The design, before execution

The build plan

Pages to build 7 pages

Each free-tool page is ungated; conversion happens at a shared two-CTA section common to every page. See the built Toolkit page →

#	Page	Role
1	Field-Rep Toolkit	Entry page for reps. 3 tool cards, each with a primary CTA + a "copy link to share" button, plus a weekly-tips opt-in.
2	Contractor page	Public, no login. Free tools first, offer after. Referral strip acknowledging the rep who sent them, then the two-CTA section.
3	Free tool 1: Crash Course	4 ordered training videos + what-you'll-learn bullets + two-CTA.
4	Free tool 2: Sales Simulator	AI roleplay tool embedded live; captures email natively. Two-CTA.
5	Free tool 3: Scorecard	7-category self-assessment, direct PDF download, no email gate. Two-CTA.
6	Product: Subscription plan	Entry point for the monthly plan / free-trial.
7	Product: One-time course	Standalone course entry point.

Shared two-CTA section (every page)

Left — "I'm a Sales Rep": button 1 → start the subscription free trial; button 2 → get the one-time course.
Right — "I'm an Owner or Sales Leader": button → book a 30-min discovery call. Self-serve or talk-to-someone, never two competing products.

Full campaign flow

Free-tool-first structure. Scroll to zoom, drag to pan, or present full screen. Dashed lines are branches.

flowchart TD
  MAIL["Physical mailer + QR\nto field reps"]
  MAIL --> LP1["Field-Rep Toolkit page\n3 free-tool cards + copy-link buttons\nno opt-in to view"]
  LP1 -.->|no opt-in| EVT["Partner event re-touch"]
  LP1 --> OPT1["Rep opts in to weekly tips\ntag [camp] rep-opted-in"]
  OPT1 --> SEQA["Seq A: 4 coach emails\n7d / 7d / 21d + weekly tips\nE4 = distributor activation"]
  LP1 --> SHARE["Share with contractors block\nOption 1: email it for me\nOption 2: tracked share link"]
  SEQA --> SHARE
  SHARE -->|Option 1: rep types contractor email| REF["CRM referral webhook\ncreate contact + tag [camp] referred-lead"]
  SHARE -->|Option 2: tracked link| LP2["Contractor page (public)\nreferral strip + 3 free tools + opt-in"]
  ADS["Paid ads / email / social /\nevent QR (any source)"] -.-> FB1
  ADS -.-> FB2
  ADS -.-> FB3
  LP2 --> FB1["Free tool: Crash Course\n4 videos, ungated"]
  LP2 --> FB2["Free tool: Sales Simulator\nAI roleplay, captures email natively"]
  LP2 --> FB3["Free tool: Scorecard\ndirect PDF, ungated"]
  LP2 -.->|optional opt-in| REF
  REF --> SEQB["Seq B: 5 closer emails\n2d / 3d / 5d / 8d - direct buy"]
  FB1 --> CTA{"Two-lane CTA\nsee plans OR talk to a closer"}
  FB2 --> CTA
  FB3 --> CTA
  SEQB --> CTA
  CTA -->|see plans| PLANS["Plans comparison page\nsubscription vs one-time course\nside-by-side, one CTA each"]
  CTA -->|talk it through| BOOK["Book a 30-min discovery call"]
  PLANS --> BUY1(["Purchase subscription\n(ad attribution)"])
  PLANS --> BUY2(["Purchase one-time course\n(ad attribution)"])
  BOOK --> CLOSE(["Closer closes to the right plan"])
  classDef trig fill:#fde68a,stroke:#b45309,color:#3f2d04;
  classDef lp fill:#e0f2fe,stroke:#0ea5e9,color:#0c4a6e;
  classDef done fill:#dcfce7,stroke:#16a34a,color:#064e22;
  class MAIL,OPT1,REF trig; class LP1,LP2,FB1,FB2,FB3,PLANS,BOOK,SHARE lp; class BUY1,BUY2,CLOSE done;

Lead capture: weekly-tips opt-in

The opt-in on the Toolkit captures signups into the CRM and alerts the team. Built to be verified end to end: a test submission creates the contact, applies the tag, fires the team alert, and enrolls into Sequence A.

flowchart TD
  FORM["Toolkit opt-in form\nFirst name / Last name / work email / Region"]
  FORM -->|submit| HOOK["CRM Inbound Webhook\nworkflow: Weekly Tips Opt-in\n(published)"]
  HOOK --> C1["Create / Update Contact\nfirst name, last name, work email"]
  C1 --> TAG["Add tag\n[camp] rep-opted-in"]
  TAG --> SLACK(["Team alert -> leads channel\nname, email, region, source"])
  TAG -.->|tag triggers| SEQA["Seq A nurture (published)\nField-Rep Sequence A\n4 coach emails + weekly tips"]
  classDef lp fill:#e0f2fe,stroke:#0ea5e9,color:#0c4a6e;
  classDef trig fill:#fde68a,stroke:#b45309,color:#3f2d04;
  classDef done fill:#dcfce7,stroke:#16a34a,color:#064e22;
  class FORM lp; class HOOK,C1,TAG trig; class SLACK,SEQA done;

