Within the last five years, I wrote over 275 comparative blogs. Some enjoyed and continue to enjoy first-page privileges; others tanked.
Now, the last 83 hours had me analyzing my dusty catalog of Microsoft and Google Doc files…
A conscious effort to identify the bare essentials that makes a SaaS comparison blog win clients and attract recurring subscribers.
Here’re my findings.
Table of contents
TL;DR: if there’s one lesson I came out of this research with, it’s this; it is not always about your brand. If you build your software comparison blog around the vague idea that you’re best in class, when you’re not, readers will see through it and walk. It won’t convert!
1. Work with a scale
I’ve written various comparative blogs—X vs. Y, competitor alternatives, top 10 software, name it.
All in all—after weighing the blogs that rose to the occasion with the also-rans—I noticed there’s a prevalent factor among the best.
A comparison SCALE. BENCHMARK. STANDARD.
Creating comparative blogs without first setting a scale to weigh competency is like claiming you know how to win a competition you’ve never participated in. You’ll embarrass yourself.
The easiest way to create a scale—or set a benchmark—is by highlighting your research strategy. Here’s a five-step approach;
- Take notes on why people need the software.
- Detail and examine the features required for efficiency.
- Create a list of problems, desires, and pain points each feature solves.
- Unbiasly state what you love about each feature; how it helps.
- Based on your findings, spotlight the must-have features of the best software in the category.
With this data, weigh the pros and cons of each software on your list against your scale’s building blocks (the must-have features of the best software). Learn how each software performs.
The goal is to avoid boring readers with plain-old features and benefits no one cares about.
If you highlight your research strategy and sincerely state why you ranked one software above another, people will care about your recommendations and ultimately trust your choice.
2. Use a community-centric tone
You see, I love when my words directly influence sales. So I’m pushy and persuasive with how I write. I always try to strike where it’s touchy.
But as a writer-for-hire subjected to the nimble hands of scrupulous editors, things don’t always go my way. I’ve had to change my tone on multiple occasions.
Comparing writing styles, here’s what I found.
70% of the comparative blogs written explicitly for sales weren’t as successful as blogs created to harness a sense of community.
Why’s that?
There’s this inherent bias about penning words that get people to take action.
For me, the challenge was in helping readers keep my client’s software top-of-mind without badmouthing the competition.
In an effort to make a client’s software seem like the right fit for everyone, I often exaggerated obvious narratives. In the end, I didn’t just lose sight of what was important; I glamorized droll points. Readers fled.
On the other hand, writing for a community came with a benign sense of empathy.
When not drenched in my client’s sales needs, I wanted the best for my readers. I cared about giving each person a tool that would make their day-to-day life less rigorous—something well worth their time and money.
Writing comparison blogs with an eye for community-building wasn’t about attracting sales; however, after evaluating conversion rates, they performed ten times better than their sales-y counterpart.
3. Share direct experiences
There’s this theory about how sharing direct experiences in software reviews can make readers tick. I didn’t know about it until late last year.
Zappier’s blog perfectly embodies this logic.
Zappier’s review writers are experts with prior experience in the field. So, when they review software, instead of dwelling on features and benefits, they talk about how well each software served a specific need and influenced their life.
This simple act of sharing direct experiences eliminates the possibility of bland content. It helps writers get into specifics readers can relate to, leaving a memorable, long-lasting impression.
I implemented this strategy into my writing style while working with an offshore agency in January, and indeed, the results were well worth the effort.
So YES, use a paragraph or two to share what you love about each software.
And, even as a B2B writer, don’t be scared to get emotional. If the software contributed to the overall success of a long-awaited presentation, or maybe Thanksgiving dinner, say it.
Indeed, readers may, at some point, forget your blog’s top pick or why your software matters, but that thought—that intimate understanding of how your words made them feel will last a lifetime.
4. Give readers a good read
As a writer, I read for a living. I love good prose and consciously crave a good read daily.
After reviewing my dusty catalog of comparison articles, I realized I’m not the only one on this table.
