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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?

A boutique clothing store owner is proud that her page views have doubled this month. Based on the difference between numbers that look like progress and numbers that actually are progress, which category does “page views” fall into?

A driveway sealing contractor’s page has a “Get a quote” button, a newsletter signup, a “Follow us” link, a blog link, and a careers link, all visible near the top. How many different actions is this page actually asking a visitor to take?

A financial planner wants new clients to book a real conversation with her rather than just calling a number the moment they land on her site. Given that hiring a financial planner is a significant, considered decision, why does that approach make sense?

A florist feels confident her shop is doing fine because nothing bad has happened lately — no angry calls, no empty shelves. What’s the problem with treating that as proof things are going well?

A car detailer’s site gets 1,000 visitors a month, and 3% of them book an appointment. How many bookings does that add up to in a month?

Two customer quotes about a home-organizing app both mention asking a neighborhood group chat for advice instead of opening the app. What does that reveal about who the app’s real competitor actually is?