Write the pages buyers search for

The steps

1. 1

   List your three closest competitors and the kinds of customer you serve best.

2. 2

   Write one “[competitor] alternatives” page and one “[you] vs [competitor]” page. Be fair: say who each option suits. Fair pages are the ones that get quoted.

3. 3

   Write a “best [category] for [customer]” page for each kind of customer you serve well.

4. 4

   Open each with a one-line verdict and a comparison table, then the detail.

5. 5

   Link these pages from your home page or footer, so they’re easy to find.