FOR THE RECORD:

Client review hub.

Review build of the new FTR website — a business lander built to turn established DTC brands into booked strategy calls. Everything here is a draft for Michael's review. All buttons and forms are simulated; nothing is indexed, nothing sends data.

Review build v3 · 2026-09-23 · earlier versions: v2 · v1

Pages in this build

Homepage

V3: Amazon-storefront hero (FITFOCUS example listing, growth chips), client logo strip, confirmed record stats, "rank compounds" urgency section with cost-of-waiting chart, vendor diagram, 12-month growth chart, seller-run model, FITFOCUS listing before/after, capabilities, case + testimonial slots, founder story, terms + straight answers, final CTA. Big claim: "Amazon, run by someone who's sold $300M+ on it himself." Urgency claim: "Rank compounds. So does waiting."

Open homepage

Apply — Book a strategy call

Qualification form (name, brand, revenue range, Amazon situation, biggest problem). Submitting shows the confirmation state; it's simulated until Michael's calendar/CRM is wired in.

Open apply page
Anything tagged PLACEHOLDER on the pages (stats, case studies, client logos, roster cap, team names, founder photo) needs Michael's real numbers and assets before anything goes live.

Design direction

V1 built the dark Ledger direction (archived). After Cody's review — dark was hard to read, wanted imagery and bigger graphics — v2 rebuilt the site as "Daylight Ledger": the light Daylight base carrying the Ledger's brand devices, plus ~12 hand-built graphic sections informed by a BAD Marketing design teardown and a second agency-design research pass. The original three direction previews stay clickable below.

The Ledger direction preview — dark graphite editorial
v1 — archived

The Ledger

Dark graphite, hairline ledger rules, rounded-heavy display type matching the wordmark, orange reserved for the colon, CTAs and statements, blue as a quiet trust layer.

Open preview
Daylight direction preview — light bone editorial
Evolved into the built v2

Daylight

Light bone editorial with graphite ink and characterful display type. Handsome, but reads softer — less "sharp operator" than the brief asks for.

Open preview
Signal direction preview — brutalist orange bands
Alternate

Signal

Brutalist expanded caps and full-bleed orange bands. Its statement band was strong enough to steal; full-page it tips into "screaming."

Open preview

How to review the flow

Start on the homepage and read it top to bottom on your phone as well as desktop — the CTA repeats through the page and every one leads to the apply page. Submit the form there to see the confirmation state (it's simulated; nothing is sent). Single-file HTML copies: homepage · apply page — styles and logos are embedded; fonts load from Google Fonts online.

Please confirm before launch

  1. 01
    Client logo strip — 15 brands pulled from badmarketing.com.The BAD site doesn't tie these brands to Amazon work, so the strip says “Brands this team has worked with.” Michael should confirm each is a current FTR client (or swap the list) before launch.
  2. 02
    Case studies (3 slots) and testimonials (3 slots).Designed placeholders with interview prompts — no invented numbers or quotes.
  3. 03
    Specialist names for the 7-person model diagram.
  4. 04
    The terms: month-to-month, you own everything, no shadow accounts, no handoffs.Brief-based positioning; each must be real policy.
  5. 05
    “Answered within one business day” and the ~$1M fit line on the apply page.
  6. 06
    CTA destination: form is simulated — wire to his booking link / CRM.
  7. 07
    Founder photo is from his public podcast profile.Swap for a proper headshot when available.
  8. 08
    FITFOCUS is a fictional example brand; hero listing, growth chips and charts are illustrative and captioned as such.

Asset gaps

Build notes