When Casey Finn, the creator behind The DIY Playbook, a home-improvement resource with a community of over a million homeowners, decided to launch her first book, she needed a site that could do a lot of jobs at once: build excitement ahead of the release, convert visitors into preorders, and reflect the same warm, confident voice that’s made her brand a trusted name in home DIY.
The Goal
A book launch page lives or dies on clarity. Visitors need to understand what the book is, why it matters, and how to get it, without the page feeling like a hard sell. On top of that, the site had to carry the credibility of an established brand while still feeling like its own distinct thing.
Our Approach
The layout leans on a clean, editorial structure that mirrors the book and her blog. It gives visitors an at-a-glance sense of what’s inside, each paired with real photography from the book rather than generic stock imagery. And honestly, I know I need this book! My house could use some love and a schedule to do it on!
Social proof is placed high! We used glowing blurbs from authors and industry voices sit right under the hero section, doing the trust-building work before a visitor has to think too hard about whether to care. A “Take a Peek” gallery follows, giving a scrollable, visual preview of the book’s interior design.
Practical questions get their own dedicated FAQ, built as an expandable accordion so the page stays scannable rather than turning into a wall of text which answers everything from “is this only for women?” to “will this work for a condo?” without disrupting the flow toward the buy button.
Calls-to-action, aka to order the book are woven throughout, never pushy, but never far away. There’s also a special bonuses section rewards early preorders, giving visitors a reason to act now rather than later.
The Result
A site that feels less like a landing page and more like an extension of Casey’s brand: approachable, organized, and genuinely useful—which, fittingly, is exactly what the book itself promises to be.
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