The button naming one is so underrated. Naming it after the destination takes all the guesswork out of the click. The 3 seconds framing in the graphic is a great hook too. Do clients usually push back on dropping the auto-slider, or are they happy to let it go?
The warm beige palette and the sofa hero with the arc lamp feel like a real showroom, and the mobile product page keeps the same calm look. Which part took longer, the homepage or the product page?
The yellow sticky note ("Biscuit deserves better than gas station treats") stops me first: a human voice and one colour pop on a quiet layout. The $1,209 back math ad is a close second, the number does the selling.