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A lot of founders slap a comparison table on their company website.
Your amazing product vs. the competitor’s overpriced, crappy one.
Love it. Great idea.
But… there are a few classic mistakes you really don’t want to make.
First, be careful who you’re comparing yourself to. Stick to players in your own league.
Two reasons:
1. It just looks ridiculous. Take Nimble, (screenshot #1) for example, lining itself up against Salesforce. I don’t need a table to convince me not to buy Salesforce. But when a 64 person company compares itself to the industry giant, it comes off as cocky at best.
2. Unless you have a real advantage, you’re only shooting yourself in the foot. In the Nimble example below, the “big win” is five bucks off the monthly plan. Newsflash: no business will be taking the risk, just to save $5 a month.
And remember, whether you paid for that site traffic or sweated to earn it, don’t go planting ideas in your visitors’ heads.
The moment you name competitors, you’re basically sending your leads to check them out. Unless you’ve got a unicorn-level differentiator, skip the name-dropping. Call them “a leading company in the industry” and leave it at that.
Also: keep it simple. Look at the screenshot below , too many details, too complicated, nobody will understand that.
So what does the perfect comparison table look like?
Easy. Amazon’s.
Just the basics: price, core features, done.
