However, true localization means matching how people actually speak, search, and make buying decisions in each region. These nuances help your content feel more natural and trustworthy.

In this guide, you’ll learn six steps to build a content localization model to speed up UK and EU market expansion.

Step 1. Research local customers to reveal pain points

Collect regional customer insights to ensure you create assets that truly matter to those audiences.

For example, a localized guide on domestic ACH payments (which are limited to the US) won’t be relevant in Denmark or England.

So, you’ll waste time repurposing content that isn’t relevant to this audience.

On the other hand, Voice of Customer (VoC) research in these target regions reveals real-world pain points that you can then build content around.

Here are some typical places to find this data:

• Customer interviews. Arrange conversations or surveys to understand your audience’s challenges, goals, language, and buying triggers.
• Employee insights. Ask your sales, support, and success teams what buyers query, where they get stuck, and what they care about.
• Support and sales data. Analyze sales calls, tickets, and emails for recurring issues and themes.
• Social listening. Search your brand on LinkedIn, X, Reddit, and other forums to see how people discuss the problems you solve.
• Review platforms. G2, Capterra, and Clutch are goldmines for seeing what users love, hate, and expect.

Sites like G2 are now even using localization themselves to make it easier for European buyers to evaluate software vendors:

Note: If you don’t have enough first-party regional data, search for public competitor insights. How buyers talk about similar products can still reveal relevant priorities and unmet needs.

The more local insight you collect, the easier it becomes to see the full buyer journey and exact language prospects use.

These nuances help you create content that feels native and builds trust faster.

When Grizzle localized Tipalti’s US-based financial guides for the UK and EU, we conducted in-depth research to align updates with local laws, regulations, and audience priorities.

For example, this OCR processing guide speaks to local priorities with research that highlights the cost of late payments to the UK economy.

And the benefits of this research go beyond marketing:

• Product teams get clearer direction for regional features
• Customer service can better prepare for objections
• Sales aligns more closely with how buyers think

A strong localization engine becomes a competitive advantage across the entire business.

Want help turning your UK or EU research into a clear content strategy? Book a demo today and let’s talk.

Step 2. Prioritize revenue-driving content to reach new markets

Use your localized customer research to prioritize key articles, landing pages, and other assets that solve regional problems and drive revenue.

Forrester suggests that 75% of B2B buyers want sales materials in their language, while 67% want the whole website.

Start with assets that help buyers:

• Find your product or service. Product, comparison, and other landing pages that attract potential customers.
• Learn how it works. Blog posts and guides addressing real problems from your research.
• See it in action. Case studies and product walkthroughs that demonstrate value.

Validate your priorities and identify additional opportunities using data to gauge potential impact.

Internal performance data and SEO tools can help confirm where real demand exists.

Ask yourself:

• Which of these pages already attracts sales from your target countries?
• Which English keyword terms have strong search volume and moderate cost-per-click (CPC) in the UK and Europe? (These metrics demonstrate the likely value of regional traffic.)
• Which topics suggest clear interest in multiple target markets?

For example, some English content can perform well in EU markets with high English-speaking populations (e.g. the Netherlands or Nordics), offering quick wins before fully localizing.

Other topics like “open banking” show strong demand across the US, UK, the Netherlands, and Sweden:

These topics are often safe bets to localize early as they’re already resonating.

From there, you’ll expand into fully localized versions for regions where native language content matters (e.g. Germany, France, Italy, or Spain).

But keep in mind that some terms don’t exist locally.

For instance, “sales enablement” isn’t common in France or Germany, so you’ll need to explain it for your audience to understand.

This approach lets you build a solid content foundation quickly, start engaging new buyers, and gather insights for original, region-specific content later.

Step 3. Build out a regional content team

A team with local expertise is essential for creating content that resonates and avoiding missteps that confuse or even offend audiences.

For example, first names or casual phrases are widely accepted by Americans.

But German differentiates between “you” with “du” (informal) and “Sie” (formal)—the latter is generally preferred unless speaking to kids or loved ones.

