FOR THE RECORD:

Client review hub.

Review build of the new FTR website — a business lander built to turn established DTC brands into booked strategy calls. Everything here is a draft for Michael's review. All buttons and forms are simulated; nothing is indexed, nothing sends data.

Review build v2 · 2026-09-23 · v1 archived at this immutable link

Pages in this build

Homepage

V2 light rebuild: faux profit-dashboard hero, commitments marquee, mega-numeral record, orange statement band, fragmentation diagram, turnaround chart, specialist model, listing before/after, capability cards, "For the record:" stamp wall, process rail + terms, founder story with photo, dark receipts band, final CTA. A graphic every scroll or two.

Open homepage

Apply — Book a strategy call

Qualification form (name, brand, revenue range, Amazon situation, biggest problem). Submitting shows the confirmation state; it's simulated until Michael's calendar/CRM is wired in.

Open apply page
Anything tagged PLACEHOLDER on the pages (stats, case studies, client logos, roster cap, team names, founder photo) needs Michael's real numbers and assets before anything goes live.

Design direction

V1 built the dark Ledger direction (archived). After Cody's review — dark was hard to read, wanted imagery and bigger graphics — v2 rebuilt the site as "Daylight Ledger": the light Daylight base carrying the Ledger's brand devices, plus ~12 hand-built graphic sections informed by a BAD Marketing design teardown and a second agency-design research pass. The original three direction previews stay clickable below.

The Ledger direction preview — dark graphite editorial
v1 — archived

The Ledger

Dark graphite, hairline ledger rules, rounded-heavy display type matching the wordmark, orange reserved for the colon, CTAs and statements, blue as a quiet trust layer.

Open preview
Daylight direction preview — light bone editorial
Evolved into the built v2

Daylight

Light bone editorial with graphite ink and characterful display type. Handsome, but reads softer — less "sharp operator" than the brief asks for.

Open preview
Signal direction preview — brutalist orange bands
Alternate

Signal

Brutalist expanded caps and full-bleed orange bands. Its statement band was strong enough to steal; full-page it tips into "screaming."

Open preview

How to review the flow

Start on the homepage and read it top to bottom on your phone as well as desktop — the CTA repeats through the page and every one leads to the apply page. Submit the form there to see the confirmation state (it's simulated; nothing is sent). Single-file HTML copies: homepage · apply page — styles and logos are embedded; fonts load from Google Fonts online.

Please confirm before launch

  1. 01
    Real numbers for "The Record" stat row.Current framing reports profit/revenue grown instead of the category's "$XB managed" vanity stat — needs his approved figures either way. "2017" start year assumed from the brief.
  2. 02
    Roster-cap claim ("24 brands on a deliberately capped roster").Placeholder. Needs a real cap policy, or we cut the line.
  3. 03
    The Terms block: month-to-month, you-own-everything, no shadow accounts, "fire us."Strong differentiators — but they're commitments. Each must actually be FTR policy.
  4. 04
    "No handoffs" promise in the model section.Must reflect real staffing practice.
  5. 05
    "Answered within one business day" response promise on the final CTA and apply page.
  6. 06
    Specialist names for the model diagram (currently "Specialist · TBD").Named humans make the section; initials or first names work too.
  7. 07
    Tone check: brief's "the endless Amazon bullshit" line is currently softened to "the endless Amazon admin."Easy to switch back if Michael wants the edge.
  8. 08
    CTA destination: form currently simulated.Wire to his booking link / CRM when ready, or convert to form → calendar two-step.
  9. 09
    Founder story facts & numbers are Michael's own public claims (YouTube/LinkedIn/fbaadvantage.com).$300,000,000+ sold since 2017, $1M/month ad spend, multi-7-figure own brand, 200-person group — all badged on-page; he should confirm each before launch. Sources in research/michael-jordan-founder.md.
  10. 10
    Founder photo is a draft pulled from his public podcast/YouTube profiles.Rights are his/BAD's; request a proper headshot (badged "draft photo" on-page).

Asset gaps

Build notes