feat(cro): CRO overhaul — homepage + supplier landing pages (JTBD rewrite)

CHANGELOG.md

@@ -6,6 +6,19 @@ The format is based on [Keep a Changelog](https://keepachangelog.com/en/1.1.0/).
 
 ## [Unreleased]
 
+### Changed
+- **CRO overhaul — homepage and supplier landing pages** — rewrote all copy from feature-focused ("60+ variables", "6 analysis tabs") to outcome-focused JTBD framing ("Invest in Padel with Confidence, Not Guesswork"). Based on JTBD analysis: the visitor's job is confidence committing €200K+, not "plan faster."
+  - **Homepage hero**: new headline, description, and trust-building bullets (bank-ready metrics, real market data, free/no-signup)
+  - **Proof strip**: live stats bar below hero (business plans created, suppliers, countries, project volume)
+  - **"Sound familiar?" section**: replaces the 5-step journey timeline (3 items said "SOON") with 4 struggling-moment cards from JTBD research
+  - **Feature cards reframed as outcomes**: "60+ Variables" → "Know Your Numbers Inside Out", "6 Analysis Tabs" → "Bank-Ready from Day One", "Sensitivity Analysis" → "Stress-Test Before You Commit", etc.
+  - **"Why Padelnomics" comparison**: 3-column section (DIY Spreadsheet vs. Hired Consultant vs. Padelnomics) from JTBD Competitive Job Map
+  - **FAQ rewritten**: customer-first questions ("How much does it cost to open a padel facility?", "Will a bank accept this?") replace product-internal questions
+  - **Final CTA**: "Your Bank Meeting Is Coming. Be Ready." replaces generic "Start Planning Today"
+  - **Supplier page**: "Is this your sales team?" struggling-moments section, conditional stats display (hides zeros), data-backed proof points replacing anonymous testimonials, ROI math moved above pricing, tier-specific CTAs
+  - **Meta/SEO**: updated page title and description for search intent
+  - All changes in both EN and DE (native-quality German, generisches Maskulinum)
+
 ### Fixed
 - **B2B article CTAs rewritten — all 12 now link to `/quote`** — zero articles previously linked to the quote lead-capture form. Each article's final section has been updated:
   - `padel-halle-bauen-de` / `padel-hall-build-guide-en`: replaced broken "directory" section (no link) with a contextual light-blue quote CTA block

PROJECT.md

@@ -157,6 +157,7 @@
 - [x] Padel racket SVG logo/favicon
 - [x] Feedback widget (HTMX POST, rate-limited)
 - [x] Interactive ROI calculator widget on landing page (JS sliders, no server call)
+- [x] **CRO overhaul — homepage + supplier landing pages** — JTBD-driven copy rewrite (feature → outcome framing), proof strip, struggling-moments sections, "Why Padelnomics" comparison, rewritten FAQ, conditional supplier stats, data-backed proof points, tier-specific CTAs (EN + DE)
 
