A comparison section: you vs the alternatives

Key takeaways

A comparison section on a homepage helps buyers who are weighing you against the alternatives, including doing nothing, hiring in-house or using a bigger firm. Compare approaches rather than naming competitors, and keep it factual. Used well, it answers the question people are already asking, and it shows you understand the choice they face.

• Compare approaches, not named competitors.
• Include 'do nothing' or 'do it yourself'.
• Stay fair, factual and able to prove claims.
• Name where you are not the right choice.

What is a homepage comparison section for?

It helps buyers place you among their real options. Buyers compare, whether you help them or not, and often the true competitor is doing nothing or hiring someone. Showing the trade-offs yourself makes you look confident, and it keeps people on your page rather than sending them elsewhere to compare.

• How to create a high-converting homepage for an SME
• Comparison pages: win buyers choosing between suppliers
• Decision stage pages: remove the last reasons to wait

What should you compare?

Compare the things buyers actually weigh: cost, speed, risk, effort and what happens when something goes wrong. Three or four rows are enough on a homepage. A narrow phone screen handles simple stacked lists better than a wide table, so design the mobile version before you add detail.

• You vs doing nothing.
• You vs doing it yourself.
• You vs hiring someone in-house.
• You vs the typical large provider.

• Tables and price lists on mobile: make them readable
• 'Why choose us' sections that actually differentiate

Is it legal to compare yourself with competitors?

Comparative advertising is allowed in the UK if it is fair, is not misleading and compares like with like. The CAP Code expects objective, verifiable comparisons, and identifiable competitors must not be denigrated. Naming a rival increases risk, so comparing general approaches is much safer for an SME.

• Website claims and the CAP Code: what UK firms can say

How do you keep it credible?

Admit where the alternative is better. A row that says 'in-house is better if you need someone on site every day' earns more trust than a table full of ticks. Checkmark grids in which the seller wins every line look rigged, and buyers discount them immediately.

• Web design principles every business website should follow

When should you leave it out?

Leave it out when buyers are not comparing options, such as in urgent local services, or when you cannot state a clear difference. Also avoid it if the section would draw attention to a competitor who is better known. A short 'why choose us' section may be enough instead.

• 'Why choose us' sections that actually differentiate

What does this look like in practice?

A pattern we see: a services firm loses deals to 'we will hire someone instead', and never addresses this on its site. A short section comparing the real cost and risk of each route tends to bring that conversation forward, so the sales call starts from a more honest place.

• See client work
• Website Design & Development for UK businesses

Homepage comparison checklist

• List the real alternatives buyers consider.
• Choose three or four comparison points.
• Admit where another route is better.
• Keep claims factual and provable.
• Avoid naming competitors.
• Design it for phones first.

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Next step

Ask your sales team what buyers do if they decide against you. That answer tells you what your comparison section should compare.