bitcoin.comvsswanbitcoin.com

Bitcoin edges out Swanbitcoin modestly on homepage messaging, 71 to 67. Here's where the gap comes from.

Swanbitcoin is clearer about what it does (66 vs 52 on clarity). Swanbitcoin has stronger CTAs (75 vs 60). Bitcoin triggers decision paralysis with 10 competing CTAs, while Swanbitcoin keeps it focused at 5. Bitcoin is better at saying who it's for (ICP: 48 vs 15). Bitcoin's targeting is decent, while Swanbitcoin's is generic.

Bitcoin uses a "Platform / Ecosystem" positioning while Swanbitcoin goes with "Community / Movement" — fundamentally different approaches to winning the same buyer.