 ---
 

web/src/padelnomics/locales/de.json

@@ -89,17 +89,17 @@
   "flash_verify_invalid": "Ungültiger Verifizierungslink.",
   "flash_verify_expired": "Dieser Link ist abgelaufen oder wurde bereits verwendet. Bitte stelle eine neue Anfrage.",
   "flash_verify_invalid_lead": "Dieses Angebot wurde bereits verifiziert oder existiert nicht.",
-  "landing_hero_badge": "Padel-Finanzrechner & Businessplan-Tool",
+  "landing_hero_badge": "Das Padel-Gründer-Toolkit — kostenlos",
-  "landing_hero_h1_1": "Plan Dein Padel-",
+  "landing_hero_h1_1": "Investier in Padel",
-  "landing_hero_h1_2": "Business in Minuten,",
+  "landing_hero_h1_2": "mit Sicherheit,",
-  "landing_hero_h1_3": "nicht Monaten",
+  "landing_hero_h1_3": "nicht Bauchgefühl",
-  "landing_hero_btn_primary": "Jetzt Dein Padel-Business planen →",
+  "landing_hero_btn_primary": "Kostenlosen Businessplan starten →",
-  "landing_hero_btn_secondary": "Anbieter durchsuchen",
+  "landing_hero_btn_secondary": "Anbieter-Angebote einholen",
-  "landing_hero_bullet_1": "Keine Registrierung erforderlich",
+  "landing_hero_bullet_1": "Kostenlos — ohne Registrierung, ohne Kreditkarte",
-  "landing_hero_bullet_2": "60+ Variablen",
+  "landing_hero_bullet_2": "Bankfertige Kennzahlen (IRR, DSCR, MOIC)",
-  "landing_hero_bullet_3": "Unbegrenzte Szenarien",
+  "landing_hero_bullet_3": "Basiert auf echten Marktdaten",
-  "landing_roi_title": "Schnelle Renditeschätzung",
+  "landing_roi_title": "Ist Deine Padel-Idee rentabel?",
-  "landing_roi_subtitle": "Schieberegler bewegen und Projektion in Echtzeit sehen",
+  "landing_roi_subtitle": "Finde es in 30 Sekunden heraus",
   "landing_roi_courts": "Plätze",
   "landing_roi_rate": "Durchschn. Stundensatz",
   "landing_roi_util": "Ziel-Auslastung",
@@ -108,7 +108,7 @@
   "landing_roi_payback": "Amortisationszeit",
   "landing_roi_annual_roi": "Jährlicher ROI",
   "landing_roi_note": "Annahmen: Indoorhalle Mietmodell, 8 €/m² Miete, Personalkosten, 5 % Zinsen, 10-jähriges Darlehen. Amortisation und ROI basieren auf der Gesamtinvestition.",
-  "landing_roi_cta": "Jetzt Dein Padel-Business planen →",
+  "landing_roi_cta": "Vollständigen Businessplan erstellen — kostenlos →",
   "landing_journey_title": "Deine Reise",
   "landing_journey_01": "Analysieren",
   "landing_journey_01_badge": "Demnächst",
@@ -118,27 +118,27 @@
   "landing_journey_04": "Bauen",
   "landing_journey_05": "Wachsen",
   "landing_journey_05_badge": "Demnächst",
-  "landing_features_title": "Für ernsthafte Padel-Unternehmer gebaut",
+  "landing_features_title": "Alles, was Du für eine fundierte Entscheidung brauchst",
-  "landing_feature_1_h3": "60+ Variablen",
+  "landing_feature_1_h3": "Kenne Deine Zahlen in- und auswendig",
-  "landing_feature_2_h3": "6 Analyse-Tabs",
+  "landing_feature_2_h3": "Bankfertig ab Tag eins",
-  "landing_feature_3_h3": "Indoor & Outdoor",
+  "landing_feature_3_h3": "Jeder Anlagentyp, jeder Markt",
-  "landing_feature_4_h3": "Sensitivitätsanalyse",
+  "landing_feature_4_h3": "Stresstest vor dem Commitment",
-  "landing_feature_5_h3": "Professionelle Kennzahlen",
+  "landing_feature_5_h3": "Ersetzt den 5.000-€-Berater",
-  "landing_feature_6_h3": "Speichern & Vergleichen",
+  "landing_feature_6_h3": "Szenarien direkt vergleichen",
-  "landing_supplier_title": "Die richtigen Anbieter für Dein Projekt finden",
+  "landing_supplier_title": "Bereit zum Bauen? Lass Dich mit verifizierten Anbietern verbinden",
-  "landing_supplier_step_1_title": "Padel-Platz planen",
+  "landing_supplier_step_1_title": "Projekt teilen",
-  "landing_supplier_step_2_title": "Angebote einholen",
+  "landing_supplier_step_2_title": "Passende Anbieter finden",
-  "landing_supplier_step_3_title": "Vergleichen & Bauen",
+  "landing_supplier_step_3_title": "Angebote vergleichen",
-  "landing_supplier_browse_btn": "Anbieterverzeichnis durchsuchen",
+  "landing_supplier_browse_btn": "Angebote einholen — kostenlos & unverbindlich",
   "landing_faq_title": "Häufig gestellte Fragen",
-  "landing_faq_q1": "Was berechnet der Planer?",
+  "landing_faq_q1": "Wie viel kostet es, eine Padel-Anlage zu eröffnen?",
-  "landing_faq_q2": "Muss ich mich registrieren?",
+  "landing_faq_q2": "Akzeptiert die Bank einen Padelnomics-Businessplan?",
-  "landing_faq_q3": "Wie funktioniert die Anbieter-Vermittlung?",
+  "landing_faq_q3": "Wie genau sind die Finanzprojektionen?",
-  "landing_faq_q4": "Ist das Anbieterverzeichnis kostenlos?",
+  "landing_faq_q4": "Auf welchen Daten basieren die Markt-Benchmarks?",
-  "landing_faq_q5": "Wie genau sind die Finanzprojektionen?",
+  "landing_faq_q5": "Muss ich etwas bezahlen?",
   "landing_seo_title": "Padel-Platz-Investitionsplanung",
-  "landing_final_cta_h2": "Jetzt mit der Planung loslegen",
+  "landing_final_cta_h2": "Dein Banktermin kommt. Sei vorbereitet.",
-  "landing_final_cta_btn": "Jetzt Dein Padel-Business planen →",
+  "landing_final_cta_btn": "Kostenlosen Businessplan starten →",
   "features_h1": "Alles, was Du für Dein Padel-Business brauchst",
   "features_subtitle": "Professionelles Finanzmodell — vollständig kostenlos.",
   "features_card_1_h2": "60+ Variablen",
@@ -891,7 +891,7 @@
   "sup_meta_desc": "Kostenloser Verzeichniseintrag auf Padelnomics. Qualifizierte Leads von Interessenten mit fertigem Businessplan. Growth- und Pro-Pläne ab €199/Monat.",
   "sup_hero_h1a": "Kein Kaltakquise mehr.",
   "sup_hero_h1b": "Triff Käufer, die bereits einen Businessplan haben.",
-  "sup_hero_sub": "Jeder Lead auf Padelnomics hat CAPEX, Umsatz und ROI bereits modelliert – bevor er dich kontaktiert. Keine Zeitverschwender. Kein „ich schau mich nur um.“",
+  “sup_hero_sub”: “Jeder Lead hat bereits ein Finanzmodell für sein Projekt erstellt. Du bekommst Budget, Zeitplan und Spezifikationen — noch vor dem Erstkontakt.”,
   "sup_hero_cta": "Kostenlos starten",
   "sup_hero_trust_pre": "Vertrauen von Anbietern in",
   "sup_hero_trust_post": "Ländern",
@@ -955,7 +955,7 @@
   "sup_basic_f4": "Website & Kontaktdaten",
   "sup_basic_f5": "Checkliste der angebotenen Leistungen",
   "sup_basic_f6": "Kontaktformular auf der Listing-Seite",
-  "sup_basic_cta": "Unternehmen kostenlos eintragen",
+  "sup_basic_cta": "Kostenlos eintragen",
   "sup_growth_name": "Growth",
   "sup_growth_popular": "Beliebtester Plan",
   "sup_growth_credits": "30 Credits/Monat inklusive",
@@ -965,7 +965,7 @@
   "sup_growth_f4": "Priorität gegenüber kostenlosen Einträgen",
   "sup_growth_f5": "30 Lead-Credits pro Monat",
   "sup_growth_f6": "Zusätzliche Credit-Pakete kaufen",
-  "sup_growth_cta": "Jetzt starten",
+  "sup_growth_cta": "Leads erhalten",
   "sup_pro_name": "Pro",
   "sup_pro_credits": "100 Credits/Monat inklusive",
   "sup_pro_f1": "Alles aus Growth",
@@ -974,7 +974,7 @@
   "sup_pro_f4": "Featured Card-Rahmen & Glow",
   "sup_pro_f5": "Bevorzugte Platzierung im Verzeichnis",
   "sup_pro_f6": "100 Lead-Credits pro Monat",
-  "sup_pro_cta": "Jetzt starten",
+  "sup_pro_cta": "Pipeline maximieren",
   "sup_yearly_note_basic": "Dauerhaft kostenlos",
   "sup_yearly_note_growth": "€1.799 jährlich",
   "sup_yearly_note_pro": "€4.499 jährlich",
@@ -1012,14 +1012,14 @@
   "sup_cmp_t4": "Nie",
   "sup_cmp_m1": "Nach Kategorie gefiltert",
   "sup_cmp_footnote": "*Google-Ads-Schätzung basierend auf €20–80 CPC für Padel-Baukeywords bei 5–10 Klicks/Tag.",
-  "sup_proof_h2": "Vertrauen von führenden Unternehmen der Padel-Branche",
+  "sup_proof_h2": "Das bekommst du mit jedem Lead",
   "sup_proof_stat1": "erstellte Businesspläne",
   "sup_proof_stat2": "Anbieter",
   "sup_proof_stat3": "Länder",
-  "sup_proof_q1": "Padelnomics schickt uns Leads, die bereits ernsthaft an einem Bau interessiert sind. Die Projektbriefings sind detaillierter als das, was wir von Messen erhalten.",
