feat(cro): rewrite homepage EN copy — outcome-focused JTBD framing

Task 1: Hero, features, FAQ, final CTA, supplier matching, meta/SEO
strings all rewritten. New keys added for proof strip, struggling-
moments section, and "Why Padelnomics" comparison section.

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>

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",
@@ -1193,34 +1193,67 @@
   "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",