A landscaper genuinely can’t give one flat price because every yard is different. What should he put on the page instead of nothing at all?

A beekeeper is redesigning her honey shop’s page and wants to check whether it’s focused. Which question should she be able to answer before anything else about the page?

Two testimonials sit side by side on a plumber’s page: one says “Amazing service, highly recommend!” signed “Happy Customer,” and the other says “They found the leak under the slab two other plumbers missed. Cost less than the quote,” signed “Dana R., St George.” Which is more convincing, and why?

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

A home inspection service gets a call or form submission from 6 out of every 100 visitors. The owner isn’t sure whether that’s a good result. What’s the right way for him to find out?

A bike-repair shop owner assumes her site can’t have a “conversion” unless a customer pays for a repair on the spot. A regular sends a message through the contact form asking about a repair instead. Should that count?

A subscription snack box service counts a new sign-up as its main success. A customer signs up but cancels after the very first box and never orders again. Did that customer really convert?

A carpenter’s page has a strong customer testimonial and a clear price range, but both sit below where a phone screen cuts off before scrolling. What is the likely consequence?

A violin repair technician’s site gets 300 visitors a month, 2% of them book a repair, and each booking is worth $50. He has one week to spend on one of two projects: getting 60 more visitors at that same 2% rate, or making changes that raise his conversion rate to 4%. Working out the dollar gain from each, which project pays off more?

A pet portrait photographer figures out that a visitor to her site is worth $1.50. An ad platform is offering her clicks at 90 cents each. Based on that $1.50 figure, should she run the ads?