Free template · Search + AI answers
Write a comparison page a buyer can actually use.
A practical, evidence-first template for marketers who want to help people decide—and give Google, ChatGPT, Perplexity, and Gemini clear answers they can retrieve and cite.
Get the free template ↓A vs B
Which one is actually better for you?
Answer first. Evidence next.
Built around the decision someone is trying to make, not the conclusion you want them to reach.
Prompts you to date prices, name sources, and separate facts from opinion.
Answer-first sections and useful tables make the page easier to retrieve and quote.
What you get
The whole page, not a list of headline formulas.
The template takes you from the comparison brief to the final verdict, with the trust and technical checks most comparison pages skip.
Decision brief
Audience, decision moment, criteria, evidence gaps, freshness risk, and conversion goal.
Answer-first structure
A short answer, “which should you choose?” table, and sections that stand on their own.
Fairness checks
A real “where the other option wins” section so the page earns trust instead of faking neutrality.
Total-cost math
Prompts for required extras, switching costs, billing assumptions, and first-year estimates.
Search + AI checklist
Canonical, crawlable HTML, structured data, internal links, indexing, and refresh ownership.
Pre-publish scorecard
Twelve checks for intent, evidence, fairness, attribution, originality, and conversion.
Inside the template
A comparison page that can answer the follow-up questions too.
- The short answer
- Which should you choose?
- A vs B at a glance
- How we compared
- Criterion-by-criterion verdicts
- Pricing and total cost
- Where the other option wins
- Drawbacks, switching, alternatives, and FAQ
The point
Most comparison pages are sales pages wearing a fake mustache.
This one makes you choose the criteria before you choose the winner. It asks where each option fits, where each one breaks, what the evidence can prove, and what still needs checking.
That makes it more useful to a buyer. It also gives search engines and AI assistants something better than a wall of checkmarks to work with.
Free download
Get the comparison page template.
Enter your email and I’ll take you straight to the Markdown file. You’ll also get my occasional notes about marketing, AI, and the systems underneath the work.
Free. No prompt-pack nonsense. Unsubscribe whenever. See the contact page if you have a question.
Quick answers
Before you download it.
What format is the template?
A plain Markdown file. Open it in any text editor, Notion, Google Docs, or whatever you use to write.
Is it only for software comparisons?
No. It works for products, services, vendors, tools, and “approach vs approach” pages. The brief helps you choose the right version before you write.
Does it guarantee an AI citation or a Google ranking?
No. Nobody can promise that. The template gives you a stronger structure and a better evidence standard; distribution, authority, competition, and freshness still matter.
Can I use it for client work?
Yes. Adapt it, trim it, and make it fit the decision your buyer is actually making.