Should you mention competitors on your pricing page (like an explicit comparison or a note such as “half the price of X platform”) or is it better to focus on your product alone and avoid naming others?

Based on the principles outlined in our SaaS pricing book, Price to Scale, it’s generally more effective to focus on clearly articulating your product’s unique value rather than explicitly naming competitors on your pricing page. Here’s why:

• Focus on Value & Positioning: Our book emphasizes that clear positioning is central to a successful pricing strategy. When you reinforce your product’s unique benefits and the value it delivers, you create a stronger, more positive impression—ensuring prospects understand why your solution is the best fit without being distracted by comparisons.

• Avoiding Unintended Comparisons: Mentioning competitors like “half the price of X platform” may inadvertently shift the customer’s focus from what makes your product unique to what someone else might offer. This can dilute your messaging and complicate your positioning in the eyes of your customers.

• Tailoring Your Approach: While there isn’t a one-size-fits-all solution, our pricing strategy framework encourages you to use your pricing page as a tool to summarize your offerings and communicate value. If comparisons are used, they should support your positioning rather than serve as the primary message.

In summary, Price to Scale advises that you use your pricing page to tell your story—emphasize the value and differentiators of your product. This strategy leads to a more effective pricing presentation and helps you establish a strong, self-contained brand identity.

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