Add a “when to choose them over us” section
The single highest-trust block on the page, and it disqualifies bad-fit signups for free.
Step 3.1.1.3
Time: 1h
Done when
Quote the passage on one alternative page that tells a reader to choose the competitor, and name the other pages that carry one. It must name a situation in which the competitor is the better pick. General praise of the competitor does not count; neither does a concession buried in a table cell. (Proof: the exact words.)