Comparison

What it is

A page that helps shoppers weigh product types or approaches side by side. Cells are filled only from facts you have confirmed; anything unknown says so.

Best for: Alternatives, comparisons, and helping visitors choose.

• Puts options side by side on criteria shoppers understand
• Only compares what is confirmed, never invented competitor facts
• Ends with who each option suits

Pattern: Which Type of [Product] Is Right for You?

When to use it

• Shoppers choosing between two kinds of solution
• Considered purchases where criteria matter more than hype
• Answering the objection: why this and not that?

What a Comparison consists of

• 350 to 600 words
• 4 to 6 criteria
• 2 buttons by default
• No competitor facts

1. 1

   The choice, named

   A one-line opening, under 40 words, that says what is being weighed.

2. 2

   The short answer

   A verdict first: it takes a position without disparaging the alternative.

3. 3

   The table

   Two columns and four to six rows, built from what makes the product different. Where the alternative is unknown it says “Varies”, so the table doubles as a checklist.

4. 4

   Who each option suits

   One short paragraph per option, each naming one honest limit. A comparison that admits a weakness is the one that is believed.

5. 5

   The objections

   Three to five real questions the facts can answer.

6. 6

   A button where the decision is made

   One right after the table, and the closing one.