"Alternative to JIRA" makes me cringe. Why would you put the most hated brand of all issue trackers in your pitch line?
If JIRA is the "most hated" brand and at the same time a very popular issue tracker, then "Alternative to JIRA" sounds like, "here's an alternative to the product you so hate" isn't it ? I mean why would I look for an alternative if I didn't hate the thing I am working with or thought it was not good enough?