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 v1 · 2026-09-22 · built by Cody's studio

Pages in this build

Homepage

The full lander: hero, the record (stats + client-logo slots), orange "For the record:" statement band, the problem, the FTR specialist model, receipts, capabilities, how we work + the terms, founder, final CTA.

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

Three directions were explored against the brief ("strong typography, bold layout, editorial, premium but not sterile — no AI-slop, no SaaS cards"). The build uses The Ledger, plus the full-bleed orange statement band borrowed from Signal. The alternates below are live, clickable previews.

The Ledger direction preview — dark graphite editorial
Chosen — built

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
Alternate

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
    Real numbers for "The Record" stat row.Current framing reports profit/revenue grown instead of the category's "$XB managed" vanity stat — needs his approved figures either way. "2017" start year assumed from the brief.
  2. 02
    Roster-cap claim ("24 brands on a deliberately capped roster").Placeholder. Needs a real cap policy, or we cut the line.
  3. 03
    The Terms block: month-to-month, you-own-everything, no shadow accounts, "fire us."Strong differentiators — but they're commitments. Each must actually be FTR policy.
  4. 04
    "No handoffs" promise in the model section.Must reflect real staffing practice.
  5. 05
    "Answered within one business day" response promise on the final CTA and apply page.
  6. 06
    Specialist names for the model diagram (currently "Specialist · TBD").Named humans make the section; initials or first names work too.
  7. 07
    Tone check: brief's "the endless Amazon bullshit" line is currently softened to "the endless Amazon admin."Easy to switch back if Michael wants the edge.
  8. 08
    CTA destination: form currently simulated.Wire to his booking link / CRM when ready, or convert to form → calendar two-step.

Asset gaps

Build notes