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 v6 · 2026-09-23 · earlier versions: v5 · v4 · v3 · v2 · v1

Pages in this build

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.

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

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

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.

v6 changes (latest)

• —
  Top of page: the duplicate “For the record” lockup is gone. The tagline now sits in the headline: “Amazon, done right. Put a seller on it.” The pain question sits above it.
• —
  Logos: all FTR files match Michael's original SVGs byte for byte. The FTR: monogram now sits beside the FOR THE RECORD: wordmark in the top-left.
• —
  New “FOR THE RECORD: Amazon System” band: 01 A full team, 02 Fix the listing, 03 Rebuild rank, 04 Scale.
• —
  “A full Amazon department. Not one guy in a basement.” replaces seller-run/specialist-staffed, with a one-account-manager vs. full-department graphic.
• —
  Readability and spacing: the tiny mono labels are replaced with larger labels, and section padding is cut about 30%.

v5 copy check

• —
  Headline now leads with the reader's pain and the easy fix: “Amazon not keeping up with the rest of your brand? Put a seller on it.” The $300M+ moved into the sub-headline as proof.
• —
  Tagline lockup: FTR wordmark + “Amazon, done right.” It opens the hero and closes the page next to “Book your Seller Review.” Alternates: “this is how you win on Amazon” / “Amazon, run by sellers.”
• —
  Story order: headline → problem → who fixes it (Michael) → testimonials → Seller Review → seller-run, specialist-staffed → fix the listing → rebuild rank → scale → rank compounds → Seller Review again → record + close.
• —
  A graphic in every block, with a headline that explains it. New: numbered pins on the hero listing, a fix-first list card, a before → after arrow with 3 improvements, a keyword rank board, colored record cards.
• —
  Sections separated with alternating backgrounds. His FTR wordmark now carries every “For the record:” statement.

v4 copy review: the sales focus

• —
  Company tagline: “Brands built to be remembered.” It's the brand line, kept in the footer. It doesn't do the selling.
• —
  Selling line: “Seller-run Amazon.” / “Amazon, run by someone who's sold $300M+ on it himself.”
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  Why FTR vs. others: Other Amazon agencies are run by marketers. FTR is run by a seller, with a specialist on every discipline.
• —
  CTA theme: “Get a seller's eyes on your account.” The generic strategy call becomes a named offer, The Seller Review. Every button says “Book my Seller Review.”
• —
  Story: 12 sections became 9, and body copy is about 25% shorter. The founder moved up, why-now moved next to the close, four “what we do” sections merged into one, and the page ends on the offer.

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.
9. 09
   The Seller Review: a 30-minute call run by the operator who'd run the account, giving “what we'd fix first, whether you hire us or not.”This is a new named offer. Michael needs to confirm he will deliver it this way.

Asset gaps

• —Founder photo (placeholder frame on homepage)
• —Client logos (six placeholder slots in The Record section)
• —Approved case-study numbers & client examples (three placeholder cards, all marked)
• —Video testimonials (10–20 clips planned as a phase-2 wall in the Receipts section)
• —Licensed brand fonts: Greycliff CF + Sofia Pro (site currently uses the guidelines' approved free stand-ins Gabarito + Figtree; swap when licenses are active)

Build notes

• —Copy grounded in the brief + category research (competitor phrase audit run so FTR deliberately avoids the "full-service / unlock / data-driven / partners-not-clients" wall of sameness).
• —Brand guidelines V1 followed: graphite/bone/orange/blue roles, orange colon, statement cards, record line, pill buttons, trust badge, mono labels.
• —Checked on desktop (1440) and phone (375/390): no horizontal scroll, form flow works, reduced-motion respected.
• —Noindex on every page; forms simulated; no analytics, no external data recipients.