Yuri Gerasymov

The Starting Point

Yuri knew his competitive space cold. He had researched every alternative to Diffy himself: Percy, BackstopJS, Pagescreen, Visualping, and more. He knew which tools couldn't bypass Cloudflare, which ones drowned users in false positives, which ones hadn't shipped anything since 2022.

None of that knowledge was public. It lived in his head and came out only on sales calls, one prospect at a time.

Buyers were comparing tools anyway. They were just doing it without Diffy's input, on review sites and in ChatGPT answers.

The Work

This came out of a regular working session. Yuri walked me through the competitor landscape, and it was obvious the material was already there. My job was to get it out of the meeting and onto the site.

We turned his research into a set of comparison pages on diffy.website, one per competitor. Each page follows the same structure:

An honest overview of what the competitor does well A feature table on the dimensions buyers actually check (Cloudflare bypass, false positive handling, comparison algorithm, notifications) Real findings from testing the tool, not marketing claims A conclusion that says who should pick the competitor and who should pick Diffy

The honesty matters. The Pagescreen page opens by describing what Pagescreen is good at. It even tells simple-site owners the competitor might be enough for them. That's what makes the rest of the page credible, to buyers and to AI models deciding what to cite.

The Results

Within a week of publishing, the pages were ranking in Google and being cited in AI answers for comparison queries.

That's the part worth paying attention to. When a buyer asks ChatGPT "Diffy vs Percy" or "alternatives to Pagescreen," the answer is now built partly from Yuri's own research. The knowledge that used to surface one sales call at a time now works on every comparison query, without him in the room.

The Takeaway

Founders usually think content creation means producing something new. Most of the time the material already exists. Yuri had years of competitor research sitting in his head. One meeting to surface it, one production cycle to publish it, and it became an asset that shows up exactly where buying decisions get made.