Solved my own problem in the end. Not sure whether all of the steps are necessary, but sharing below.
- Use Firefox. Using Safari 15.6.1 on macOS was not working.
- Disable NAND/NOR switch. I don’t remember enabling it, but disabling it seemed to help.
- Flash the basic OpenWRT AR300M NOR firmware: https://downloads.openwrt.org/releases/22.03.0/targets/ath79/nand/openwrt-22.03.0-ath79-nand-glinet_gl-ar300m-nor-initramfs-kernel.bin
- Once that boots, use the OpenWRT firmware upgrade page to upgrade to the current AR300M16 firmware from GL iNet.