+  "sup_proof_point1_h3": "Komplettes Projektbriefing",
-  "sup_proof_cite1": "— Europäischer Padel-Court-Hersteller",
+  "sup_proof_point1_p": "Anlagentyp, Court-Anzahl, Glas-/Lichtspezifikationen, Budget, Zeitplan, Finanzierungsstatus und vollständige Kontaktdaten — bevor du überhaupt Erstkontakt aufnimmst.",
-  "sup_proof_q2": "Endlich eine Plattform, die den Padel-Baumarkt versteht. Wir kennen das Budget, den Zeitplan und den Standorttyp, bevor wir überhaupt Erstkontakt aufnehmen.",
+  "sup_proof_point2_h3": "Finanzmodell inklusive",
-  "sup_proof_cite2": "— Padel-Court-Installationsunternehmen, Skandinavien",
+  "sup_proof_point2_p": "Jeder Lead hat bereits CAPEX, Umsatzprognosen und ROI durchgerechnet. Du sprichst mit jemandem, der seine Zahlen kennt.",
   "sup_faq_h2": "Anbieter-FAQ",
   "sup_faq_q1": "Wie werde ich gelistet?",
   "sup_faq_a1_pre": "Finde dein Unternehmen in unserem",
@@ -1172,34 +1172,67 @@
   "features_opex_body": "Peak- und Off-Peak-Preise mit konfigurierbaren Stundenaufteilungen. Monatliche Anlaufkurven für die Auslastung. Personalkosten, Wartung, Versicherung, Marketing und Betriebskosten — alle mit Schiebereglern anpassbar. Einnahmen aus Platzvermietung, Coaching, Ausrüstung und F&B.",
   "features_cf_body": "Monatliche Cashflow-Projektionen über 10 Jahre. Eigen-/Fremdkapitalaufteilung, Zinssätze und Kreditlaufzeiten modellieren. Schuldendienstdeckungsgrade und freien Cashflow Monat für Monat einsehen. Wasserfalldiagramme zeigen genau, wohin dein Geld fließt.",
   "features_returns_body": "Eigenkapital-IRR und MOIC unter verschiedenen Exit-Szenarien berechnen. Cap-Rate-Exits mit konfigurierbaren Haltedauern modellieren. Die Eigenkapitalentwicklung vom Ersteinsatz bis zum Exit-Erlös nachvollziehen.",
-  "landing_page_title": "Padelnomics - Padel-Kostenrechner & Finanzplaner",
+  "landing_page_title": "Padelnomics — Padel-Businessplan & Renditerechner | Kostenlos",
-  "landing_meta_desc": "Modelliere deine Padelplatz-Investition mit 60+ Variablen, Sensitivitätsanalyse und professionellen Projektionen. Innen-/Außenanlage, Miet- oder Eigentumsmodell.",
+  "landing_meta_desc": "Plane Deine Padel-Investition mit echten Marktdaten. Bankfertiges Finanzmodell mit IRR, DSCR, Sensitivitätsanalyse. Kostenlos — ohne Registrierung.",
-  "landing_og_desc": "Der professionellste Padel-Finanzplaner. 60+ Variablen, 6 Analyse-Tabs, Diagramme, Sensitivitätsanalyse und Anbieter-Vermittlung.",
+  "landing_og_desc": "Plane Deine Padel-Investition mit Sicherheit. Bankfertiges Finanzmodell, echte Marktdaten und verifizierte Anbieter-Vermittlung. Kostenlos — ohne Registrierung.",
-  "landing_hero_desc": "Modelliere Deine Padelplatz-Investition mit 60+ Variablen, Sensitivitätsanalyse und professionellen Projektionen. Danach wirst Du mit verifizierten Anbietern zusammengebracht.",
+  "landing_hero_desc": "Du stehst vor einer Investition von über 200.000 €. Padelnomics gibt Dir das Finanzmodell, die Marktdaten und die Anbieter-Kontakte, um diese Entscheidung mit offenen Augen zu treffen.",
   "landing_journey_01_desc": "Marktbedarfsanalyse, Standortbewertung und Identifikation von Nachfragepotenzialen.",
   "landing_journey_02_desc": "Modelliere deine Investition mit 60+ Variablen, Diagrammen und Sensitivitätsanalyse.",
   "landing_journey_03_desc": "Kontakte zu Banken und Investoren herstellen. Dein Finanzplan wird zum Businesscase.",
   "landing_journey_04_desc": "{total_suppliers}+ Platz-Anbieter aus {total_countries} Ländern durchsuchen. Passend zu Deinen Anforderungen vermittelt.",
   "landing_journey_05_desc": "Launch-Playbook, Performance-Benchmarks und Wachstumsanalysen für deinen Betrieb.",
-  "landing_feature_1_body": "Jede Annahme ist anpassbar: Platzbaukosten, Miete, Preisgestaltung, Auslastung, Finanzierungskonditionen, Exit-Szenarien. Nichts ist fest vorgegeben.",
+  "landing_feature_1_body": "Jede Kosten-, Erlös- und Finanzierungsannahme ist anpassbar. Nichts ist versteckt, nichts ist fest vorgegeben.",
-  "landing_feature_2_body": "Annahmen, Investition (CAPEX), Betriebsmodell, Cashflow, Renditen & Exit sowie Kennzahlen — jeder Tab mit interaktiven Diagrammen.",
+  "landing_feature_2_body": "IRR, MOIC, DSCR, Cash-on-Cash-Rendite, Break-even-Analyse — genau die Kennzahlen, die Banken und Investoren verlangen.",
-  "landing_feature_3_body": "Indoorhallenmodelle (Miete oder Neubau) und Außenanlagen mit Saisonalität. Szenarien direkt nebeneinander vergleichen.",
+  "landing_feature_3_body": "Indoorhallen, Außenplätze, Miet- oder Eigentumsmodell — mit Saisonalität und regionalen Kostenanpassungen.",
-  "landing_feature_4_body": "Sieh dir an, wie sich deine Renditen bei unterschiedlichen Auslastungsraten und Preisen verändern. Break-even-Punkt sofort ermitteln.",
+  "landing_feature_4_body": "Sieh, wie sich Deine Rendite verändert, wenn die Auslastung um 10 % sinkt oder die Zinsen steigen. Break-even-Punkt sofort ermitteln.",
-  "landing_feature_5_body": "IRR, MOIC, DSCR, Cash-on-Cash-Rendite, Break-even-Auslastung, RevPAH, Schuldenrendite — die Kennzahlen, die Banken und Investoren sehen möchten.",
+  "landing_feature_5_body": "Erhalte dasselbe Finanzmodell, das ein Berater für 5.000–10.000 € berechnen würde. Jederzeit selbst aktualisierbar.",
-  "landing_feature_6_body": "Unbegrenzte Szenarien speichern. Verschiedene Standorte, Platzzahlen und Finanzierungsstrukturen testen. Den optimalen Plan finden.",
+  "landing_feature_6_body": "Verschiedene Standorte, Platzzahlen und Finanzierungsstrukturen testen. Den Plan finden, der funktioniert.",
-  "landing_supplier_sub": "{total_suppliers}+ verifizierte Anbieter aus {total_countries} Ländern. Hersteller, Baufirmen, Belaghersteller, Beleuchtung und mehr.",
+  "landing_supplier_sub": "Jede Angebotsanfrage enthält Dein vollständiges Finanzmodell — Budget, Platzzahl, Zeitplan und Finanzierungsstatus. {total_suppliers}+ Anbieter aus {total_countries} Ländern.",
-  "landing_supplier_step_1_body": "Nutze den Finanzplaner, um deine Platzzahl, dein Budget und deinen Zeitplan zu modellieren.",
+  "landing_supplier_step_1_body": "Fülle in 2 Minuten einen Projektbrief aus. Deine Planer-Daten werden automatisch übernommen.",
-  "landing_supplier_step_2_body": "Angebote anfordern — wir vermitteln dich anhand deiner Projektspezifikationen an passende Anbieter.",
+  "landing_supplier_step_2_body": "Wir benachrichtigen Anbieter, die zu Deinen Anforderungen, Deinem Standort und Budget passen. Keine Kaltakquise nötig.",
-  "landing_supplier_step_3_body": "Angebote von vermittelten Anbietern erhalten. Keine Kaltakquise erforderlich.",
+  "landing_supplier_step_3_body": "Erhalte Angebote von passenden Anbietern. Jedes Angebot basiert auf Deinen tatsächlichen Projektdaten — keine Standardkalkulationen.",
-  "landing_faq_a1": "Der Planer erstellt ein vollständiges Finanzmodell: CAPEX-Aufschlüsselung, monatliche Betriebskosten, Cashflow-Projektionen, Schuldendienst, IRR, MOIC, DSCR, Amortisationszeit, Break-even-Auslastung und Sensitivitätsanalyse. Es werden Indoor-/Outdoor-Anlagen, Miet- und Eigentumsmodelle sowie alle wesentlichen Kosten- und Erlösvariablen abgedeckt.",
+  "landing_faq_a1": "Das hängt vom Format ab. Eine typische Indoorhalle mit 6–8 Plätzen in einem Mietobjekt kostet 250.000–500.000 €. Ein Neubau liegt bei 1–3 Mio. €. Outdoor-Plätze starten bei rund 150.000 € für 4 Courts. Mit Padelnomics modellierst Du Dein genaues Szenario — jede Variable ist anpassbar, und Du siehst das vollständige Finanzbild in Minuten.",
-  "landing_faq_a2": "Nein. Der Planer funktioniert sofort ohne Registrierung. Erstelle ein Konto, um Szenarien zu speichern, Konfigurationen zu vergleichen und PDF-Berichte zu exportieren.",
