Comparison pages that rank and convert

TLDR

Target “GHL vs X” and “GHL alternative” intent. Ship one repeatable template, write for outcomes first, show the math, then make switching easy. Track CTR, time on page, CTA clicks and trial-to-paid.

Goal

Capture BOFU traffic with comparison pages that answer buyer questions fast, prove fit and remove switching friction.

Page types

• Ship “GHL vs X” pages for top competitors with a consistent structure.
• Publish “GHL alternatives” lists to catch broad research intent, then funnel to single “vs” pages.
• Add “Best for [niche]” comparison variants to win long tail buyers.

What you will build

• Create a comparison template, verdict first, then features, pricing, and migration.
• Produce a component library, pros and cons blocks, tables, badges and CTA blocks.
• Configure a KPI board, impressions, CTR, scroll depth, CTA clicks, trials, paid, EPC and RPM.

SERP targeting

• Map primary queries, “gohighlevel vs x”, “gohighlevel alternative”, “x vs gohighlevel”.
• Add secondary modifiers, “pricing”, “automation”, “crm”, “funnels”, “email”.
• Cluster support questions, “is gohighlevel better than x”, “migrate from x to gohighlevel”.

Outline template

1. Write H1 that echoes the query, keep it exact match friendly.
2. Place a quick verdict bar, one sentence win condition and a “when not to choose” line.
3. Render a feature comparison table, workflows, funnels, email, automations, reviews, integrations, support.
4. Add a niche fit matrix, agency, local services, coaches, SaaS mode, ecommerce.
5. Explain 5 key differences, build speed, automations depth, omnichannel inbox, reporting, AI tools.
6. Show pricing math, monthly totals with email and SMS usage, break even at 1 to 3 clients.
7. Give a 5 step migration plan, data, domains, email auth, funnels, automations.
8. Present the bonus stack, list 3 to 5 items with delivery rules.
9. Answer FAQs, verification, support, cancellation, niches.
10. Close with a focused CTA, start trial and verification note.

Section microtemplates

• Write quick verdict, “Choose GHL if you want [outcome], choose X if you value [tradeoff].”
• Phrase pros as outcomes, “Automate multi channel follow up without plug ins.”
• Phrase cons as constraints, “Learning curve for pipelines if you never used a CRM.”
• Frame pricing with usage, “At 10k emails and 500 SMS per month your total is [amount].”
• Reduce migration fear, “Move contacts, connect domain and publish one funnel in 48 hours.”

Feature table spec

• Include rows for CRM, pipelines, funnels, email, SMS, chat, calendars, automations, AI, reviews, integrations, reporting, support.
• Use simple icons or ticks, avoid vague copy.
• Add one “Why it matters” column with brief outcome phrasing.

Niche fit matrix

• Cross list niches vs core jobs, lead gen, booking, recurring services, client portals, reviews.
• Mark strongest fits, then explain one sentence per niche.

Pricing math block

• Calculate monthly cost including typical email and SMS volumes.
• Add a line for expected ROI, show revenue from one new client at your median price.
• Present a simple break even, clients required to cover platform and traffic spend.

Migration plan

• Export contacts and tags, then import into GHL with field mapping.
• Connect domain and set DNS for branded links, SPF, DKIM and DMARC.
• Rebuild top funnel with the snapshot and publish forms.
• Recreate core automations, pipeline stages and notifications.
• Test end to end, form to deal to email and SMS to booking.

On page conversion structure

• Place the main CTA above the fold with a verification reminder.
• Drop proof elements near the verdict, logos, screenshots, short quotes.
• Repeat CTA after pricing math and after migration steps.
• Keep support boundaries clear to reduce pre sale tickets.

Content workflow

• Draft with the template, fill tables first, then verdict, then migration.
• Run a fact check pass, features, pricing, limits, supported channels.
• Add schema, FAQPage for BOFU questions.
• Update quarterly to keep accuracy and freshness.

E E A T moves

• Add byline with your role and years using GHL.
• Include date of last update and page scope, who it helps and who it does not.
• Show transparent methods, how you tested and what you measured.

Compliance

• Place affiliate disclosure near the first CTA.
• Avoid income claims, keep examples realistic.
• Store bonuses behind verification to prevent abuse.

Tracking and KPIs

• Watch CTR from SERP, target 8 to 15 percent on exact match terms.
• Track scroll depth to the migration plan, target 50 percent or higher.
• Measure CTA clicks to trial, target 12 to 20 percent on engaged traffic.
• Monitor trial to paid on comparison traffic, target 25 percent plus when paired with the bonus stack.
• Report EPC and RPM by query group and page type.

Automation blueprint

• Trigger an event on CTA click, capture utm and ref data.
• Fire a view event at 75 percent scroll and on table tab interactions.
• Route verified trials into a comparison specific onboarding sequence.
• Alert for pages with low verdict engagement or weak CTA clickthrough.

Troubleshooting

• Fix low CTR, rewrite title and meta to reflect user wording, add the opposing brand in H1.
• Fix weak time on page, move verdict above the fold and compress the intro.
• Fix low CTA clicks, add the first CTA after the verdict and after pricing math.
• Fix low trial to paid, simplify the bonus to the two strongest items and move the setup call earlier.

FAQ

Why place the verdict before the table
Readers want a clear direction fast. A verdict first increases engagement and reduces pogo sticking.

How many competitors should a single page compare
Use one direct competitor per page for depth and clarity. Publish a separate “alternatives” list for breadth.

How do I avoid bias while still converting
Acknowledge where the other tool wins, then tie GHL wins to measurable outcomes and migration ease.

How often should I update pricing and features
Review quarterly, then refresh immediately when major plans or features change.

What should the primary CTA say
Use action language, “Start your trial and claim the bonus,” then repeat with a verification note.

What if my niche is not listed in the matrix
Add a short “other niches” note and invite readers to pick the closest job to be done.