Websites and content
Describe what a service plan includes before designing the comparison
A plan comparison should help a customer choose, without suggesting unsupported availability or an invented price.
A service business asks for three attractive pricing columns. The proposed headings are ready, but nobody has agreed what happens when a customer needs a feature from one plan and a support arrangement from another. The comparison design is ahead of the business definition.
Write the offer in sentences first
For a fictional Estonia-connected software service, describe the intended user, included work, important limits and how a customer begins. If the price or scope needs a quotation, say that plainly rather than adding a demonstration amount that resembles a real offer.
Check whether a feature name has the same meaning across plans. “Support included” is too broad when the real difference concerns response arrangements, permitted requests or a separate supplier's responsibility.
Choose the right comparison structure
A table can help when people need to compare the same attributes. W3C's table guidance explains how headers and relationships provide context. A decorative grid alone does not make the commercial distinctions understandable or accessible.
Do not force every difference into a tick or cross. Some services need a short explanation, a condition or a link to a dedicated description. The business must approve the actual offer and any applicable commercial wording.
Ask someone to choose
Give a colleague a fictional customer need and ask which option they would recommend from the page. Have them explain what they believe is included and what still needs discussion. Differences from the intended offer reveal missing definitions.
A content and publishing project can resolve those questions before the page is built. The useful result is an accurate decision aid, not a polished set of columns filled with assumptions.
Further reading: W3C guidance on meaningful comparison tables.