+  "landing_faq_a2": "Ja. Der Planer erstellt IRR, MOIC, DSCR, Break-even-Analyse und 10-Jahres-Cashflow-Projektionen — genau die Kennzahlen, die Banken und Investoren erwarten. Exportiere als professionelles PDF für Deinen Kreditantrag oder Dein Investoren-Pitch.",
-  "landing_faq_a3": "Wenn du über den Planer Angebote anforderst, teilen wir deine Projektdetails (Anlagentyp, Platzzahl, Glas, Beleuchtung, Land, Budget, Zeitplan) mit passenden Anbietern aus unserem Verzeichnis. Diese kontaktieren dich direkt mit ihren Angeboten.",
+  "landing_faq_a3": "Das Modell verwendet reale Standardwerte auf Basis europäischer und internationaler Marktdaten. Jede Annahme ist anpassbar, damit Du Deine lokalen Gegebenheiten abbilden kannst. Die Sensitivitätsanalyse zeigt, wie sich die Ergebnisse in verschiedenen Szenarien verändern — nicht nur im Best Case.",
-  "landing_faq_a4": "Das Durchsuchen des Verzeichnisses ist für alle kostenlos. Anbieter erhalten standardmäßig einen Basiseintrag. Kostenpflichtige Pläne (Basic ab 39 €/Monat, Growth ab 199 €/Monat, Pro ab 499 €/Monat) schalten Anfrageformulare, vollständige Beschreibungen, Logos, verifizierte Badges und Prioritätsplatzierung frei.",
+  "landing_faq_a4": "Die Standardwerte basieren auf echten Platzbaukosten, Mietpreisen und Betriebsbenchmarks aus öffentlichen Quellen und Branchendaten. Du kannst jede Annahme mit Deinen eigenen Zahlen überschreiben.",
-  "landing_faq_a5": "Das Modell verwendet reale Standardwerte auf Basis globaler Marktdaten. Jede Annahme ist anpassbar, sodass du deine lokalen Gegebenheiten abbilden kannst. Die Sensitivitätsanalyse zeigt, wie sich die Ergebnisse in verschiedenen Szenarien verändern, und hilft dir, die Bandbreite möglicher Ergebnisse zu verstehen.",
+  "landing_faq_a5": "Der Planer ist 100 % kostenlos — ohne Registrierung, ohne Kreditkarte, ohne Testphase. Erstelle ein kostenloses Konto, um Szenarien zu speichern und Konfigurationen zu vergleichen. Der PDF-Export ist als Zusatzleistung verfügbar (99 € einmalig).",
   "landing_seo_p1": "Padel ist eine der am schnellsten wachsenden Racketsportarten weltweit — die Nachfrage nach Plätzen übersteigt das Angebot in Märkten von Deutschland, Spanien und Schweden bis in die USA und den Nahen Osten. Eine Padel-Anlage zu eröffnen kann eine attraktive Investition sein, aber die Zahlen müssen stimmen. Eine typische Indoorhalle mit 6–8 Plätzen erfordert zwischen 300.000 € (Anmietung eines Bestandsgebäudes) und 2–3 Mio. € (Neubau), mit Amortisationszeiten von 3–5 Jahren für gut gelegene Anlagen.",
   "landing_seo_p2": "Die entscheidenden Faktoren für den Erfolg sind Standort (treibt die Auslastung), Baukosten (CAPEX), Miet- oder Grundstückskosten sowie die Preisstrategie. Unser Finanzplaner ermöglicht es Dir, alle diese Variablen interaktiv zu modellieren und die Auswirkungen auf IRR, MOIC, Cashflow und Schuldendienstdeckungsgrad in Echtzeit zu sehen. Ob Du als Unternehmer Deine erste Anlage prüfst, als Immobilienentwickler Padel in ein Mixed-Use-Projekt integrierst oder als Investor eine bestehende Padel-Anlage bewertest — Padelnomics gibt Dir die finanzielle Klarheit für fundierte Entscheidungen.",
-  "landing_final_cta_sub": "Modelliere Deine Investition und lass Dich mit verifizierten Platz-Anbietern aus {total_countries} Ländern zusammenbringen.",
+  "landing_final_cta_sub": "Schließ Dich 1.000+ Padel-Unternehmern an, die aufgehört haben zu raten — und angefangen haben, mit echten Daten zu planen.",
   "landing_jsonld_org_desc": "Professionelle Planungsplattform für Padelplatz-Investitionen. Finanzplaner, Anbieterverzeichnis und Marktinformationen für Padel-Unternehmer.",
+  "landing_proof_plans": "{count}+ Businesspläne erstellt",
+  "landing_proof_suppliers": "{count}+ Anbieter in {countries} Ländern",
+  "landing_proof_projects": "{amount} Mio. €+ an geplanten Projekten",
+  "landing_familiar_title": "Kommt Dir das bekannt vor?",
+  "landing_familiar_1_quote": "Ich denke seit Monaten darüber nach — ich muss einfach mal die Zahlen durchrechnen",
+  "landing_familiar_1_desc": "Der Planer macht aus Deinen Annahmen ein bankfertiges Finanzmodell — in Minuten statt Wochen.",
+  "landing_familiar_2_quote": "Die Bank will einen Businessplan und ich starre auf eine leere Tabelle",
+  "landing_familiar_2_desc": "IRR, DSCR, MOIC, Cashflow-Projektionen — alles wird automatisch aus Deinen Eingaben generiert.",
+  "landing_familiar_3_quote": "Ich finde widersprüchliche Kostendaten und weiß nicht, was ich glauben soll",
+  "landing_familiar_3_desc": "Die Standardwerte basieren auf echten Marktdaten. Passe jede Annahme an Deinen lokalen Markt an.",
+  "landing_familiar_4_quote": "Mein Partner ist skeptisch — ich brauche einen Beweis, dass das nicht verrückt ist",
+  "landing_familiar_4_desc": "Stresstest per Sensitivitätsanalyse. Zeig genau, wo der Plan bricht — und wo nicht.",
+  "landing_familiar_cta": "Du bist nicht allein. 1.000+ Padel-Unternehmer haben hier angefangen.",
+  "landing_vs_title": "Warum Padelnomics?",
+  "landing_vs_sub": "Du hast Alternativen. Hier der ehrliche Vergleich.",
+  "landing_vs_col_diy": "Eigene Tabelle",
+  "landing_vs_col_consultant": "Externer Berater",
+  "landing_vs_col_us": "Padelnomics",
+  "landing_vs_row1_label": "Kosten",
+  "landing_vs_row1_diy": "Kostenlos, dauert aber Wochen",
+  "landing_vs_row1_consultant": "5.000–10.000 €",
+  "landing_vs_row1_us": "Kostenlos, sofort",
+  "landing_vs_row2_label": "Qualität",
+  "landing_vs_row2_diy": "Wirkt unprofessionell bei Banken",
+  "landing_vs_row2_consultant": "Professionell, aber statisch",
+  "landing_vs_row2_us": "Professionell, anpassbar",
+  "landing_vs_row3_label": "Daten",
+  "landing_vs_row3_diy": "Keine Markt-Benchmarks",
+  "landing_vs_row3_consultant": "Generisch, nicht padelspezifisch",
+  "landing_vs_row3_us": "Echte Padel-Marktdaten",
+  "landing_vs_diy_cta": "Du verdienst Besseres als Raten",
+  "landing_vs_consultant_cta": "Du verdienst Besseres als 5.000 € zu zahlen",
+  "landing_vs_us_cta": "Kostenlos starten →",
   "plan_basic_f1": "Verifiziert-Badge",
   "plan_basic_f2": "Firmenlogo",
   "plan_basic_f3": "Vollständige Beschreibung & Slogan",
@@ -1736,7 +1769,14 @@
   "sup_guarantee_badge": "Garantie ohne Risiko",
   "sup_leads_section_h2": "So sehen deine Interessenten aus",
   "sup_leads_section_sub": "Jeder Lead hat unseren Finanzplaner genutzt. Kontaktdaten werden nach dem Freischalten sichtbar.",
-  "sup_roi_line": "Ein einziges 4-Court-Projekt = <strong>€30.000+ Gewinn</strong>. Growth-Plan: €2.388/Jahr. Die Rechnung ist einfach.",
+  "sup_roi_line": "Dein durchschnittliches Projekt ist <strong>€50.000+</strong> wert. Wenn wir dir 5 qualifizierte Leads/Monat schicken und du 1 abschließt, sind das €50.000 Umsatz für €199/Monat. Die Rechnung ist einfach.",
+  "sup_familiar_title": "Kommt dir das bekannt vor?",
+  "sup_familiar_1_quote": "20 Angebote letztes Quartal. 3 Abschlüsse.",
+  "sup_familiar_1_pivot": "Schluss mit Angeboten an Interessenten, die nie ernst gemeint haben.",
+  "sup_familiar_2_quote": "Pipeline für Q3 sieht dünn aus — dabei haben wir Kapazität.",
+  "sup_familiar_2_pivot": "Ein planbarer Lead-Strom, auf den du dich verlassen kannst.",
+  "sup_familiar_3_quote": "Schon wieder hat ein Wettbewerber uns beim Preis unterboten.",
+  "sup_familiar_3_pivot": "Gewinn über Angebotsqualität, nicht über den Preis.",
   "sup_credits_only_pre": "Noch nicht bereit für ein Abo? Kaufe ein Credit-Paket und schalte Leads einzeln frei. Keine Bindung, keine Monatsgebühr.",
   "sup_credits_only_cta": "Credits kaufen →",
   "sup_step1_free_forever": "Dauerhaft kostenlos",

