This is a short post - mainly because the main purpose of this post is sharing the wireframe/blueprint we use with all our SaaS clients for doing an "alternative page".
But it's probably important to give some preamble. If you just want the blueprint, click here.
What is a SaaS alternative page?
A SaaS alternative page is a dedicated page on your website designed to help prospects searching for alternatives to an already known product in your sector.
These pages intend to present a clear, balanced (this is key!!) comparison between your offering and established competitors, focusing on the key differentiators, advantages, and benefits that matter to your target audience/ICP.
Well-crafted alternative pages capture high-intent traffic and make it easy for decision makers to understand why your solution may be a better fit for their specific business needs.
For SaaS companies, this approach not only increases visibility in a crowded market but also creates a direct route for prospects to move from consideration of a competitor to engaging with your brand.
SaaS alternative page examples
Alternative page headings/title tags should typically the format of:
- X Best [Product] Alternatives & Competitors for [Job Role/Company Type]
So this might translate into:
- Best 9 Xero Alternatives & Competitors for Small Businesses
- 6 Best Asana Alternatives & Competitors for Project Managers
- 7 Top Pipedrive Alternatives & Competitors for Sales Teams
There is some nuance to creating these pages which I think some marketing teams overlook...
Common mistakes when creating SaaS alternative pages
1. You create a vs page
They’re similar, but the intent behind these queries is distinct enough to justify its own dedicated page. For example:
[Your Product] vs Xero: Which is Best for [Job Role]?
This type of “vs” content serves a different user need entirely - it directly helps prospects who are evaluating your solution head-to-head with a named competitor.
These readers aren’t just exploring alternatives; they’re further along in the funnel and are actively comparing features, integrations, and value specific to their business.
Because of this, a “vs” page is structured differently and deserves its own approach.
We’ll cover the best practices for “vs” pages in another post.
2. You miss out on other potential queries
Say your article is titled "The Number One Xero Alternative".
That approach risks missing out on potential traffic from people searching for adjacent, highly relevant terms such as "Asana competitors".
While it’s tempting to assume search engines and AI-driven search will automatically understand the relationship between these queries, the reality is that they’re not always sophisticated enough to connect the dots on your behalf (maybe they'll get there one day!)
That means if you don't intentionally optimise your page to address all of these related keywords and intents, you're leaving significant visibility - and ultimately, pipeline and revenue - on the table.
3. Search engines favour longer-form content for alternative pages
If you search for "Xero alternatives", you're instantly met by a landscape dominated by listicle-style articles.
On the date of writing, here are some of the actual headline examples that surfaced for that search:
- Top 9 Xero Alternatives Accounting Software 2025
- Top 8 Alternatives to Xero Accounting
- Explore the Top Xero Alternatives for Small Businesses
You'll also see results from aggregators and forums like G2 and Reddit in the mix, but it's overwhelmingly these comparison lists that claim prime real estate.
There's a reason for this - listicles are purpose-built to address the research intent behind these searches.
This tendency for list posts to dominate is a clear indicator of both how search engines interpret user behaviour and what real buyers actually want in this stage of their buying journey.
4. You're not serving the intent behind the query
When users search for terms like "Asana alternatives" or "Asana competitors," their goal is to review a list of viable options - not to be sold on just one.
At this stage, they’re looking for options - not a puff piece.
To do this effectively, provide a balanced, side-by-side view that includes competitors (they’ll uncover them anyway during their search) and then explain who they're a better fit for - and where you're a better fit.
The SaaS alternative page wireframe
I promised it. It's below in all its glory.
I hope this is helpful for you and your BoFu content adventures and if you need any help, just get in touch and we'll see if we can help you out!
