitepaper, while “software testing tools” (plural) wants a comparison list. Matching intent is crucial for ranking.
4. Create High-Quality, Differentiated Content: Build a compelling page that includes a feature comparison table, highlights your unique value, incorporates social proof like G2 badges and customer testimonials, and ends with a clear call-to-action.
5. Promote, Rank, and Dominate the SERPs: Implement on-page SEO best practices and build internal links to help your new page rank. The goal is to appear in the top results when a prospect is evaluating their options.
6. Convert Traffic into Revenue: Track sign-ups and demo requests from your comparison pages to measure ROI. For example, Inflectra used GenAI to rapidly create hundreds of listicles comparing their product to competitors, which helped them rank in Google’s coveted “helpful content box” and drive significant new business.

This section is your blueprint. Print it, save it, and share it with your team to start building a competitive content moat that drives sustainable, low-cost growth for your software company.

40+ Examples of The Competitive SEO Playbook in Action

Here are over 40 real-world examples from SaaS CEOs, broken down by the strategic steps required to win with competitor comparison content.

Step 1: Identify Key Competitors & Keywords

Before you can outrank your competition, you need to know who you’re up against and what your customers are searching for. These founders identified the key players in their space to inform their competitive strategy.

• Proposify’s founder Kyle Racki, who grew his company to $8 million, identified key competitors like Pandadoc and Quiller entering the proposal software space, forcing him to refine his market position.
• Rytis Lauris at Omnisend, now over $50 million in ARR, knew he had to compete with giants like Klaviyo, Mailchimp, and HubSpot for high-difficulty keywords in the email marketing space.
• Celigo’s CEO Jan Arendtsz, while building a $92 million ARR business, strategically positioned his company as a more capital-efficient alternative to competitors like MuleSoft and Workato.
• Lucjan Suski of Surfer SEO knew that to reach $15 million in ARR, his company had to find a unique angle to compete against established domains like ahrefs, SEMrush, and HubSpot in a highly competitive niche.
• Bridget Harris of YouCanBookMe, on her path to $5 million ARR, had to carve out a niche against broad survey and scheduling tools like SurveyMonkey by focusing on a specific user experience.
• Cognism’s CEO James Isilay, who scaled to $37 million ARR, saw an opportunity to position his sales intelligence platform against top players like ZoomInfo and Lusha by focusing on data quality and a different go-to-market motion.
• The team at Tally successfully bootstrapped to $50k MRR by creating a “fun” form builder that directly competed with the pricing and experience offered by Typeform, Jotform, and Google Forms.
• Vivek Bhaskaran of QuestionPro, who bootstrapped to over $30 million in ARR, strategically targeted international markets where competitors like SurveyMonkey and Typeform had less of a foothold.
• Muhammad Younas at vFairs grew to over $30 million ARR by having his team ask every single one of their 800+ monthly inbound leads what keywords they used on Google, giving them a massive list of long-tail terms to target.

Step 2: Find Your Unique Angle & Differentiator

A successful comparison page doesn’t just list features; it tells a story. It highlights your unique strengths and frames the conversation around the value you deliver better than anyone else.

• The Proposify team found that messaging around “beautiful proposals” didn’t resonate with mid-market buyers. They pivoted to focus on “control” and visibility for sales managers, which unlocked significant growth and helped them reach $8 million in ARR.
• YouMail’s CEO Alex Quilici explained that their superpower against competitors is the massive consumer dataset from their 13 million users, an asset that fuels their entire $10 million+ ARR B2B business.
• Alina Vandenberghe, co-founder of Chili Piper, differentiated her product by focusing on the “instant connection” to a sales rep, which doubles inbound pipeline conversion compared to competitors who use a standard “thank you” page. This focus helped them scale past $25 million in ARR.
• Mark Abbott explained how Ninety.io, which hit $10.4 million ARR, created an “integrated operating system” that brings tools and disciplines together, differentiating it from books and standalone frameworks like EOS.
• Mark Douglas of LCPTracker, on his way to $50 million ARR, shared that his company’s core differentiator is a relentless focus on “maintain[ing] your existing customers at all cost,” a value that underpins their product and service.
• Designity’s founder Shahrouz Varshabi scaled to $10 million ARR by creating a new category, Creative-as-a-Service (CaaS), which offers a scalable, reliable, and cost-effective alternative to traditional freelance marketplaces and agencies.
• Ari Salafia, founder of TaxTaker, found success by pivoting from a white-label solution for accountants to a direct-to-business model, allowing them to compete against competitors with $100 million in funding by owning the customer relationship directly.

Step 3: Analyze Search Intent & Target High-Value Keywords

Ranking is about relevance. The best comparison pages target specific, long-tail keywords that signal high purchase intent and answer the searcher’s question more directly than the competition.

• Adam Sandman, CEO of Inflectra, noted the critical difference in search intent between singular and plural keywords. “Software testing tool” implies research for a single solution, whereas “software testing tools” indicates a desire for comparison, making it a perfect target for listicle-style content to help them reach over $10 million ARR.
• Shiyam Sunder of TripleDart advises B2B SaaS companies to focus on “longtail semantic keywords” with lower search volume but higher intent, rather than chasing broad, top-of-funnel keywords.
• Omnisend’s CEO, Rytis Lauris, explained that his team analyzes keywords with PPC values as high as $60 per click. This data on expensive paid keywords informs their organic SEO strategy, helping them capture that valuable traffic without the high ad spend on their way to $50 million ARR.
• John Doherty, founder of Getcredo, built his entire business, which generated nearly $100 million in leads last year, by playing to his personal strengths in SEO and content, focusing on the channels he knew he could dominate.
• Eric Siu of Single Grain uses SEO tools like Ahrefs’ Content Explorer to analyze how often competitors are refreshing content versus creating new content, allowing his team to find strategic gaps and opportunities.

