I designed and structured a landing page for a free webinar created to attract qualified leads at a lower acquisition cost for a B2B SaaS company in the hospitality industry.

The page was built around a clear market trigger: the increase in OTA commission rates.

Instead of presenting the webinar as a generic educational event, the landing page used this change as a business problem for hotel managers: if every OTA reservation takes a bigger share of revenue, direct bookings become more urgent.

The project was part of a demand generation initiative focused on attracting hotel managers, hostel owners, inn operators and short-term rental professionals interested in reducing dependency on OTAs and increasing direct bookings.

The webinar was free and promoted as a live online session, with the goal of lowering lead acquisition cost while generating more qualified contacts for the marketing and sales funnel.

The main challenge was to create a landing page that could turn a market update into a conversion argument.

Instead of only saying “join our free webinar,” the page needed to make the audience feel the impact of the topic immediately.

The storytelling was built around a simple question:

This helped connect the webinar to a concrete pain point: margin loss, channel dependency and the need to build a stronger direct booking strategy.

I was responsible for the full landing page structure, layout and visual direction.

The page was designed to guide the visitor through a clear conversion journey:

The hero section introduced the main hook with a direct and urgent message about OTA commission increases. The page then reinforced the business impact of the 18% commission rate and connected it to the need for direct booking strategies.

The content structure presented what participants would learn, including the impact of higher OTA commissions, the hidden risks of overdependency on third-party channels, the common mistakes in direct booking strategies and the basic structure needed before investing in paid traffic.

To increase credibility, the page also highlighted the speakers’ experience from both sides of the market: hotel operation, consulting, sales and OTA experience.

The final sections added a bonus guide for participants and repeated the CTA with a stronger sense of urgency and practical value.

The visual direction followed a dark, modern and tech-oriented interface, using contrast, lime accents and modular sections to create hierarchy and readability.

The layout was designed to feel more like a SaaS campaign page than a traditional event page. This helped position the webinar as a strategic business opportunity, not just a content session.

A strong hero section with immediate tension.

A side form card to keep conversion visible above the fold.

A bold statistic strip to reinforce the commission increase.

Modular content cards to explain the webinar topics.

Speaker cards to build authority.

A bonus section to increase perceived value.

A final CTA designed to reinforce urgency and action.

This project shows how a landing page can do more than collect registrations.

By connecting the webinar to a real market shift, the page turned a free event into a demand generation asset. The structure helped frame the topic as an urgent business issue and created a clearer reason for the audience to register.

The result was a landing page designed not only for aesthetics, but for conversion, lead generation and strategic positioning.

A strong landing page starts with a strong narrative.

In this case, the increase in OTA commission rates became the entry point for a broader conversation about profitability, dependency and direct bookings.

The main learning was that, when the page connects design, copy and business context, the offer becomes more relevant — and the conversion path becomes much stronger.