#59: What I Look For First When a Sales Page Should Be Working—But Isn’t

Sales page copy can look professional, include the right sections, and still fail to move premium buyers toward a decision. When a sales page should be working but isn’t, the problem is not always the offer, the traffic, or the quality of the leads. Sometimes the copy itself weakens buyer trust because the page doesn't lead the buyer clearly enough. It may have the headline, testimonials, offer details, price, and buttons. But if the buyer feels underwhelmed before she scrolls, has to work to...