FCA owned-site to Skool funnel

Product: Football Coaching Academy
Priority: P1
Status: In Review
Owner: Codex
Authorised by: Kevin, 2026-08-26 — “Update the external website so it is a funnel to the actual Skool site” and “The quality of that landing page needs to be top.”

Problem

The owned FCA page does not yet do enough to help a coach recognise their problem, understand what the Academy contains, or make a confident handoff to the actual Skool community. A generic redesign would not solve that conversion gap.

Expected experience

A coach arriving from search or another 360TFT property should:

1. recognise a current coaching problem in the opening screen;
2. see credible, real evidence of the Academy and its community;
3. understand that membership and current terms live on Skool;
4. retain access to the free Player Progression route;
5. reach the canonical Skool Academy through an explicit, trackable CTA.

The page must feel editorial and trustworthy rather than aggressively sales-led. It must work at mobile and desktop sizes, preserve the existing canonical page URL, and make no copied pricing or unsupported promises.

Scope

• Rework /football-coaching-academy/ and its page-scoped stylesheet.
• Use owned coaching imagery and a real classroom screenshot.
• Add problem-led routes, transparent Skool handoff, member proof, fit guidance and repeated canonical CTAs.
• Add UTM attribution to each Skool decision point.
• Add page-specific responsive, destination and accessibility regression tests.
• Record design references and rendered evidence.

Out of scope

• Editing Skool content, access, pricing or billing.
• DNS, hosting or route migrations.
• Customer email or automatic publication outside the existing GitHub Pages deployment path.

Honesty artifact

• docs/design/fca-skool-funnel/reference-lock.md
• docs/design/fca-skool-funnel/desktop.png
• docs/design/fca-skool-funnel/mobile.png

The page states that current pricing, trial and membership terms are shown on Skool. Testimonials use existing named FCA member evidence; no new outcome or earnings claim is introduced.

Verification

• Dedicated Playwright funnel suite passes on desktop and mobile.
• Serious and critical axe violations are zero.
• Page-scoped Stylelint passes.
• Repository HTML validator introduces no page-specific warning.
• GitHub Pages/Jekyll build must pass in CI before merge.
• Manual review of the committed desktop and mobile renders.

Release gate

No automatic merge. Kevin must approve the specific PR after CI and independent review are complete.