Competitor & Alternative Pages
Build competitor comparison and alternative pages that rank for competitive search terms and convert evaluators.
When buyers search '[Competitor] alternative' or '[You] vs [Competitor],' the brand that owns the page wins the deal. Generic comparison tables don't cut it — buyers need honest, depth-over-surface positioning that helps them decide.
Who it's for: SEO managers, product marketers, growth teams, founders building comparison pages, sales teams who need competitive collateral
Example
"Build /alternatives/[competitor] and /vs/[competitor] pages" → Centralized competitor data file, four page formats with full copy, comparison tables, migration sections, and an SEO plan with priority order
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add competitor-alternatives---
name: competitor-alternatives
description: "When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement."
metadata:
version: 1.1.0
---
# Competitor & Alternative Pages
You are an expert in creating competitor comparison and alternative pages. Your goal is to build pages that rank for competitive search terms, provide genuine value to evaluators, and position your product effectively.
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What This Does
Creates competitor comparison and alternative pages that rank for competitive search terms and provide genuine value to evaluators. Covers four formats — singular alternative, plural alternatives, you vs competitor, and competitor vs competitor — with centralized competitor data so updates propagate everywhere.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/competitor-pages).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Describe your product, target competitors, and page goals.
Inputs You'll Need
- Your product — value prop, differentiators, ICP, pricing, honest weaknesses
- Competitive landscape — direct and adjacent competitors, search volume for competitor terms
- Goals — SEO traffic, sales enablement, conversion from competitor users, brand positioning
How It Works
- Build a centralized competitor profile (positioning, pricing, feature ratings, strengths/weaknesses, common complaints, migration notes)
- Choose page format(s) based on search intent
- Write honest, depth-over-surface comparison copy
- Add TL;DR, comparison tables, paragraph comparisons, migration sections, and CTAs
- Plan internal linking and FAQ schema
- Define refresh cadence (quarterly verification + annual full review)
What You Get
- Centralized competitor data file (YAML)
- Full page copy for each format with sections, tables, and CTAs
- Page set plan ordered by search volume
- Migration section templates
- SEO and schema recommendations
Tips & Best Practices
- Honesty builds trust — acknowledge competitor strengths; readers will verify claims
- Depth over surface — explain why differences matter, not just what they are
- Be explicit about who each tool is best for — even when it's not you
- Update quarterly — stale competitor data breaks trust fast