A course landing page inside a larger site: one goal and no detours — but without a separate domain, a separate admin and a second household to run.
The task
A course in non-verbal communication from an author with an unusual combination of backgrounds: somatic therapy, directing and teaching. The syllabus is serious — modules, practical work, grounded in research.
The landing page had to be a page inside the existing academy rather than a site of its own. That is not a simpler brief, it is a different one: the page must follow its own rules while staying part of the wider site and not spawning a second household — its own domain, its own admin, its own analytics.
The audience was the other difficulty. The course serves an entrepreneur, an employee and an expert equally well, but their motives differ. The entrepreneur wants to read a counterpart’s intentions; the employee wants their contribution noticed; the expert wants an audience’s trust in the first minutes.
The approach
The three audiences are separated explicitly. Each gets a block, a list of benefits and a button of its own. A reader sees themselves rather than “everyone interested in communication” — the only way to address three segments without the copy turning to mush.
The syllabus is fully open, not gated behind a form. A course with academic substance sells on that substance: the person reading about the bodily self-image and the biology of status is buying precisely because of the depth. Hiding it behind “leave your email and we’ll send the programme” loses exactly the best-matched people.
The figures come first. The share of information carried non-verbally, and the seconds in which a first impression forms, explain the subject faster than any introduction.
The author’s standing is shown with facts — years of practice, fields, students taught. In education people buy the person, and that has to be established before the syllabus becomes interesting.
A separate route for the undecided. Not everyone is ready to pay straight away; for them there is a conversation rather than a buy button. Without that route part of the audience simply leaves.
The result
The page behaves as a standalone landing — one goal, no detours — while living inside the academy site and using its infrastructure.
For the author that means the next course does not require a new site: the structure repeats, only the content changes.