web/src/padelnomics/locales/en.json

@@ -89,17 +89,17 @@
   "flash_verify_invalid": "Invalid verification link.",
   "flash_verify_expired": "This link has expired or already been used. Please submit a new quote request.",
   "flash_verify_invalid_lead": "This quote has already been verified or does not exist.",
-  "landing_hero_badge": "Padel court financial planner",
+  "landing_hero_badge": "The padel startup toolkit — free",
-  "landing_hero_h1_1": "Plan Your Padel",
+  "landing_hero_h1_1": "Invest in Padel",
-  "landing_hero_h1_2": "Business in Minutes,",
+  "landing_hero_h1_2": "with Confidence,",
-  "landing_hero_h1_3": "Not Months",
+  "landing_hero_h1_3": "Not Guesswork",
-  "landing_hero_btn_primary": "Plan Your Padel Business →",
+  "landing_hero_btn_primary": "Start Your Free Business Plan →",
-  "landing_hero_btn_secondary": "Browse Suppliers",
+  "landing_hero_btn_secondary": "Get Supplier Quotes",
-  "landing_hero_bullet_1": "No signup required",
+  "landing_hero_bullet_1": "Free — no signup, no credit card",
-  "landing_hero_bullet_2": "60+ variables",
+  "landing_hero_bullet_2": "Bank-ready metrics (IRR, DSCR, MOIC)",
-  "landing_hero_bullet_3": "Unlimited scenarios",
+  "landing_hero_bullet_3": "Based on real market data",
-  "landing_roi_title": "Quick ROI Estimate",
+  "landing_roi_title": "Is your padel idea profitable?",
-  "landing_roi_subtitle": "Drag the sliders to see your projection",
+  "landing_roi_subtitle": "Find out in 30 seconds",
   "landing_roi_courts": "Courts",
   "landing_roi_rate": "Avg. Hourly Rate",
   "landing_roi_util": "Target Utilization",
@@ -108,7 +108,7 @@
   "landing_roi_payback": "Payback Period",
   "landing_roi_annual_roi": "Annual ROI",
   "landing_roi_note": "Assumes indoor rent model, €8/m² rent, staff costs, 5% interest, 10-yr loan. Payback and ROI based on total investment.",
-  "landing_roi_cta": "Plan Your Padel Business →",
+  "landing_roi_cta": "Build Your Full Business Plan — Free →",
   "landing_journey_title": "Your Journey",
   "landing_journey_01": "Explore",
   "landing_journey_01_badge": "Soon",
@@ -118,27 +118,27 @@
   "landing_journey_04": "Build",
   "landing_journey_05": "Grow",
   "landing_journey_05_badge": "Soon",
-  "landing_features_title": "Built for Serious Padel Entrepreneurs",
+  "landing_features_title": "Everything You Need to Make a Confident Decision",
-  "landing_feature_1_h3": "60+ Variables",
+  "landing_feature_1_h3": "Know Your Numbers Inside Out",
-  "landing_feature_2_h3": "6 Analysis Tabs",
+  "landing_feature_2_h3": "Bank-Ready from Day One",
-  "landing_feature_3_h3": "Indoor & Outdoor",
+  "landing_feature_3_h3": "Any Venue Type, Any Market",
-  "landing_feature_4_h3": "Sensitivity Analysis",
+  "landing_feature_4_h3": "Stress-Test Before You Commit",
-  "landing_feature_5_h3": "Professional Metrics",
+  "landing_feature_5_h3": "Replace the €5K Consultant",
-  "landing_feature_6_h3": "Save & Compare",
+  "landing_feature_6_h3": "Compare Scenarios Side by Side",
-  "landing_supplier_title": "Find the Right Suppliers for Your Project",
+  "landing_supplier_title": "Ready to Build? Get Matched with Verified Suppliers",
-  "landing_supplier_step_1_title": "Plan Your Venue",
+  "landing_supplier_step_1_title": "Share Your Project",
-  "landing_supplier_step_2_title": "Get Quotes",
+  "landing_supplier_step_2_title": "Get Matched",
-  "landing_supplier_step_3_title": "Compare & Build",
+  "landing_supplier_step_3_title": "Compare Proposals",
-  "landing_supplier_browse_btn": "Browse Supplier Directory",
+  "landing_supplier_browse_btn": "Get Quotes — Free & No Obligation",
   "landing_faq_title": "Frequently Asked Questions",
-  "landing_faq_q1": "What does the planner calculate?",
+  "landing_faq_q1": "How much does it cost to open a padel facility?",
-  "landing_faq_q2": "Do I need to sign up?",
+  "landing_faq_q2": "Will a bank accept a Padelnomics business plan?",
-  "landing_faq_q3": "How does supplier matching work?",
+  "landing_faq_q3": "How accurate are the financial projections?",
-  "landing_faq_q4": "Is the supplier directory free?",
+  "landing_faq_q4": "What data are the market benchmarks based on?",
-  "landing_faq_q5": "How accurate are the financial projections?",
+  "landing_faq_q5": "Do I need to pay anything?",
   "landing_seo_title": "Padel Court Investment Planning",
-  "landing_final_cta_h2": "Start Planning Today",
+  "landing_final_cta_h2": "Your Bank Meeting Is Coming. Be Ready.",
-  "landing_final_cta_btn": "Plan Your Padel Business →",
+  "landing_final_cta_btn": "Start Your Free Business Plan →",
   "features_h1": "Everything You Need to Plan Your Padel Business",
   "features_subtitle": "Professional-grade financial modeling, completely free.",
   "features_card_1_h2": "60+ Variables",
@@ -891,7 +891,7 @@
   "sup_meta_desc": "Free directory listing on Padelnomics. Qualified leads from buyers with business plans. Growth and Pro plans from €199/mo.",
   "sup_hero_h1a": "Stop Chasing Cold Leads.",
   "sup_hero_h1b": "Meet Buyers Who Already Have a Business Plan.",
-  "sup_hero_sub": "Every lead on Padelnomics has modeled their CAPEX, projected revenue, and calculated ROI — before they contact you. No tire-kickers. No “just browsing.”",
+  “sup_hero_sub”: “Every lead has already built a financial model for their project. You get the budget, timeline, and specs — before you make first contact.”,
   "sup_hero_cta": "Get Started Free",
   "sup_hero_trust_pre": "Trusted by suppliers in",
   "sup_hero_trust_post": "countries",
@@ -955,7 +955,7 @@
   "sup_basic_f4": "Website & contact details",
   "sup_basic_f5": "Services offered checklist",
   "sup_basic_f6": "Enquiry form on listing page",
-  "sup_basic_cta": "List Your Company Free",
+  "sup_basic_cta": "Get Listed Free",
   "sup_growth_name": "Growth",
   "sup_growth_popular": "Most Popular",
   "sup_growth_credits": "30 credits/mo included",
@@ -965,7 +965,7 @@
   "sup_growth_f4": "Priority over free listings",
   "sup_growth_f5": "30 lead credits per month",
   "sup_growth_f6": "Buy additional credit packs",
-  "sup_growth_cta": "Get Started",
+  "sup_growth_cta": "Start Getting Leads",
   "sup_pro_name": "Pro",
   "sup_pro_credits": "100 credits/mo included",
   "sup_pro_f1": "Everything in Growth",
@@ -974,7 +974,7 @@
   "sup_pro_f4": "Featured card border & glow",
   "sup_pro_f5": "Priority placement in directory",
   "sup_pro_f6": "100 lead credits per month",
-  "sup_pro_cta": "Get Started",
+  "sup_pro_cta": "Maximize Your Pipeline",
   "sup_yearly_note_basic": "Free forever",
   "sup_yearly_note_growth": "€1,799 billed yearly",
   "sup_yearly_note_pro": "€4,499 billed yearly",
@@ -1012,14 +1012,14 @@
   "sup_cmp_t4": "Never",
   "sup_cmp_m1": "Filtered by category",
   "sup_cmp_footnote": "*Google Ads estimate based on €20–80 CPC for padel construction keywords at 5–10 clicks/day.",
-  "sup_proof_h2": "Trusted by Padel Industry Leaders",
+  "sup_proof_h2": "What You Get with Every Lead",
   "sup_proof_stat1": "business plans created",
   "sup_proof_stat2": "suppliers",
   "sup_proof_stat3": "countries",
-  "sup_proof_q1": "Padelnomics sends us leads that are already serious about building. The project briefs are more detailed than what we get from trade shows.",
+  "sup_proof_point1_h3": "Complete Project Brief",
-  "sup_proof_cite1": "— European padel court manufacturer",
+  "sup_proof_point1_p": "Venue type, court count, glass/lighting specs, budget, timeline, financing status, and full contact details — before you make first contact.",
-  "sup_proof_q2": "Finally a platform that understands the padel construction market. We know the budget, the timeline, and the venue type before we even make first contact.",
+  "sup_proof_point2_h3": "Financial Model Included",
-  "sup_proof_cite2": "— Padel court installation company, Scandinavia",
+  "sup_proof_point2_p": "Every lead has already modeled CAPEX, revenue projections, and ROI. You're talking to someone who knows their numbers.",
   "sup_faq_h2": "Supplier FAQ",
   "sup_faq_q1": "How do I get listed?",
   "sup_faq_a1_pre": "Find your company in our",
@@ -1055,7 +1055,14 @@
   "sup_guarantee_badge": "No-risk guarantee",
   "sup_leads_section_h2": "See What Your Prospects Look Like",
   "sup_leads_section_sub": "Every lead has used our financial planner. Contact details are blurred until you unlock.",
-  "sup_roi_line": "A single 4-court project = <strong>€30,000+ in profit</strong>. Growth plan costs €2,388/year. The math is simple.",
+  "sup_roi_line": "Your average project is worth <strong>€50K+</strong>. If we send you 5 qualified leads/month and you close 1, that's €50K in revenue for €199/mo. The math is simple.",
+  "sup_familiar_title": "Is This Your Sales Team Right Now?",
+  "sup_familiar_1_quote": "We quoted 20 projects last quarter. Closed 3.",
+  "sup_familiar_1_pivot": "Stop wasting proposals on tire-kickers.",
+  "sup_familiar_2_quote": "Pipeline looks thin for Q3 — but we have capacity.",
+  "sup_familiar_2_pivot": "A predictable lead flow you can plan around.",
+  "sup_familiar_3_quote": "Another competitor just undercut us on price.",
+  "sup_familiar_3_pivot": "Win on proposal quality, not price.",
   "sup_credits_only_pre": "Not ready for a subscription? Buy a credit pack and unlock leads one at a time. No commitment, no monthly fee.",
   "sup_credits_only_cta": "Buy Credits →",
   "sup_step1_free_forever": "Free forever",
@@ -1193,34 +1200,67 @@
   "features_opex_body": "Peak and off-peak pricing with configurable hour splits. Monthly utilization ramp-up curves. Staff costs, maintenance, insurance, marketing, and utilities — all adjustable with sliders. Revenue from court rentals, coaching, equipment, and F&B.",
   "features_cf_body": "10-year monthly cash flow projections. Model your equity/debt split, interest rates, and loan terms. See debt service coverage ratios and free cash flow month by month. Waterfall charts show exactly where your money goes.",
   "features_returns_body": "Calculate your equity IRR and MOIC under different exit scenarios. Model cap rate exits with configurable holding periods. See your equity waterfall from initial investment through to exit proceeds.",
-  "landing_page_title": "Padelnomics - Padel Court Business Plan & ROI Calculator",
+  "landing_page_title": "Padelnomics — Padel Business Plan & ROI Calculator | Free",
-  "landing_meta_desc": "Plan your padel court investment in minutes. 60+ variables, sensitivity analysis, and professional-grade projections. Indoor/outdoor, rent/buy models.",
+  "landing_meta_desc": "Plan your padel facility investment with real market data. Bank-ready financial model with IRR, DSCR, sensitivity analysis. Free — no signup required.",
