When Tom's landing page was reviewed, several issues were identified that led to a lack of engagement from his audience. The page lacked social proof, which made it seem "dodgy" and untrustworthy. The design was visually overwhelming, with too much information presented in large blocks of text. The page also failed to provide a clear call-to-action (CTA) and did not work well on mobile devices. Additionally, the page did not offer value to visitors, which led to a lack of engagement. Furthermore, the page loaded slowly due to its high image content and redirects. Finally, the page lacked uniqueness and personality, making it seem like a generic template. To fix these issues, Tom's landing page was optimized by adding social proof, establishing a clear visual hierarchy, shortening the copy using an inverted pyramid approach, switching to a mobile-friendly theme, offering value to visitors, speeding up the website, and injecting personality into the design.