Comparison pages can be powerful, but they are also easy to get wrong. If you make claims without evidence or imply legal compliance you do not have, the page becomes a liability. The basic rule across regions is consistent: claims must be truthful and backed by proof.
In the US, the FTC's advertising basics emphasize truthfulness and substantiation. In the UK, the CAP Code outlines rules for misleading advertising. In the EU, the misleading and comparative advertising directive explains when comparisons are allowed. In Australia, the ACCC warns against false or misleading claims.
Decide whether a comparison page is the right tool
Not every business needs a competitor page. If you do not have enough evidence or your positioning is not clearly differentiated, a comparison page can create more risk than value.
Sometimes a better option is a "how to choose" guide that focuses on decision criteria rather than direct competitor names. That approach still captures buyer intent without inviting disputes.
Understand what counts as a claim
A claim is any statement a reasonable buyer could interpret as a fact. "We are faster" is a claim. "We integrate in two weeks" is a claim. "We are the only provider that does X" is a claim. If you cannot prove it, do not publish it.
The safest comparison pages focus on differences, not superiority. You can say what you do and how you do it without asserting that the competitor is worse. This keeps the content persuasive while lowering legal risk.
Use evidence as the spine of the page
Evidence can be internal or external, but it must be real. If you compare onboarding speed, reference your documented timeline. If you compare security posture, reference actual certifications or audit results. Unsupported comparisons are the fastest way to create a compliance problem.
When you do have proof, present it clearly. A short footnote or an evidence line builds trust. It also makes the page feel less like a takedown and more like an informed buyer guide.
Make evidence easy to verify
If a claim relies on internal data, say that directly. If it relies on published information, link to it. Buyers do not always click, but the presence of sources signals that you are not guessing.
This is particularly important for compliance-sensitive categories like security, pricing, and performance. When you provide verification paths, the page feels safer and more credible.
Compare fit, not just features
Feature lists can be helpful, but buyers do not decide based on features alone. They decide based on fit: what kind of company the solution is built for, what the implementation feels like, and how the service model aligns with their team.
A strong comparison page can explain who you are best suited for and who the competitor might be better for. That honesty often wins the right clients and reduces sales friction later.
Avoid absolute claims unless they are provable
Claims like "best", "fastest", or "most trusted" are risky unless you have evidence. Even if you believe it is true, regulators expect substantiation. The FTC and other regulators emphasize that claims must be truthful and backed by evidence. If you cannot back it up, reframe the statement as a positioning choice or a process difference.
This is also a trust issue. Buyers can sense when marketing language is inflated. Evidence-based comparisons feel calmer and more credible.
Use evidence, not adjectives
"Better" and "faster" are not claims unless you can prove them. The safest comparison pages read like evidence summaries, not sales decks. If you have proof, cite it. If you do not, rewrite the point as a value difference instead of a superiority claim.
Make pricing comparisons responsibly
Pricing comparisons are especially sensitive because they can change and because buyers interpret them as promises. If you compare pricing models, focus on structure rather than numbers. For example, you can explain that one solution charges per seat while another charges per project.
If you must mention price ranges, keep the source and timeframe clear. Old pricing data makes comparison pages misleading quickly.
Build a comparison framework you can maintain
Comparison pages fail when they are not maintained. Competitors change features, pricing, and positioning. If your page is a static snapshot, it becomes inaccurate. Keep the comparison framework simple so you can update it without a massive research project.
A good framework might include scope, onboarding, ongoing support, and risk. These are durable categories that change less often than features.
Use comparison tables with context
Tables are useful, but they can oversimplify. A table should be paired with short narrative context that explains why the difference matters. Without that, the page reads like a scorecard and invites disputes.
If you use a table, keep the claims factual. Use "includes X" or "offers Y" rather than "better" or "best." That language keeps the page persuasive without making unsupported claims.
Keep evidence up to date
Evidence expires. If you cite a competitor's feature set or pricing model, verify it regularly. An outdated comparison is worse than none because it undermines trust.
Create a simple review cadence, even if it is quarterly. If you cannot maintain the page, simplify it until you can. A shorter page with accurate claims beats a long page with questionable ones.
Align comparisons with your sales process
The best comparison pages help sales rather than compete with sales. If your sales team avoids the page because it is too aggressive or inaccurate, it is not doing its job. Bring sales into the review process so the page reflects real objections and real differentiators.
This also improves buyer experience. Buyers want to know how to choose, not just why you are "better." A fair comparison makes them feel confident in their decision.
Build a review and approval step
Comparison pages are higher risk than standard marketing pages. Add an internal review step before publishing, especially for claims that could be challenged. This does not need to be a legal bottleneck, but it should be a deliberate check.
If you do not have legal review, at least run a factual review: verify every claim, check sources, and confirm dates. That simple process prevents the most common issues.
Keep the tone professional
The tone of a comparison page signals maturity. Aggressive language may feel persuasive, but it often pushes serious buyers away. A calm, factual tone makes your company feel confident and credible.
This is especially important for service businesses where trust is the product. The page should feel like guidance, not an attack.
Be cautious with compliance and security claims
Security and compliance statements are high risk because they imply formal obligations. If you claim a competitor is not compliant or less secure, you need strong evidence. Without it, the page can become a liability.
If you want to compare security posture, focus on your own practices and explain what you do. Let the buyer infer the comparison rather than making a direct accusation.
Keep comparisons scoped and current
The broader the comparison, the harder it is to keep accurate. Focus on the handful of factors that actually influence buyer decisions, and avoid comparing every feature. This keeps the page credible and maintainable.
If your competitor changes their positioning, update the page quickly or remove the claim. An outdated comparison does more harm than a missing one.
Know when to retire a comparison page
If the page no longer reflects current offerings or if you cannot maintain it, retire it. A stale comparison is worse than none because it signals that you are not paying attention.
You can redirect the page to a broader decision guide or a neutral "how to choose" article instead. That preserves the traffic value without keeping risky claims live.
Retiring a page is not failure. It is a sign that you are keeping your content accurate and trustworthy.
If you need to keep the intent, consider converting the page into a decision checklist that does not mention competitors by name. This keeps the content useful while lowering risk.
A comparison page should never be your only sales asset. It should complement your service pages and case studies, not replace them.
Use neutral language for competitors
You can mention competitor names, but you should avoid language that feels like a personal attack. Neutral tone makes your own position feel more credible and lowers the risk of complaints or disputes.
The best comparison pages read like a buyer guide written by someone who respects the alternatives. That tone wins trust, especially with experienced buyers.
Align comparison pages with the rest of your site
Your comparison page should match your service page anatomy, pricing expectations from the pricing page guide, and the proof style in the case study guide. Otherwise the page feels like a one-off campaign.
If you want help building compliant comparison pages, start with business website services. Capture evidence requirements in a project brief, and reach out via contact. The FAQ covers how we handle legal and compliance-sensitive content. For required legal disclosures, review the legal notice.
