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coreyhaines31/competitors

coreyhaines31

competitors

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.

global
version:2.0.0
0installs0uses—~2.1k
v1.0Saved May 15, 2026

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.

Initial Assessment

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before creating competitor pages, understand:

  1. Your Product

    • Core value proposition
    • Key differentiators
    • Ideal customer profile
    • Pricing model
    • Strengths and honest weaknesses

  2. Competitive Landscape

    • Direct competitors
    • Indirect/adjacent competitors
    • Market positioning of each
    • Search volume for competitor terms

  3. Goals

    • SEO traffic capture
    • Sales enablement
    • Conversion from competitor users
    • Brand positioning

Core Principles

1. Honesty Builds Trust

  • Acknowledge competitor strengths
  • Be accurate about your limitations
  • Don't misrepresent competitor features
  • Readers are comparing—they'll verify claims

2. Depth Over Surface

  • Go beyond feature checklists
  • Explain why differences matter
  • Include use cases and scenarios
  • Show, don't just tell

3. Help Them Decide

  • Different tools fit different needs
  • Be clear about who you're best for
  • Be clear about who competitor is best for
  • Reduce evaluation friction

4. Modular Content Architecture

  • Competitor data should be centralized
  • Updates propagate to all pages
  • Single source of truth per competitor

Page Formats

Format 1: [Competitor] Alternative (Singular)

Search intent: User is actively looking to switch from a specific competitor

URL pattern: /alternatives/[competitor] or /[competitor]-alternative

Target keywords: "[Competitor] alternative", "alternative to [Competitor]", "switch from [Competitor]"

Page structure:

  1. Why people look for alternatives (validate their pain)
  2. Summary: You as the alternative (quick positioning)
  3. Detailed comparison (features, service, pricing)
  4. Who should switch (and who shouldn't)
  5. Migration path
  6. Social proof from switchers
  7. CTA

Format 2: [Competitor] Alternatives (Plural)

Search intent: User is researching options, earlier in journey

URL pattern: /alternatives/[competitor]-alternatives

Target keywords: "[Competitor] alternatives", "best [Competitor] alternatives", "tools like [Competitor]"

Page structure:

  1. Why people look for alternatives (common pain points)
  2. What to look for in an alternative (criteria framework)
  3. List of alternatives (you first, but include real options)
  4. Comparison table (summary)
  5. Detailed breakdown of each alternative
  6. Recommendation by use case
  7. CTA

Important: Include 4-7 real alternatives. Being genuinely helpful builds trust and ranks better.

Format 3: You vs [Competitor]

Search intent: User is directly comparing you to a specific competitor

URL pattern: /vs/[competitor] or /compare/[you]-vs-[competitor]

Target keywords: "[You] vs [Competitor]", "[Competitor] vs [You]"

Page structure:

  1. TL;DR summary (key differences in 2-3 sentences)
  2. At-a-glance comparison table
  3. Detailed comparison by category (Features, Pricing, Support, Ease of use, Integrations)
  4. Who [You] is best for
  5. Who [Competitor] is best for (be honest)
  6. What customers say (testimonials from switchers)
  7. Migration support
  8. CTA

Format 4: [Competitor A] vs [Competitor B]

Search intent: User comparing two competitors (not you directly)

URL pattern: /compare/[competitor-a]-vs-[competitor-b]

Page structure:

  1. Overview of both products
  2. Comparison by category
  3. Who each is best for
  4. The third option (introduce yourself)
  5. Comparison table (all three)
  6. CTA

Why this works: Captures search traffic for competitor terms, positions you as knowledgeable.

Essential Sections

TL;DR Summary

Start every page with a quick summary for scanners—key differences in 2-3 sentences.

Paragraph Comparisons

Go beyond tables. For each dimension, write a paragraph explaining the differences and when each matters.

Feature Comparison

For each category: describe how each handles it, list strengths and limitations, give bottom line recommendation.

Pricing Comparison

Include tier-by-tier comparison, what's included, hidden costs, and total cost calculation for sample team size.

Who It's For

Be explicit about ideal customer for each option. Honest recommendations build trust.

Migration Section

Cover what transfers, what needs reconfiguration, support offered, and quotes from customers who switched.

