Every buyer making a considered purchase eventually types your name next to a competitor's. You know this, because you've done it yourself. The only real question is who they find when they do.
Most companies choose not to compete here, and the reasoning sounds principled. We don't want to name competitors. We don't want to hand them free awareness. We'd rather just talk about what we do well. So the space fills up instead with people who feel none of that hesitation: your competitor, who wrote the page and quietly framed the criteria to suit themselves; affiliate sites chasing commission; a forum thread from three years ago describing a version of your product that doesn't exist anymore.
Then AI assistants read all of it and hand the buyer a summary, and the buyer never clicks through and never notices you weren't part of the conversation at all.
The page that wins is honest about where you lose
Writing your own comparison page isn't an act of aggression. It's just showing up. And the ones that actually work aren't hatchet jobs, they're honest about where you lose. That honesty is exactly what makes them believable. A page where you win on every single dimension reads as marketing and gets ignored. A page that says "if you need deep customisation and have the engineers to spend on it, they're the better choice; if you need to be live in two weeks, we are" gets believed, because you clearly gave something up to say it.
You also get to set the criteria, and that's where most of the value sits. Whoever decides what matters in a category has already won half the argument. If you compete on implementation speed and support, but the comparison your buyer reads is built around feature counts, you lost before anyone evaluated a thing.
Where to start, and why it's urgent
Here's the practical version. Take the three competitors who show up most in your closed-lost notes and write one page for each. Be accurate, name the cases where they're genuinely the better pick, and keep them current, because a stale comparison page is worse than none at all.
Then go ask an AI assistant which of you a buyer should choose. That answer is being assembled right now, out of whatever text happens to exist. You can add to it, or leave your competitor to write it alone.