What's the difference between a functional events page and one that actually converts?
A functional page lists information. A converting page builds momentum. Ashleigh's original page had dates, pricing, and benefits — but no emotional arc. I restructured it around a deliberate flow: hook the visitor, communicate value, deliver details, reinforce trust with social proof, then present the CTA. By the time someone reaches the booking button, the decision feels like a natural next step instead of a leap.