Landing Page Message Match

Message match is the consistency between the promise that earned the click and the page the visitor sees next.

Match the core promise

The headline should continue the same offer, problem or outcome as the ad, email or referring link.

Match the visual context

Similar visual cues can reassure visitors that they reached the intended destination, especially in paid campaigns.

Avoid bait-and-switch

Do not use a highly specific ad promise that becomes vague or materially different on the landing page.

Measure by source

Analyze conversion by campaign or source so you can see whether certain upstream messages produce stronger landing-page outcomes.