https://onthemarket.com
55of 100
55of 100
“The hero headline 'Your property search just got serious' is bold but the cookie modal obliterates the entire right half of the page on first load, burying the search bar — your primary conversion tool. The 'Only With Us' differentiator (24-hour exclusivity over Rightmove/Zoopla) is buried mid-page when it should be the headline, not an afterthought.”
Your action plan
Ordered by conversion impact. Click any fix to see the before → after.
1
Surface the 24-hour exclusivity claim into the hero headline
▲ High ImpactQuick WinH1 hero headline 'Your property search just got serious'
Currently
Your property search just got serious
Recommended
See properties 24 hours before Rightmove or Zoopla — search OnTheMarket first
Unique selling propositions in headlines lift CTR by 20-40% (Nielsen Norman). The exclusivity claim is currently buried mid-page and is the single strongest differentiator against dominant competitors.
2
Add a search result count or social proof stat beneath the search bar
▲ High ImpactQuick WinSearch input 'Where do you want to buy? e.g Bristol, BA1 2LR'
3
Consolidate the four tab options into a single prominent search with toggle
Medium ImpactSome WorkTab navigation: Buy, Rent, Instant valuation, Rent checker
4
Elevate the property alert CTA above the fold or within the hero
Medium ImpactQuick Win'Set up a property alert' section with 'Create alert' button — currently below fold
✎
Copy rewrites
Ready to useDrop-in replacements for your highest-leverage text. Each rewrite explains the conversion principle behind it.
H1 hero headline
Your property search just got serious
→Find properties 24 hours before Rightmove or Zoopla
Specificity and differentiation — replaces vague aspiration with a concrete, competitive advantage that directly answers 'why use this over the market leader'
Meta description
The most uncluttered, user-friendly property portal. Find hundreds of 1000s of properties for sale & to rent from leading UK estate agents | OnTheMarket
→Search 500,000+ UK properties for sale and to rent — see exclusive listings 24 hours before Rightmove or Zoopla. Find your next home on OnTheMarket.
Specificity and competitive differentiation — replaces subjective claims with a measurable advantage and a concrete listing count to improve CTR from SERPs
Only With Us section body copy
We feature thousands of new properties every month, 24 hours or more before they're advertised on Rightmove or Zoopla.
→Thousands of properties appear here first — a full 24 hours before Rightmove or Zoopla. Search OnTheMarket and never miss out again.
Loss aversion and urgency — reframes the benefit around the fear of missing a property, which is the primary emotional driver for active buyers and renters
Set up a property alert section subheading
Stay one step ahead. Whether you're looking to buy or rent, receive instant alerts direct to your inbox as soon as new properties hit the market in your search area.
→New properties sell fast. Get instant email alerts the moment a matching home hits the market — before most buyers even know it exists.
Urgency and loss aversion — connects the alert feature to the real emotional fear of losing a property, making the CTA feel necessary rather than optional
💡
The killer move
High ImpactRun an A/B test making the 24-hour exclusivity the hero headline with a live countdown
Replace the generic headline with a dynamic element showing properties added in the last 24 hours that are not yet on Rightmove — a live number like '1,247 properties only here right now' would transform the search bar from a commodity input into an urgent, exclusive action that no competitor can replicate.
How visitors experience your page
Second-by-second walkthrough.
1 strong2 mixed2 weak
✗
0-3 secondsWeak
0-3s First impression: Cookie modal covering right half of screen, partial hero headline, lifestyle background image, OnTheMarket logo
The cookie modal is the dominant visual element. The primary value proposition and search bar are partially obscured. First impression is administrative friction, not product value — visitors may bounce before engaging.
◐
3-8 secondsMixed
3-8s Hero engagement: After dismissing modal: full headline, Buy/Rent/Instant valuation/Rent checker tabs, search input, valuation banner below
The search bar is clear and functional but the headline offers no competitive reason to search here vs Rightmove. Visitors with low brand awareness have no hook to stay — the 24-hour exclusivity claim is invisible at this stage.
◐
8-15 secondsMixed
8-15s Consideration: Property alert section, Browse UK locations with London/England/Scotland/Wales pills, partial Only With Us section
The location browsing section is generic and expected. The property alert CTA is a strong lead capture opportunity but competes with too many other elements. Visitors are scanning without a clear next step being pushed.
✓
15-30 secondsStrong
15-30s Feature discovery: Only With Us differentiator, Help Me Choose tool, Keywords feature, Travel Time Search — all tagged New
The feature set is genuinely differentiated and the New badges create curiosity. However, these tools are presented as equal-weight cards with no hierarchy — visitors may feel overwhelmed rather than guided toward one clear action.
✗
30+ secondsWeak
30s+ Deep engagement or exit: Instant valuation repeat, LoopNet commercial property partnership, footer with extensive navigation links
The LoopNet section feels like a distraction for the core residential audience. The footer is comprehensive but the page ends without a strong closing CTA or urgency trigger — visitors who scrolled this far are likely high-intent and deserve a final conversion push.
Health check
8 dimensions, weighted by conversion impact.
First impression & hero
20%
5/10
Cookie modal dominates first load; headline is punchy but generic; the strongest differentiator (24-hour exclusivity) is invisible above the fold.
Copy & messaging
20%
5/10
The 24-hour exclusivity claim exists but is buried mid-page; hero and meta copy rely on vague aspiration rather than the concrete competitive advantage available.
Call-to-action
15%
6/10
Search bar is prominent and functional; four tabs create mild decision paralysis; property alert CTA is below fold and undersells its value.
Trust & social proof
15%
4/10
No testimonials, no listing count near the search bar, no agent count or review score visible — the page asks for trust without providing evidence.
Visual design & layout
10%
7/10
Clean, uncluttered design consistent with the brand promise in the meta description; lifestyle imagery is appropriate; feature cards are well-structured.
Page structure & flow
8%
6/10
Logical top-to-bottom flow but the Only With Us section — the strongest conversion argument — appears too late; feature cards lack clear hierarchy.
Technical & SEO signals
7%
8/10
PageSpeed 94 with FCP 665ms and LCP 844ms is excellent; CLS 0.02 is clean; one image missing alt text is a minor accessibility gap.
Differentiation & positioning
5%
5/10
The 24-hour exclusivity over Rightmove and Zoopla is a genuinely powerful differentiator that is systematically underused across the entire above-fold experience.
⚡
Based on real Chrome user dataPage speed
94/100
Overall score
Combined performance rating
844 ms
Largest paint
Time until the main content is visible
0.02
Layout shift
How much the page moves while loading
665 ms
First paint
Time until something first appears
112 ms
Responsiveness
How fast the page reacts to clicks
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