HP Skills Academy: Website Page Design Document

Oct 6, 2026 · @Raul Fierro

1. Purpose and goal

Build one page on highlandparksocceracademy.com that takes a parent from “curious” to “registered and paid” in a single visit.

Primary conversion: completed registration with payment (Drop-In, 8 Sessions or 16 Sessions).
Secondary conversion: YMCA and team training inquiry by email or phone.
Tertiary conversion: email capture for parents who are not ready to buy yet.

Status: Draft v1. Items in [BRACKETS] are placeholders still to be confirmed.

2. Target audience

Our core buyer is a high-income Highland Park or North Dallas parent who wants their child to learn soccer, enjoy it and build confidence, without the pressure of a competitive club.

Primary: families whose kids play for fun or are not on a team yet.
Secondary: kids already in a club who want extra technical work.
Tertiary: YMCA, rec and school team coaches or directors looking for team training.

What this parent cares about:

Is my child safe, and will they be coached well?
Will my child get real attention? The 1:8 coach ratio is our strongest proof.
Is it convenient, flexible and low-commitment?
Will my child have fun?

A later Elite Youth Development Program for advanced players is out of scope for this page.

3. Brand and tone

The brand should feel premium but warm: private-club quality without the pressure.

Voice: confident, friendly, parent-first. Short sentences, no jargon, no hype.
Core message: Great coaching. Small groups. Kids who fall in love with the game. Focus by age: ages 6-8 learn the fundamentals and fall in love with the game; ages 9-18 keep building that love for the game through a more technical development curriculum.
Club-neutral positioning: state it plainly: “Any club, any level, or no club at all. Everyone is welcome.”
Visuals: bright, clean, lots of white space, real photos of kids smiling and training, no stock photos if avoidable.
Colors and logo: Luke
Program name: the domain is highlandparkskillsacademy.com; confirm the final name before launch (see Section 8).

4. Page structure (top to bottom)

The page runs in twelve sections; the registration form in Section 6 is the center of the page.

4.1 Sticky header

Logo on the left.
Anchor links: How It Works, Pricing, Team Training, FAQ.
Persistent Register Now button on the right, scrolling to the form.
On mobile: logo and button only.

4.2 Hero (the hook)

Headline options to test: “Small-Group Soccer Training. Big Smiles.”
Subheadline: “Weekly Thursday training for ages 6-18. Coached in small groups, never more than 8 players per coach. No club required.”
Buttons: Register Now (primary) and a Team Training Inquiry text link (secondary).
Background: short looping video or hero photo of kids training. [Needed]
Trust strip under the buttons: 1:8 Coach Ratio · Ages 6-18 · All Skill Levels · Packages Never Expire.

4.3 Why families choose us

Three or four icon blocks:

Small groups, real attention. Never more than 1 coach per 8 players.
Skill first, fun always. Ages 6-8 learn the fundamentals and fall in love with the game. Ages 9-18 keep that love for the game with a more technical development curriculum, always in a joyful, game-like environment.
Any club, any level. Club-neutral; beginners to experienced players welcome.
Total flexibility. Pay per session or buy a package and use it whenever you want. Sessions never expire.

4.4 How it works

Choose your package.
Register and pay online in about 2 minutes.
Show up Thursday. We handle the rest.

4.5 Thursday schedule

Time	Age group	Focus
4:00 PM	Ages 6-8	Fundamentals and falling in love with the game
5:00 PM	Ages 9-12	Love for the game with a more technical development curriculum
6:00 PM	Ages 13-18	Love for the game with a more technical development curriculum

Each session is 1 hour. [Confirm]
Location: [TBD: field name, address, map embed]
What to bring: water, shin guards, cleats or athletic shoes, and a ball. [Confirm whether we supply balls and what size]
Show a spots-left indicator per age group each week if the system supports it (see Section 5).

4.6 Pricing and registration (the conversion section)

The form is embedded directly on the page. No redirect to another site.

Package cards (three side by side on desktop, stacked on mobile):

	Drop-In	8 Sessions	16 Sessions
Price	$50	$360	$720
Per session		$45	$45
		Most Popular	Best for Big Families

Line under the cards (prominent):

Each player who attends counts as one session. Buying for more than one child? Sessions are shared across your whole family. If three of your kids attend one Thursday, that’s three sessions. Sessions never expire, so use them any time.

Registration form fields, in order:

Package selection (radio buttons, pre-filled if the parent clicked a specific card).
Parent or guardian: first name, last name, email, mobile phone.
Each player: first name, last name, date of birth, age group (auto-calculated from DOB), plus an “Add another child” button.
Experience level (dropdown: brand new, some experience, plays for a club or school, advanced).
Current club or team (optional).
Medical notes or allergies (optional) and emergency contact name and phone.
Liability waiver (required checkbox, link to full text). [Legal review needed]
Photo and video release (separate checkbox, so families who decline can still register).
Optional checkbox: consent to email and text updates, kept separate from the waiver.
Payment: card, Apple Pay, Google Pay.
Submit button: Complete Registration.

After payment:

On-screen thank-you page with next steps.
Confirmation email with receipt, session balance, schedule, location and what to bring.
Text confirmation if the parent opted in.