Gartner research also suggests that while German consumers value familiarity (think local testimonials and case studies), French buyers favor market leaders (i.e. top-rated positioning).

Translation tools often overlook these small details, but they can significantly impact engagement.

A high-performing regional team needs:

• Native-level fluency, including awareness of local trends, culture, and idioms
• Specific industry knowledge
• Transcreation skills (i.e. adapting tone and meaning, not just translating)

However, not every team member needs all of these skills.

For example, a localization manager can focus on strategy and technical SEO, while writers and editors bring native fluency and tone expertise.

Here’s the suggested breakdown of roles and responsibilities:

If in-house resources are limited, agencies or freelancers can fill the gap. Agencies like Grizzle provide scalable, all-in-one solutions—ideal for targeting multiple EU markets at once.

The key is finding the right expertise that fits your goals and budget.

Prioritize local knowledge, bilingual skills, and cultural fluency over cost savings (where feasible).

Your content’s effectiveness depends on it.

Step 4. Involve local subject matter experts to ensure accuracy

Local subject matter experts (SMEs) add credibility, verify facts, and make your content culturally relevant—especially in regulated industries or markets with unique rules.

You need to build trust with regional audiences. SMEs help you earn it by showing authority.

For example, Wise’s guide on UK pension withdrawal includes expert input as minimum age and tax treatment differ from countries like Ireland and Canada:

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These experts fill knowledge gaps that even skilled bilingual writers can’t fully cover, ensuring accurate content for local regulations, workflows, and customs.

Your in-house experts (like product managers or compliance officers) can serve as SMEs, depending on the topic.

However, building a network of external SMEs with real-world experience expands your reach and helps you cover topics your team can’t.

Here’s where to find them:

• Audience research tools. Use platforms like BuzzSumo or SparkToro to find thought leaders your audience follows.
• LinkedIn. Search for authoritative figures by title, industry, or experience.
• Help A Reporter Out (HARO) or Qwoted. Submit queries to connect with verified experts.
• Clarity.fm. Connect with specialists in niche industries.
• Professional associations. Reach out to certified experts in your field.
• Industry conferences. Scan speaker lists for those with specific expertise.
• Competitor content. Identify authors or podcast hosts demonstrating niche authority.

Note: For co-created content, collaborating with SMEs who also have an online presence can amplify reach and help you achieve early traction.

When quoting SMEs in your content (instead of hiring them to fact-check), make sure you:

• Double-check names and roles
• Include a link to their website or resources
• Let them review content before publishing

A strong SME network can even open doors to other recommended experts, so your content is always backed by credible, specialized knowledge.

Step 5. Create localized guidelines to scale without losing quality

Create localization guidelines to maintain consistency in your content’s voice, quality, and cultural fit as your business grows.

Don’t be part of the 27% of tech CEOs who didn’t create dedicated resources for regionalized marketing campaigns and wish they had.

For example, Wise’s “Foundations” document aligns every writer, designer, and marketer on the brand’s online presence.

The “Go global, write local” section explains how to write content while staying mindful of diverse cultures:

It flags things like avoiding literal wordplay, staying culturally sensitive, and remembering that translated text often expands by 30% or more (when considering UI design).

This ensures Wise’s content resonates locally while scaling production faster.

A comprehensive localization guide should include:

• Positioning, tone, and personality specifics for each region
• Grammar rules, style choices, and regional conventions (e.g. UK vs US spelling)
• Glossaries with approved translations for product and technical terms
• Design rules and example content
• Tools, workflows, and quality assurance (QA) checklists

Keep the guidelines accessible and update them as the market evolves.

A living document makes it easier for teams to produce high-quality localized content without costly revisions.

Step 6. Optimize content for local search and market entry

Localize content, headings, keywords, and URLs to match each market’s search intent. 

Optimizing on-page SEO (often by creating regional versions of your website) supports your GTM strategy by driving visibility and awareness.

For example, Pipedrive localizes 2.7 million words in 24 languages annually.