Nurture sequences

Two tag-triggered email sequences and their cadence. Sequence A enrolls on rep opt-in. Sequence B enrolls on a referred contractor lead and drives every email to the single plan-comparison page.

flowchart LR
  subgraph A["Sequence A - Field-Rep Nurture"]
    direction TB
    TA(["Trigger: tag [camp] rep-opted-in"]) --> A1["E1 - coach welcome + weekly tips"]
    A1 --> AW1["wait 7 days"]
    AW1 --> A2["E2 - coach field tip"]
    A2 --> AW2["wait 7 days"]
    AW2 --> A3["E3 - case + proof"]
    A3 --> AW3["wait 21 days"]
    AW3 --> A4["E4 - distributor activation\n+ tag [camp] rep-activated"]
  end
  subgraph B["Sequence B - Referred Contractor - every CTA -> plans page"]
    direction TB
    TB(["Trigger: tag [camp] referred-lead"]) --> B1["E1 - free tools + the full system"]
    B1 --> BW1["wait 2 days"]
    BW1 --> B2["E2 - the repeatable close"]
    B2 --> BW2["wait 3 days"]
    BW2 --> B3["E3 - two ways to get the system"]
    B3 --> BW3["wait 5 days"]
    BW3 --> B4["E4 - more deals, same leads"]
    B4 --> BW4["wait 8 days"]
    BW4 --> B5["E5 - pick your plan"]
  end
  classDef trig fill:#fde68a,stroke:#b45309,color:#3f2d04;
  classDef email fill:#e0f2fe,stroke:#0ea5e9,color:#0c4a6e;
  classDef wait fill:#f1f5f9,stroke:#94a3b8,color:#334155;
  class TA,TB trig; class A1,A2,A3,A4,B1,B2,B3,B4,B5 email; class AW1,AW2,AW3,BW1,BW2,BW3,BW4 wait;

Referral: how reps share

The win model: the rep forwards the tools to their contractors (their contractors selling more = the rep's win). The Toolkit gives them two ways via a chooser that hides the other once picked. Option 1 (Email it for me): the rep types the contractor's email and the system creates + nurtures that contractor. Option 2 (Email me my link): the system emails the rep a ready-to-forward message with their tracked link. Both credit the rep.

flowchart TD
  REP["Rep on the Toolkit page\n'Send these tools to your contractors'"]
  REP --> CH{"Chooser\npick one, the other hides"}
  CH -->|Option 1| O1["Email it for me\nrep types contractor name + email\n+ their own name + region"]
  CH -->|Option 2| O2["Email me my link\nrep enters name + region + email\n-> system emails a ready-to-forward link"]
  O2 --> FWD["Rep forwards the email\nto their contractors"]
  FWD --> CP["Contractor opens the link\noptional opt-in on the contractor page"]
  O1 --> HOOK["CRM referral webhook (published)"]
  CP --> HOOK
  HOOK --> C1["Create / Update contractor contact"]
  C1 --> TAG["Add tags\n[camp] referred-lead + [camp] referred-by-rep"]
  TAG --> SLACK(["Team alert -> leads channel\ncontractor + referring rep + region"])
  TAG -.->|tag triggers| SEQB["Seq B nurture (published)\n5 closer emails, direct buy"]
  classDef lp fill:#e0f2fe,stroke:#0ea5e9,color:#0c4a6e;
  classDef trig fill:#fde68a,stroke:#b45309,color:#3f2d04;
  classDef done fill:#dcfce7,stroke:#16a34a,color:#064e22;
  class REP,O1,O2,FWD,CP lp; class HOOK,C1,TAG trig; class SLACK,SEQB done;

Tagging structure

One consistent [camp] namespace. The two trigger tags are wired and verified.

Tag	Fires when
`[camp] rep-opted-in`	Rep submits the weekly-tips form. Triggers Sequence A. live
`[camp] referred-lead` + `[camp] referred-by-rep`	Rep shares via the Toolkit (Option 1 direct, or Option 2 link + contractor opt-in). Triggers Sequence B. live
`[camp] page - crash-course / simulator / scorecard`	Visit-level source attribution per free-tool page (via UTM).
`[camp] cta - subscription / course`	Click-level attribution on each plan CTA.

Attribution plan (3 layers)

Layer 1 — script everywhere: ad-attribution script in the funnel head code (covers all 7 pages); verified firing on each.
Layer 2 — revenue attribution: subscription + course purchases flow through the payment gateway → attribution platform. Owner: client tracking lead confirms the connection + a campaign dashboard view.
Layer 3 — call bookings: the booking funnel already carries the attribution script and records calls, so discovery bookings are tracked.

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