Done for you comparison page system where I own the strategy, outline and messaging angle

Give your buyer the information they need on your product and your competitor to confidently pick you over your competition

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Book a discovery call
See examples of my work
See examples of my work

Win more high intent deals by owning the comparison narrative across SEO and AI search when buyers are actively evaluating you against specific competitors.

You’ve always wanted to …

Choose a defensible messaging angle that positions us as the preferred option without sounding biased, petty, or risky.

Stop losing narrative control to G2, Reddit, and competitor pages by publishing your decision criteria, based on an honest review

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Why work with Joshua as a BOFU content specialist?

I’ve been in your shoes before as a solo marketer in a high growth startup and as a team lead of a small marketing team

Creating quality content requires dedicated time and focus - things content marketers in growing businesses rarely have.

This is even more important for business-critical pages like product alternatives.

You’re overwhelmed, so you half-ass your content efforts and wonder why your content isn’t delivering results. Your boss asks why your competitor’s content is showing up when people search for your brand, rather than your own.

At this point, you know it’s a priority. You can either:

  • Try to put something together by yourself (stressful) - what else needs to go?

  • Get AI to slap together a passable piece (do you really, though)

  • Delay it (again) to the next quarter and hope things get better

But there’s a better way forward. You can hire a content partner who:

  • Knows you don’t have time to waste

  • Understands your target audience’s needs first-hand, and the industry you operate in

  • Can be trusted to deliver quality work on time

  • Understands the pressure you’re facing

  • Needs to be someone who communicates proactively, so you don’t have to second-guess what they’re working on, or if they’ll deliver on time.

I bring my 8+ years of experience as a solo marketer in high-growth startups, with deep experience in fintech, e-commerce, and digital marketing, along with my lived experience of being a small business owner and digital creator to your content.

I work in proactive partnership

Clients have told me this is one of the most valuable parts of working together. When they work with me, they get an editorial partner, not just a writer following instructions.

How this looks like in practice.

I flag gaps, suggest angle adjustments, and push back when I think there's a stronger approach available. That means I:

  • proactively check what competitors are doing,

  • assess commercial fit

  • connect it to a proper plan of action.

We’ll work together to create our brief and outline, and you can trust that I’ll own the entire process from planning to final draft, rather than waiting to hand me instructions.

And you can trust I'll deliver on time, proactively communicating all the way through with minimal handholding. I keep track of schedules, deadlines, and update you regularly along the process so you can transparently see what I’m working on.

I test everything first hand

I hand-test every competitor's product from the target audience's POV, checking for friction points, feature gaps, pricing mechanics. I then compare these observations against real user reviews from trusted software review sites like G2, Capterra and what people are saying online on Reddit to verify these patterns.

In essence, you get a combination of firsthand observation and vetting against what people are saying online to give your content the credibility it needs to hold up to scrutiny, while having the depth to rank on both Google and AI search.

I meticulously sift through and vet information

You get persuasive arguments based on fact-checked data.

I don't just Google "relevant data points for X" and take the top results. I thoroughly vet every stat, trace it to its source, and make sure it's based on real studies.

This rigorous checking process matters because weak or inaccurate research erodes credibility in high-stakes, complex deals, even more so when your buyer is on the cusp of booking a sales demo or signing up for a free trial.

I apply the same rigour to how I represent your competitors, making sure our work is fair, accurate and ethical, which maintains neutrality while positioning your product with a clear edge for the right people.

My Process

1. Competitor analysis:

I tease out what we’re comparing your product and how to position your brand as the preferred alternative

5. Real testing

I hand-test every competitor's product from the target audience's POV. That means friction points, feature gaps, pricing mechanics — first-hand observation, biases acknowledged upfront.

Where possible, I sign up and test directly via free trials or self-serve accounts. Where access is limited, I'll work with you upfront to arrange it before research begins.

2. Audience segmentation

I tease out the why and specific audience segment why they might choose you over others

6. Outline

I tease out the why and specific audience segment why they might choose you over others

3. SEO/GEO check

I tease out the why and specific audience segment why they might choose you over others

4. Deep research

I go through customer reviews, forums, Reddit, qualitative information, news, etc. stats, reports.

8. Editing and submission

I do a meticulous fact check against all product specs, checking in with customer support teams if possible. You’ll then receive your full page for review.

7. Drafting

I write the draft, create any supporting tables, suggest images and grab relevant screenshots

What my clients have said about working with me

  • Thanks for sharing this, I've reviewed the outline and everything looks awesome. You clearly put a lot of research into this, and the flow makes a lot of sense. It makes me very confident in the quality of what you're building here 🫶

  • I'm genuinely blown away, this goes above and beyond my expectations. Thank you so much for the great work. I've shared the text with ■ and she will leave comments and feedback tomorrow; apologies for the delay. I've also followed up with her regarding the payment. ❤️

  • Also quick note on the ■ ■ ■ piece: several people on our team reviewed it and everyone was genuinely blown away. There was almost no feedback at all (which is a very good sign hehe) aside from the pricing updates. So really great job on that one 👏

  • What makes Joshua stand out is his collaborative attitude: he is receptive to feedback and quick to adapt to the editorial guidelines. He knows how to explain complex ideas in an approachable manner,

    Nina de la Cruz, Getsitecontrol

Your questions about hiring me for BOFU content, answered

  • Bottom-of-funnel (BOFU) content targets people who are actively researching solutions and actively comparing options. Think of search terms like “Company A vs Company B”, “Alternatives to C”.

    They’re actively reading comparisons, case studies, asking around in private communities and trying out solutions. They’re close to making a decisions.

    Well-written BOFU content helps them make a decision. It addresses their fears and objections, and could be the last thing before they book a call with you or sign up for your free trial.

    I‍t’s the highest-converting piece of organic content marketing you can have on your site.

  • Expect about 10-15 working days at least.

    I go in-depth into testing, positioning, consulting competitor resources, my own first hand testing, and referencing your own internal data, customer testimonials, etc.

    In my experience, the testing phase to take about 1-2 weeks, and drafting to be completed within 10-15 working days per page

  • The clearer and more detailed you are on the following, the stronger the page:

    • Your value proposition and ICP

    • Anything that makes you stand out from competitors

    • Competitor weaknesses and strengths (if you have them)

    • ICP and market research on how your product stands up in the market

    • Internal data and examples that strengthens your positioning, for example, if you're strong in customer support, tangible examples of how your support is better compared to your competitors

    • Access to your sales or support team for their firsthand knowledge of how customers experience the platform. That will help me test the platform from the right lenses, not just my own

    I will support with much external research as needed, but internal inputs and firsthand knowledge will always strengthen your page and our work together.

    • I work in honesty and fairness. I name where the competitor does well and why, and what you do better, or which target segment you serve better

    • I write BOFU content to be neutral. I will be fair, without badmouthing, shaming or lying. Making sure you maintain integrity in this entire process makes for a more trustworthy page

  • My rates for BOFU content start from USD 1,000, but we’ll first get on a call to discuss scope and your needs before we arrive at a final figure.

  • No. Products change, pricing shifts, and features get renamed or retired. A claim that was accurate six months ago can now mislead a buyer who's actively comparing you.

    That matters because trust is fragile. A buyer who spots one outdated detail starts questioning everything else on the page. Keeping your BOFU content updated means the page does its job right when it matters.

    I recommend reviewing your BOFU content every quarter to keep your claims accurate.