K11 — Conversion System

“Start a project” is never more than a scroll away.

The kit’s business end. A ladder of conversions, a brief builder that qualifies without interrogating, a call booker and the copy that holds them together.

01

Conversion ladder

One primary, one secondary, and small steps for everyone who isn’t ready yet. Each has a fixed home.

Primary
Start a project
Brief builder, 5 steps, ~3 min
Header · end of case study · pricing · footer
Secondary
Book a 20-min call
Slot picker, no account
Hero · pricing · closing CTA
Micro
Check availability · Download CV · Newsletter · License · Shop · Follow
One field or one click
Contextual, never above the primary
02

Brief builder

The primary conversion. Five calm steps with no motion personality. It qualifies the project so the first call can be about the work. Try it.

Step 1 of 5 · Project
~3 min
What are we making?
Pick all that apply.
03

Book a 20-min call

Secondary conversion. Times show in the visitor’s time zone; no account, no payment.

Week of 28 Sep 2026 · Europe/Berlin
Pick a day and a time.
04

Availability check

For agencies. One select, one honest answer, and a next step that fits it.

✓
Available
Open for projects from 2 Nov. Holding a slot takes one call.
05

CTA placement

Where the primary CTA lives on every page type. Never more than one red CTA in the viewport.

  1. 1
    Header
    Always visible. Small button, full label.
  2. 2
    After the hero
    Secondary only: “Book a 20-min call”.
  3. 3
    End of each case study
    Primary, with “Similar project?” framing.
  4. 4
    Closing CTA + footer
    Primary and secondary together, plus response time.
06

Microcopy

Instead of
Write
Contact me
Start a project
Submit
Send brief
Get in touch for pricing
From €9k · 6–8 weeks
Available for work!
Booking from November 2026
Thank you for your message
Thanks, Lea. Mara will reply by Wednesday.
Invalid input
That doesn’t look like an email. Check for typos?
07

Hero formula

Booked until mid-November · 2 slots in December
Identity design for independent food brands.
Hofmark went from 1 farm shop to 340 stores*
Start a project See the work
Selected clients · shown with permission Hofmark Kornfeld Salzwiese
  1. 01Positioning, max. 8 words: who you help, with what
  2. 02One line of proof: a client, award or result
  3. 03Primary “Start a project” + secondary “See the work”
  4. 04Availability chip, honest
  5. 05Trust row of client logos, with permission
  6. 06A/B-ready: variants share the same slots (K08 heroes)
08

Qualify, don’t just collect

The minimum project size is shown in the budget step. Below it, visitors get a kind “not a fit” answer with real alternatives instead of a dead end.

€4.5–9k €9–18k €18k+ Not sure yet Under €4.5k → not-a-fit route
See it live in D05 → · flow in K09
09

Objection handling

Answer before they ask. Each topic lives in the FAQ (D04) and in the proposal (K13).

Process & timeline
Steps with weeks, on D04
Revisions
Two rounds per phase, extra at day rate
Usage rights
Client owns after payment; portfolio right
Payment terms
40 / 30 / 30, invoices due in 14 days
Collaboration
Remote, CET, Figma, weekly check-in
What you provide
Decision-maker, files, product data
10

Revenue paths

Projects
Brief builder
Products
Shop, templates
Licensing
Image and font licenses
Workshops
Team trainings
Speaking
Talks, panels
11

Tracking, performance & ethics

Tracking-ready
<a data-cta="hero-start" …>
<div data-step="budget" …>
<button data-cta="brief-next" …>
Every CTA and brief step in the demos carries these attributes.
Performance is conversion
LCP
< 2.0 s
CLS
< 0.1
INP
< 200 ms
Preload the hero image, reserve every ratio, lazy-load below the fold, AVIF/WebP with srcset.
Ethical by design
  • No fake scarcity
  • No invented testimonials
  • No uncredited collaborators
  • No pre-checked consent
  • No confirmshaming (“No thanks, I hate good design”)
12

Conversion annotations overlay

Every demo page has a “Conversion notes” toggle next to the PROOF Kit pill. It reveals goal, audience and CTA logic per section.

GOAL
Say who I help in 8 words, then prove it.
AUDIENCE
Founders of food brands
CTA LOGIC
Primary: Start a project. Secondary: See the work.
Try it on D01 →