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The first thing to find out, is why aren't they selling? Is the front page old, has the tour been updated, has the content been in any way improved that he can promote to the surfers, and most importantly has he varied his marketing in any way or is he going to same well too many times.
Once he has these answers, he can better decide what to do with the site. He can also contact me for any help. We haven't dropped in our conversions, so the question to all webmasters is what are you doing today to improve your sites.
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