A comparison page for buyers who need one more reason to choose you over your competititon
I handle everything from strategy and messaging to final copy, so your product makes the case for itself at the moment a buyer is closest to deciding.
Your buyers are comparing you to competitors. Are you even there?
Your buyers are researching, comparing, and making decisions before they ever talk to your sales team. And if you don't show up in that conversation, someone else is telling your story for you.
You’ve probably had “build competitor-facing content” on your to-do list longer than you’ll like to admit. But these pages aren’t your average blog post.
Even before you've written a single word, to do these pages justice, you need your product positioning locked down, a clear view of where you stand against specific competitors, and why your buyers should choose you over them. And every claim needs to be backed by research accurate and fair enough to hold up to a buyer who's already done their homework.
That's a lot to carry alongside everything else on your plate.
Why work with Joshua as a BOFU content specialist?
I've been in your shoes; as a solo marketer in a high-growth startup and as a small team lead. That's 8+ years of experience across fintech, e-commerce, and digital marketing, and I know what it costs to let your competitors own your brand narrative.
Here's how I work.
I work in proactive partnership
I flag gaps, suggest angle adjustments, and push back when there's a stronger approach available.
That means checking what competitors are publishing, spotting what's working, and folding those insights into a sharper brief or angle before we start.
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.
This gives your content the depth to hold up to scrutiny, and rank on both Google and AI search.
I’m obsessed with accuracy
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.
I apply the same rigour to how I represent your competitors. This keeps the work fair and accurate while positioning your product as the clear choice for the right buyers.
My step-by-step work process
Competitor and audience analysis
1
I work out what we're comparing, who's actively evaluating their options, and how to position your product as the right choice for someone mid-comparison.
SEO/GEO check
2
I check the search intent behind the target keyword, audit how competitors are talking about your brand and structuring their pages, and assess how AI search tools are framing the comparison. That tells us where we can add more to the conversation before research begins.
5
Deep research and outlining
3
I go through customer reviews, forums, Reddit, qualitative information, news, etc, looking for patterns, trends and what real users say about your product and your competitors
Based on my findings, I plan and deliver an outline, focusing on your unique differentiators to show you how I plan to approach the piece for approval.
Drafting, editing and fact-checking
4
At this stage, I have everything I need to start. I'll write the draft, build any supporting tables, and source relevant screenshots from your product and your competitors.
I'll then fact-check the page against all available product information, validating claims against real usage, customer support teams, and user reviews before sending it to you for review.
Competitor and audience analysis
1
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.
What my clients have said about working with me
Your questions, answered
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Bottom-of-funnel (BOFU) content targets people who are actively researching solutions and 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.
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.
Done well, it's the piece that turns someone who's actively researching into a customer
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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
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The clearer and more detailed you are on the following, the stronger the page:
Your ICP, value proposition, and any market research on how your product stands up against competitors
What you know about your competitive landscape — your strengths, competitor weaknesses, and anything that makes you the better choice for the right buyer
Internal data and examples that strengthen your positioning
Access to your sales or support team for their firsthand knowledge of how customers experience the platform
I will support with much external research as needed, but internal inputs and firsthand knowledge will always strengthen your page and our work together.
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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
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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.
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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.
Don't let your competitors write your brand's story for you
Book a discovery call or see examples of my work below.