I need two things designed. I need a landing page and a course layout. So let's go ahead and talk about the landing page first:
1. The landing page is a single sales page (i.e. no menu bar at the top, just buy the product or leave). It should feature the product mockup (file attached). As well as the ad copy (attached as a word document). Do NOT use the ad copy on my pre-existing web site, because I have redone it to make it better; use the ad copy I have attached (called "Ad Copy").
I have also included an image of myself (file called "Picture of me") to be incorporated somewhere near the "Who am I and why should you trust me" section of the ad copy. The image is HUGE so you'll have to re-size it.
Finally, at the bottom of the page there should be a large, and highly visible "Buy Now" button.
Stylistically, you can modify the font face of the Ad Copy if you feel it would look better. HOWEVER, if you do modify the font face I have a few stipulations: I would like the body of the copy to be a serif font and the headlines to be sans-serif in order to have a nice contrast between the two. Also, the copy should be a dark color against a light background (like black on white). I do NOT want any "reverse type" (light font on a dark background), because it's difficult to read. Furthermore, the column of text shouldn't be any wider than a normal piece of paper (otherwise it is difficult for the reader to read).
Ultimately, the "Sound Like An Airline Pilot" course is not just about sounding better on the radio. It's also about being a better and more professional aviator. The image of the landing page must radiate a sense of excellence and professionalism. I know that sounds corny, but you get the point; the course can't look like a scammy "GUARANTEED OR YOUR MONEY BACK!!!" sales page. It must have an elegant image.
Before, you get started I ask that you read the Ad Copy I've attached as it will give you the overall "feel" that I am trying to instill in the landing page.
Also, here's some VERY important information about the FORMAT and DESIGN of the sales page:The FORMAT of the sales page should lead the reader along a VERY simple path (a "slippery slope" that is difficult to stop), which is: Product Image -> Headline -> Sub Headline -> First Sentence -> Second Sentence -> Third sentence.... and then finally -> BUY NOW button.
If you go to my original website (http://www.airlinecomm.com) you'll see that it looks pretty crappy. HOWEVER, regardless of the fact that it is highly unrefined, it is VERY EASY to understand. And, as a result, people have already bought the product. So, what I'm looking for from you (the designer) is not to re-create the format (which is a top-down intuitive flow), but to increase the CREDIBILITY of the site by making it look better (i.e. maybe a little background imagery at the top, tasteful font, etc.). But the FORMAT remains the same.
Ultimately, CLARITY is the most important facet of the sales page. When a prospect arrives they shouldn't have to disambiguate anything. It should be ABSOLUTELY CLEAR without a doubt that I am selling the "Product Mockup". The subsequent "headline" (in QUOTES because it draws the eye), "subheadline" (ALSO in QUOTES), and copy should lead him down a slippery slope of product explanation and the development of desire for the product. There should be NOTHING in the way of the natural reading gravity (this is one reason why I don't like a navigation bar, because it forces the reader to, heaven forbid, DO SOMETHING to continue reading. This will increase the likelihood of the reader abandoning the page). So once again, CLARITY and the EASE of understanding for the reader is the first, foremost, and most significant aspect of the design.
Alright, since I've got the format already worked out, what do I need you to do? Well, read on. I'll tell you:Once we have ensured CLARITY, we can then focus on BEAUTY and aesthetics. Why do these matter? Well, a nice looking web page builds CREDIBILITY. It creates a feeling for the reader that says: "Oh this isn't some cheap ass unprofessional crap. On the contrary, this is a professionally designed and developed product that is worth X amount of dollars to me. I think I'll hand over my hard-earned cash for a copy of it!"
Now THAT is why we need to make the website ATTRACTIVE (to build CREDIBILITY). Ultimately, beauty and attractive design elements ONLY serve to build CREDIBILITY in conjunction with a VERY CLEAR message, and NEVER to distract from the message itself. The product mockup, headline, subheadline, and copy should be easy to read AND should be emphasized and brought into greater focus by the design itself.
When we can get the message (product mockup, headline, subheadline, and copy) to SYNERGIZE with "design and beauty". We will effectively be able to climb into the mind of the prospect and guide merrily along to the happy exchange of cash for value. Hope that makes sense. If it doesn't let me know.
I've also included a "Ogilvy Car Ad" attachment for you to look at. This was the most highly successful car ad ever created. It is VERY simple to read and understand. THAT is what I want my sales page to be like.
Okay, now that we've got the landing page out of the way, let's talk about the course layout:
2. The course is presented in a series of 9 videos:
1. "Welcome To The Course"
2. "Why Radio Comm Is Important"
3. "Radio Fundamentals"
4. "Understanding Airspace"
5. "The Finer Points"
6. "Let's Practice"
7. "Inflight Weather"
8. "IFR Communication"
9. "Final Thoughts"
Furthermore, each video has an accompanying PDF file which contains the condensed notes and main points of the lesson.
This is what in envision:
When you first log into the course you will land on the "Welcome To The Course" video page. Underneath the video there will be a link to download the condensed notes. On the left hand side of the page there will be a menu of all 9 of the videos. From there, the user can click on each video and be brought to a screen that looks identical to the "Welcome To The Course" video page except for the video and the notes are different.
Along the top, I'd like a simple menu bar that has the option to "Log Out" and "Contact Me". I've attached an image called "Online Course layout" that should make this a little easier to understand. The top menu on the image doesn't have "Contact Me" on it, but I would like that included as well.
Like I said, there is an attached image called "Online Course Layout" that should make this a little clearer. Ultimately, my little example doesn't look as nice as I want it to, but you as the designer should be able to add the polish and make it "pop"