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A piano teacher’s page shows only one lesson package at $200 a month. A visitor immediately thinks that sounds expensive. What is happening here?

A tutor sees that only 1 of his 200 monthly visitors ever books a session. Before spending money on more Facebook ads to bring in additional visitors, what should he check first?

A chimney sweep’s site lists his phone number as plain text instead of a tappable link. What is the actual consequence of that detail for someone browsing on their phone?

An online shop selling handmade soap converts 2% of its visitors into buyers, and the owner wants to know whether that’s a problem. What’s the right way to find out?

A landscaper’s headline reads “Professional Landscaping Services.” A customer reading it still can’t say what actually happens if they hire him. What is this headline doing wrong?

A bike repair shop owner runs the squint test on his page and finds that a decorative banner stands out clearly, but his “Book a repair” button disappears into the blur. What does this mean?

A dog groomer’s page headline reads “Excellence in Every Groom.” What is missing from this headline?

A potter agrees her site needs a “conversion,” but she keeps putting off deciding exactly what visitors should do. Where does the real difficulty usually lie in a case like this?

A handyman’s page isn’t generating calls, and a web designer has quoted $400 for a full redesign. Before paying for that, what could he try first that wouldn’t cost him anything?

A candle maker has run her online shop for four months. When a friend asks how business is going, she says “pretty well,” but can’t point to any number that shows it. What does that tell you about her situation?