The first step was making a list of all potential competitors, which didn’t take too long.
Next, we started speaking with Podia customers who had switched from a competitor platform to us.
This gave us insight into their experiences (the good, the bad, and the ugly), which translated into persuasion points throughout each page.
For example, if one of our customers left competitor “Brand Z” because the platform was constantly crashing, that was something we’d call out on the page, theorizing that it would also resonate with other customers dealing with similar pain points.
Next, we came up with a list of keywords that we would need for each page, for example:
- “Brand Z alternative”
- “Brand Z vs Brand Y”
- “Brand Z competitors”
After we made a short list of keywords for each page, we had to figure out the best places to put them on the page. This was a crucial step, as the success of the page depends completely upon Google picking up our targeted keywords.
Once I knew where the keywords had to go, it was time to start writing!