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High-converting SEO copy: How Podia uses alternative pages to drive leads
Last week, we were very frustrated with Google Slides because it didn’t allow us to import a new custom font that we had decided on as part of our rebranding.
The first thing we did was look for alternatives.
People always compare, and solutions rarely exist in isolation.
This is something we can leverage in SEO and content marketing.
By creating content around keywords such as "google slides alternative," competitors of Google Slides can be present when we are most frustrated and likely to consider switching.
And even if the search volume of “google slides alternative” isn’t that high, it's still one of the best keywords to rank for because there is a real intent to purchase.
A competitor's alternative page that receives 100 clicks a month most likely converts more users than a blog post that targets thousands of clicks.
Podia, a platform for online courses, nails this strategy.
We first came across this example from Harry Dry, so shoutout to him!
The podia example
Most SaaS businesses create three to five “alternative” pages.
However, Podia has built a total of 45 alternative pages.
They are going after each individual competitor.
But that doesn’t mean that all their content is copy paste. Far from it.
All pages do, however, follow a similar template, which we’ll break down in the next paragraphs.
Follow us as we show how Podia cleverly guides its audience through the customer journey from searching for alternatives to direct comparison and, ultimately, migration.
Step 1: Bring the pain
Alternative pages can help you present yourself as the solution to your competitors' problems. Podia takes advantage of this opportunity in every way possible.
Each headline focuses on the reasons why a person might consider migrating away:
How did Podia uncover it?
According to Annie Maguire, who wrote the initial copy for these pages, they “started speaking with Podia customers who had switched from a competitor platform to us”. Instead of simply comparing prices or features that anyone could look up online, she emphasized tangible differences based on real user experiences.
Step 2: Establish yourself as the first choice
Once we are ready for it, Podia establishes itself as the top choice for those seeking an alternative to a competitor's product.
This is nothing out of the ordinary. However, Podia stands out by providing a direct link to a comparison page that discusses the two solutions in more detail.
This is a smart move that narrows down the number of choices significantly.
Rather than comparing Kajabi to 12 other alternatives, it's now a duel between Kajabi and Podia.
Step 3: Highlight the benefits
Upon landing on the comparison page, Podia doesn’t hesitate to highlight the pain points and respective benefits of switching to their new solution.
Step 4: Build trust with testimonials
Even their testimonials are specific. For example, the Kajabi comparison page features a customer who previously migrated from Kajabi to Podia.
Step 5: Face the last objections
This is the final piece of the puzzle. Podia created a specific page, that demonstrates how easy a migration can be and addresses any remaining objections their audience may have before making the final switch. They even offer to take care of everything for you!
Does Podia's strategy actually work? Well, according to Annie Maguire “they're converting visitors to trial accounts at over 10%.” So the answer is a resounding yes!