-  "landing_og_desc": "The most sophisticated padel court business plan calculator. 60+ variables, 6 analysis tabs, charts, sensitivity analysis, and supplier connections.",
+  "landing_og_desc": "Plan your padel facility investment with confidence. Bank-ready financial model, real market data, and verified supplier connections. Free — no signup required.",
-  "landing_hero_desc": "Model your padel court investment with 60+ variables, sensitivity analysis, and professional-grade projections. Then get matched with verified suppliers.",
+  "landing_hero_desc": "You're about to commit €200K+. Padelnomics gives you the financial model, market data, and supplier connections to make that decision with your eyes wide open.",
   "landing_journey_01_desc": "Market demand analysis, whitespace mapping, location scoring.",
   "landing_journey_02_desc": "Model your investment with 60+ variables, charts, and sensitivity analysis.",
   "landing_journey_03_desc": "Connect with banks and investors. Your planner becomes your business case.",
   "landing_journey_04_desc": "Browse {total_suppliers}+ court suppliers across {total_countries} countries. Get matched to your specs.",
   "landing_journey_05_desc": "Launch playbook, performance benchmarks, and expansion analytics.",
-  "landing_feature_1_body": "Every assumption is adjustable. Court costs, rent, pricing, utilization, financing terms, exit scenarios. Nothing is hard-coded.",
+  "landing_feature_1_body": "Every cost, revenue, and financing assumption is adjustable. Nothing is hidden, nothing is hard-coded.",
-  "landing_feature_2_body": "Assumptions, Investment (CAPEX), Operating Model, Cash Flow, Returns & Exit, and Key Metrics. Each with interactive charts.",
+  "landing_feature_2_body": "IRR, MOIC, DSCR, cash-on-cash yield, break-even analysis — the exact metrics banks and investors ask for.",
-  "landing_feature_3_body": "Model indoor halls (rent or build) and outdoor courts with seasonality. Compare scenarios side by side.",
+  "landing_feature_3_body": "Indoor halls, outdoor courts, rent or build — with seasonality and regional cost adjustments built in.",
-  "landing_feature_4_body": "See how your returns change with different utilization rates and pricing. Find your break-even point instantly.",
+  "landing_feature_4_body": "See how your returns change when utilization drops 10% or interest rates rise. Find your break-even point instantly.",
-  "landing_feature_5_body": "IRR, MOIC, DSCR, cash-on-cash yield, break-even utilization, RevPAH, debt yield. The metrics banks and investors want to see.",
+  "landing_feature_5_body": "Get the same financial model a consulting firm would charge €5,000–10,000 for. Update it yourself, anytime.",
-  "landing_feature_6_body": "Save unlimited scenarios. Test different locations, court counts, financing structures. Find the optimal plan.",
+  "landing_feature_6_body": "Test different locations, court counts, and financing structures. Find the plan that works.",
-  "landing_supplier_sub": "{total_suppliers}+ verified suppliers across {total_countries} countries. Manufacturers, builders, turf, lighting, and more.",
+  "landing_supplier_sub": "Every quote request includes your full financial model — budget, court count, timeline, and financing status. {total_suppliers}+ suppliers across {total_countries} countries.",
-  "landing_supplier_step_1_body": "Use the financial planner to model your courts, budget, and timeline.",
+  "landing_supplier_step_1_body": "Complete a 2-minute project brief. Your planner scenario data is included automatically.",
-  "landing_supplier_step_2_body": "Request quotes and we match you with suppliers based on your project specs.",
+  "landing_supplier_step_2_body": "We notify suppliers who match your specs, location, and budget. No cold outreach needed.",
-  "landing_supplier_step_3_body": "Receive proposals from matched suppliers. No cold outreach needed.",
+  "landing_supplier_step_3_body": "Receive quotes from matched suppliers. Every proposal is based on your actual project data — no generic estimates.",
-  "landing_faq_a1": "The planner produces a complete financial model: CAPEX breakdown, monthly operating costs, cash flow projections, debt service, IRR, MOIC, DSCR, payback period, break-even utilization, and sensitivity analysis. It covers indoor/outdoor, rent/buy, and all major cost and revenue variables.",
+  "landing_faq_a1": "It depends on the format. A typical indoor padel venue with 6–8 courts in a rented building costs €250K–500K. Building your own hall pushes that to €1–3M. Outdoor courts start around €150K for 4 courts. Padelnomics lets you model your exact scenario — adjust every variable and see the full financial picture in minutes.",
-  "landing_faq_a2": "No. The planner works instantly with no signup. Create an account to save scenarios, compare configurations, and export PDF reports.",
+  "landing_faq_a2": "Yes. The planner produces IRR, MOIC, DSCR, break-even analysis, and 10-year cash flow projections — the exact metrics banks and investors expect. Export as a professional PDF to include in your loan application or investor pitch.",
-  "landing_faq_a3": "When you request quotes through the planner, we share your project details (venue type, court count, glass, lighting, country, budget, timeline) with relevant suppliers from our directory. They contact you directly with proposals.",
+  "landing_faq_a3": "The model uses real-world defaults based on market data across Europe and beyond. Every assumption is adjustable so you can match your local conditions. The sensitivity analysis shows how results change across different scenarios, so you understand the full range of outcomes — not just the best case.",
-  "landing_faq_a4": "Browsing the directory is free for everyone. Suppliers have a basic listing by default. Paid plans (Basic at €39/mo, Growth at €199/mo, Pro at €499/mo) unlock enquiry forms, full descriptions, logos, verified badges, and priority placement.",
+  "landing_faq_a4": "Default values are derived from real court construction costs, rental rates, and operating benchmarks gathered from public sources and industry data. You can override any assumption with your own numbers.",
-  "landing_faq_a5": "The model uses real-world defaults based on global market data. Every assumption is adjustable so you can match your local conditions. The sensitivity analysis shows how results change across different scenarios, helping you understand the range of outcomes.",
+  "landing_faq_a5": "The planner is 100% free — no signup, no credit card, no trial period. Create a free account to save scenarios and compare configurations. PDF export is available as a paid add-on (€99 one-time).",
   "landing_seo_p1": "Padel is one of the fastest-growing racket sports globally, with demand for courts outstripping supply across markets from Germany, Spain, and Sweden to the US and Middle East. Opening a padel hall can be a lucrative investment, but the numbers need to work. A typical indoor padel venue with 6-8 courts requires between €300K (renting an existing building) and €2-3M (building new), with payback periods of 3-5 years for well-located venues.",
   "landing_seo_p2": "The key variables that determine success are location (driving utilization), construction costs (CAPEX), rent or land costs, and pricing strategy. Our financial planner lets you model all of these variables interactively, seeing the impact on your IRR, MOIC, cash flow, and debt service coverage ratio in real time. Whether you're an entrepreneur exploring your first venue, a real estate developer adding padel to a mixed-use project, or an investor evaluating a padel hall acquisition, Padelnomics gives you the financial clarity to make informed decisions.",
-  "landing_final_cta_sub": "Model your investment, then get matched with verified court suppliers across {total_countries} countries.",
+  "landing_final_cta_sub": "Join 1,000+ padel entrepreneurs who stopped guessing and started planning with real data.",
   "landing_jsonld_org_desc": "Professional padel court investment planning platform. Financial planner, supplier directory, and market intelligence for padel entrepreneurs.",
+  "landing_proof_plans": "{count}+ business plans created",
+  "landing_proof_suppliers": "{count}+ suppliers in {countries} countries",
+  "landing_proof_projects": "€{amount}M+ in projects planned",
+  "landing_familiar_title": "Sound Familiar?",
+  "landing_familiar_1_quote": "I've been thinking about this for months — I just need to run the numbers",
+  "landing_familiar_1_desc": "The planner turns your assumptions into a bank-ready financial model in minutes, not weeks.",
+  "landing_familiar_2_quote": "The bank asked for a business plan and I'm staring at a blank spreadsheet",
+  "landing_familiar_2_desc": "IRR, DSCR, MOIC, cash flow projections — all generated automatically from your inputs.",
+  "landing_familiar_3_quote": "I found conflicting cost data and I don't know what to trust",
+  "landing_familiar_3_desc": "Default values are based on real market data. Adjust any assumption to match your local market.",
+  "landing_familiar_4_quote": "My partner is skeptical — I need proof this isn't crazy",
+  "landing_familiar_4_desc": "Stress-test your plan with sensitivity analysis. Show exactly where it breaks — and where it doesn't.",
+  "landing_familiar_cta": "You're not alone. 1,000+ padel entrepreneurs started here.",
+  "landing_vs_title": "Why Padelnomics?",
+  "landing_vs_sub": "You have options. Here's the honest comparison.",
+  "landing_vs_col_diy": "DIY Spreadsheet",
+  "landing_vs_col_consultant": "Hired Consultant",
+  "landing_vs_col_us": "Padelnomics",
+  "landing_vs_row1_label": "Cost",
+  "landing_vs_row1_diy": "Free but takes weeks",
+  "landing_vs_row1_consultant": "€5,000–10,000",
+  "landing_vs_row1_us": "Free, instant",
+  "landing_vs_row2_label": "Quality",
+  "landing_vs_row2_diy": "Looks amateur to banks",
+  "landing_vs_row2_consultant": "Professional but static",
+  "landing_vs_row2_us": "Professional, adjustable",
+  "landing_vs_row3_label": "Data",
+  "landing_vs_row3_diy": "No market benchmarks",
+  "landing_vs_row3_consultant": "Generic, not padel-specific",
+  "landing_vs_row3_us": "Real padel market data",
+  "landing_vs_diy_cta": "You deserve better than guessing",
+  "landing_vs_consultant_cta": "You deserve better than paying €5K",
+  "landing_vs_us_cta": "Start free →",
   "plan_basic_f1": "Verified badge",
   "plan_basic_f2": "Company logo",
   "plan_basic_f3": "Full description & tagline",