Like this Italian version of the homepage:

When nearly 66% of software buyers prefer providers’ websites and landing pages in their primary language, you see why localization is critical for complex products.

For more moderate expansion (where you’re testing a market or scaling gradually), focus on optimizing key pages that drive awareness.

For example, Tipalti’s UK PayPal guide localizes the most important on-page SEO elements (URLs, headings, keywords, and body copy):

By meeting intent and improving search visibility, the finance solution now ranks on the first SERP for “How PayPal transfers work in the UK”.

Committing to a full country launch?

Localize all customer-facing content—from marketing pages to help docs—to support SEO and sales.

This strategy works best with local teams (e.g. sales, support, or product experts) to respond to demand and keep channels consistent.

It takes more time and resources, but helps you capture search intent and drive conversions faster.

AI tools can speed up translation for guides, tutorials, and help pages.

But always have bilingual editors review content nuances before publishing.

Localized content drives trust and growth

Anyone can translate text in seconds thanks to AI, but localizing your message to each market’s language, culture, and expectations gives you a competitive edge.

Start with the pages that matter most, test, and refine based on performance data. Base your UK or EU content on local insights and customer needs at every step.

Over time, you’ll build trust, strengthen your presence, and drive sales.

Ready to get your content moving in new markets? Book a demo today and let’s talk.

Most case studies follow a familiar format: problem, solution, results.

Senior decision makers expect and appreciate it. They can jump in, understand the impact of your solution, and continue the buying process.

The downside? It neglects the buyers who initially sparked the search for a solution. They need stories (not just stats).

What B2B buyers really need from social proof

Potential customers want case studies that share how their peers solved the same problems they now face.

By making your customers the “hero” of the story, other buyers in similar positions immediately relate.

Gallup research shows that 70% of buying decisions are based on emotion and justified with logic.

Your case studies must help purchasers invest emotionally and build trust, setting you apart from competitors.

For example, Grizzle write introductions for Smart Panda Labs’ case studies that drop you straight into their client’s shoes:

Engaging openers for the technical marketing agency’s case studies include:

• “As Director of Marketing, Julie Harju carried the weight of every empty seat”
• “SVP of Marketing Andrea Kazanjian inherited a premium brand with almost no digital presence”
• “CEO Mary-Lynn Clark was building up to a career-defining moment”

Buyers feel the stakes, relate to the challenges, and imagine achieving similar success—carving the path to faster purchasing decisions.

What is a hero-led case study?

A hero-led case study tells a compelling customer story while giving busy buying committees the snapshot they need to select you as a vendor.

It adds a deeper narrative layer to the tried-and-tested “problem → solution → results” framework.

Think of it as a pyramid:

• Data-led narrative (base tier). Share the challenge, how you solved it, and the ROI. Think broad brushstrokes for time-starved leaders.
• Customer story (middle tier). Explain why the data matters, how it made someone’s life easier, and why others evaluating your product should care.‍
• Multimedia elements (top tier). Build credibility with testimonial videos, graphs, and visuals. Help buyers connect with the story and overcome scepticism.

Together, these elements engage champions and make it easier for B2B buyers to make confident decisions.

Follow this eight-step process to create hero-led case studies that convert:

1. Tell the story from a human’s perspective

While your solution benefits an organization, speaking to your potential customer like a human with stresses and ambitions makes your message resonate more deeply.

Explain how you’ve made the person in the story’s job easier and how.

“Driving revenue” is great for business. But “securing a promotion” because of it is even better for the hero.

A human challenge (e.g. “I had to increase profitability without extra spend”) that you solve instantly heightens your product or service’s value. 

For example, Grizzle put CMO Dr. Patel at the heart of this Sully.ai case study.

Instead of focusing on Sully’s agentic AI, we built the narrative around what their customer wanted most: to improve patient care.

In another example, AdRoll’s case studies let customers describe their own challenges and wins: 

This first-person narrative is more engaging, credible, and trustworthy.

