Rate (formerly Guaranteed Rate)https://rate.com/

Your landing page’s weakest score is Trust.

How Rate (formerly Guaranteed Rate) ranks

  1. 1.Ralo76
  2. 2.Better76
  3. 3.Rate (formerly Guaranteed Rate)72
  4. 4.Lower72
  5. 5.Tomo70
  6. 6.Rocket Mortgage66
Fix Trust
72Growth scoreupdated

category scores

Trust68Information hierarchy72
category scoresShowHide
Trust68Information hierarchy72

Trust

68Fair

Proof that the product is real, competent, and safe to try.

Rate (formerly Guaranteed Rate)
Better
Lower
Trust read
Rate (formerly Guaranteed Rate)"4.9 stars 43K+ Reviews" beneath the hero subhead
Ralo"As seen" press logo bar featuring Forbes, Business Insider, and The New York Times
Better"$110B+ funded loans" and "600k customers served" stats above the chat input
Rocket Mortgage"We've helped millions buy a home." subheadline
TomoNo visible trust signal identified.
LowerReview strip citing Bankrate ★5.0 (3,100+ reviews), Trustpilot ★4.9 (2,600+), Zillow ★4.9 (9,600+), Google ★4.9 (4,300+)

Information hierarchy

72Fair

Does the design help or inhibit what the page is trying to say?

Information hierarchy annotations on the desktop capture1234
  1. Three equal hero pills — "Buy a home," "Refinance," and "Use my equity" share identical weight with the nav's "Get pre-approved," leaving no single dominant action.
  2. Crowded top nav — Seven nav links plus search, Contact, and Log in create eleven exit paths before the visitor reaches any conversion action.
  3. HELOC banner intrusion — A second promotional CTA "Find my rate" creeps into the fold, adding a fifth competing action with its own contrasting background.
  4. 4.9 stars text — Social proof is rendered as plain small text with no star glyphs, so it reads as a footnote instead of anchoring trust.

CTA

72Fair

Copy, size, verb, cost-feel — does the primary CTA earn the click?

Rate (formerly Guaranteed Rate)

How Rate (formerly Guaranteed Rate) compares

Recommended rewrites

Value props

72Fair

Title, subtitle, hero — do they sell the product's true value?

Rate (formerly Guaranteed Rate)’s headlineBuy, refi and equity, with confidenceYou could be pre-approved for a mortgage in just 5 minutes, with one of our trusted experts.*

Working

Could improve

Mobile web

78Fair

The phone experience as a first-class citizen.

Rate (formerly Guaranteed Rate) mobile capture for Mobile web

What works

What to improve