Tired of the same old, same old? Me, too.

The Book Incubator by Mary Adkins is a 12-month, high-touch program for writing novels and memoirs.

Project details: Custom 7-page website with pages for every step of an evergreen sales funnel (including an opt-in landing page, webinar replay page and sales page with countdown timers, along with ‘You missed it’ expiry pages)

Timeline: 9+ weeks

Platform: Squarespace 7.1

Lines of code: 6,400+

Visit the website

website goals

Mary’s previous website was completed in 2019, and since then, her business offerings have drastically changed. Her previous website pages leading people to her new offerings were totally DIY in LeadPages. While those pages were fine, there was lots of room for improvement in terms of ease of reading (especially the long form sales page for her program) and higher-end design and branding.

I have experience with the specific funnel type Mary was using to drive people to her hybrid coaching program, which requires the following website pages:

webinar opt-in landing page
webinar replay page with countdown timer & full application page
program application page
program sales page
an ‘Oops, you missed it!’ page for both the webinar replay and the program sales page
separate opt-in thank you page for her lead magnets on her main website with full application page at the bottom

The sales page alone was 32 sections long, requiring the use of many different design features and custom coding to make it seem like it wasn’t so long. There are also 8 different calls-out buttons that skip the sales page and go right to the pricing grid to join the program.

Custom features used on this site:

Testimonials

Video testimonial carousel

Video testimonials are rare, and we wanted to showcase these close to the top of the program sales page. When clicked, the video fills the entire screen and autoplays. Decreasing the size of the other, non-active testimonials encourages sales page readers to watch other ones rather than just the primary testimonials.

Sticky scrolling sections

To decrease the perceived length of longer pages (such as the sales pages), sticky sections were custom coded. These show more details as someone scrolls down a page while keeping an image on the screen to the left or right hand side.

Testimonial carousel

Mary’s testimonials are fairly long, so I custom coded entire sections with a bright pink background to showcase them. Images were changed to black and white to not draw too much attention from the amazing feedback from current and past program members!

Pop-up pricing grid details (reveal on hover)

To make the decision to join with a specific payment option easier, I custom coded the payment details to show when someone hovers their mouse over each payment option. This feature is only used on a desktop device, with all pricing details automatically showing on mobile.

Program timeline

For those who want to see a detailed timeline of their 12 months in the program, a custom coded section reveals the details of each phase when hovered over on a desktop. As someone scrolls down the sales page, the sections will pop-up, encouraging them to read more. The description show automatically on mobile.

Hidden sections (reveal on click)

Mary has an amazing team of in-house editors in The Book Incubator. To ensure the sales page didn’t feel too long, details about each team member show upon click, with images of the book covers they’ve edited.

Handwritten touches

Again, to pull focus from the longer conversion copy, handwritten touches were added with custom code. This also reminds website visitors of marking up and editing a book manuscript, which adds to the overall bespoke feeling and personalized feedback they’ll receive in The Book Incubator program.