People buy from people. A story that shares someone’s struggles and successes is more memorable than one brand talking about another.

2. Find the right hero for your story

Find someone who genuinely loves your product and can speak to its real impact to create an authentic, persuasive case study.

In B2B, that isn’t always the final buyer. Sometimes it’s the end user or internal champion. 

Here’s where to find them:

• Customer reviews. Search G2 or Capterra for glowing write-ups that could become interviews.‍
• Net Promoter Score (NPS) surveys. Reach out to customers who scored you a nine or 10.
• Social media. Use social listening to spot fans praising you on LinkedIn and X.
• Product usage data. Look for power users with high adoption or daily activity.

Once you’ve found your hero, make it easy for them to say yes.

• Ease concerns: Share sample stories and promise review rights before publishing.
• Respect time: Be clear on the process and minimize effort by handling the heavy lifting.
• Offer value: Highlight the exposure they’ll get or sweeten it with a simple incentive.

Counter objections upfront to speed up approvals. 

3. Specify the struggle so it’s relatable

Describe specific, human details that build tension and pull people into the story. Future buyers won’t care about your hero’s success unless they feel their pain first.

This is why it’s crucial to capture emotions in customer interviews. When frustration sounds genuine, it resonates more naturally.

Take Sully’s Hillside case study.

We could’ve written, “The staff were overworked and needed to boost productivity.” But that’s forgettable.

Instead, we focused on the human-led facts and struggles.

Dr. Patel’s team spent 3–4 hours a night catching up on work from home. The business was growing. Onboarding was becoming a burden. Staff were at breaking point.

Now, the story feels more personal. You can picture the exhaustion, pressure, and urgency to fix the problem.

If potential customers recognize themselves in your case studies, they’ll stick around to see how it gets solved.

4. Get the story before the stats

Start by uncovering what led to the “X hours saved” or “Y% increase”—what the customer was facing, feeling, and fighting for when they chose your product.

In hero-led case studies, numbers hit harder when you wrap them in a relatable narrative.

For example, we ask questions in our interviews like:

“What was happening in your day-to-day before things changed?”

This wording prompts the customer to reveal the frustration, pressure from leadership, and how finally finding a solution felt like relief.

It teases a commentary before the conclusive, “How much time did you save?”.

Here are some more examples of questions that draw that story out:

• What problem or pressure pushed you to find a solution?
• What wasn’t working before?
• What stood out about our product in your search?
• What’s changed for you or your team since adopting it?
• What moment made you realize it was working?

Send these questions in advance so customers have time to reflect.

You’ll get richer insights and a case study that connects on both emotional and business levels.

5. Bridge the problem and your solution

Always include the most persuasive point in your case study—the customer’s “aha!” moment of realization.

This turning point (when they knew something had to change) transforms pain into purpose, driving the story forward.

It also helps potential buyers connect the customer’s challenge to their own and see why your product or service makes sense.

For example, Dr. Patel needed a solution before care quality suffered and turnover increased:

AdRoll’s team hit a wall with Google display ads and knew they’d plateaued:

Holiday Inn Club Vacations trusted Smart Panda Labs from a past engagement, and leaned on that partnership when new goals emerged:

Each of these crossroad moments helps future buyers see themselves in the narrative.

Use them to reveal:

• What triggered the change
• Why your solution stood out
• The key factor that made a customer say “yes”

It’s subtle selling and differentiation, told through the hero’s perspective.

6. Explain exactly how your solution works

Walk through your solution step by step, so future buyers clearly see where the value lies.

Other SaaS brands merely summarize the outcome and results.

To stand out, show how your features, use cases, and solutions drive success. This keeps people engaged and builds trust in your approach.

For example, Semrush breaks down exactly how they increased BetterVet's traffic:

• Key focus area: “Fixing overall website health”
• Specific tactics: “Cleaning up errors and old redirects”

While Sully details how agentic AI eases Dr. Patel’s workflow:

• Action: “AI Scribe Agent creates real-time clinical documentation during appointments.”
• Outcome: “Dr. Patel’s practitioners no longer take work home. They’re more present and energized.”