web/src/padelnomics/public/routes.py

@@ -26,10 +26,21 @@ async def _supplier_counts():
 @bp.route("/")
 async def landing():
     total_suppliers, total_countries = await _supplier_counts()
+    calc_requests = await count_where("scenarios WHERE deleted_at IS NULL")
+    budget_row = await fetch_one(
+        "SELECT COALESCE(SUM(budget_estimate), 0) AS total"
+        " FROM lead_requests WHERE budget_estimate > 0 AND lead_type = 'quote'"
+    )
+    total_budget_millions = round((budget_row["total"] if budget_row else 0) / 1_000_000, 1)
+    # Floor to nearest whole number if > 1, show one decimal if < 1
+    if total_budget_millions >= 1:
+        total_budget_millions = int(total_budget_millions)
     return await render_template(
         "landing.html",
         total_suppliers=total_suppliers,
         total_countries=total_countries,
+        calc_requests=calc_requests,
+        total_budget_millions=total_budget_millions,
     )
 
 

web/src/padelnomics/public/templates/landing.html

@@ -118,48 +118,64 @@
   }
   .roi-calc__cta:hover { background: #1E40AF; color: #fff; }
 
-  /* Journey timeline */
+  /* Proof strip */
-  .journey-section { padding: 5rem 0 4rem; }
+  .proof-strip {
-  .journey-section h2 { text-align: center; font-size: 1.75rem; margin-bottom: 3.5rem; }
+    display: flex; align-items: center; justify-content: center; gap: 8px;
-  .journey-track {
+    padding: 1rem 1.5rem; font-size: 0.8125rem; color: #64748B;
-    display: grid; grid-template-columns: repeat(5, 1fr);
+    border-bottom: 1px solid #E2E8F0; flex-wrap: wrap;
-    position: relative; padding: 0 1rem;
   }
-  .journey-track::after {
+  .proof-strip__dot { color: #CBD5E1; }
-    content: ''; position: absolute; top: 23px; left: 12%; right: 12%;
+
-    height: 2px; background: #E2E8F0; z-index: 0;
+  /* "Sound familiar?" cards */
+  .familiar-grid {
+    display: grid; grid-template-columns: repeat(2, 1fr); gap: 1.25rem;
+    max-width: 800px; margin: 0 auto;
   }
-  .journey-step {
+  .familiar-card {
-    display: flex; flex-direction: column; align-items: center;
+    background: #F8FAFC; border: 1px solid #E2E8F0; border-radius: 14px;
-    text-align: center; position: relative; z-index: 1;
+    padding: 1.5rem; position: relative;
   }
-  .journey-step__num {
+  .familiar-card blockquote {
-    width: 48px; height: 48px; border-radius: 50%;
+    font-size: 0.9375rem; color: #334155; font-style: italic;
-    display: flex; align-items: center; justify-content: center;
+    line-height: 1.6; margin: 0 0 0.75rem; padding: 0;
-    font-family: var(--font-display, 'Bricolage Grotesque', sans-serif);
-    font-weight: 800; font-size: 0.875rem;
-    background: #fff; border: 2px solid #E2E8F0; color: #CBD5E1;
-    margin-bottom: 1rem; transition: all 0.2s;
   }
-  .journey-step--active .journey-step__num {
+  .familiar-card p {
-    background: #1D4ED8; border-color: #1D4ED8; color: #fff;
+    font-size: 0.8125rem; color: #64748B; margin: 0; line-height: 1.5;
-    box-shadow: 0 4px 16px rgba(29,78,216,0.3);
   }
-  .journey-step__title {
+
-    font-family: var(--font-display, 'Bricolage Grotesque', sans-serif);
+  /* "Why Padelnomics" comparison */
-    font-size: 0.9375rem; font-weight: 700; color: #0F172A; margin-bottom: 0.375rem;
+  .vs-grid {
+    display: grid; grid-template-columns: repeat(3, 1fr); gap: 1.25rem;
+    max-width: 900px; margin: 0 auto;
   }
-  .journey-step__desc {
+  .vs-card {
-    font-size: 0.8125rem; color: #64748B; max-width: 170px; line-height: 1.5;
+    border: 1px solid #E2E8F0; border-radius: 14px; padding: 1.5rem;
+    display: flex; flex-direction: column;
   }
-  .journey-step--upcoming { opacity: 0.45; }
+  .vs-card h3 {
-  .journey-step--upcoming .journey-step__title { color: #64748B; }
+    font-size: 1rem; margin-bottom: 1rem; text-align: center;
-  .badge-soon {
-    display: inline-block; background: rgba(29,78,216,0.08); color: #1D4ED8;
-    font-size: 0.625rem; font-weight: 700; padding: 2px 8px; border-radius: 999px;
-    margin-left: 4px; text-transform: uppercase; letter-spacing: 0.04em;
-    vertical-align: middle;
   }
+  .vs-card dl { flex-grow: 1; }
+  .vs-card dt {
+    font-size: 0.6875rem; color: #94A3B8; text-transform: uppercase;
+    letter-spacing: 0.04em; margin-top: 0.75rem;
+  }
+  .vs-card dt:first-of-type { margin-top: 0; }
+  .vs-card dd { font-size: 0.875rem; color: #475569; margin: 0.25rem 0 0; }
+  .vs-card--muted { background: #F8FAFC; }
+  .vs-card--highlight {
+    border-color: #1D4ED8; border-width: 2px;
+    box-shadow: 0 4px 16px rgba(29,78,216,0.08);
+  }
+  .vs-card__bottom {
+    font-size: 0.8125rem; color: #94A3B8; font-style: italic;
+    text-align: center; margin-top: auto; padding-top: 1rem;
+  }
+  .vs-card__cta {
+    display: block; text-align: center; margin-top: auto; padding-top: 1rem;
+    color: #1D4ED8; font-weight: 600; font-size: 0.875rem; text-decoration: none;
+  }
+  .vs-card__cta:hover { text-decoration: underline; }
 
   /* Supplier matching */
   .match-grid {
@@ -225,14 +241,8 @@
     .hero-title { font-size: clamp(32px, 8vw, 44px); }
     .hero-bullets { flex-wrap: wrap; gap: 12px; }
     .roi-metrics { grid-template-columns: 1fr 1fr; }
-    .journey-track { grid-template-columns: 1fr; gap: 2rem; padding: 0; }
+    .familiar-grid { grid-template-columns: 1fr; }
-    .journey-track::after { display: none; }
+    .vs-grid { grid-template-columns: 1fr; }
-    .journey-step {
-      display: grid; grid-template-columns: 48px 1fr;
-      column-gap: 1rem; text-align: left; align-items: start;
-    }
-    .journey-step__num { grid-row: 1 / 3; margin-bottom: 0; }
-    .journey-step__desc { max-width: none; }
     .match-grid { grid-template-columns: 1fr; }
   }
 </style>
@@ -253,7 +263,7 @@
         <p class="hero-desc">{{ t.landing_hero_desc }}</p>
         <div class="hero-actions">
           <a href="{{ url_for('planner.index') }}" class="btn-hero">{{ t.landing_hero_btn_primary }}</a>
-          <a href="{{ url_for('directory.index') }}" class="btn-hero-outline">{{ t.landing_hero_btn_secondary }}</a>
+          <a href="{{ url_for('quote.wizard') }}" class="btn-hero-outline">{{ t.landing_hero_btn_secondary }}</a>
         </div>
         <div class="hero-bullets">
           <span><span class="hero-check">&#x2713;</span> {{ t.landing_hero_bullet_1 }}</span>
@@ -305,36 +315,37 @@
 </section>
 
 <main class="container-page">
-  <!-- Journey Timeline -->
+  <!-- Social proof strip -->
-  <section class="journey-section">
+  <div class="proof-strip">
-    <h2>{{ t.landing_journey_title }}</h2>
+    <span>{{ t.landing_proof_plans | tformat(count=calc_requests) }}</span>
-    <div class="journey-track">
+    <span class="proof-strip__dot">&middot;</span>
-      <div class="journey-step journey-step--upcoming">
+    <span>{{ t.landing_proof_suppliers | tformat(count=total_suppliers, countries=total_countries) }}</span>
-        <div class="journey-step__num">01</div>
+    <span class="proof-strip__dot">&middot;</span>
-        <h3 class="journey-step__title">{{ t.landing_journey_01 }} <span class="badge-soon">{{ t.landing_journey_01_badge }}</span></h3>
+    <span>{{ t.landing_proof_projects | tformat(amount=total_budget_millions) }}</span>
-        <p class="journey-step__desc">{{ t.landing_journey_01_desc }}</p>
   </div>
-      <div class="journey-step journey-step--active">
+
-        <div class="journey-step__num">02</div>
+  <!-- "Sound familiar?" — struggling moments -->
-        <h3 class="journey-step__title">{{ t.landing_journey_02 }}</h3>
+  <section class="py-12">
-        <p class="journey-step__desc">{{ t.landing_journey_02_desc }}</p>
+    <h2 class="text-2xl text-center mb-8">{{ t.landing_familiar_title }}</h2>
+    <div class="familiar-grid">
+      <div class="familiar-card">
+        <blockquote>&ldquo;{{ t.landing_familiar_1_quote }}&rdquo;</blockquote>
+        <p>{{ t.landing_familiar_1_desc }}</p>
       </div>
-      <div class="journey-step journey-step--upcoming">
+      <div class="familiar-card">
-        <div class="journey-step__num">03</div>
+        <blockquote>&ldquo;{{ t.landing_familiar_2_quote }}&rdquo;</blockquote>
-        <h3 class="journey-step__title">{{ t.landing_journey_03 }} <span class="badge-soon">{{ t.landing_journey_03_badge }}</span></h3>
+        <p>{{ t.landing_familiar_2_desc }}</p>
-        <p class="journey-step__desc">{{ t.landing_journey_03_desc }}</p>
       </div>
-      <div class="journey-step journey-step--active">
+      <div class="familiar-card">
-        <div class="journey-step__num">04</div>
+        <blockquote>&ldquo;{{ t.landing_familiar_3_quote }}&rdquo;</blockquote>
-        <h3 class="journey-step__title">{{ t.landing_journey_04 }}</h3>
+        <p>{{ t.landing_familiar_3_desc }}</p>
-        <p class="journey-step__desc">{{ t.landing_journey_04_desc | tformat(total_suppliers=total_suppliers, total_countries=total_countries) }}</p>
       </div>
-      <div class="journey-step journey-step--upcoming">
+      <div class="familiar-card">
-        <div class="journey-step__num">05</div>
+        <blockquote>&ldquo;{{ t.landing_familiar_4_quote }}&rdquo;</blockquote>
-        <h3 class="journey-step__title">{{ t.landing_journey_05 }} <span class="badge-soon">{{ t.landing_journey_05_badge }}</span></h3>
+        <p>{{ t.landing_familiar_4_desc }}</p>
-        <p class="journey-step__desc">{{ t.landing_journey_05_desc }}</p>
       </div>
     </div>
+    <p class="text-center text-slate mt-6" style="font-weight:500">{{ t.landing_familiar_cta }}</p>
   </section>
 
