Digital Case Study

Introduction
In spring 2025, Legacy Leadership Forums—a Christian nonprofit client of mine since 2015—commissioned me to design a series of webpages promoting their new “Next Chapter” Forum, aimed at Christian businessmen preparing for retirement.

Setup
The Office Manager initially requested a single landing page to introduce the forum and provided written content, a rough mock-up, and a reference URL. After logging into their WordPress admin, I began building the page.

Challenge
The first draft revealed that the provided content was only a teaser. I confirmed with the client that a full click-through experience was needed, including a sign-up workflow and downloadable PDF. A follow-up meeting expanded the scope to include additional pages guiding prospects toward booking a meeting with the CEO, along with the PDF design. The project quickly grew from a single page to a multi-step funnel.

During a regroup call with the Office Manager and CEO, the CEO proposed that users submit their name and email, then click to download the PDF on the same page, followed by a second button, clicking to a new page, to schedule a meeting. I advised against this, explaining it could confuse users and complicate development. I recommended a simpler flow: after submitting their information, users would move to a page where they could download the PDF and schedule a call. This streamlined the experience and simplified implementation.

Solution
I designed and branded a four-page sequence in Systeme.io, integrating forms, calendar scheduling, and call-booking features for a clear, intuitive funnel. I transformed the client’s Word document into a polished, on-brand digital flyer with a Photoshop preview that blurred key details until users submitted their name and email. Structuring the flow this way simplified the interface, reduced confusion, and eased development. I maintained clear communication of deadlines throughout the expanded scope, which was particularly important as I was nine months pregnant during the final phase.

Results
Deliverables expanded from a single landing page to four fully functional webpages and two versions of a branded digital flyer. The landing funnel generated 120 signups in the first month (vs. target 80), a 50% overperformance.

Shown here are screenshots of the live pages and the first page of the downloadable PDF. The link to the live web page is here.