Challenge
The sign-up form needs to collect data without triggering a sense of commitment.
Solution
A "Reserve a seat" CTA instead of "Buy a ticket" — booking language lowers the decision threshold and sounds like a first step, not a transaction.
"AI Workshops" Landing Page — EBR
A conversion-focused landing page for Efektywne Biuro Rachunkowe with a single job: collecting sign-ups for a two-day AI workshop for accounting-office owners and managers. A project focused on one thing: guiding the visitor from first impression to booking a seat.
Context
EBR was organizing the first edition of a two-day "AI manager in accounting" workshop — a hands-on training in AI tools for the accounting industry. They needed a single-page sales site that would explain who the workshop was for, build trust in the instructors, and drive sign-ups — with a limited number of seats.
The challenge wasn't a lack of content, but organizing it into a logical, persuasive path — from the promise, through the program and proof of credibility, to the booking form.
Discovery — what I had to solve
The starting point was the client's brief and the nature of the offer itself: an expensive, niche AI training sold to a group that was only just getting comfortable with AI. Before I started designing, I listed the real objections that could stop someone right before signing up — and those became the map for the whole landing page.
- Target audience — accounting-office owners and managers, often skeptical of the "AI hype".
- Sign-up barriers — fear of commitment, lack of trust in the instructor, and a high price without value context.
- Page goal — one clear action: booking a seat for the first edition (only 15 spots).
UX solutions
I treated each sign-up barrier as a separate design task. Below are the three key tensions and the decisions I used to defuse them.
Challenge
Lack of trust in the instructor — "is this someone from IT, or from accounting?".
Solution
The speakers section highlights dual authority: a tax advisor plus an AI trainer. Not an influencer, but a practitioner from the client's own industry.
Challenge
A high price can scare people off without value context.
Solution
The price sits next to concrete numbers: "only 15 people", "2 days", "access to materials". The price becomes part of a package, not an isolated cost.
Visual system
A dark, "technological" theme with a fluid AI background builds a modern mood, while energetic magenta draws the eye straight to the action buttons. Pink and purple break up the black and highlight key sections without losing readability.
- Background black
- Purple
- Magenta (action)
- Pink
- Graphite
Page preview
The whole path on one screen: a hero with the promise, benefit cards, a purple band with facts (date, location, price, seat limit), program modules, a speakers section, and a closing booking form.
My role and contribution
I was responsible for the entire UX/UI of the landing page — from organizing the content into a conversion path, through decisions that defused sign-up barriers, to a consistent visual system and the final interface.
- Analyzing the brief and defining the barriers to signing up.
- Landing page architecture — the section order that builds conviction step by step.
- UX decisions: CTA language, exposing speaker authority, how the price was presented.
- Visual system and UI: typography, dark theme, palette, and components.
Outcome
The result is a consistent, single-purpose landing page that guides the visitor along a clear path from the promise to booking a seat — with every key objection addressed directly in the page's layout.
One goalthe whole page drives toward booking a seat
Trustthe speakers' dual authority disarms skepticism
Value > pricethe price is embedded in a concrete package of benefits