In brief: Shadow Theatre is the landing page for a training run by the “Sila Soznaniya” centre. One page where a person watches the video background, reads the programme, signs up and pays right there: on the site or inside the Telegram bot. In the first three months after launch more than two hundred people went through the training, and the cost of acquiring each participant fell by almost a third.
Client: the “Sila Soznaniya” training centre · Site: https://yanatarasova.ru/shadowplay · Category: landing page
What matters most in this project?
- 200+ participants in three months after launch.
- Two payment routes: on the site and inside the Telegram bot, so people use whichever they live in.
- Organic traffic grew 75% through local SEO and work aimed at GEO search.
- Cost per lead dropped 30% and registration conversion rose 45%.
- Video backgrounds on the first and final screens: the training is about a state of mind, and the page has to convey it without words.
- Markup for AI search, so assistants can see the programme and the dates.
What is the project built with?
- Platform:
- a responsive web platform with interface and user-journey design.
- Media:
- dynamic video backgrounds on the main and final screens.
- Payments:
- online payment through the web interface and through the Telegram bot.
- SEO, GEO and AI:
- general and local optimisation, a GEO search strategy, extended markup for indexing by neural networks.
- Analytics:
- post-launch monitoring and data collection.
How did it start?
The training sells a state of mind, not a timetable. Explaining that in words is nearly impossible: a person either feels what it is about or closes the tab. So the page was built around video rather than around bullet points of the programme.
The second task was about money. The centre’s audience splits in half: some are used to paying on a website, others live in a messenger and will not leave it. Payment was built in both places, with the same outcome and the same confirmation.
The third part of the work is invisible to visitors. The training happens in a specific city on specific dates, so the page was prepared for local search and for answers from neural networks: markup, structure, date and place in machine-readable form.
What was built?
🌐 Site and interface
- A responsive platform with intuitive navigation
- Interface design and prototyping of the user journey
- Dynamic video backgrounds on the main and final screens
- A training catalogue with detailed descriptions
- Full mobile adaptation
💳 Registration and payment
- An interactive sign-up form built for conversion
- Online payment on the site
- Online payment in the Telegram bot
- Automation of routine admin tasks
🔍 SEO, GEO and AI
- General and local search optimisation
- A GEO search strategy
- Extended markup for indexing by neural networks
- Competitor and niche analysis
📊 Analytics and support
- Post-launch performance monitoring
- Analytics collection and technical support
What is the result?
| Metric | Value |
|---|---|
| Participants in three months | 200+ |
| Organic traffic growth | +75% |
| Cost per lead | −30% |
| Registration conversion | +45% |
| Payment channels | two: website and Telegram bot |