Watch someone read your sales page and decide, out loud.

What breaks conversion on sales pages

Long-form pages have one job: keep a stranger reading until the price feels fair. They break in predictable places. The promise is about you, not them. The page says "transformation" six times and never says what week one looks like. The price appears after four thousand words with no anchor. The guarantee is buried under the FAQ. Testimonials are first names and initials with no context. The buy button goes to a checkout on a different domain that looks nothing like the page.

On Kajabi, Teachable, ClickFunnels or a Webflow page, the platform is rarely the problem. The problem is what a stranger assumes in the gaps you didn't fill.

What a burn reveals

The scroll depth where they stopped reading and started skimming. What they said when they saw the price. Which testimonial they believed and which one they rolled their eyes at. Whether they understood what they'd actually receive — videos, calls, a community, a workbook — and for how long. Whether the checkout felt safe.

The Fire Score scores clarity, trust, navigation, offer and conversion readiness, with each finding tied to a quote and timestamp. On three or more burns you get an Insight Report that ranks what to fix first.

How to brief

Describe the person who signed up for your list, not the person who already bought. Give them the mindset ("you've tried two courses on this before and finished neither"). Ask them to read until they'd decide, then go to the checkout page and stop before paying. Ask one closing question about price.