On scores 66 out of 100 on homepage messaging, earning a C+ grade — mixed. Across all 30,134 sites analyzed, that's above the median of 59. Within Developer Tools / Infrastructure, where the median is 60, On lands 6 points above the industry average.

The hero text reads: "Check your address to get started". Lacks action verbs. The hero does not describe what the product actually does, just makes a vague claim. The language is generic — a visitor can't tell what the product does from the headline alone.

The page has 13 CTAs, 3 of them above the fold. That's enough to trigger decision paralysis — when too many buttons compete for attention, visitors often click none. The primary CTA "Get started" is a value-oriented CTA — it promises a benefit, not just an action.

Audience targeting is decent — there are audience signals, but room to be more specific. Detected audience: NBN250 and NBN Ultrafast. The site uses a "for [X]" pattern: "NBN250 and NBN Ultrafast".

On the pricing page: On has social proof elements and an FAQ section. 3 pricing tiers is a solid structure. Show actual prices on your pricing page. Hidden pricing creates friction and drives visitors away.

The biggest opportunities for On: The copy uses overused buzzwords ("solutions", "solution") that dilute the message. First impression clarity is below median — visitors can't quickly tell what category this product falls into.