# Web Design Brief **Empauher Website – Shop, Sales Pages & Conversion (B2C + B2B)** ## Project Overview Empauher is a coaching and retreat business focused on neuro-inclusive and LGBTQIA+-affirming leadership. The website must support **two clearly defined user journeys** — **Individuals (B2C)** and **Organisations (B2B)** — while prioritising the **sale of a time-sensitive retreat that must convert by the end of February 2026**. The site should actively support **decision-making and conversion**, not passive browsing, and must avoid user frustration caused by unclear or non-functional interactions. --- ## Primary Goal (Critical) * Make it immediately clear whether a visitor is in the **B2C or B2B** path * Convert visitors into retreat bookings, enquiries, or leads * Ensure **every clickable element leads somewhere meaningful** --- ## UX Requirement: No Dead Clicks (Non-Negotiable) **There should be no “dead clicks” anywhere on the site.** If an element looks clickable, it must: * Navigate to a relevant page, **or** * Trigger a clear action (checkout, form, modal, email sign-up) Examples of elements that must never be non-functional: * Buttons * CTAs * Product cards * Highlighted text links * Icons used as navigation cues * Retreat banners or featured sections If something is not clickable, it should **not look clickable**. This is especially important for: * Neurodivergent users * Time-pressured visitors * Conversion-critical retreat content --- ## Target Audiences ### B2C – Individuals * Neurodivergent and LGBTQIA+ individuals * Self-funded buyers * Existing coaching clients ### B2B – Organisations * HR, People, DEI and Leadership teams * Founders and senior decision-makers --- ## Required Site Structure & User Journeys ### 1. Clear Path Selection (Homepage & Navigation) From entry, users should be able to self-select: * **For Individuals** * **For Organisations** All CTAs and navigation elements must link directly to the correct path — no placeholder or inactive links. --- ## B2C Path: Individuals (Primary Revenue Route) ### 2. Shop / Programmes Page (B2C) A dedicated shop page where: * All product cards link to **full product pages** * The March 2026 retreat is visually prioritised * No product, image, or title appears clickable without linking somewhere --- ### 3. Retreat Sales Page (High Priority) A dedicated retreat sales page with: * Clear CTAs that always lead to: * Checkout * Deposit product * Register interest / waitlist No CTA should appear without a defined outcome. --- ### 4. Checkout Experience (B2C) Checkout must: * Be accessible from every primary retreat CTA * Avoid loops or blocked paths * Clearly confirm actions at each step --- ### 5. Conversion for “Not Ready Yet” Visitors Secondary CTAs (e.g. “Register interest”, “Download guide”) must: * Lead to an active form or sign-up * Trigger a clear confirmation or next step No “coming soon” or inactive interactions. --- ## B2B Path: Organisations ### 6. B2B Overview & Programme Pages All B2B CTAs must link to: * A working enquiry form, **or** * A live calendar booking, **or** * A clear contact method Avoid buttons that simply scroll or do nothing. --- ## Design & UX Principles * Calm, low-overwhelm design * Clear visual hierarchy * Consistent CTA behaviour across the site * No misleading hover states or decorative buttons * Mobile-first with tested tap targets --- ## Quality Assurance Requirement Before launch: * All links, buttons, and CTAs must be tested * No placeholder links remain live * User journey tested for: * B2C retreat purchase * B2C deposit purchase * B2B enquiry --- ## Success Criteria The project is successful if: * Users never click something that goes nowhere * Retreat bookings and enquiries increase * Drop-off caused by confusion or frustration is reduced * The retreat reaches minimum bookings by the end of February 2026 --- ## Additional Notes * A copy will be provided or refined collaboratively * Designer input on UX and conversion best practices is welcome * Simplicity and functional clarity are prioritised over visual effects