The clearer your process, the easier it is for buyers to picture themselves experiencing it (and decision-makers to sign off on it).

7. Connect metrics to real impact

Pair every metric with the benefit it delivered to make results meaningful and finish the story you’ve got people invested in.

This small tweak turns raw data into evidence that your solution drives outcomes that future buyers care about.

Here are a couple of examples of how Grizzle ends Sully’s case studies:

Now, you should still include results and data in your headings to catch the buying committee’s eye.

For example, Pipedrive puts their most impressive numbers front and center:

But the sales software provider also ties data into the narrative to give it meaning:

‍“In the past five years, the business has grown at an average rate of 32% year-on-year, and revenue has tripled. Pipedrive has played a key role in this—not least by helping to develop a consistent number of leads and providing clear representation of each lead source.”

Finally, don’t overlook small wins.

For example, Airtable saving Taylor Guitars 4–5 hours weekly might seem modest. But for marketers, that time reclaimed is tangible and motivating.

8. Reinforce your story with testimonial videos

Testimonial videos make your case study more engaging, authentic, and trustworthy—letting future buyers see and hear your hero’s experience firsthand.

In fact, Wyzowl research suggests that 87% of people have been convinced to buy a product or service after watching all forms of video content.

For example, Grizzle produced this video testimonial of Nile Women’s Healthcare founder Dr. Hughan Frederick:

Our expert-led editing and production turn simple Riverside interviews into high-end testimonials.

You don’t need to arrange travel or complex shoots—our team can coordinate your customer from anywhere.

Similarly, data platform Census create compelling user stories from video calls:

These remote recordings deliver the same human connection and emotional credibility as on-site productions (without the hassle).

Here are some quick tips for more impactful testimonial videos:

• Prep the customer. Share framing, background (e.g., plants or a bookcase), and lighting tips. Reassure that pausing or redoing answers is fine—you’ll fix when editing.
• Prioritize good video and audio quality. Send equipment to customers if needed.
• Prepare before recording. Test lighting, audio, and framing before you start.
• Keep it conversational. Use questions as prompts, not scripts.
• Edit for brevity. Aim for ~2 minutes and focus on key soundbites.
• Make it inclusive. Add captions and annotations for clarity and accessibility.
• Add motion design and contextual B-roll. Use simple graphics and supporting visuals to keep the story engaging and dynamic.
• Prioritize satisfaction. Let the interviewee review the final video before publishing.
• Reuse the content. Recycle pull quotes and soundbites in social posts, blogs, email campaigns, landing pages, and retargeting ads.

This visibility helps your hero’s story spread further, build trust, and create internal champions.

Make your hero shine to inspire future buyers

A hero-led narrative puts your customer’s achievements front and center—showing how they used your solution (and guidance) to solve problems and deliver results.

In making them look good, you position yourself as the trusted sidekick.

Future buyers see the path to success clearly, making internal sign-off and adoption simple.

Want help creating hero-led case studies? Book a demo today and let’s talk.

Today’s B2B buyers tune out the moment a page feels untrustworthy. Yet, weighing up options is still a key step in every buying cycle.

In this post, you’ll learn six key steps to create honest comparison pages that help best-fit customers choose your product or service.

The problem with traditional comparison pages

Most ineffective comparison pages focus too much on themselves or on discrediting competitors.

That mindset produces the same weak patterns:

• Long feature lists with no context
• Cheap shots at competitors (e.g. “X is too slow”)
• Claims with no proof (e.g. “The #1 alternative to…”)
• Tables engineered to make you look good and nothing else

None of this helps potential buyers.

People visit comparison pages to understand the real differences between options and make informed decisions.

Talking only about yourself doesn’t solve that. Tearing down competitors makes you look defensive and untrustworthy.

By being honest and objective, you’ll position your product as the best fit for the right audience while acknowledging where competitors might be a better fit for unqualified buyers.

Here are six steps to help you strike that balance.

