LODGECRAFT
LAB

Launch leads. Scale is never hidden.

Most visitors are beginners, so the webinar gets the button. But an operator landing on a page that only talks to beginners leaves, so the strategy call sits right under it as a text link: a second path at a glance, without two buttons competing for the same click.

• The link is stacked under the button, not beside it: clearer hierarchy and more breathing room.
• Further down, the two programme cards show the same hierarchy through weight: Launch is a solid blue block, Scale is lighter.
• Both offers still get flows of the same depth, from button to confirmation.

Value before price.

Nobody pays on this page, because the real commitment is the free webinar or call. Showing price cards early would make it read like a sales page to a visitor who's already wary of gurus. So I reordered it: hero → proof → what you get → how it starts → founders → programmes and price → FAQ → checklist.

• "What you get" is split into two tiers, Launch + Scale and Scale only, joined by an ochre "+" so the two offers read as a ladder.
• Trust (the founders) sits right before the price.
• The question "why pay, when videos are free?" is answered by the page itself, not by an FAQ entry. The FAQ only handles practical objections.

A brother brand, not a son.

The Lab had to feel related to two existing brands: the rental company (cream, warm photography, a sans) and the software (mono labels, pill chips, 12px radius). I combined the systems instead of averaging their colours: a midpoint colour turned into a muddy SaaS blue-green and lost the warmth.

At first I used the parent brand's green, but with the same structure and cream it made the Lab a twin. Palette is noticed far more than type, so the Lab got its own slate blue, plus an ochre pushed from the parent's yellow.

One CTA in view at a time.

"Join the free webinar" was repeating everywhere and starting to feel pushy. Now the nav shows just the logo at the top. The two CTAs fade in only once the hero button has scrolled out of view, and inline buttons appear only where a path is explained. On mobile, a bottom bar with both CTAs does the same job.

• The webinar steps sit on an ochre curve that rises and draws itself on scroll, so progress reads as going up. On mobile it becomes a vertical timeline.
• Motion is minimal and plays once: 1.8s line, steps popping as the line reaches them, all off under reduced motion.

Both flows, button to confirmation.

The draft copy promised a webinar "at 7pm in your time zone", which a single live session can't do. I replaced it with two sessions (Europe and Americas evenings), pre-selected from the visitor's country and shown in local time. The strategy call keeps the calendar inside the page instead of handing off to a booking tool.

• Visitors who pick "None yet" in the Scale form are sent to the webinar, with a "continue anyway" link so nobody is blocked.
• Two fields beyond the brief, both justified: the session picker (pre-filled, zero effort) and country (sets currency and time zone).
• Every CTA is drawn in default, hover, pressed, focus, submitting and success states.