Write a trustworthy comparison

A helpful comparison recognizes that different readers value different things. Define the job, compare the features that affect that job and make the recommendation conditional on the reader's situation.

Put this into practice

1. State the intended user and decision at the beginning.
2. Use the same meaningful criteria for every option.
3. Separate tested observations from vendor claims.
4. Include switching costs, limitations and ongoing price.
5. Give scenario-based recommendations rather than one absolute winner.

Start with a useful first version. Check what works, update what does not, and keep the experience clear for the person visiting your site.