Step 4: Create High-Quality, Differentiated Content

To win on search, your content can’t just be good—it has to be better and more helpful than every other result. This means a better user experience, more comprehensive information, and a clearer path to value.

• The Inflectra team uses Generative AI to speed up the creation of listicles, allowing them to produce “hundreds of different unique pieces of content” that compare the pros and cons of their competitors, helping them capture a wide range of search terms.
• Madhav Bhandari’s team at Storylane pioneered “Demo-Led SEO,” creating interactive product demos embedded on landing pages. This strategy provides a superior, hands-on visitor experience compared to static blog posts, dramatically improving engagement and conversion.
• Nils Liedlich of Letter Leverage champions Educational Email Courses (EECs) as a way to “plug the middle of the funnel.” Instead of a hard sell, this content educates prospects on their core problem, building trust and positioning the product as the natural solution.
• Anthony Kennada of AudiencePlus argues that B2B content marketing needs to evolve, creating content “optimized for humans” instead of just for Google’s algorithm, focusing on engaging formats like podcasts and videos.
• Godard Abel, who grew G2 to over $50 million, built his entire platform around user-generated reviews as the core content, creating a powerful moat against analyst firms like Gartner by providing authentic, peer-to-peer comparisons.
• Founderpath’s own content strategy, as described by Nathan Latka, involves taking over 1,000 hours of podcast interviews with top SaaS CEOs and distilling the data into unique, data-rich content that no competitor can replicate.

Step 5: Promote, Rank, and Dominate the SERPs

Creating great content is only half the battle. Strategic promotion, partnerships, and technical SEO are required to secure those top rankings and drive meaningful traffic.

• The Storylane team saw their traffic grow 8x from 25,000 to over 200,000 visitors per month by creating interactive demo pages that outranked highly authoritative domains like Slack, Notion, and HubSpot for valuable “how-to” keywords.
• Inflectra’s listicle strategy, which helped grow the company to over $10 million, was so successful that their content is now featured in Google’s “helpful content box,” placing them above the #1 organic search result.
• Vivek Bhaskaran, who bootstrapped QuestionPro to $30 million ARR, used a content translation strategy to dominate less competitive SERPs, auto-translating thousands of articles into Spanish and German to win those markets before manually optimizing the top performers.
• The team at Single Grain, led by Eric Siu, drives over 20 million visits per year to a single content site, which generates $3 million in affiliate revenue annually—a testament to the power of scaled, SEO-driven content.
• Michał Suski of Surfer SEO shared how a deep product integration partnership with Jasper, a leading AI writing tool, led to a massive distribution channel and an explosion in growth, reaching $15 million in ARR.
• CyberSmart’s CEO Jamie Akhtar, who raised a $15M Series B, focused on a partner-led growth model. By enabling MSPs to sell their product, they achieved 160% net revenue retention within their partner channel.

Step 6: Convert Traffic into Revenue & Measure Impact

Traffic is a vanity metric unless it converts. The final step is to turn your audience into customers by using clear calls-to-action, free tools, and community-building tactics that guide them from searcher to paying user.

• Storylane’s demo-led SEO pages didn’t just drive traffic; they doubled PLG revenue and were instrumental in closing multiple enterprise deals over 10k ACV.
• Mikael Dia, founder of Funnelytics, launched his product through a Facebook group, converting his audience into paying customers and generating $288,000 in just 48 hours, on his way to $1.5 million in the first year.
• The organic traffic from Getcredo’s content strategy was responsible for generating nearly $100 million in qualified leads for their network of digital marketing agencies last year alone.
• Aleksandr Yampolskiy, founder of Security Scorecard, shared how a simple “request a score” widget, built by a developer on a weekend, became their number one lead generation mechanism, used by over 80,000 companies and helping them scale past $130 million ARR.
• Cyvatar’s founder Corey White uses a freemium model as the primary conversion tool for their organic traffic, getting users onto the platform to provide value before upselling them to paid plans.
• The team at Fullfunnel.io used highly targeted content on LinkedIn to generate 61 inbound opportunities with five-figure deal sizes in their first year of operation.
• The founders of Factors.ai leveraged social posting on LinkedIn to grow their personal brands, generating over 200,000 impressions per post and turning that audience into a key driver of inbound leads that helped them grow 6x post-pivot.

Conclusion

You’ve just learned how to leverage competitive comparison pages and strategic content from over 40 top SaaS founders to drive millions in new revenue. By identifying your key competitors, finding your unique angle, and creating content that directly addresses high-intent search queries, you can build a powerful, low-cost customer acquisition channel. The secret is to stop selling features and start solving problems better than anyone else in the SERPs.

Use the playbooks and examples from these CEOs to build your own competitive content strategy and turn your competitors’ brand names into your most profitable keywords. To get capital to fund your growth without giving up equity, get instant, non-dilutive funding at Founderpath.com.

Founderpath invests in ambitious founders looking to grow fast. Click here to submit a capital request