Inclusive Leadership Retreat Website Design
Budget: £20 – £250 GBP
# 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
**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