[Membership name] — [the headline perk]

Only when the client sells a paid layer on top of the free community — a discount club, booking bundles (a fee for so many bookings), priority access, a paid inner circle. It is a conditional page, not a standard one: no paid model, no page, and the nav item never shows. Here “member” and “membership” are the right words because they are literally true; the free community page never uses them.

The free community always shows alongside the paid tier — the comparison is what sells the upgrade, and free never reads as the lesser option. One card per paid level where the client runs more than one. Every perk row is specific: a discount rate, a number of bookings, a named access — never “exclusive benefits”.

Three steps, no more — sign up, what unlocks, how it runs. A paid commitment needs its mechanics visible before the ask; this section removes the “but how does it actually work?” hesitation the FAQ would otherwise carry alone.

This is a transaction, not a capture. The button resolves to whichever sign-up the client runs: their payment or subscription checkout, their booking platform when membership is a booking bundle, or the Brandi platform’s own membership form. Whichever it is, the completed sign-up is tagged by tier in the CRM and enters the member sequence. No email-capture card on this page — the free join lives on the community page, and a second capture here would blur the one ask.

Five to seven items. About and Community open dropdowns. Community’s Resource Library, Guides and Events are sections of the Community page — the dropdown jumps straight to them — and show only when the client has that content. Hiring and shop live on external platforms (ATS, storefront) linked from the footer. Lower-intent links go to the footer, not the bar.

Logo top-left with the enduring tagline beneath it. The tagline is never the H1 — the H1 is page-specific, the tagline is not.

One colour, used only on CTA buttons so it always signals "action". It must contrast strongly with the page and stand out — ideally a colour used nowhere else on the site. Warm, high-contrast hues (orange, green, a confident blue) tend to convert best, but the exact hue matters less than that it pops, stays consistent, and passes contrast for legibility.

Switched on by the client's model, not shown in the bar by default:

Fallback "Questions, answered" on pages with no single action.

Meets them at the hesitation point, right after the offer. If the client gives an FAQ link, their real questions are the source of truth and Brandi only fills gaps; with no link, Brandi generates from pain points and offer terms. On secondary pages the questions are the real ones people searched for that page's keyword. Include a risk reversal — a guarantee, a free first step, a no-obligation call.

Every form on the site — the newsletter here, every magnet download, the contact form, the community join — is the Brandi platform’s CRM capture form, embedded and styled to the design system. Every submission lands in the CRM tagged with its source and enters its named sequence. Never a mailto link, never a third-party form.

Consistent name, address and phone across the web is what local search scores. When a brand won't publish a street address, the footer carries city or region only, and the full details live on the Contact page with local business schema and a Google Business Profile. The signal is kept; the street address is not forced into the footer.

In care, health or youth sectors, a care or crisis resource in the footer is required, not optional.