The new TKG page, step by step

1What every client gets (standard)

• Their own header plate, full width, with the whole plate opening the form.
• "No Pressure. Just Information." as the ribbon under the header, and the close section in TKG's own words.
• The offer band — kit name and contents verbatim, with the one-or-both clarifier tied to the form's Type of Need field.
• The questions tour — TKG's five Q&As, auto-advancing with the progress bar; every answer verbatim.
• The video band — the generic TKG video by default; a client's own video swaps in automatically when we have it (78 of 85 already do).
• The phones section — the without-a-plan / with-a-plan lock screens. Identical for every client; no claims, no data needed.
• The form — TKG's production fields plus SMS consent, wired to the same lead pipeline as the current page.

2Header options

Each funeral home runs its own plate. The first five new-style plates are live now (Stuhr, Sellars, Kerr Brothers, Forbis & Dick, Moore) — pick any migrated home in the builder or the client demo to show an owner the new style on a real page. Remaining homes keep their current plate until a new one is exported; the page handles either style.

3Google reviews or generic quotes?

The reviews section ships with generic quote bubbles and no rating — safe for every client from day one. The Google reviews version (rating badge + the home’s three best recent written reviews) can be turned on per client when their profile passes the audit:

• 4.7★ or higher, with at least 5 reviews, and at least three substantial written five-star reviews (one-liners don’t count).
• The three featured reviews are confirmed with the funeral home at setup — they always know exactly which quotes appear, and every quote is a real, verbatim Google review. Never invented testimonials.
• Below the thresholds → the page stays on generic quotes and we revisit as their review base grows.

4The counselor section (per-client opt-in)

A “Meet your counselor” section — real name, real photo, a short introduction, and a book-a-time button only (it never carries a kit button) — placed low on the page so it closes, rather than interrupts. The introduction copy is deliberately claim-free (“My job is to answer your questions…”) so it’s true for every counselor on day one. Off by default. Turning it on requires all three:

• The client has a named, stable counselor (round-robin homes can’t run it — the page hides it for them automatically).
• A real, current headshot we’d be proud to print.
• The client opts in.

5The community band (automatic)

“Since 1932 — serving families here for over 90 years.” Appears automatically once we have the home’s founded year on file, and only when the firm is 25+ years established. No year on file → the band simply isn’t there, and the page is complete without it.

6What stays off the page (and why)

• No dollar figures, ever — and never the home’s own prices. Clients whose program locks prices can turn on the price-lock chart (relative national NFDA data with a “your price stays here” marker); it replaces the phones section for them. Everyone else answers cost questions in the Q&A tour, in TKG’s own words.
• No extra buttons — the ask lives at the header, the offer band, and the close. Every other section does its job without one.
• No invented reviews, years, or claims — if we don’t have the data, the module hides. Nothing on the page is a placeholder.
• SMS consent is captured properly at the form (optional, TCPA-aligned), so texting is compliant from day one.

7Why the page looks the way it does

The most common owner question will be “why isn’t this in my colors?” The honest answer: their brand is on the page — the logo, their name, their own building in the header, their locations, their video, their counselor. The page’s colors have a different job: getting a 55–80-year-old reader to read comfortably and act. Every color here was chosen for that job, and the choices weren’t casual — shades and alternatives were compared before this palette won.

• Why blue: in consumer research it’s the most trusted color across every age group — calm, institutional, credible. Exactly the feeling a decision like this needs. Warmer palettes read either salesy or somber here; blue reads steady.
• Why two blues: the page deliberately runs a two-tone system — bright blue for fills and large headlines, deep navy wherever people actually read. Bright blues fail accessibility contrast standards for normal-size text, so every text/background pair on the page is checked against readability standards for older eyes. Many home brand palettes fail that test the moment they have to run a whole page.
• Why gold appears only on the buttons: contrast, not hue, is what gets a button pressed — so the CTA is deliberately the only saturated warm element on the page. Against the cool blue ground, the single warmest thing on every screen is the thing we want them to click. Spread the accent around and the ask disappears.
• Where the home’s identity lives instead: everywhere a family actually looks for it — their name, their logo in the header, their building in the plate, their locations, their video, their counselor’s face. Families recognize people and places, not paint. A visitor who arrives from the home’s own ad or email never wonders whose page this is.
• Why every home runs the same design: this layout is one tested system, and it keeps being tested. Every improvement that wins rolls out to all 85 homes at once. Eighty-five custom color schemes would mean eighty-five pages that stop getting better — and homes competing nearby would start looking like each other’s knockoffs instead of sharing one professional standard.
• Why the sections sit in this order: the header makes the offer in one screen; the ribbon sets the tone; the offer band shows exactly what arrives, free; families’ voices and the video build trust before we ask again; the questions tour answers objections; the phones (or price-lock chart) make the benefit concrete; community and counselor close it personally. Ask, reassure, prove, ask again.
• Why so much white space and so few buttons: this audience skews 55+ and is reading about a hard subject. Big type, short sections, one idea at a time, and the ask repeated at the top, middle, and close — never in between.