Your Website Isn’t Working Because the Copy Isn’t Thinking. Here’s How to Fix That.
Some pages aren't broken. They're just not built for the buyer.
They're clean, sound sharp, and even pass the "internal thumbs up" test.
But scroll through as a Head of Ops, a VP of Product or a founder with an urgent problem?
You'll feel it — something's off.
The story is told from the inside out.
The language favors the product, not the pain.
And the hierarchy is built for teams who already know what the thing does — not for buyers who are trying to decide if it’s built for them.
This checklist will help.
✅ What This Checklist Helps You Do
Spot the difference between marketing copy and buying signals
Map every section to a real pain point, success metric, or decision criteria
Diagnose content that’s internally aligned—but externally confusing
Reposition features and claims around what the buyer needs to justify, not what you want to showcase
🧠 Built From
Buyer Persona Institute’s 5 Rings of Insight
Harry Dry’s copy quality filters
CXL’s product + value prop templates
Real-world solution page reworks for AI tools, SaaS platforms, and commerce accelerators
📌 Who This Is For
B2B teams with great products that aren’t converting the way they should
Content marketers rewriting solution or industry pages — and stuck on “how deep is too deep”
Founders of vertical SaaS tools trying to explain themselves to non-technical buyers
Anyone working on mid-funnel content that feels like it’s saying something… but not landing
👩🏻🔧 Inside the Review System
🔹 1. Priority Initiative Alignment
“Does the headline and first scroll reflect what the buyer is already trying to fix?”
Not what the product does, or the category it’s in. But the priority on their desk this quarter.
🔹 2. Success Factors Threading
“Are business outcomes and KPIs present or just implied?”
If you're writing for a COO, mention churn.
If it's a Head of Ops, show time-to-implementation.
Don’t just say “streamlined” but name what gets lighter, by how much, and why that matters.
🔹 3. Objection Surfacing
“Does your copy disarm the hesitations you’d hear in a sales call?”
No one’s going to say it out loud, but they’re thinking:
“Will this be too complex to integrate?”
“How long will this actually take?”
“What’s the catch?”
If your page doesn’t meet those doubts head-on, they’ll walk away smiling and not convert.
🔹 4. Decision Criteria Translation
“Does your proof actually match what buyers compare you against?”
If the competition talks pricing flexibility and you don’t — you're out.
If the buyer needs SOC2 and you bury it in an FAQ — they’ll never see it.
Decision criteria aren’t bullets. They’re filters. Build around them.
📥 Want the Full Framework?
I’ve packaged the full review system into a Notion-ready template — including section-by-section prompts, review questions, and buyer lens translation tools.
→ [Download the PDF]
→ [Or duplicate it to your own Notion workspace]
