Create Pages for ‘vs’ Searches

Step 1:

Identify key comparison opportunities

• Start by listing your direct competitors. Use Google to search for “[Competitor name] vs [Your Business]” to see if these searches are popular
• Use tools like SEMrush, Ahrefs, or Google Keyword Planner to find relevant “vs” or comparison search terms that your potential clients are using
• In addition to direct competitor comparisons, consider comparing design platforms (e.g., “WordPress vs Webflow” or “Squarespace vs Custom Web Design”) to showcase your expertise

‍

Step 2:

Create comparison content structure

• For each comparison page, structure the content to be informative, honest, and useful. Include sections like:
  • Overview: Brief introduction of your web design services and your competitor
  • Features & Services Comparison: A table or detailed breakdown of features you offer compared to the competitor
  • Pros & Cons: Highlight the strengths and weaknesses of each option, emphasizing why your services may be a better fit for certain clients
  • Case Studies or Examples: Provide real-life examples of how your services delivered superior results compared to competitors or DIY solutions

‍

Step 3:

Write detailed, unbiased content

• While you want to promote your services, it’s important to present an honest and balanced comparison. Potential clients will appreciate transparency, and this builds trust
• For example, acknowledge where a competitor might be cheaper or faster, but highlight the long-term benefits or custom solutions that your web design business offers
• Include testimonials or case studies that demonstrate how clients benefited from switching to your services

‍

Step 4:

Optimize for SEO

• Use the target keyword (e.g., “[Your Business] vs [Competitor]”) in the page title, headers (H1, H2), and meta description
• Include related keywords, such as “compare web design services,” “alternatives to [Competitor],” and “[Competitor] comparison.”
• Ensure your content is structured for readability, with clear sections and bullet points. Search engines reward easy-to-read pages
• Add internal links to your service pages and blog posts to boost overall site authority

‍

Step 5:

Include visual elements

• Add comparison tables, charts, or infographics to make the differences between your services and the competitor’s clear and visually appealing
• Tools like Canva or Google Sheets can help you create simple comparison charts, showing how your web design services outperform DIY platforms or competing agencies in key areas like customization, support, and performance

‍

Step 6:

Add call-to-action (CTA) buttons strategically

• Throughout the page, include CTAs that encourage potential clients to reach out, book a consultation, or view your portfolio
• Example: “Interested in a custom web design tailored to your business? Let’s chat!”
• Make sure these CTAs feel natural and don’t interrupt the flow of the comparison content

‍

Step 7:

Monitor and refine your pages

• Use Google Search Console or tools like Ahrefs to track how your “vs” pages are performing in search results
• Monitor metrics like page views, click-through rates (CTR), and bounce rates. If a page is underperforming, consider refining the content, adding more keywords, or improving the layout
• Regularly update the comparison pages to reflect new offerings from competitors or changes in your own services

‍

Step 8:

Run paid search ads (optional)

• Consider bidding on your competitor’s brand name in Google Ads to target users searching for their services. Direct them to your “vs” pages to provide an alternative and showcase why your services stand out
• Example: If a potential client searches for “[Competitor Name] web design,” your ad can appear with a link to a comparison page highlighting the benefits of choosing your business over theirs

‍

Step 9:

Track conversions and adjust your strategy

• Set up Google Analytics to track how many visitors convert from these pages. Monitor which “vs” pages generate the most leads or consultations
• Use this data to decide whether to create more comparison pages, tweak your existing content, or focus on alternative comparison strategies

‍

Step 10:

Expand to related comparisons

• Once you’ve seen success with competitor comparisons, expand to related searches like “DIY vs Professional Web Design” or “Freelancer vs Web Design Agency” to capture potential clients at different stages of the decision-making process
• These broader comparisons can also help establish your expertise and authority in the web design space