Context
A landing for an SMM education program for a Russian-speaking audience. The target group is middle/senior SMM specialists who want to move from employment to their own agency with a fee upwards of 100,000 ₽ per project. In the training niche almost everything looks the same: a stock expert in smart casual, bright yellow/pink, "earn a million in a month" — this audience already ignores that, they want an engineering approach, not an info-course. The site has to filter on its own: whoever's after "fast and easy" closes it, whoever's ready to work 12 weeks on a methodology stays.
The solution
A Swiss editorial grid — a strict grid with dividing lines, an even rhythm, no trendy rounding. Palette — warm ivory, black text and one editorial red: nothing competing. Italics on key words in the headings ("cold mathematics") give it a business-magazine character, not a sales landing. Three tiers with hover-invert (hovering flips to black) — a sense of choice without "buy now", and the final CTA is an honest "14 of 24 seats" counter and a countdown, no fake urgency.
The outcome
HTML + Tailwind, GSAP for smooth effects, a little JS; the application form slides over the page (right on desktop, bottom on mobile). The full landing: program, weekly plan, four case studies with metrics, testimonials, tiers, FAQ, a final CTA with a real counter. The site reads as technical material for specialists, not a marketing funnel: "cold mathematics" and "12 weeks of methodology" pull in the right people and filter out those who came for "a million in a month" — that's the filter at work.