astrill.comvsexpressvpn.com

Expressvpn edges out Astrill modestly on homepage messaging, 75 to 62. Here's where the gap comes from.

Astrill is clearer about what it does (72 vs 62 on clarity). Expressvpn is better at saying who it's for (ICP: 55 vs 0). Expressvpn's targeting is decent, while Astrill's is absent. Astrill has a much stronger pricing page (100 vs 85).

Astrill uses a "Trust / Authority" positioning while Expressvpn goes with "Price / Value Leader" — fundamentally different approaches to winning the same buyer.