1. Highlight unique value before any features

Lead with your product or service’s unique value. The model, process, or capabilities that make you worth choosing in the first place.

Instead of lining up every feature side by side, put your strengths right at the top to anchor your comparison in what actually matters to buyers.

For example, ActiveCampaign’s edge lies in powerful automation, which enhances every customer journey touchpoint:

It’s a clear advantage over competitors like Mailchimp. So, the comparison page starts there.

The tone is factual, not boastful, and reads like something a neutral reviewer could write.

ActiveCampaign’s positioning does the heavy lifting while recommending Mailchimp as a simpler tool for beginners:

“Because the builder is so straightforward to use, Mailchimp is a good option if you're just starting or aren’t trying to automate very much.”

The brand then positions itself as the better choice for advanced automation:

When you’re clear on what sets you apart, you don’t need hype or competitor bashing.

You just explain the value that only you provide.

Before writing any comparison page, define your specific differentiators against that competitor.

Then, build the entire narrative around those.

April Dunford’s product positioning exercise is a solid framework for this:

• Understand where you stand today and your core value
• List your unique attributes
• Link each attribute to a real customer pain point you solve
• Identify who cares most about those strengths (i.e. your ideal buyers)
• Pick a market frame that makes your value obvious to those buyers

When you anchor comparison pages to your differentiators, you give buyers clear, useful context while staying honest.

2. Create trust with your comparison tables

Strong comparison tables help potential customers make informed decisions by attracting best-fit buyers and filtering out those who aren’t a match.

While these visuals are one of the fastest ways to show how you stack up, they’re also easy to misuse.

For example, we’ve all seen tables like Asana vs. Monday:

Buyers don’t trust one product coming out on top in every category, and can tell when you’ve cherry-picked features.

Instead, focus on 6–8 core features that are directly tied to buyer needs and pain points. (Not just those you excel at.)

This keeps your brand honest and even improves usability.

NN Group eye-tracking studies suggest that people tend to read comparison tables in a lawnmower pattern.

If your table is too long or cluttered, readers struggle to keep track of information.

There will likely be products that share similar capabilities. So, the real value comes from how you frame differences.

Show strengths clearly, without pretending the competitor offers nothing.

App-building platform Nocoly simply presents facts when comparing itself to Outsystems:

The neutral tone makes the comparison feel more believable, while the differentiation on data, languages, and pricing stands out naturally (without attacking the competitor).

Don’t aim to “win” every buyer with your comparison tables. Instead, use them to clarify who you serve best.

3. Give competitors credit to strengthen your own positioning

Acknowledging where competitors shine makes your comparison page feel trustworthy and differentiators more believable.

Some competitors will outperform you in certain areas.

You know it. Buyers know it.

Being upfront about that sets your page apart from the majority and builds instant credibility.

For example, Claap recognizes Gong’s leadership in “Revenue Intelligence” instead of downplaying it:

Then, Claap explains why it’s a strong alternative to its respected competitor.

Vidyard uses a similar tactic, first acknowledging Loom as a powerful tool:

ActiveCampaign even takes this a step further, praising Mailchimp’s superior ease of use:

This kind of honesty stands out because it’s factual and confident.

It’s also the opposite of the “talk ourselves up while trashing everyone else” approach that most companies use (and buyers ignore).

It all ties back to positioning.

When you’re clear on your own strengths, giving competitors credit reinforces your authority.

Here are some tips on how to credit competitors effectively:

• Identify where others excel (e.g. features, usability, or reputation your audience respects)
• Acknowledge it clearly but briefly (one line is usually enough)
• Avoid an exaggerated tone or backhanded compliments, which can feel insincere and undermine trust
• Use visuals when possible—screenshots or data points make recognition feel factual, not promotional

This approach signals confidence. You communicate: “we know what others do well, and we still believe we’re the best fit for you.”

4. Address the real alternatives buyers are using

Buyers aren’t just comparing you to competitors. They’re also comparing you to existing processes and spreadsheets.

