"Merchant of Record" appears in the subheadline and again in the "How is Paddle different?" section, but the page never explains what that means before asking the visitor to act. The buyer who already knows what a Merchant of Record is doesn't need the explanation; the buyer who doesn't — which is most of the Series A-C founders this page is built for — reads "we manage your payments, tax and compliance needs" and hears a description that Stripe, Chargebee, and FastSpring could each put on their own homepage without changing a word. The page even links to "What is a Merchant of Record?" as a separate resource, which means Paddle knows the concept needs explaining and has chosen to do that explaining somewhere else, after the visitor has already decided whether to stay. Move a two-sentence explanation of what MoR liability actually transfers away from the founder — the tax exposure, the fraud liability, the support burden — into the hero section itself, directly beneath the subheadline, before the CTA.

The numbers that would stop a skeptical founder mid-scroll — 122 million transactions processed, $89 million in sales taxes remitted, the Renderforest 3X ARR story, the HubX $100K recovered in 72 days — all appear below the fold, after three feature sections and a model explanation. The first thing a visitor sees after the hero is a tagline about Lovable Payments, then a product category header, then three product descriptions. By the time they reach the named customer results, they've already formed an opinion about whether to stay. Pull one named result — "HubX recovered $100,000 in failed payments in 72 days" with a one-line quote — directly under the hero CTA, and move the transaction and tax-remittance figures into the second visible section. The page has the proof; it's just sequenced as if the visitor already trusts you.