It's free, continue with GoogleThe message-match worksheet
Connect the campaign promise to the page and the next step.
What you’ll take away.
- Write the campaign promise verbatim.
- Name the audience and what they want to achieve.
- Copy the landing-page headline.
How to use it
Print it, or keep it on screen beside the two windows. Every line asks you to write something down rather than to judge something, and that is deliberate: "the headline is a bit vague" is an opinion, and "the ad says fixed price and the page says tailored solutions" is a finding somebody can act on.
Work in order. The first four lines are about what you promised, before you have looked at the page, so that you are not marking your own homework. The next four are what the page actually says. The last four are what you are asking the visitor to do next.
If you run several campaigns to one page, do this once per campaign. One page can keep one promise well and three others badly, and the average tells you nothing.
Free, opens on this site
Make it yours.
Twelve lines you can print, fill in beside the two windows, and put in front of whoever owns the page.
- The four lines about what you promised, written before you look at the page
- The four lines about what the page actually says
- The four lines about what happens next
- Room to write the one sentence you would change first
It opens on the next screen. Nothing to download, nothing to wait for.