# Swift vertical pages — briefs (2026-09-10)

Seven pages, one offer contract (Book a free demo → https://www.runswiftapp.com/demo/book, UTM passthrough), one brand system (Swift blue #0050ec, system sans, logo in ../assets/), seven distinct concepts. Batch dir: `pages/`. Gallery: `index.html`. Evidence: `EVIDENCE.md`.

Common contract per page: self-contained HTML, no external resources, mobile-first 320px→desktop, sticky mobile CTA, 6+ substantive sections, ≥7 decision jobs, ≥3 visual moments, FAQ, consistent primary CTA, inline citations for third-party stats, `page-concept` JSON, reduced-motion support, semantic landmarks. Lutiq `ltq-tracked-features` blocks are applied at upload time using Swift's real brand taxonomy (read via `get_brand_context`) — not invented locally.

## P1 — Pickleball · dead hours (pages/p1-pickleball-dead-hours/)
- Hypothesis: pickleball club owners lose the most revenue to weekday midday emptiness, not prime-time demand; a page that quantifies dead court-hours and shows the programming/pricing mechanisms that fill them (day-part pricing, DUPR-banded open play, waitlists) converts operators thinking about utilization.
- Audience: pickleball club owner/operator, 4–12 courts, running open play + leagues.
- Incoming message family: growth/utilization ("fill your courts").
- Structure: hero (number-led: full at 6pm, empty at 11am) → utilization ledger visual (day-part grid) → three fill mechanisms → open-play/DUPR detail → proof (testimonials + market stats SFIA/USA Pickleball) → onboarding/migration → FAQ → final CTA.
- Falsifier: if demo bookings from this page skew toward brand-new facilities (no dead-hour problem), hypothesis is wrong.
- Visual system: light editorial, data-led; big numerals; day-part heat grid as the signature visual.

## P2 — Pickleball · legacy switch (pages/p2-pickleball-legacy-switch/)
- Hypothesis: operators on CourtReserve/EZFacility/Mindbody/eSoft are actively irritated (clunky UX, price hikes); a comparison/truth-lab page that names the frustrations in their own words and shows a painless free migration converts switch-intenders.
- Audience: incumbent-software pickleball operator (and racquet-sports adjacency).
- Incoming message family: skepticism/switch ("your booking app looks like 2005").
- Structure: dark hero (provocation) → "what operators told us" complaint wall (paraphrased, sourced) → Swift vs legacy mechanism (built for courts, mobile booking <60s, day-part pricing, door access) → migration promise (free, 2–3 business days, what moves and what doesn't) → switcher proof (The 5 / EZFacility quote) → support/no-tiers → FAQ → CTA.
- Falsifier: if bookings skew toward new facilities rather than switchers, angle missed.
- Visual system: dark truth-lab; terminal/ledger aesthetic; contrast vs light P1.

## B1 — Basketball · the 6pm scramble (pages/b1-basketball-front-desk/)
- Hypothesis: basketball facility owners feel the pain as an evening-shift scramble — phone bookings, double-booked courts, camp registration chaos; a before/after shift narrative with the Capital Courts (basketball) 10–15 hrs/week proof converts on relief.
- Audience: owner-operator of 1–6 court basketball/training facility.
- Structure: hero (the 6pm scramble) → the scramble ledger (double-booking, phone tag, cash chase) → the Swift shift (same evening, calm) → what changed (online booking, reminders, drag-drop calendar, camp registration) → Capital Courts proof + testimonials → memberships/camps detail → onboarding → FAQ → CTA.
- Falsifier: low scroll depth past the before/after section means narrative fails; fall back to proof-led.
- Visual system: warm light, timeline narrative, split before/after; distinct from data-led P1.

## B2 — Basketball · courts that run themselves (pages/b2-basketball-court-revenue/)
- Hypothesis: the growth-minded owner wants revenue systems, not just scheduling — prepaid court rentals, memberships, camps, and trainer commission payroll in one; a systems/architecture page converts multi-program operators.
- Audience: training-facility owner with pros, camps, memberships (Project Play $1,002/child basketball spending = demand tailwind).
- Structure: hero (your building earns while you coach) → revenue systems map (rentals → memberships → training → payroll) → prepay kills the no-show problem → trainer payroll/commissions from the calendar → market tailwind stats (SFIA participation, Project Play) → proof → migration/onboarding → FAQ → CTA.
- Falsifier: if bookings skew to single-court rental-only facilities, payroll angle is noise.
- Visual system: dashboard/product-led (calendar UI hero), blue-on-white system panels; different silhouette from B1's editorial.

## G1 — Golf · win winter (pages/g1-golf-win-winter/)
- Hypothesis: indoor golf revenue is seasonal (Nov–Apr utilization ~50% vs ~23% summer, NGF 1,500 venues ~3x since 2022); in September the operator's urgent job is being ready when demand lands — a prep-focused page (leagues, peak/off-peak pricing, memberships) converts now.
- Audience: indoor golf/simulator studio or driving-range owner.
- Structure: hero (winter is your busy season — open with the calendar math) → season curve visual → the winter readiness list (leagues with fees+bay time, day-part pricing, memberships/hour banks) → the 19M off-course tailwind (NGF) → proof → migration → FAQ → CTA.
- Falsifier: if bookings arrive only from warm-year-round markets (FL/AZ), seasonal angle is wrong for half the country.
- Visual system: deep-green seasonal editorial; season-utilization curve signature visual.

## G2 — Golf · the 10pm bay (pages/g2-golf-unstaffed-bays/)
- Hypothesis: bay operators want to sell early/late hours without staffing them and are drowning in hour-bank tracking and no-show chasing (16.3% lesson cancellations, 42.6% <24h); an access-control + prepaid + auto-tracked-hours mechanism page converts.
- Audience: sim-studio owner moving to (or running) long-hours/unstaffed models.
- Structure: night hero (who books the 10pm bay?) → access control tied to booking (doors + bays) → membership hour banks that track themselves → no-show math (cited) → reminders/waitlist automation → proof → migration/onboarding → FAQ → CTA.
- Falsifier: if demo notes reveal no interest in unstaffed hours, angle is niche.
- Visual system: night-mode dark page (distinct from G1), bay-door/status visual language.

## T1 — Trevor's page, improved (pages/t1-pickleball-improved/)
- Hypothesis: Trevor's copy and vertical specificity are strong; its weaknesses are length (~25 sections), desktop-first layout, unverified roster (Keely Cromwell, "Senior" titles), and buried proof. A mobile-first restructure that keeps the voice, leads with proof, halves the length, and verifies every person will beat it on mobile paid traffic.
- Improvements over source: proof strip in first viewport; reflowed hero for 393px; condensed feature grid (grouped); onboarding kept 4-step; team = verified people only (founders + support/sales); added JSON-LD SoftwareApplication + Organization; analytics event hooks (data attributes); sticky CTA; attribution passthrough; same DUPR/open-play specificity; CTA copy unchanged ("Book a free demo" → same URL).
- Falsifier: heatmaps showing mid-page drop before the feature grid → still too long, cut further.

## Gallery (index.html)
Phone-frame grid (≈375×700), labeled by slug + concept + audience + proof, dark neutral background, no clicks required to see every page, explicit index.html iframe srcs.