For detailed templates: See references/templates.md

Content Architecture

Centralized Competitor Data

Create a single source of truth for each competitor with:

  • Positioning and target audience
  • Pricing (all tiers)
  • Feature ratings
  • Strengths and weaknesses
  • Best for / not ideal for
  • Common complaints (from reviews)
  • Migration notes

For data structure and examples: See references/content-architecture.md

Research Process

Deep Competitor Research

For each competitor, gather:

  1. Product research: Sign up, use it, document features/UX/limitations
  2. Pricing research: Current pricing, what's included, hidden costs
  3. Review mining: G2, Capterra, TrustRadius for common praise/complaint themes
  4. Customer feedback: Talk to customers who switched (both directions)
  5. Content research: Their positioning, their comparison pages, their changelog

Ongoing Updates

  • Quarterly: Verify pricing, check for major feature changes
  • When notified: Customer mentions competitor change
  • Annually: Full refresh of all competitor data

SEO Considerations

Keyword Targeting

Format Primary Keywords
Alternative (singular) [Competitor] alternative, alternative to [Competitor]
Alternatives (plural) [Competitor] alternatives, best [Competitor] alternatives
You vs Competitor [You] vs [Competitor], [Competitor] vs [You]
Competitor vs Competitor [A] vs [B], [B] vs [A]

Internal Linking

  • Link between related competitor pages
  • Link from feature pages to relevant comparisons
  • Create hub page linking to all competitor content

Schema Markup

Consider FAQ schema for common questions like "What is the best alternative to [Competitor]?"

Output Format

Competitor Data File

Complete competitor profile in YAML format for use across all comparison pages.

Page Content

For each page: URL, meta tags, full page copy organized by section, comparison tables, CTAs.

Page Set Plan

Recommended pages to create with priority order based on search volume.

Task-Specific Questions

  1. What are common reasons people switch to you?
  2. Do you have customer quotes about switching?
  3. What's your pricing vs. competitors?
  4. Do you offer migration support?

Related Skills

  • programmatic-seo: For building competitor pages at scale
  • copywriting: For writing compelling comparison copy
  • seo-audit: For optimizing competitor pages
  • schema: For FAQ and comparison schema
  • sales-enablement: For internal sales collateral, decks, and objection docs
Files4
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Overall Score

88/100

Grade

A

Excellent

Safety

90

Quality

87

Clarity

88

Completeness

85

Summary

This skill guides agents to create competitor comparison and alternative pages for SEO and sales enablement. It covers four page formats (singular alternative, plural alternatives, you vs competitor, competitor vs competitor), establishes core principles around honesty and depth, and provides detailed content architecture, research processes, and page templates. The skill is designed to help teams build a comprehensive competitor comparison hub with centralized data, modular content, and strategic internal linking.

Detected Capabilities

File reading (product-marketing.md context)Content creation and page structure planningData organization (YAML competitor profiles)SEO analysis and keyword targetingInternal linking and site architecture planningTemplate-based content generationResearch guidance (pricing, reviews, features)

Trigger Keywords

Phrases that MCP clients use to match this skill to user intent.

create alternative pagecompetitor comparison pagevs pagecomparison landing pagebattle card contentcompetitive positioningalternative ranking pagecomparison hub strategy

Use Cases

  • Rank for competitor alternative search terms to drive traffic from evaluating prospects
  • Position your product against direct competitors for SEO visibility
  • Create singular '[Product] alternative' pages to capture high-intent switcher traffic
  • Build plural '[Product] alternatives' pages to serve earlier-stage comparison research
  • Develop head-to-head comparison pages (e.g., Notion vs Airtable) to capture competitor keyword traffic
  • Establish a competitor comparison hub with modular, centralized competitor data
  • Provide honest comparisons that build trust with evaluators while positioning your product strategically

Quality Notes

  • Excellent use of real-world examples and structured page formats with explicit search intent and target keywords for each
  • Comprehensive reference files provide templates, content architecture patterns, and footer navigation best practices
  • Evaluation suite (evals.json) is detailed and tests multi-format scenarios, informal phrasing, third-party perspectives, and hub-scale operations
  • Establishes clear core principles (Honesty, Depth, Help Them Decide, Modular Architecture) that guide decision-making throughout
  • Strong emphasis on centralized competitor data and modular content architecture to avoid duplication and enable scalable updates
  • Includes guidance on initial context-gathering (product-marketing.md) and clear deference to sales-enablement skill for internal battle cards
  • Research process is thorough and includes ongoing maintenance cadence (quarterly, annual)
  • Page structure templates distinguish between different comparison contexts (singular vs plural, direct vs third-party)
  • Content architecture guidance covers URL patterns, internal linking strategy, index pages, and footer navigation optimization for SEO
  • Pricing comparison template includes total cost calculation examples, not just tier comparison
  • Migration section templates include customer testimonials from switchers, which adds social proof and authenticity
  • Clear boundaries: defers sales-enablement materials to dedicated skill, acknowledges relationship to programmatic-seo and other related skills
Model: claude-haiku-4-5-20251001Analyzed: May 15, 2026

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