Odnushka za Sushku – High-Converting Fitness Challenge Landing Page

The Situation

The client was launching a competitive fitness project — a body-transformation challenge with a high-stakes prize pool: a new physique, a lifestyle reset, and the headline draw — a brand-new apartment in Sochi. The concept had energy. The brief was equally clear: build a landing page that stops the scroll, communicates urgency, and captures leads before a visitor has a chance to leave.

There was no existing site. This was a zero-to-launch build: prototyping, visual design, front-end development, WordPress integration, and ongoing support — all from one team.

Before

At the start of the engagement, the client had a strong offline concept and brand visuals but no digital presence. Without a landing page:

• Lead collection was happening through social media DMs — unstructured and unscalable.
• There was no way to create deadline-driven urgency around the project launch date.
• Mobile users — the primary audience — had no optimised touchpoint.
• Partner and sponsor logos had nowhere to live that felt credible.

Discovery

The audience was primarily driven by social media — Instagram, VK — and arrived on mobile. Three conversion signals mattered most for this type of project:

1. Urgency — a countdown timer tied to the project launch date would drive registrations before the window closed.
2. Aspiration — the prize and the lifestyle transformation had to be felt visually, not just read. Parallax scrolling and multimedia effects would do what static copy cannot.
3. Zero friction — the lead capture form had to be the single, unavoidable action on the page. Name and phone number only — nothing more.

What We Built

The page was built from scratch on WordPress, giving the client full content control without developer dependency for copy updates or form integrations. The visual approach leaned into the energy of the project: red and black, bold typography, high-contrast CTAs, and motion throughout.

Parallax scroll effects gave depth to hero imagery, making the page feel alive as users scrolled. A live countdown timer — ticking down to the project start date — sat prominently above the fold on both desktop and mobile, creating a persistent sense of deadline. The lead form was pinned to the bottom of the page and repeated as an in-page anchor, ensuring it was always one scroll away regardless of where the user was in the content.

The mobile version was built as a first-class experience, not an afterthought. Given the social-media-driven traffic source, every interaction — including the countdown timer, the prize reveal, and the form — was optimised for thumb-first navigation.

Mobile Version

After

The landing page launched on schedule and became the single conversion point for the campaign. Key outcomes:

• Lead capture centralised — all registrations routed through a single structured form, replacing ad-hoc social media DMs.
• Deadline urgency activated — the countdown timer created a visible reason to act now, measurably compressing the decision cycle.
• Mobile conversion enabled — the mobile-optimised layout converted the majority of social traffic, which arrived almost entirely from phones.
• Partner credibility established — sponsor and partner logos (including INVITRO) were presented in a dedicated section, lending authority to the project.
• Content control handed to the client — WordPress CMS allowed the team to update prize details, countdown dates, and partner logos without developer involvement.

Full Page Layout