When considering your company’s online presence, you might find yourself considering whether or not to list your products or services on a comparison website. Many firms make use of these platforms and they may help to make your brand more accessible to a wider audience base. However, they’re not for every company. In this article, we list the pros and cons of a comparison website based on the nature of specific companies and their practices.
Pro: A Wider Reach
Comparison websites are often one of the first ports of call for individuals looking for a specialist brand, which means that potential customers won’t need to have heard of you in order to find you. They just need access to the site on which you appear. Additionally, the more widely you are able to spread your company’s details, the more uptake you’re likely to have. You’ll appear higher up the search engine results, making you much easier to discover.
Con: More Direct Competition
Of course, you won’t be alone on any comparison site. Your brand will be listed alongside multiple others that offer the same specialisms – so you need to be confident that you can outperform the companies you are up against while keeping your prices competitive.
Pro: Surprisingly Niche Areas
Comparison sites aren’t just for insurance firms and holiday providers. The more you explore, the more surprised you’ll be at the range of different listings you’ll find. From a domestic lifts comparison pricing site to competitive pet grooming deals, almost any practice you can think of can be listed online in this way. If you don’t have any competitors in your field, you may decide that a comparison website isn’t for you. However, if you are part of a small contingent of specialist companies and are confident that you can beat all the others in both quality and price, appearing on one of these sites may aid in your promotion.
Con: Lower Profit
In order to stand out among the other businesses on a comparison site, you may need to lower some of your rates while keeping quality high. What’s more, any business won through the site will be subject to a commission. You’ll need to pay a sort of finder’s fee to the site every time they successfully direct a client to you. You’ll need to consider your existing turnover and overheads and decide whether it’s economically sensible to take these financial hits before signing up.
Pro: Your Reputation
As mentioned earlier, appearing on a comparison site can really improve your online visibility. Furthermore, if you play it right, you may become known as a brand that can deliver high quality at a very competitive price. This can cement you as a top performer in your field and keep the enquiries flooding in for years.
Con: Your Reputation (Again)
Many consumers prioritize competitive pricing when browsing specialist websites of this kind, so, if you appear on one, a natural reaction is to keep your prices low. However, affordability or cheapness has different connotations depending on your niche. If you are a luxury brand, you may find that staying away from these kinds of listings will make you appear more exclusive and, therefore, more desirable
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