How to write Comparison articles that convert (at 5-15%)

Many brands are writing comparison and alternative articles nowadays.

But the harsh truth is that 95% of them are bad and don’t convert.

So today, let me show you how to write a comparison and alternative articles that convert.

For context, my team and I at Contenthorse wrote 300+ of these articles over the last three years.

Our average conversion rate benchmark is around 5-15%.

So here are the things you should do and avoid at all costs.

❌ Be promotional and try to sell your tool at any cost

✅ Be real, honest, and objective

✅ Write about both good and bad things about your competitors (but don’t shit on them)

❌ Present your tool as it’s the best tool ever (although it probably isn’t, and that’s okay)

✅ Write about both good and bad things about your tool (this adds to objectivity - show your shortcomings as well).

❌ Not write the article from the user’s perspective and intent

✅ Show what tool is best for specific use cases - in this case, every tool is the winner at the end (this way to add objectivity and readers trust you, so they’ll probably end up converting).

❌ Start the article with a boring introduction (no one cares about the importance of using a specific type of tool, readers already know that)

✅ Start the article with the everyday problems readers are experiencing with a specific tool (i.e., if I’m writing an article on the best Mailchimp alternatives - I would point out the most significant pain points Mailchimp users have straight at the beginning).

❌ Not having CTA at least two times inside the article

✅ Have 2-3 CTA buttons - after explaining your product and at the end of the article

✅ Write a concise and actionable TL;DR at the beginning of the article (not everyone has time to read a 3000-word comparison)

✅ Briefly explain what process you used to research different tools

✅ If possible, interview different industry experts on their opinions

✅ If possible, interview competitors’ customers on their opinions

✅ Take a deep look at G2 and Capterra reviews of each product

✅ Personally test each tool you’re comparing (if possible)

✅ Be actionable - for whatever claim you make, show proof (i.e., if you say that tool X has a bad UI/UX, then show proof of it)

✅ Create a comparison table - so readers can easily compare different products

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