The "X Alternative" is such an effective tactic, even today. I stumbled onto it, tried it myself (successfully), and wrote about it way back in 2015: https://www.gkogan.co/blog/alternative-pages/

One of my favorite examples of this is Bitrix24, which made maybe a hundred such pages: https://www.bitrix24.com/alternatives/

For most startups you don't need to go that far... Just making an "alternative" page for your biggest competitor could start bringing you people who are eager to switch.