EF Workshop

Sarah Ward, M.S., CCC-SLP, an executive functioning specialist and co-author of the 360 Thinking Executive Function Curriculum, partnered with Elizabeth Sautter, M.A., CCC-SLP, a speech-language pathologist, author, and parenting expert, on an on-demand masterclass called “Essential Executive Functioning: Routines, Regulation and Readiness.” It helps parents, special education teachers, and pediatric therapists support children and teens who struggle with starting tasks, managing time, working memory, and emotional overwhelm, using brain-based tools that replace nagging with self-directed routines.

Both presenters had devoted followings, but they needed a neurodiversity-affirming sales page and enrollment funnel on WordPress and Elementor Pro. It had to ease parental exhaustion, answer objections about past failed planners, show a full bonus stack, and convert well at an accessible $67 price.

The Problem

• Checklist fatigue: Caregivers had bought many visual schedules, timers, and reward charts that were abandoned within days. The copy had to explain why planners fail without blaming the child or caregiver.
• Three buyer types: The page had to speak with equal authority to exhausted parents, classroom teachers, and speech or OT therapists who want carryover tools and IEP goal ideas.
• Complex science: Ideas like situational awareness (the “Sweep Space”) and episodic future thinking needed simple, scannable explanations.
• Checkout drop-off: Old multi-step forms and no exit-intent protection lost tired parents browsing late at night on their phones.

What We Built

We built a custom WordPress sales funnel with Elementor Pro, lightweight PHP performance hooks, and conversion design made for neurodivergent families.

1. Dual-presenter hero

Soft buttercup and lavender tones with plum accents (#8C527A) create a warm, non-clinical feel. Sarah Ward appears as Presenter and Elizabeth Sautter as Host, with a clear promise of practical help for routines, starting and finishing work, time management, and transitions. A “Register Now for Just $67” button anchors the price.

2. Video discussion

A conversation between the two presenters introduces the three phases of task management (Begin, Continue, Complete) and why routines fall apart without nagging, bribes, or shouting.

3. Empathy checklist

An 8-point “Does It Ever Seem Like…” list mirrors daily struggles, such as managing a task one day but not the next, five-minute chores stretching to an hour, freezing on sub-steps, and repeating instructions endlessly. It ends with “If this sounds familiar, you are not alone.”

4. Real-life outcomes

The 90-minute training promises:

• Kids who can visualize how long a task will take.
• Homework started without hours of avoidance.
• Calmer mornings and evenings.
• The pride of finishing what they start.

5. Benefits for each audience

Parents see fewer power struggles, teachers see smoother transitions, and therapists get carryover strategies and IEP goal support.

6. Presenter credentials

Sarah Ward’s bio covers 25+ years of clinical work, training in over 2,000 schools worldwide, and honors including the CHADD Innovative Promising Practices Award, the Bette Ann Harris Award, ASHA ACE awards, and Massachusetts General Hospital recognition.

7. Bonus stack

The Everyday Executive Functioning Toolkit offers plug-and-play worksheets, and the Daily Predictability Checklist helps caregivers find where routines break down.

8. What’s included

Three cards show printable handouts with a Certificate of Attendance, the 90-minute on-demand workshop, and lifetime access on any device.

9. Testimonials

A carousel on seafoam teal features parents and special educators praising the jargon-free, practical approach and the help with writing IEP goals.

10. Audience qualification

A warm family photo and short bullets help visitors confirm the workshop fits their child’s stage, from elementary to high school.

11. FAQ accordion

It answers the top objections.

• “Planners never work for us”: the workshop builds internal mental schemas instead of rigid charts.
• “Is it live or recorded?”: the full recording and replays are available right away.
• “No time for another system”: strategies fit into existing routines.

12. Host endorsement

A photo of Elizabeth holding a sign that says Sarah Ward has changed how she parents and supports families leads into the final call to action.

13. Exit-intent popup

When visitors move to leave, a message says over 700 parents have signed up this week. A purple button goes straight to checkout, recovering up to 16% of departing desktop visitors.

The Results

• 700+ registrations from parents, educators, and clinicians in the initial promotional window.
• 0.51-second mobile load time, with no friction for parents arriving from social ads.
• Under 1.5% refund rate, showing the page set the right expectations.
• 40%+ of registrations from educators and pediatric speech or OT clinicians looking for classroom strategies.