Highlighting and outpacing these solutions wins trust and conversions.

SaaS brands often define competitors too narrowly: “Who else makes software like ours?”

In reality, your competition includes everything buyers are currently using to solve the problem.

April Dunford calls these “status quo” solutions—the free, simple, or familiar tools people rely on before they even see your product.

For instance, many businesses manage projects in spreadsheets or via email.

Therefore, comparison content for project management platforms should address these solutions—especially in middle-of-funnel (MOFU) “alternatives” articles.

Take ClickUp, which acknowledges Excel’s value when comparing its platform to spreadsheets:

Then it subtly positions ClickUp as the more effective solution in a table:

By addressing the status quo, ClickUp earns trust before prospects even start comparing other project management tools.

Here are three ways to identify these alternative solutions:

• Ask, “How are our target customers solving this problem today?” and list the answers
• Review market research, customer interviews and sales conversations for recurring patterns
• Pinpoint the alternatives that actually influence buyer decisions to talk about

Dunford warns against “phantom competitors”—solutions your prospects don’t know or care about.

Trying to position against them dilutes your messaging and weakens your differentiation.

Focus on the alternatives that matter, show how you improve on them, and your comparison content will resonate with buyers where it counts.

5. Help buyers select the right solution for their specific needs

Comparison pages should help prospects make informed decisions about the right product for them. Don’t just pitch your product to everyone.

Your goal is to attract the right prospects and make them feel confident in their choice with genuinely helpful information.

Let’s circle back to ActiveCampaign’s Mailchimp comparison page.

It positions Mailchimp as a cheaper, simpler alternative.

Then highlights its own tool as having the “best deliverability” and “powerful (but easy to use) automation”:

Vidyard takes a similar approach vs. Loom.

Instead of answering “Which is better?” with biased sales copy, it presents an objective view and lets readers decide for themselves:

Grizzle helped XTM create an opening table to show that its website localization tool is for large enterprises.

Then, it highlights other solutions that are more suitable for small teams or solo business owners:

XTM’s ideal customer is naturally drawn to its product, while everyone else is pointed in a different direction.

Describe who your product is for (not just how it beats competitors) in comparison pages, so readers can see which solution fits their needs best.

Present features and differences clearly and transparently. Trust your positioning.

That’s how you create neutral, informative comparisons that still demonstrate superiority.

6. Use targeted customer stories to validate your claims 

Letting customers tell their own stories adds credibility and proves your product wins in the real world.

Generic reviews don’t move buyers at the comparison stage.

Hearing from people who switched from the same competitor to you does.

For example, FreshBooks nails this on its QuickBooks comparison page:

A testimonial from someone who moved from QuickBooks carries far more weight than a five-star rating with no context about why they switched.

It details the customer’s pain, the change, and the outcome achieved.

To capture this type of social proof, build it into your workflow:

• Note which product customers switched from during sales or onboarding
• Follow up a few weeks later and ask for a short interview
• Question what wasn’t working before, why they switched, and what changed after adopting your tool
• Pull the clearest quotes that map directly to the comparison you’re making

You can also borrow FreshBooks’ approach and pull switcher reviews from third-party sites like G2 or Capterra.

Brands like Nocoly take this further, inviting customers to contribute directly to comparison pages.

Founder Phil Ren explains this transparent, user-led approach:

“We regularly update this section with real, selective insights from customers. While the content is curated, it reflects genuine customer experiences and offers valuable context for potential buyers facing similar decisions.”

The more real customer experiences you highlight (especially from switchers), the more objective and persuasive your comparison pages become.

A comparison page is an extension of your positioning

When you anchor comparison pages in your unique strengths, you give best-fit buyers clear, compelling reasons to choose you.

Help potential customers evaluate fairly. Show what competitors do better. Support your claims with real-world testimonials.

Do this consistently, and comparisons will feel less like sales pitches and more like trust-builders.

Need help creating comparison pages that strengthen your credibility and drive conversions? Book a demo today and let’s chat.