Case 05
Competitive positioning that drove 2–3× more demo bookings
I worked to improve competitive positioning, strengthen organic visibility, and turn comparison pages into a more effective sales and lead generation tool.
Results
2–3×
more demo bookings from competitor comparison pages.
Clearer
competitive messaging for prospects evaluating alternatives.
Stronger
comparison content to support Sales teams across multiple markets.
Context and challenge
TaxDome’s competitor comparison pages focused on features rather than clearly explaining why prospects should choose TaxDome. Key differentiators, such as best client service and highly rated mobile apps, were overlooked. The pages also ranked poorly in Google search and generated few demo bookings, while Sales teams across the US, Europe, and the UK needed stronger content to address competitor objections.
The approach
I worked across Product Marketing, Content Marketing, CRO, and SEO to strengthen competitive positioning, improve search visibility, and increase conversions.
Competitive positioning
Highlighted TaxDome’s key differentiators, including client service and highly rated mobile apps.
ICP-focused messaging
Tailored content to target customer needs and priorities.
Comparison experience
Created clearer competitor comparisons to support buyer decisions and Sales conversations across markets. Added relevant reviews and case studies.
Conversion optimization
Added lead-generation forms, including the Savings Calculator, to capture buyer interest.
SEO
Improved page content and structure to attract prospects searching for competitor comparisons.