Message match: your ad and your landing page have to agree
A strong ad that leads to a page saying something different breaks the buyer's train of thought. Message match keeps the promise intact.
Message match is the continuity between the promise that earned the click and the page that receives it. When the two drift apart, the buyer has to re-orient, and re-orienting is friction.
Where the match usually breaks
- The ad names a specific outcome; the hero talks about the platform.
- The ad speaks to one role; the page addresses everyone at once.
- The ad uses the buyer's phrase; the page uses an internal one.
Check it section by section
Go through the page one block at a time and ask what it promises, what the buyer needed to hear there, and how well those two line up. Rating each section (strong, partial, weak, or missing) turns a vague sense of 'this feels off' into a specific list of fixes.
Put this into practice.
Run the sample-mode audit on your own landing page. No signup needed.
The signup inbox is still being set up, so we're not collecting addresses, and we didn't want to pretend otherwise. The audit itself runs today in sample mode, with no account and no card.