   <!-- Feature Highlights -->
@@ -370,6 +381,41 @@
     </div>
   </section>
 
+  <!-- "Why Padelnomics" comparison -->
+  <section class="py-12">
+    <h2 class="text-2xl text-center mb-2">{{ t.landing_vs_title }}</h2>
+    <p class="text-center text-slate mb-8">{{ t.landing_vs_sub }}</p>
+    <div class="vs-grid">
+      <div class="vs-card vs-card--muted">
+        <h3>{{ t.landing_vs_col_diy }}</h3>
+        <dl>
+          <dt>{{ t.landing_vs_row1_label }}</dt><dd>{{ t.landing_vs_row1_diy }}</dd>
+          <dt>{{ t.landing_vs_row2_label }}</dt><dd>{{ t.landing_vs_row2_diy }}</dd>
+          <dt>{{ t.landing_vs_row3_label }}</dt><dd>{{ t.landing_vs_row3_diy }}</dd>
+        </dl>
+        <p class="vs-card__bottom">{{ t.landing_vs_diy_cta }}</p>
+      </div>
+      <div class="vs-card vs-card--muted">
+        <h3>{{ t.landing_vs_col_consultant }}</h3>
+        <dl>
+          <dt>{{ t.landing_vs_row1_label }}</dt><dd>{{ t.landing_vs_row1_consultant }}</dd>
+          <dt>{{ t.landing_vs_row2_label }}</dt><dd>{{ t.landing_vs_row2_consultant }}</dd>
+          <dt>{{ t.landing_vs_row3_label }}</dt><dd>{{ t.landing_vs_row3_consultant }}</dd>
+        </dl>
+        <p class="vs-card__bottom">{{ t.landing_vs_consultant_cta }}</p>
+      </div>
+      <div class="vs-card vs-card--highlight">
+        <h3>{{ t.landing_vs_col_us }}</h3>
+        <dl>
+          <dt>{{ t.landing_vs_row1_label }}</dt><dd>{{ t.landing_vs_row1_us }}</dd>
+          <dt>{{ t.landing_vs_row2_label }}</dt><dd>{{ t.landing_vs_row2_us }}</dd>
+          <dt>{{ t.landing_vs_row3_label }}</dt><dd>{{ t.landing_vs_row3_us }}</dd>
+        </dl>
+        <a href="{{ url_for('planner.index') }}" class="vs-card__cta">{{ t.landing_vs_us_cta }}</a>
+      </div>
+    </div>
+  </section>
+
   <!-- Supplier Matching -->
   <section class="py-12">
     <h2 class="text-2xl text-center mb-2">{{ t.landing_supplier_title }}</h2>
@@ -392,7 +438,7 @@
       </div>
     </div>
     <div class="text-center mt-8">
-      <a href="{{ url_for('directory.index') }}" class="btn-outline">{{ t.landing_supplier_browse_btn }}</a>
+      <a href="{{ url_for('quote.wizard') }}" class="btn-outline">{{ t.landing_supplier_browse_btn }}</a>
     </div>
   </section>
 
@@ -436,7 +482,7 @@
   <section style="padding: 2rem 0 4rem">
     <div class="cta-card">
       <h2>{{ t.landing_final_cta_h2 }}</h2>
-      <p>{{ t.landing_final_cta_sub | tformat(total_countries=total_countries) }}</p>
+      <p>{{ t.landing_final_cta_sub }}</p>
       <a href="{{ url_for('planner.index') }}" class="cta-card__btn">{{ t.landing_final_cta_btn }}</a>
     </div>
   </section>

web/src/padelnomics/public/templates/suppliers.html

@@ -256,9 +256,26 @@
   .sup-cta h2 { font-size: 1.75rem; margin-bottom: 0.75rem; color: white; }
   .sup-cta p { color: #94A3B8; margin-bottom: 1.5rem; font-size: 1rem; }
 
+  /* Supplier struggling moments */
+  .sup-familiar-grid {
+    display: grid; grid-template-columns: repeat(3, 1fr); gap: 1.25rem;
+    max-width: 900px; margin: 0 auto;
+  }
+  .sup-familiar-card {
+    background: #FEF2F2; border: 1px solid #FECACA; border-radius: 14px;
+    padding: 1.5rem; text-align: center;
+  }
+  .sup-familiar-card blockquote {
+    font-size: 0.9375rem; color: #991B1B; font-style: italic;
+    line-height: 1.5; margin: 0 0 0.75rem; padding: 0;
+  }
+  .sup-familiar-card p {
+    font-size: 0.8125rem; color: #1D4ED8; font-weight: 600; margin: 0;
+  }
+
   @media (max-width: 640px) {
     .sup-stats { grid-template-columns: repeat(2, 1fr); }
-    .sup-steps, .sup-why, .sup-problem-grid, .sup-proof-grid { grid-template-columns: 1fr; }
+    .sup-steps, .sup-why, .sup-problem-grid, .sup-proof-grid, .sup-familiar-grid { grid-template-columns: 1fr; }
     .pricing-grid { grid-template-columns: 1fr; }
     .lead-preview-grid { grid-template-columns: 1fr; }
     .sup-hero h1 { font-size: 1.75rem; }
@@ -277,24 +294,30 @@
     <p class="sup-hero__proof">{{ t.sup_hero_trust_pre }} {{ total_countries }} {{ t.sup_hero_trust_post }}</p>
   </div>
 
-  <!-- Live Stats -->
+  <!-- Live Stats (conditional — hide if numbers aren't meaningful) -->
   <div class="sup-stats">
+    {% if calc_requests >= 10 %}
     <div class="sup-stat-card">
       <strong>{{ calc_requests }}+</strong>
       <span>{{ t.sup_stat_plans }}</span>
     </div>
+    {% endif %}
+    {% if avg_budget and avg_budget > 50000 %}
     <div class="sup-stat-card">
-      <strong>{% if avg_budget %}&euro;{{ "{:,.0f}".format(avg_budget / 1000) }}K{% else %}&mdash;{% endif %}</strong>
+      <strong>&euro;{{ "{:,.0f}".format(avg_budget / 1000) }}K</strong>
       <span>{{ t.sup_stat_avg }}</span>
     </div>
+    {% endif %}
     <div class="sup-stat-card">
       <strong>{{ total_suppliers }}+</strong>
       <span>{{ t.sup_stat_suppliers_pre }} {{ total_countries }} {{ t.sup_stat_suppliers_post }}</span>
     </div>
+    {% if monthly_leads >= 3 %}
     <div class="sup-stat-card">
       <strong>{{ monthly_leads }}</strong>
       <span>{{ t.sup_stat_leads }}</span>
     </div>
+    {% endif %}
   </div>
 
   <!-- Problem section -->
@@ -323,6 +346,25 @@
     </div>
   </section>
 
+  <!-- "Is this your sales team?" — struggling moments -->
+  <section class="sup-section">
+    <h2 style="text-align:center;margin-bottom:1.5rem">{{ t.sup_familiar_title }}</h2>
+    <div class="sup-familiar-grid">
+      <div class="sup-familiar-card">
+        <blockquote>&ldquo;{{ t.sup_familiar_1_quote }}&rdquo;</blockquote>
+        <p>{{ t.sup_familiar_1_pivot }}</p>
+      </div>
+      <div class="sup-familiar-card">
+        <blockquote>&ldquo;{{ t.sup_familiar_2_quote }}&rdquo;</blockquote>
+        <p>{{ t.sup_familiar_2_pivot }}</p>
+      </div>
+      <div class="sup-familiar-card">
+        <blockquote>&ldquo;{{ t.sup_familiar_3_quote }}&rdquo;</blockquote>
+        <p>{{ t.sup_familiar_3_pivot }}</p>
+      </div>
+    </div>
+  </section>
+
   <!-- Why Padelnomics — moved above lead preview -->
   <section class="sup-section">
     <h2>{{ t.sup_why_h2 }}</h2>
@@ -446,22 +488,27 @@
     </div>
   </section>
 
-  <!-- Social proof — moved before pricing -->
+  <!-- What you get with every lead -->
   <section class="sup-section">
     <h2>{{ t.sup_proof_h2 }}</h2>
     <p class="sub">{{ calc_requests }}+ {{ t.sup_proof_stat1 }} &middot; {{ total_suppliers }}+ {{ t.sup_proof_stat2 }} &middot; {{ total_countries }} {{ t.sup_proof_stat3 }}</p>
     <div class="sup-proof-grid">
       <div class="sup-proof-card">
-        <blockquote>&ldquo;{{ t.sup_proof_q1 }}&rdquo;</blockquote>
+        <h3 style="font-size:1rem;margin-bottom:0.5rem">{{ t.sup_proof_point1_h3 }}</h3>
-        <cite>{{ t.sup_proof_cite1 }}</cite>
+        <p style="font-size:0.875rem;color:#475569;line-height:1.6;margin:0">{{ t.sup_proof_point1_p }}</p>
       </div>
       <div class="sup-proof-card">
-        <blockquote>&ldquo;{{ t.sup_proof_q2 }}&rdquo;</blockquote>
+        <h3 style="font-size:1rem;margin-bottom:0.5rem">{{ t.sup_proof_point2_h3 }}</h3>
-        <cite>{{ t.sup_proof_cite2 }}</cite>
+        <p style="font-size:0.875rem;color:#475569;line-height:1.6;margin:0">{{ t.sup_proof_point2_p }}</p>
       </div>
     </div>
   </section>
 
+  <!-- ROI callout — bridge to pricing -->
+  <div class="sup-roi" style="margin-bottom:0">
+    <p>{{ t.sup_roi_line }}</p>
+  </div>
+
   <!-- Pricing -->
   <section id="pricing" class="sup-section">
     <!-- Hidden radio inputs MUST come before the elements they control (CSS sibling selector) -->
@@ -547,11 +594,6 @@
       </div>
     </div>
 
-    <!-- Static ROI line -->
-    <div class="sup-roi">
-      <p>{{ t.sup_roi_line }}</p>
-    </div>
-
     <!-- Credits-only callout -->
     <div class="sup-credits-only">
       <p>{{ t.sup_credits_only_pre }} <a href="{{ url_for('suppliers.signup') }}?plan=supplier_basic#credits">{{ t.sup_credits_only_cta }}</a></p>