01 — The client
The project
Elena Pliutava is a strategic advisor on leadership: more than twenty years of research and work with businesses since 2016, a growth academy with live courses, recordings and workbooks. Advisory is her most expensive and most personal programme: twelve one-to-one sessions over a year for business owners and executives.
02 — Context
The task
Nobody buys a €2,100 year-long programme from a short description. The reader has to understand how the year works, what happens if they miss a month, who the format suits and who it does not, and how it differs from a psychologist or a business coach. All of that before the conversation, because the conversation is the first step of the programme.
The page had to live inside the academy’s existing website: same domain, same admin area, same CRM and consultation calendar. A separate landing page elsewhere would break the path of a client who already reads the blog and takes courses on pliutava.com.
03 — Solution
How it works
3.1
The year shown as one line
The whole year sits above the fold: twelve meetings, one session every month, duration and contents next to the portrait. The reader sees the scale of the commitment at once instead of hunting for it in the text. Two buttons: “Schedule a meeting” and “How the year works”.
3.2
Rules without small print
Holidays and rescheduling are explained with diagrams, not a paragraph of terms. Two options: a pause that extends the programme, or two sessions in one month. Next to them the numbers: twelve sessions, up to two months of holidays, fourteen months maximum. The client knows in advance what happens if life does not fit the calendar.
3.3
Price and contents on one screen
€2,100 and seven items of what is included: 60-minute sessions, refining the goal along the way, tools for the task, steps between meetings, recordings. The price stands next to the contents rather than hiding at the end, so the “too expensive” objection meets its answer immediately.
3.4
Doubts settled before the call
Client reviews and a 5.0 on Google, then the block “What to understand in advance”: how this differs from a psychologist or a coach, online or in person, what if the goal changes, can a month be skipped, how to pay. These are the questions that would otherwise eat the first meeting.
3.5
The enquiry goes into the CRM
The “Start with a conversation” form is wired to the CRM and the consultation calendar: the enquiry lands in the client record, the meeting is booked into a free slot. The “Schedule a meeting” button stays on screen while the reader scrolls. The page lives inside the academy’s site: no separate domain, no second admin area, in the brand’s style and typefaces.
04 — Outcome
The result
The page does the first meeting’s work before the first meeting: it explains the format, the rules and the price, answers objections and leads to a conversation. Enquiries and bookings arrive in the same CRM and calendar as the academy’s other services.
The fourth project for this client, after the course platform, a course landing page and a job vacancies plugin.