What the checker looks at
- Starts with a verb: “Get”, “Book”, “See”, “Start”. Buttons are instructions.
- Length: 2–5 words is the usual sweet spot. Long enough to be specific, short enough to scan and fit on a phone.
- Specific outcome: “Get my quote” tells people what they receive; “Submit” and “Click here” do not.
- Commitment matches readiness: “Buy now” on the first screen of an ad landing page asks a lot of someone who has just arrived. “See prices” or “Check availability” is a smaller step.
- Reassurance nearby: a short line such as “Free, no obligation” or “Takes 60 seconds” answers the main worry at the moment of clicking.
The commitment level is our simple scale: viewing (low), giving contact details (medium), paying or booking time (high). The checker compares it with the readiness you selected.
First person or second person?
“Get my quote” vs “Get your quote” is a popular test. Results vary by audience, so it is worth testing rather than assuming. Either is better than a generic label.
Beyond the button
Most underperforming pages have a clarity or trust problem, not a button problem. Make sure the ad and the page agree with the Message Match Checker, and read why landing pages do not convert for the bigger picture.