98% of the readers seeking comparative content also crave a good read—they desire blogs that bring a story full circle and the subtlety of well-written prose.
Don’t settle for generic blogs. Because, after all is said and done, the credibility of your brand’s software is a sum-total of how readers perceive the content you put out.
If readers view the quality of your comparison blogs as top-notch, if they fancy the way it’s organized, the thorough details, or the beautifully articulated analogies, they’ll want to know more.
- Pick your words with a fine tooth comb.
- Use readable fonts.
- Create skimmable lists.
- Don’t stuff keywords.
- Quote credible sources.
- Bold magical one-liners.
- Make sure each sentence is in sync with the last.
- In new paragraphs, don’t repeat ideas.
- Don’t hedge your prose with little timidities (sort of, kind of, rather, quite, very, too, somewhat)
- Sometimes, leaving your readers guessing is okay, but not so much that they begin to feel stressed.
- Finally, know when to stop.
Good writing is good writing. No compromises.
5. Go head-to-head without a biased approach
I love writing comparison blogs; they’re bottom-of-the-funnel content—the last read people crave before going in for the buy.
So being biased with such content isn’t an option. Because two paragraphs in, readers can tell if you’re sales-y or truthful.
48% of the comparison blogs I analyzed before writing this piece were written with a biased tone. That’s what the client wanted; who am I not to oblige?
Those 48% tanked.
For the most part, these blogs had their SEO gains and lured in organic traffic. But when it came down to the bare essentials—turning skeptical buyers into regular subscribers, they couldn’t move the needle.
If you want your comparison blog to yield results, avoid lies. Instead, genuinely state the differences in features highlighting the audience each serves best.
Every reader has different problems and desires, so there is no need for a biased approach. Your software doesn’t have to look like the best in class to thrive. It just needs to be what your ideal audience lacks and desperately needs.
6. Summarize often
My little research also showed me that conversions tanked in content where, at every turn, readers had to scour lengthy paragraphs to learn the differences in features.
So YES, simplifying comparison blogs is the way to go. Break lengthy paragraphs into bits and pieces. Turn concrete features and benefits into bullet points. Include pro tips and quick notes.
Here’s a simple, foolproof tactic I picked up along the way.
After each subheading, with less than 40 words, summarize a unique feature you love the most about the software.
And within those 40 words, bold key points.
For instance, if you’re comparing support service, with less than 40 words, state how X customer care is better than Y.
Later on, for clarity purposes and depending on content length, you can expand your points with relatable details of how the said feature influences users’ day-to-day life.
Also, endeavor to end with a summary of your recommendations. The idea is to keep your content skimmable at all costs.
7. Show third-party evidence
After analyzing all the articles on my list, I noticed that sharing direct experiences and explaining the usefulness of each feature in ultra-specific terms makes a comparison content thumb-stopping and worth reading.
But to keep the momentum going and get people to take action, you’ll need outsiders to back up your claim. You’ll need to reference true, unique stories.
The highest converting articles showed third-party evidence, case studies, or use cases of how others benefited from a feature.
Having an outsider back up your point is a clear and insightful way to tell readers you’re not making things up.
Include testimonials. Take screenshots from G2 and other software review sites. Quote use cases with reference links. Show white papers of how the software performed in real time.
Pro tip: avoid rubbing these testimonials on your readers’ faces like you’re trying to prove a point. Otherwise, they would be skeptical, wondering why you’re trying so hard.
Wrapping up: It’s not always about your brand
Prospects are constantly Googling comparative blogs, trying to know which is better—your software or that of the competition.
You can control the narrative in two ways:
- Tout your horn and talk about how your brand’s software is world-class and perfect for everyone,
- Or focus on features that attract your target audience, giving the competition credit where it’s due.
The choice is yours!
Just don’t forget that how you control the narrative determines your brand’s perceived value in the mind of readers. Thread wisely!
- Software Comparison: The Definitive Guide - 28/12/2023
- Factual Vs. Opinion-based Software Reviews: Which Converts Best? - 11/10/2023
- Is Writesonic Any Good for SaaS Content Writers? - 09/10/2023
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