Form rules:

Mobile-first; many parents will register from a phone.
Keep it to as little scrolling as possible.
Send an abandoned-registration reminder email if a parent leaves partway through.

4.7 Meet the coaches

Photo, name, short bio and credentials for each coach. [Raul to provide]
Callout: “Every coach is background-checked and trained in player safety.” [Confirm process before publishing]
Repeat the 1:8 ratio here.

4.8 Social proof

Parent testimonials. [Collect after the first session]
Until then, use real photos and a line such as “Now enrolling our first Thursday groups.”

4.9 Team Training (YMCA and team inquiries)

Headline: “Bring Us to Your Team”
Text: “Looking for professional training for your YMCA, rec or school team? We can come to you, or you can come to us. Single sessions and full season packages available.”
Contact options: email button (mailto), tap-to-call phone number, and a short inquiry form (team name, organization, age group, number of players, preferred dates, contact info).
Pricing: not published; “Custom quotes for each team.”
Email and phone: [TBD]

4.10 FAQ (accordion)

What ages can join? (6-18)
Does my child need to be on a club team? (No.)
Does my child need experience? (No. All levels welcome.)
How do packages work with multiple kids? (Packages can be shared among your kids)
Do sessions really never expire? (Yes, they never do)
What if my child misses a session? [Policy needed] (No problem, you dont lose that session, session only counts if your kid attended the session) Cancellation Policy Needed
What happens if it rains or it is too hot? [Weather policy needed] (Session will be cancelled, session/s will be returned to your package for future use)
Can my child switch age groups if they are on the border? Yes
Can I watch? [Parent viewing policy needed] Yes
What is your refund policy? [Policy needed] 30 Day Refund window after first purchase, after that no refunds.
Is there a sibling discount? [Decision needed] No
How do I book team training? Yes

4.11 Final call to action

Repeat the headline and the Register Now button.
Soft email capture: “Not ready yet? Get Thursday updates.” (name and email only)

4.12 Footer

Logo, tagline, contact info, social links. [TBD]
Links to Privacy Policy, Terms and Waiver.
Line: “HP Skills Academy is a club-neutral program.” [Confirm exact legal wording]

5. Functional and technical requirements

The page must do more than take payment: it has to track session balances and protect the 1:8 ratio.

Payments: Stripe (or equivalent) with embedded checkout, including Apple Pay and Google Pay.
Session balance tracking (critical): each family has a balance that is shared across siblings, deducts one session per child who attends, never expires, and is visible to the family (simple login or magic-link balance page) and to coaches.
Attendance check-in: coaches check kids in each Thursday on a phone or tablet, and check-in deducts the session automatically.
Weekly RSVP and capacity control: families reserve a spot each Thursday and each age group has a hard cap, so walk-ins cannot break the 1:8 ratio. This is the biggest functional gap to resolve (see Section 8).
CRM and email: every submission lands in one list, tagged by package and age group. Automate a confirmation email, a weekly Thursday reminder, and a low-balance nudge when a family has 2 sessions left.
Analytics: GA4 plus Meta Pixel. Track form starts, completions, drop-off point, traffic source and package chosen.
Speed and mobile: page loads in under 3 seconds on mobile; compress all images and video.
SEO basics: title tag containing “Highland Park soccer training for kids,” meta description, local business schema markup, and a Google Business Profile set up in parallel.
Accessibility: readable contrast, alt text on all images, labels on all form fields.

6. Compliance and safety

Because we collect information on minors, these items must be in place before the page goes live.

Children’s data: only a parent or guardian may register. Publish a clear privacy policy.
Waiver: attorney-reviewed, accepted before payment completes, with a timestamped record stored per player.
Photo and video release: separate from the waiver.
Marketing consent: separate opt-in for email and text, never bundled with registration.
Coach screening: background checks and safety training for every coach. [Confirm process]

7. Success metrics (first 90 days)

Set numeric targets after the first month of baseline data. Track:

Page visitors, registration starts and completed payments.
Package mix: Drop-In vs. 8 vs. 16 Sessions.
Average players per Thursday, by age group.
Drop-In to package conversion rate.
Team training inquiries per month.
Source of each registration (Facebook group, Instagram, referral, YMCA, etc.).

8. Open decisions and gaps to close before launch

Fifteen items still need a decision, grouped as pricing, operations and strategy.

Operations: capacity and RSVP. With a 1:8 ratio, set a hard cap per age group (for example, 16 players with 2 coaches) and a way to stop walk-ins from breaking the ratio. Decide coach count and maximum players per group.
Operations: location, weather and holidays. (Curtis Park)
Operations: no-shows and cancellations. (Player must cancel at least 6 hours prior to the start of the session in order to not lose the session)
Strategy: business entity and bank account. Payments must go to the right legal entity, and the waiver should name it.
Strategy: referral program. For example, “Refer a family, get a free session.” Families in this market talk to each other.
Strategy: equipment and branding. Training shirts, cones, poles, balls and nets are small costs that make the program look professional.

9. Assets needed from Raul

The web assistant cannot finish the build without these nine items.

☐ Coach bios and headshots
☐ Contact email and phone number