See why buyers choose that competitor over you, in their own words. Find the arguments you can win and defend, with proof. Get the comparison page that makes your case, three weeks from today.
"[You] vs [Competitor], which should I pick?"
| Criteria | You | [Competitor] |
|---|---|---|
| Reporting depth | Stronger | Good |
| Ease of use | Good | Better |
| Time to first value | Weeks | Days |
| Entry cost | Paid | Free tier |
| Score | 8.2 | 8.8 |
| Pick | [Competitor] |
Ask it about your category.
They read reviews, they google "you vs [competitor]," and a lot of them now just ask a chatbot which one to pick.
By the time a prospect books a call, their shortlist is down to two or three names, and one of them is the clear favorite.
When a buyer searches for your name next to your competitor's, these are the pages they find. Most of them aren't yours, so none of them argue your side.
"[You] vs [Competitor]"
| Result | Written by |
|---|---|
| [competitor].com/vs/[you] | Them |
| g2.com/compare/[you]-vs-[competitor] | Reviewers |
| someblog.com/top-10-[you]-alternatives | Whoever wanted the traffic |
| ChatGPT, "which should I pick?" | A summary of the three above |
| [you].com | Nothing yet |
A typical set of results.
"We went with [competitor]."
If you keep hearing that in closed-lost deals, and the internal explanations ("their brand," "their pricing," "the market") never quite add up, this is where those deals are actually being decided.
And in most companies, nobody is responsible for making the case against that competitor.
Most B2B SaaS sites never make their case against their main competitor.
No usable page against the competitor buyers compare them to most
A comparison page aimed at the wrong competitor
A competitor's page written against them by name, and no answer on their own site
A comparison page published empty
Their only comparison was a blog post from 2021
If you've said any of the lines on the left lately.
"They have a page about us and we have nothing."
Your competitor stops being the only one writing your comparison.
"We don't know why we lose to them."
You know whether you lose on the product or on the story.
"We keep dropping price to get the sale."
Your reps get a reason to give that isn't a discount.
You name the competitor that keeps taking your deals. I spend two weeks finding the case you can make, and one week writing the page.
I read everything buyers have said about you and the competitor. Reviews, community threads, your win-loss notes, and what chatbots answer when asked to choose. Then I sort it by what buyers actually weigh.
You get a written diagnosis. It names the argument you can win, the claims to drop, and the proof behind each. We go through it on one call, where you add what only your team knows. It can land three ways.
The argument your team expected.
A different argument, one the evidence supports.
A different competitor, the one buyers actually compare you to.
You get the comparison page, written and revised twice with you, ready to publish. Your reps send it the moment that name comes up, and it's there when buyers search.
I'm Tom Slipkus. I lead copy and messaging strategy at Billo, a UGC/creator SaaS used by 22,000+ brands. Before that I spent 12+ years writing for B2B and SaaS companies.
At Billo I led the repositioning from a UGC marketplace to a performance-driven creative platform, and every word that shipped with it.
"We repositioned the entire brand and Tom was the one who made the messaging work. He understands how buyers think and knows how to make that the foundation of everything you put in front of them."
$2,000 $4,000
3 weeks · 1 competitor · 1 page · 2 revision rounds
B2B SaaS teams losing deals to one competitor they can name. Usually a founder or a marketing lead at a Series A or B company.
About three hours across the three weeks. One call at the start, one working session in week two, and two rounds of edits on the page. Win-loss notes or call recordings help if you have them, but the project doesn't depend on them.
Bring the two or three you keep hearing in closed-lost calls. Working out which one buyers actually compare you to is part of week one, and it isn't always the one the team names first.
Yes. Someone reading a comparison page usually has the competitor's site open at the same time. A page that says you win on everything doesn't survive that. Admitting where they're better is what makes the rest believable.
You know your product better than I ever will. What I bring is a career spent building arguments that persuade a specific buyer. Which angle to lead with, which claims to make and which to leave out, and how to say it so the buyer believes it. That's a different job from knowing the product, and it's the one a comparison page lives or dies on.
Then we look at it together. The evidence is concrete, the reviews, the community threads, your own closed-lost notes, so we can see where it points and where it's thin. You know things it doesn't. If you're right, the page follows you.
Because right now I need case studies more than margin. The first three clients pay less, and ninety days in they tell me what the page did. If it worked, I write it up, with their sign-off. Once two of those exist, the price goes to $4,000, which is still less than a page alone costs from a production shop.
You publish it. Ninety days later we look at what it did, together. If it worked, the same argument belongs on your homepage, in your emails and in your sales deck, and we can talk about that then.
You tell me which competitor keeps coming up, and I'll tell you what I'd look at first and whether the comparison looks winnable. If I don't think it's the right project for you, I'll say so.